Is LinkedIn Still a Thought Leadership Platform? Or Just Another Algorithm Game?

For years, I treated LinkedIn like an online resume. A place to list my experience, connect with a few people, and move on. Then, about two years ago, I decided to take it seriously.

I did my research. I studied what works. I committed to posting daily, without being salesy.

I followed all the so-called "best practices":

? Know your audience

? Post consistently

? Test different formats and post times

? Engage meaningfully in comments

? Share insights that educate, entertain, or inspire

And at first, it worked. My impressions climbed. My posts got engagement. I thought, Okay, I’m getting somewhere with this.

Then something changed.

The more effort I put in, the more I crafted thoughtful, educational posts with branded visuals, the less reach I seemed to get. My Impressions dropped. It started to feel like I was putting on the performance of a lifetime for an empty theater. - Anyone know the feeling?

Then last Friday, I posted something different.

It was a post written in frustration. A moment of clarity wrapped in a little rant about a sales conversation going nowhere because I wasn’t speaking to the person who actually makes decisions. I knew it was pointless, but I wrote it anyway, not because I expected anyone to read it but because sometimes you just need to put thoughts into words. It felt like speaking into a void, like giving a keynote in an empty auditorium. - It was Friday, alright, and a long week!

And that post? It blew past my usual, carefully crafted content (aimed to educate), pulling in 20 times the impressions! Proof that frustration, not finesse, is what the LinkedIn algorithm really loves.

So that got me thinking.

What are we actually trying to do on LinkedIn?

I follow the playbook. I use LinkedIn the way all the self-help books and podcasts say I should, connecting with my “ideal customers,” building a pipeline, and growing my personal brand. But here’s the thing. No one logs into LinkedIn hoping to be pitched to. I get it. I don’t want that either.

Still, let’s be real. We’re all here for a reason.

I’m not some social butterfly who can invite 300 of my closest friends to a party. I work hard. I love my wife. I’d rather spend my time with my family than schmooze at networking events. So naturally, I don’t have thousands of people in my orbit.

And yet, here we all are, on this endless quest to grow our connections and add our target audience to our LinkedIn profiles. Why? Because we want to grow our businesses. - That's why you here right?

But can we still do it today?

If the algorithm now favors sensationalism and viral controversy, what happens to those of us who just want to show up, share something valuable, and actually connect to grow?

So, I want to hear from you. How are you using LinkedIn these days? Are you seeing success with thoughtful, valuable content? Or have you had to play the game to stay visible? Do you ever wonder if it's worth it? Are you growing your pipeline with your posts? If so, please share some wisdom! Are we just wasting time we could have spent with our families?

Drop a comment below. I’d love to hear what’s working for you.

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