As LinkedIn works to enhance user engagement on its platform, the company has embarked on a new experiment designed to address one of the primary concerns that users have: the content they see in their news feed. By introducing a tabbed feature, they are allowing users to filter their experience, potentially transforming how engagement occurs within the app.
LinkedIn has announced that it is testing a new feature within the app that includes two distinct tabs on the user’s feed. The first tab, marked “All,” will continue to present the algorithmically curated feed with a variety of updates from a broad spectrum of users. The second tab, titled “My Network,” will restrict the feed to updates exclusively from first-degree connections, along with content from followed pages or individuals. This approach echoes previous trials, such as the “Discover” feed format, aimed at giving users greater control over the content they consume. However, this recent test is more streamlined, providing just two filtering choices instead of a broader array of options.
The rationale behind this experiment lies in understanding user preferences. LinkedIn has discovered through research that content shared by peers tends to garner higher engagement rates. By creating a more focused space for users to see posts specifically from their connections, LinkedIn hopes to nurture deeper interactions within their existing networks. If successful, this could foster a sense of community and relevancy that may have been diluted by algorithm-driven content.
A Shift in Strategy
Traditionally, most social platforms, including LinkedIn, have relied heavily on complex algorithms to curate user feeds, prioritizing engagement through variety and novelty. However, this new initiative marks a fascinating turn for LinkedIn, pushing against the contemporary trend of algorithm-dominated feeds prevalent across social media. While the “All” feed still remains the default, the option for a “My Network” feed could encourage users to engage with their professional networks more consistently, addressing a key user sentiment: that they value updates from known contacts over broader content.
Additionally, LinkedIn is testing this feature as part of a larger effort to reassess the user experience it provides. Currently, users can find that posts curated by algorithms sometimes feel detached from their immediate professional relationships. The introduction of the manual “My Network” tab could serve to reestablish that connection, emphasizing the importance of professional ties that often act as the backbone of LinkedIn’s user demographic.
LinkedIn plans to conduct this test for a span of five weeks, during which user feedback will be critical in determining the future of this feature. This iterative approach is a cornerstone of product development in the digital age, where user experience provides invaluable insights into feature viability. The decision to limit access to the “My Network” tab reflects a calculated risk; while it may not be as convenient as an automatic feed, it offers users the power to dictate the experiences they desire within the app.
Moreover, this testing phase runs concurrently with other notable changes on LinkedIn, such as the removal of the “Sort” filter on desktop for users outside of specific European countries. While the intent is to align the desktop experience with that of the mobile app and streamline content delivery, it may also frustrate users who preferred this organizational tool for sifting through the noise of their feeds.
That said, users in the UK and EU will retain access to the sorting feature, which may present a disparity in user experience across geographical boundaries. It remains to be seen how these changes will affect user sentiment and engagement metrics for LinkedIn in the long term.
By opting for a more manual approach to content curation through the introduction of the “My Network” tab, LinkedIn is boldly navigating the waters of social media engagement. The success of this initiative could redefine how users interact with their connections and ultimately reshape the platform’s role in professional networking. As the test unfolds, LinkedIn’s ability to adapt to user needs while balancing the complexities of algorithm-driven content will be crucial in determining the effectiveness of this new engagement strategy.