Is LinkedIn dying? An expert's observation on algorithm shifts, shadow-banning, and the creator exodus

Ad-filled feeds. Nosedived reach. AI-generated comments. Engagement pods. Biased algos.

If you're an active user, you've felt it.

There's no denying LinkedIn has shifted A LOT recently.

One regular user who's posted consistently five times a week for six years now has experienced these shifts firsthand. Of course, evolution is necessary and, for a tech platform, change is to be expected - but has it been a change for the better?

Every social media platform has gone through the same evolution; eventually making their users the product in exchange for ad revenue. We get it. In fact, all the more reason to make your attention-based economy better for the user...

Whilst avoiding the slippery slope that leaves us with questionably addictive algorithms, there is a case to be made for levelling up the user experience - especially for such high-value users on LinkedIn...

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The truth is, right now many of the platform's most loyal users are reviewing their content strategies, revisiting their entire business development approach, and even making drastic decisions - like leaving the platform entirely.

(In fact, I recently experienced an "enforced ban" for a week and it was a welcome, blissful break from the platform).

This sentiment is widespread. I see it in my feed every day as smart, dedicated professionals question the platform's direction:

Adam Faulkner is ripping up his long-standing content strategy.

Oli Barrett is observing the shifts and publicly musing over LinkedIn's future.

Mark Leruste poured out his heart in a moving open letter to the platform.

Erin Gallagher made the bold decision to leave entirely, focusing her energy on building her community on Substack.

And they are not alone.

My relationship with LinkedIn: From inbound pillar to question mark

I've been posting religiously on LinkedIn since B.C. - Before Covid.

Back in 2019, I committed to the platform. Through a clear message and consistent posting, I not only gained visibility but built a personal brand that became a key pillar of my business's marketing strategy. This activity directly led to delivering paid workshops for major corporate teams and sales professionals.

The results were powerful because they were:

Totally inbound.

Totally free.

Totally helpful.

Of course, platforms change and we must evolve with them. But this feels different. There’s more to it.

The tipping point: is LinkedIn actively working against value?

Lately, the conversation has taken a darker turn. There are horrifying reports that LinkedIn is joining the ranks of other toxically manipulative, anti-DEI tech giants. Allegations are surfacing that posts containing the word ‘women’ are being algorithmically downgraded, and that DEI-focused content is being outright shadow banned.

You might think I'm wearing a tin foil hat, but the evidence from creators in that space is mounting.

For a moment, I can put on an empathetic hat. I can imagine the immense pressure these tech giants are under. The strain to continually surpass investor expectations and chase the breakneck-speed growth of a boom that happened over a decade ago must be immense.

But that minute of empathy came and went.

With great power comes great responsibility. It doesn’t seem like any of these social media tech giants are truly focused on helping, adding value, or making a positive impact anymore.

In fact, it often feels like the opposite is true.

Earlier this year, I delivered a lightning talk to 6,000 women in tech where I called out the corruption of the billionaire "broligarchy" using their tech platforms as mass media manipulation machines.

The question I'm now asking myself is: Is LinkedIn really any different from the other boys?

The Creator Exodus is here

Thankfully, the smart professionals on this platform have already wised up to this. Us "creator" businesspeople are beginning to vote with our feet.

When the creators (the people who provide the value that keeps users scrolling) start to leave, it’s a sign of deep, systemic problems. We are deciding to focus on platforms where we have more control and a more direct relationship with our audience, such as Substack or YouTube.

Sadly, I believe this is the beginning of the end for LinkedIn as we know it.

More than that, I hope this denotes the beginning of the demise of all algorithmically-manipulative social media platforms. The top creators are leaving, and audiences will eventually follow the value.

So, is it too early to wish our favourite B2B platform to rest in peace?

What are your thoughts? Have you noticed a decline in your reach or the quality of your feed? Are you considering moving your focus elsewhere? Share your experience in the comments below.

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Stephanie Melodia is an international keynote speaker. Her signature talk is ‘Hacking Luck,’ with subject matter expertise in entrepreneurship, branding/marketing, and innovation.

As ex-CEO of an award-winning marketing agency, now hosts Top 20 UK Business Show, Strategy & Tragedy: CEO Stories with Steph Melodia, advises MBA students with Oneday, and mentors founders 1:1.

She has delivered impactful sessions for household brand names including Soho House, WeTransfer, Web Summit, and more - leaving audiences feeling inspired, motivated, and energised.

Get in touch here to enquire.