Mini-Workshop: Creating Content On LinkedIn

Today's session is going to be a little bit different.

So normally you and me and Jeff and Kimberly, we all scoot on in and we talk to an expert, a CEO, a founder, an investor, somebody that we think is gonna teach us something smart so that we can copy their homework.

That is the usual rotation.

However, today, a little different because I wanted to sync on in with you to talk about content and specifically content on LinkedIn because if you have been around these parts for a while, you will know that I have been like beating the drum on the LinkedIn mountain for, no joke, probably 10 years.

Then probably for about five years really beating the drum on you gotta make content, you gotta make content, the golden era is coming to an end, the golden era is coming to an end.

And when Shelby and I were talking about specifically this episode, I said, "I'm gonna really try my hardest in this, in this session together to not be like, 'Told you so.'" But that has lasted all of three minutes [laughs] so, so clearly it didn't work well.

And, and that I will say I told you so because back in like 2023, I said, I called it, we could probably go back and get the receipts.

I said, "Advertisements are coming for LinkedIn, promoted posts, not just for the company pages, but personal pages coming for LinkedIn.

And pretty soon that is going to become a pay-to-play space, just like Instagram, just like Facebook, just like TikTok, just like Snapchat." And for, for a few short years, LinkedIn was lagging behind.

They were like the lone holdout of all these other social media networks who were not opting in to this pay-to-play model.

And what do you think happened in 2025? After years [laughs] of me saying like, "This is gonna happen, this is gonna happen, this is gonna happen." It happened.

So, mm, don't wanna s- don't wanna say I told you so, but I mentioned it.

[laughs] I mentioned it once, twice, a thousand times, and so now we have, we have joined two things I think are happening that's really interesting on LinkedIn now.

We are entering this pay-to-play space, so that's kind of its own weirdo world, and we've entered this generation slop space, this AI-generated slop, and you've also heard me sort of, kind of ding the bell on that as well.

Shelby and I did a lot of deep diving before this, really kind of looking into what does the algorithm think about this LinkedIn sort of like AI slop? You know, what is the algorithm doing with it? Is it showing it to people? I also don't know, and, and maybe Giacomo and some, some of other of our guests who are joining from other countries, again, I only see what's the US side of LinkedIn, and I know different countries, they always try to try different things.

I know in the United States, I should've taken a screenshot.

Bummer, I didn't.

Okay.

They're doing these suggested posts, so you'll be scrolling, and all of a sudden you'll see somebody and you'll be like, "I don't know this person.

Who's that?" And then if you look over to the right, it says suggested, and you realize, oh, you're p- you're pushing me content from not companies, from humans, from, from people, uh, that I don't know, that are not in my network.

So again, I don't know if they're doing that all over the world.

I don't know if that's just a United States thing that they're like kinda trying out.

Um, I love that Andrew's like, "I just tried to boost a post, a personal post on LinkedIn for the first time about 30 minutes ago." Okay.

Andrew, you're gonna be our new guppy fish, and let us know how that goes.

Report back.