LinkedIn Is About to Change Forever (and nobody even realises)

LinkedIn is about to change forever and 99% of people have no clue what's happening or how it will affect them. I

know this because over the past seven years, I've worked with over a hundred of the biggest founders and creators on LinkedIn. I've been behind the scenes

LinkedIn. I've been behind the scenes constantly testing what works and what doesn't. And when something changes, I'm

doesn't. And when something changes, I'm one of the first to know about it. So,

in this video, I'm going to walk you through the seven biggest shifts to LinkedIn that I see happening over the next couple months. I'll show you every change I see coming and break down the strategy and exact tactics that I would use to take advantage of this right now.

The first change is that LinkedIn is actually getting saturated. Just a

couple of years ago, the common talking point for why you should post on LinkedIn is that only 1% of creators are publishing content on the platform and the platform is starving for content.

Times have changed quite a bit. By now,

in 2025 and going forward, LinkedIn is the default platform for B2B founders who want to build an audience and market their company. Every week I have at

their company. Every week I have at least five conversations with tech founders who are launching their company or announcing a fund raise and LinkedIn is a main part of their goto market channel. It's no longer this fringe

channel. It's no longer this fringe platform that only a few people are using. It's become commonplace and a

using. It's become commonplace and a core part of B2B marketing strategy. And

on top of that, AI content is flooding the feed. Tools like ChatGpt, Claude,

the feed. Tools like ChatGpt, Claude, even Bluecast, my bad, are making it easy as possible to go from blank page to finished somewhat coherent draft in just seconds. So, of course, we're going

just seconds. So, of course, we're going to see an increased volume of content hitting the LinkedIn feed, and it's getting more crowded. One consequence of this and why you should care is that the value of generic how-to content is

getting driven to zero. It's become a commodity. Anyone can do it. So, if

commodity. Anyone can do it. So, if

you're only posting basic listicles or basic how-to generic content, you're not going to build an audience. You're not

going to stand out. You're going to blend into that noise. But, there is hope and there actually is a massive positive to come out of this. So, I want to get into the strategy here. If you

can truly create great content, there's always an opportunity for you to grow.

Now, in 2025, what does great content mean? This is where we get into the

mean? This is where we get into the strategy. Every post that you make

strategy. Every post that you make either needs to have a unique story or narrative or a truly unique, polarizing opinion. Safe, generic how-to content is

opinion. Safe, generic how-to content is dead. It doesn't work anymore. You

dead. It doesn't work anymore. You

really should not do that. You need to have one of these or both in every post.

If not, you're not going to stand out and AI content is just going to crowd you out of the feed. So, a quick example of this, right, is this post where I talk about how to create more content even if you don't have time, even if your schedule's busy. A generic version

of this might have just been a basic list where I talk about here's how to make more time in your calendar to create content for LinkedIn. But

instead, I use this narrative hook of every week I speak to five to 10 series A, series B founders who know content's important. They want to post more on

important. They want to post more on LinkedIn, but they have zero time. Then

I get into the actual tactics, but I use that story of, hey, I talk to these founders every single week. you should

trust me versus this random person who's using this cloud generated piece of content. The second shift I'm seeing on

content. The second shift I'm seeing on LinkedIn is that content lifespan is increasing. If you've opened the feed

increasing. If you've opened the feed and scrolled your timeline at all in the past 2 to 3 weeks, you're likely seeing an increased amount of post from 2 to 3 weeks ago. And it's not just you. This

weeks ago. And it's not just you. This

is a platformwide shift to the algorithm that LinkedIn has actually been pretty open about. They're trying to increase

open about. They're trying to increase the lifespan of content on the platform.

But there is a silver lining. Because

these posts from 1, two, 3 weeks back are showing up on the timeline. It means

that the content life cycle has extended. On LinkedIn, historically, the

extended. On LinkedIn, historically, the life cycle of content has been a little bit longer than Twitter or even Instagram. But even on this platform, if

Instagram. But even on this platform, if you have a piece of content that does well, within a week, it's pretty much out of the feed. So, with this recent shift, we're seeing content get more and more momentum later on. And now, it

looks like content you post can be seen by readers even weeks into the future.

Think about it like YouTube, right? One

of the benefits of this platform that you're on right now is that you can post a video and that video can continue bringing in views and subscribers and even buyers and customers for months and years later. Like, I'm sure you've done

years later. Like, I'm sure you've done a YouTube search and ended up on a video if it's still very relevant. That's a

great feature of this platform. Now,

LinkedIn hasn't gone that far in that direction. I don't think it ever will.

direction. I don't think it ever will.

But the fact that the content life cycle is increasing is actually a positive. I

think LinkedIn will balance this out and try to find a sweet spot between showing you recent content and older stuff. I do

think that they overcorrected in the other direction, but just keep that in mind when you're looking at post performance. If you post something and

performance. If you post something and it gets less engagement than you would have thought in the first 20 minutes, it's fine. Don't worry, just keep

it's fine. Don't worry, just keep posting. Shift number three that I've

posting. Shift number three that I've seen on LinkedIn over the past few months really is that organic reach is trending down. And this is another case

trending down. And this is another case of it's not just you. If you've noticed over the past year that your organic reach has kind of declined, it's not just you. You're likely not doing

just you. You're likely not doing anything wrong. It's just a platformwide

anything wrong. It's just a platformwide shift that we're seeing. I'm seeing it on my own content. I'm seeing it across clients. I'm seeing it across other

clients. I'm seeing it across other accounts that aren't on our client roster. So, it's not just our clients.

roster. So, it's not just our clients.

It's a platformwide thing. Now, why is this happening? No one really knows for

this happening? No one really knows for sure, but one hypothesis that I think is quite valid is that LinkedIn is pushing people to spend money on thought leader ads, which is the typical life cycle that you see most social platforms go

through. Again, look at Facebook earlier

through. Again, look at Facebook earlier on. Massive organic reach. As more and

on. Massive organic reach. As more and more people use the platform they're trying to monetize, they build this massive ads business. LinkedIn is going the same direction. And this is likely why you see organic reach trending down

over the past year or so. And I don't want to sound like a doomer here.

LinkedIn is still by far the best platform to post on organically if you're trying to get B2B customers. So

if you're a B2B technology company, if you're a B2B agency, LinkedIn is still the no-brainer platform that you should be trying to build an audience. So two

things can be true. One, organic reach can be down across the board.

Independent of your content strategy, independent of the hooks you're using, independent of anything else. content is

seeing less reach. And two, you shouldn't just throw your hands up and say, "Oh, the algorithm is ruining my content." Like, no, there's still a lot

content." Like, no, there's still a lot of things you can do and should do to maximize performance. And you shouldn't

maximize performance. And you shouldn't just throw your hands up and say, "Oh, well, the algorithm sucks, so therefore LinkedIn isn't going to work for me."

That's not true. So, yes, there is this macro trend, and no, you shouldn't just throw your hands out. LinkedIn is still the obvious best choice for B2B companies. So, as far as the how, just

companies. So, as far as the how, just keep nailing the fundamentals and you'll be in a good spot. By the way, if you want a deeper dive into each of these seven trends that I'm noticing on LinkedIn along with some others, I put together a full guide on each of these

with strategic recommendations that you can bookmark. So, if this is helpful for

can bookmark. So, if this is helpful for you so far, I'd recommend checking that guide out and bookmarking it for the next time that you sit down to create content. Just have it as a reference

content. Just have it as a reference that you can look back to make sure that you're always up to date on what's working right now on LinkedIn. Totally

free. I'll put it in the description down below if you're interested. Check

it out. I think it'll be super helpful for you. And the fourth trend that I'm

for you. And the fourth trend that I'm seeing is that thought leader ads are in right now. Like I was just saying,

right now. Like I was just saying, organic reach has seen a dip. And I

think one of the reasons why LinkedIn is doing that because they want to get more people spending money on thought leader ads. Thoughtle leader ads are simply the

ads. Thoughtle leader ads are simply the ad unit where you take an organic post from a personal account. So say I post a piece of LinkedIn content from my personal account. I would take that

personal account. I would take that piece of content and run some spend behind it as an ad. The way it shows up in feed doesn't make it obvious it's an ad at all. There's only a little bit of

promoted text underneath a profile picture, but other than that, it looks just like an organic post. So, you don't get that same banner blindness that you would get with a traditional corporate ad on LinkedIn where everything looks

super branded and a reader or a watcher sees it and just thinks, "Gh, this is an ad. I'm going to keep scrolling." So,

ad. I'm going to keep scrolling." So,

here's an example of a thought leader ad I came across. Notice how it's coming from Garav's personal account. And

notice this small promoted text. You can

barely even tell it's an ad when I'm scrolling on the timeline. If I'm like not looking very closely, I would just think it's an organic post and I'm more likely to stop, watch, and engage. You

can take advantage of this if you have the budget to put behind organic content. So, my recommendation here for

content. So, my recommendation here for how you should take advantage of thought leader ads is take your best performing organic content after it's been running for two to three weeks. You want to let it get as much organic engagement as

it's possibly going to get. And then

once you see that post start to die down, take that winner and put some spend behind it as a thought leader ad.

You need some budget here. I'd recommend

starting with $20 per day. That's not

much, but you could see some impact. And

then as it starts to work, if you notice that it's converting into followers and engagements and maybe even some customers, you can put some more spend behind it and scale it. And here's

another example from Mutiny, who I've seen execute this playbook really well.

I see their ads on my feed all the time and they don't look like ads because they're just organic content that was boosted. So here's an example from their

boosted. So here's an example from their growth strategist Matt where if again if I'm scrolling the feed and I see this post I don't think immediately oh this is an ad. I think it's just a piece of content and if the hook gets me I'm

going to read and again really not realize it's a paid piece of media. Now

one pro tip for thought leader ads is that when you're in ads manager you actually can't add a CTA. You can only boost the organic content as it stands.

So you can't drive people to your website. can't drive people to book a

website. can't drive people to book a demo unless you use this workaround. So,

all you're going to do is before you boost the content in Ads Manager, go to the post, go ahead and edit the post, and then what you can do is add a quick PS line with a CTA to a link that you

want to drive traffic to. So, in this example, I say PS for more tips and hot takes, check out social files, and then drop the link to my newsletter. By the

way, if you want that newsletter, link in the description. But I could use that CTA and then once I save it, then I would go into ads manager and boost this post as a thought leader ad. So it runs

organically. There's no CTA button, but

organically. There's no CTA button, but that link exists in the copy even after you boost it. So people when they see it will go ahead and click into that. Trend

number five is that users are experiencing optimization fatigue. When

content looks too perfect, readers tune out. And this is a consequence of AI

out. And this is a consequence of AI generated content in my opinion. I think

when people see content that looks too pristine, too perfect, everything in the grammar flows perfectly. You see common writing tropes like it's not X, it's Y, stuff that used to work in the past, but

because AI has used it so much, people kind of tune out, they're seeing this optimization fatigue. So if your content

optimization fatigue. So if your content looks too perfect, it sounds counterintuitive, but it might not do as well. You also see this happening with

well. You also see this happening with hook templates on LinkedIn and across social platforms in general. When a

template or a hook style or a format gets a lot of traction for one person, you see another person copy and then another person, another person. It

becomes a repeatable template. And these

templates often work in the short to medium term. For example, there was this

medium term. For example, there was this trend on LinkedIn or this hook template on LinkedIn that goes something like, I was having dinner with a $100 million SAS CEO and here were the lessons he told me or here were the lessons I learned. Here's some surprising thing he

learned. Here's some surprising thing he told me. But this anecdote of I was

told me. But this anecdote of I was talking to this very, very high status person. they gave me some information

person. they gave me some information that you want to know about. And when

people first started using this one, those anecdotes were real and people trusted them and they were very compelling. But once the marketer guru

compelling. But once the marketer guru type saw that this hook template worked, they all started using it. And it got to the point where everyone's like, there's no way that every single person on this

platform is talking to a billion dollar CMO every single week. Like that just doesn't make any sense. So now, even if it's true, when you use that template, the reader is probably not going to

trust it. So there's two things we need

trust it. So there's two things we need to consider here, right? The writing

style itself. So making sure it sounds human, and then also not overusing templates and knowing when a template has run its course. You should still use templates. If you see something that's

templates. If you see something that's working, you see a format that works for you, double down and use it. The

templates exist for a reason, but you've got to know when that template or when that content format has reached the end of its life cycle and we've got to retire it. So now, as far as the

retire it. So now, as far as the strategy I'd recommend here to lean into this trend and take advantage of it, it's pretty counterintuitive. You

actually want to include imperfections in your content on purpose to make it sound human and authentic to you. For

example, something as silly as including intentional grammar deviations or maybe even a typo. So, here's an example of a post that I wrote. that sort of follows this casual tone of voice and doesn't

sound overly perfected or AI generated.

Hey, I'm in team meetings all day today, so I figured I'd stop in, drop a few content marketing hot takes on the timeline with zero context, and close the LinkedIn tab on my laptop. Here it

goes. Notice how that's just a bit more casual. It's not super well formatted.

casual. It's not super well formatted.

It's just kind of off-the-cuff feel stream of consciousness. That's

intentional. My goal is to make it sound like I'm the one who wrote that. It's my

voice because it is true. I'm the one who wrote that. It's my tone of voice.

It's unique. It's casual. It doesn't

feel super sterile or overly formatted.

It's not some played out template. And

you see this other example here. It's

like, I'm not sure he needs to hear this, but answering happy to discuss this on an interview to a question on job application will probably not land you that interview. Just a super quick, short form, funny, humorous post. It's a

bit more casual. But the main takeaway here for this trend is don't make your content too perfect. Include some

imperfections. Include your unique tone of voice. And if you're a founder

of voice. And if you're a founder working with a content agency, make sure they're doing this. So when we work with clients, we also implement this intentionally. We don't want their

intentionally. We don't want their content to sound too perfect. Now,

moving on to trend number six. LinkedIn

is increasingly playing a role in answer engine optimization. And one interesting

engine optimization. And one interesting trend that I've noticed is that over the past couple of weeks, I've had multiple founders call out that people are finding their product through chat GPT.

And ChatGpt is using the LinkedIn content that we produce to index that client or index that product in their answers. And yes, traditional SEO still

answers. And yes, traditional SEO still plays a massive role here, but LinkedIn can also have an impact, and it's just one of the side benefits of posting consistently on the platform. So,

obviously, you're going to get inbound leads from LinkedIn itself. You're going

to see cold outbound probably work better. You're going to see paid media

better. You're going to see paid media work better. Now, another benefit is

work better. Now, another benefit is that you'll start to show up in chat GPT and cloud and all these AI answer engines a lot more frequently because those platforms are picking up on your LinkedIn content. Now, as far as the

LinkedIn content. Now, as far as the strategic recommendation here, the good thing for you is that it doesn't require you to change a whole lot. As far as we know right now, the only way to influence this with LinkedIn content is just to post LinkedIn content

consistently. So, five times per week is

consistently. So, five times per week is what I'd recommend. If you want to go slightly more than that, that's fine.

But there's no secret tactic that you're going to use in your LinkedIn content that's going to increase your ability to show up in Chat GPT or Claude. Anyone

telling you otherwise is just BSing you at this point. There's too much we don't know. The only recommendation I have

know. The only recommendation I have here is just to post consistently. The

more you post, the more opportunities you have for AI to pick up that LinkedIn content. Now, this seventh platform

content. Now, this seventh platform shift has massive implications for your LinkedIn strategy. And the companies and

LinkedIn strategy. And the companies and founders who are able to take advantage of this are going to have a massive step up and that's the idea of building a content ecosystem. The savviest founders

content ecosystem. The savviest founders on LinkedIn are building a content ecosystem with their content, their co-founders content, their employee content, their branded content. And the

companies that really demolish the competition on LinkedIn make their target audience think, "Damn, I can't escape these people. Every time I open LinkedIn, I see something from this

company." And the way you do this is by

company." And the way you do this is by building a content ecosystem. In other

words, you want to layer in multiple accounts that are active on LinkedIn on behalf of your company. LinkedIn is a unique platform in that it is volume constrained. So, because you're volume

constrained. So, because you're volume constrained by how much you can post on one account, the way you get around this is by layering in multiple accounts and scaling horizontally. Here's exactly how

scaling horizontally. Here's exactly how I'd execute this as a B2B company in 2025. I'd start with one founder. If

2025. I'd start with one founder. If

you're just starting from scratch, get one founder posting consistently on LinkedIn. If you do this alone, you'll

LinkedIn. If you do this alone, you'll be in a pretty good spot and you'll be ahead of, I'd say, 90 to 95% of companies on LinkedIn just by having one founder consistently posting valuable content. Once you've got that in place

content. Once you've got that in place for a couple of months, layer in the rest of your founding team. If you have co-founders, get them all active on LinkedIn as well. Once you have all your co-founders in, the third step is going

to be layering in any other senior leadership on the team that wasn't part of your founding team, but senior leadership who also has a relevant audience on LinkedIn. get them posting.

And finally, step number four is get the rest of your employees active on LinkedIn. Not everyone's going to be,

LinkedIn. Not everyone's going to be, you can't force everyone to post, but if there are even junior employees who are showing interest in building an audience on LinkedIn, encourage that. Get them to post because what you'll often find is

that across these different accounts, different people will speak to different segments of your audience. So having all these accounts active on LinkedIn not only gets you more volume but allows you

to hit unique segments of your audience in the most relevant way possible. But

try to get four to five personal accounts on behalf of your company posting. It's very doable. A few

posting. It's very doable. A few

examples of companies doing this very well. Exit 5 crushes this. Dave Ghart

well. Exit 5 crushes this. Dave Ghart

literally wrote the book on founderled content. It's founder brand. If you

content. It's founder brand. If you

haven't read it, definitely check that out. He and the rest of his team at Exit

out. He and the rest of his team at Exit 5 do a really good job of posting consistently on LinkedIn and I constantly see content from their team on a daily basis because they have multiple accounts active. Another

company I think does this well is Cold IQ. Their founder Michelle Leeben has

IQ. Their founder Michelle Leeben has built a massive audience on LinkedIn and they have I think seven people on their team actively posting on LinkedIn. And

it's another one of those situations where every day when I log on to LinkedIn I see something from their company. Whether it's Michelle, whether

company. Whether it's Michelle, whether it's the company page, whether it's their COO, whether it's another person on their team, you really can't escape.

And that's the energy and the dynamic you want to create with your content strategy. Earlier, I mentioned that I've

strategy. Earlier, I mentioned that I've worked with over a 100 founders to create their content strategies and produce content on LinkedIn. Well, a

large part of what I do is researching what's working right now on the platform. And I recently studied over a

platform. And I recently studied over a thousand LinkedIn content creators and founders to see what they're doing successfully. And what I found is pretty

successfully. And what I found is pretty amazing. So, click here to check out the

amazing. So, click here to check out the video I made breaking down everything the top thousand founders are doing on LinkedIn and how you can apply everything they're actively using in their own LinkedIn strategies to win.

So, good luck and I'll see you over