So I’m stranded in Bangkok. Came out here for some hoops + some R&R… and then the Dubai, Abu Dhabi, and Doha airports closed… anddd I quite literally can’t get home. So I’m on a now month-long forced retreat in Thailand. The weather’s amazing, but working on a 12 hour time difference ain’t great, especially as I launch a new business (more on that in the coming months).

But hey, let’s talk about LinkedIn today. We’ll hit on:

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The social media industry’s writing more myths than most fantasy novels, and it’s usually because the social networks are awful at communicating with their users. All those TikTok censorship claims? Yeah, that never happened, but TikTok did a terrible job telling TikTokers about the outages, so conspiracies immediately popped up!

That’s why I was so appreciative when LinkedIn invited me to question their corporate comms & engineering teams about the algorithm, the platform, and what’s next. Even better? They specifically said it’s on the record & encouraged me to spread the good word with y’all.

I’m happy to share official answers on some of the biggest LinkedIn questions.

NOPE. LinkedIn officially confirmed that their algorithm does not judge content differently if your post does or does not have an outside URL.

I can hear your skepticism. Your posts with links aren’t getting as much engagement as your other posts, right? Well… that post probably just isn’t that compelling for your audience, or comes off a little too promotional / spammy. But don’t blame LinkedIn! My suggestion: make sure you’re driving the same amount of value within link promotion posts as your native posts.

NOPE. LinkedIn officially confirmed that with each new LinkedIn post, their algorithm judges that content independently, regardless of how frequent or infrequently you’re posting content. You can post a couple times a week or multiple times per day, and the algorithm won’t punish you.

There’s one important caveat, though. They specifically noted that LinkedIn tends to have quicker user “fatigue” than other social networks, meaning that some audiences may not want to see your face or your brand multiple times per day. On Instagram or TikTok, it’s a little easier to digest seeing the same account multiple times in a row, but on LinkedIn, that might not be true. Like every social network, experiment & see for yourself what cadence gets the engagement you’re happy with.

NOPE. LinkedIn confirmed the algorithm doesn’t care what tools you use to schedule your content. Feel free to use your favorite social media management tool.

One adjacent note to know: they’re cracking down hard on automated commenting tools and spammy behaviors, so don’t have some AI auto commenting, okay?

YES. LinkedIn confirmed hashtags can help get your content to the right audiences, but like every social network, they don’t increase your reach—they just guide the content. Think of hashtags like a steering wheel, not a gas pedal.

While it feels like hashtags are getting largely phased out on other social networks, they’re probably worth playing with at the end of LinkedIn posts as they continue building their algorithms. A big focus for their platform right now is identifying topics of interest for their users, so giving every clue possible to what you’re writing about probably isn’t a bad thing.

LinkedIn was clear that video is part of their future and has a home on their platform, but that it’s a new content type that’ll be one of many content formats that creators & brands should try. This isn’t an Instagram situation where video content will suddenly dominate the platform. Definitely give video a try (especially if you’re a creator, brands are keen on sponsoring videos, not writing), but keep trying EVERY content format to see what works for you.

We got a smile and confirmation that LinkedIn is looking into different ways to compensate creators, and that we should hear more soon. What that looks like? TBD. But it’s on their radar as a known need.

LinkedIn VP of Engineering Tim Jurka posted a blog with some additional notes on how the feed works, their fights against automation, and a few other points you might be interested in.

I’ll certainly always share my own strategic tips for LinkedIn right in this newsletter… and if you’re looking to get better at making your own LinkedIn content… look below.

If you’re a marketer, you know you should be writing on your LinkedIn.

The problem is you open a blank doc, stare at it for 10 minutes, then decide you’ll “do it tomorrow.” (Tomorrow never comes.)

That’s why I made Break an Egg!

It’s a $5/month thing where I send you one writing prompt for every day. Not “post inspirational content” prompts—actual questions that help you dig into your own career and realize you’ve done way more interesting stuff than you think.

Projects. Opinions. Lessons. Stuff you already know, but haven’t turned into posts yet.

It’s meant for people who want to start building a personal brand on LinkedIn without feeling weird, fake, or like they suddenly have to become a creator.

If you’ve been telling yourself “I really should start writing,” this is the lowest-pressure way I know to do it. Sign up right here!