Could This Be The End of LinkedIn?
LinkedIn was once the go-to place to share insights and updates. Now? Now, I fear it’s morphing into something else and I’m wondering if this could be the end of LinkedIn. Ryan Roslansky should be worried…
I first signed up for LinkedIn way back in 2004. I’m not really sure I knew why at the time but it quickly became the go-to place for professionals, salespeople, and business owners to share insights, build connections, and learn something valuable. But now? Now, I fear it’s morphing into something else. I’m worried this could be the end of LinkedIn.
Let’s face it, LinkedIn is looking more like a desperate social media mash-up right now. A pastiche of just about every other social media platform out there.
The platform is flooded with mass-produced content from a small group of high-profile users, drowning out SMEs and emerging thought leaders. Meanwhile, LinkedIn’s latest obsession – video content that looks more suited to Instagram or TikTok – only adds to the chaos.
If CEO Ryan Roslansky isn’t careful, LinkedIn risks losing its identity. And as it chases engagement for the sake of engagement, it’s opening the door for an alternative platform that actually delivers value.
The Flood of Low-Value, High-Engagement Content
Let’s be honest, LinkedIn’s feed is becoming a mess.
A handful of super users have figured out how to game the algorithm, churning out viral posts that rack up millions of views but add zero substance. These posts follow the same predictable formula:
- A dramatic, one-line hook (“I quit my job today.”)
- A vague, self-congratulatory story that’s just enough to stir emotion
- A call-to-action begging for engagement (“Tell me your experiences in the comments!”)
It’s content designed for maximum clicks, not maximum value.
And as more people chase these engagement-driven tactics, professionals who actually have something meaningful to say are getting buried.
Even Thought Leaders Are Calling It Out
I’m not the only one who’s noticed this.
Several well-respected LinkedIn thought leaders have been vocal about the platform’s decline:
- Ian Wright (profile) has pointed out how the quality of content is plummeting, as real insights get drowned out by engagement-bait tactics.
- Dean Seddon (profile) has warned that LinkedIn’s shift towards popularity-driven content is making it harder for genuine professionals to break through.
When LinkedIn’s own top voices are raising concerns, it’s clear something is going wrong.
The Instagram-ification of LinkedIn
As if the flood of clickbait posts wasn’t bad enough, LinkedIn is now pushing short-form, influencer-style videos—and it’s making the platform look more like Instagram than a professional networking site.
Suddenly, the feed is full of:
- Overly polished, scripted “inspirational” videos that feel more like TED Talks than genuine insights.
- Cringeworthy “behind-the-scenes” office vlogs that add no real business value.
- Attention-seeking, hyper-edited clips that look like they belong on TikTok.
LinkedIn is not Instagram. It’s not TikTok. Professionals come here to network, learn, and grow their business—not to watch wannabe influencers monologue into their front-facing cameras.
This push for entertainment over expertise is a dangerous shift. And if it continues, LinkedIn risks alienating the very people who made it valuable in the first place.
What This Means for SMEs and Emerging Thought Leaders
For SMEs, consultants, and professionals who rely on LinkedIn to build their personal brand, this is a huge problem.
- If you don’t play the engagement game, your content gets buried.
- If you’re not churning out flashy videos, LinkedIn doesn’t push your posts.
- If you focus on real insights instead of hype-driven content, you risk being ignored.
This is a massive shift away from what made LinkedIn work—a space where business professionals could connect based on expertise, not social media tricks.
And if LinkedIn continues prioritising viral content over valuable content, professionals will start looking for a better alternative.
Could This Open the Door for a New Platform?
We’ve seen this story before.
- When Twitter (now X) became a toxic, engagement-driven platform, people started looking for alternatives.
- When Facebook lost its focus, business owners turned to other spaces to reach their audience.
If LinkedIn keeps prioritising popularity over professionalism, engagement over expertise, and TikTok-style videos over thought leadership, it won’t be long before another platform steps in.
What would that alternative look like? ✅ A level playing field where SMEs and professionals actually get heard. ✅ A focus on real conversations rather than empty engagement hacks. ✅ A space that prioritises insights over influencer culture.
Because let’s be honest—LinkedIn isn’t irreplaceable. If professionals stop finding value here, they will go elsewhere.
How LinkedIn Can Fix This Before It’s Too Late
It’s not too late for LinkedIn to turn things around. Here’s what needs to happen:
1️⃣ Rework the algorithm – Prioritise valuable content over engagement-hacked content. 2️⃣ Limit mass posting from super users – Ensure a handful of influencers don’t dominate the feed. 3️⃣ Dial back the Instagram/TikTok-style push – Keep LinkedIn professional, not just another social media site. 4️⃣ Support SMEs and emerging voices – Give more visibility to business owners and consultants, not just LinkedIn-famous personalities.
LinkedIn has always been about professional growth, networking, and thought leadership. If it loses sight of that, it risks becoming just another noisy, overcrowded content platform—one that professionals simply stop using.
What Do You Think?
Is LinkedIn useful for business, or is it time for something else?
Let me know in the comments.