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Photo by studioEAST/Getty Images

Linkedin will today announce algorithm changes made over the past 12-18 months to favor conversations in its Feed that cater to niche professional interests, as opposed to elevating viral content, its executives tell Axios.

The big picture: News feeds that were fundamentally built to connect one voice to many are struggling to deliver on value as communication trends move to more personal and ephemeral conversations.

Driving the news: Users may have noticed that their notifications or engagements on LinkedIn have increased lately.

  • LinkedIn has done this in part, because internal research found that participation wasn't even across the platform, and that much of the attention in on LinkedIn was skewed towards the top 1% of power users, according to Tim Jurka, Director of Artificial Intelligence at LinkedIn.

Changes include:

  • Elevating content that users are most likely to join in conversation, which typically means people that users interact with directly in the feed through comments and reactions, or people who have shared interests with you based on your profile.
  • Elevating a post from someone closer to a users' interests or network if it needs more engagement, not if it's already going viral.
  • Elevating conversations with things that encourage a response (like opinions commentary alongside content), as well as posts that use mentions and hashtags to bring other people and interests into the conversation and elevating posts from users that respond to commenters.
  • Elevating niche topics of conversation will perform better than broad ones. (When it comes to length, LinkedIn says its algorithm doesn’t favor any particular format, despite rumors that it does.)

Be smart: If this sounds familiar, it's because LinkedIn is the latest social network to change its feed algorithm to get people to engage more, instead of just passively scroll through the app and website.

  • Facebook began talking about changes it was making to its News Feed to favor posts from close friends over brands and publishers in 2018.
  • Snapchat separated social from media on its app in 2017 to keep conversations intimate among friends.

Why it matters: Higher-quality engagement matters because its often more attractive to advertisers, according to Pete Davies, Head of LinkedIn Feed Product.

  • "Member engagement is at an all-time high, driven by record levels of engagement in the feed and content being shared," says Davies. "LinkedIn Marketing Solutions revenue is up 46% year-over-year.”
  • Last year, Axios reported that LinkedIn planned to bring in $2 billion from its marketing solutions business.

Between the lines: LinkedIn has been hinting at this for a while.

  • Audience development managers tells Axios that LinkedIn editors have been asking publishers to have their reporters share content to boost posts from authoritative individuals, as opposed to having content come from brands directly.

Go deeper

14 mins ago - World

Gaza ceasefire under strain as Israel and Hamas feud over rebuilding

Egyptian excavators clear rubble on Wednesday in Gaza City. Photo: Emmanuel Dunand/AFP via Getty Images

The indirect talks between Israel and Hamas to stabilize the ceasefire in Gaza and begin the reconstruction process have made little progress, raising concerns of renewed violence.

State of play: Five weeks on from the ceasefire, Israel is threatening to hold up the reconstruction process, and Hamas this week rejected a UN plan to fund it, Israeli officials and Western diplomats tell me.

Pacific Northwest's hottest weather on record takes aim this weekend

Computer model projection showing the jet stream winds and "misery index" of surface temperatures on June 27, 2021. (Earth.nullschool.net). The circulation of jet stream winds shows the location of the "heat dome" over the Pacific Northwest.

A "historic" and potentially deadly heat wave is on tap for the Pacific Northwest into southwestern Canada this weekend into early next week, with never-before-seen temperatures possible in cities like Portland, Ore., and Spokane, Wash.

Why it matters: The heat wave will affect a region where many people lack central air conditioning, raising the likelihood for public health impacts. In addition, power demand is likely to spike at a time when hydropower resources are running relatively low due to drier than average conditions.

Supreme Court rules for cheerleader punished by school for Snapchat expletives

The U.S. Supreme Court in Washington, D.C., on Tuesday, June 22, 2021. Photo: Stefani Reynolds/Bloomberg via Getty Images

The Supreme Court ruled 8-1 Wednesday that a school district in Pennsylvania violated the First Amendment by punishing a cheerleader who used expletives in a Snapchat post sent while off campus.

Why it matters: The case pushed the boundaries of students' First Amendment rights and what schools can enforce outside school grounds, especially in the digital age.