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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

59 mins ago - Health

CDC panel endorses Pfizer vaccine for 12- to 15-year-olds

Illustration: Brendan Lynch/Axios

An advisory panel for the Centers for Disease Control and Prevention on Wednesday endorsed the Pfizer-BioNTech coronavirus vaccine for 12-to 15-year-olds, following the FDA's emergency use authorization.

Why it matters: Approval from the CDC panel was the final step needed before inoculations could be offered at any vaccination site for this age group.

  • Pfizer has said its vaccine is 100% effective at protecting against COVID-19 in a trial of more than 2,200 children between the ages of 12 and 15.

GOP lawmakers downplay Capitol riot at House hearing

Photo: Jon Cherry via Getty Images

Republican members of Congress sought to minimize the Capitol insurrection at a House hearing on Wednesday, with statements calling pro-Trump rioters "patriots" and other lawmakers falsely denying demonstrators were supporters of the former president at all.

Driving the news: The hearing comes shortly after House Republicans voted to oust Rep. Liz Cheney (R-Wyo.) from leadership over her criticism of former President Trump's actions leading up to and on Jan. 6.

McConnell, McCarthy say 2017 tax law is "red line" in infrastructure talks

The top Republicans in the House and Senate told reporters after meeting with President Biden at the White House that "there is a bipartisan desire to get an outcome" on an infrastructure package, but stressed that revisiting the 2017 tax cuts is a "red line."

Why it matters: Wednesday marked the first time that Biden has hosted Senate Minority Leader Mitch McConnell (R-Ky.) and House Minority Leader Kevin McCarthy (R-Calif.) at the White House.