LinkedIn’s Scaling Back its Alternative News Feed Test

It seems like LinkedIn’s test of alternative feed options, accessible via top-of-feed “pills,” is unlikely to stick around, based on the latest update to its overview of the option in its Help Center database.

Over the last few months, LinkedIn has been testing out alternate feed options, which you can tap into from the top of your main LinkedIn feed.

As you can see in these examples, shared by social media expert Lindsay Gamble, the new options include:

• “For You” which is the main, algorithmically-defined LinkedIn feed
• “Following” which includes updates only from LinkedIn members whom you follow
• And “News,” a collection of the latest business news info, curated by LinkedIn’s editorial team.

The optional feeds are only available to a select group of U.S. users, and based on the latest update, it seems like it might be going away soon.

As per LinkedIn:

“This experience is currently a test and is limited to a select group of U.S. members only. It’ll not impact feed preferences you made in settings. If you no longer see the pills at the top of your feed, it’s because the feature was part of a limited test that has now ended.”

The wording suggests that it is going to be a limited test, as opposed to a broader roll out, with the explainer essentially noting that it might now be gone, for those who are wondering.

Though it could also mean that LinkedIn is testing it out with a different group, which is why you’re not seeing it, though either way, I can’t imagine this is a hugely beneficial approach for LinkedIn to take.

Because algorithmic feeds, in general, drive the most engagement, and are where platforms see the most interaction and interest. LinkedIn likely benefits most from users staying in that “For You” feed, with the real aim of this test seemingly being the amplification of its hand-picked news updates.

But I’m not sure that LinkedIn users go to the app to read general updates and news. Sure, it would be of benefit for LinkedIn if it could broaden its use case in this way, but I doubt many users are tapping across to the “News” tab to get a LinkedIn-based feed of updates.

LinkedIn may be able to encourage users in this direction in different ways (likely via video clips), but I don’t know that this approach will be effective.

In any event, LinkedIn seems to be setting the stage for the removal of the option, so if you have it, or had it, this could help to explain its fate.