Avi Gandhi asking Ling Yah if something is beginning to feel different on LinkedIn lately:
LinkedIn recently— they basically removed all creator branding. They, like, ended the creator programs, they— you know, Dan Roth changed his newsletter from, like, The Creator Up— Creator something or another, to The Insider.
Like, they’ve just got rid of the idea of creators.
And, they said on the podcast, like, ‘Well, it’s because, you know, a lot of our— the people that write on LinkedIn don’t think of themselves as creators. They’re like, you know, ‘I’m a doctor,’ or ‘I’m a lawyer,’ ‘I’m a— an engineer, I’m not a creator. I just, like, write stuff on LinkedIn,” — which, I think, is fair.
But, a lot of creators — especially full-time creators, like, people like you and me who depend on LinkedIn as a top- of-funnel to build and grow their businesses — over the last few months have really started complaining about seeing reduced reach.
And, I’m curious if you’ve experienced this phenomenon.
Ling:
Yes. Absolutely across-the-board for myself. For all the clients, as well.
Over the next 18 months, I think we’ll see more and more creators begin to realize the consequences of reliance on Big Social* (with even fairly experienced creators like Avi and Ling sometimes getting blindsided).
The solution, of course, is to prioritize your owned platform(s), where no sudden changes happen without your consent.
— Tang
*Big Social is our little term around here for all the big box behemoth platforms who’d prefer to keep the access key to your audience to themselves (YouTube, Patreon, LinkedIn, TikTok, Instagram, X, Threads, etc.).
Avi Gandhi’s owned platform is: Creator Logic.
Ling Yah’s owned platform is: So This is My Why.
