Informed 495

Postbag.

Lionel Guerraz voice note about content reach

Come to UpLift Live Nano Bristol on 17 September 2026 – a chance to ask your LinkedIn questions direct to me and get yourself a live LinkedIn profile review!

Creator Marketplace and company page collaborations

Full transcript.

Is LinkedIn setting itself up to become more of a creator marketplace? Let’s take a quick look. It’s episode 495 of the Informed podcast.

Hi, everyone. Welcome back to the Informed podcast, your independent show about LinkedIn best practice, and I am your host, John Espirian. I’m an independent LinkedIn trainer based in the UK. I’ve been very busy with watching the World Cup. My body clock is all over the place, so it’s going to be another short episode this week.

Let’s get started as usual with the Postbag section. OK, our question this week comes to us from Lionel Guerraz, who has sent me his first ever voice note. Let’s listen to Lionel now.

Good question there, Lionel. And he sent me that while he was hiking. I’m not sure if you can hear the background noise there, but lovely setting. He sent me a photo as well.

OK, so this is an interesting question because traditionally I would always have said that it’s not a good idea to restrict the reach of your post. So, for those who don’t know, by default when you post on LinkedIn, potentially anyone on the platform could see that content, but there is a setting while you’re in composition mode where you can say, restrict this content to my direct network only. So, if you turn that on, then that means that no one outside your network would see the post.

There’s also a related setting where you can let anyone see the post, but only your connections can comment on the post, but Lionel’s not asking about that. He’s asking about whether you should restrict just your network only.

So, I would always say that you want to get maximum visibility possible. If you’re taking time to create the content, why wouldn’t you want anyone to see it?

I can see what Lionel is really getting at here, though, is that given that there’s a change to the way that the feed algorithm works, would you want to instruct LinkedIn not to bother showing it to people outside your network and focusing that content only on the people you’ve already made 1st-level connections with?

A few people have complained to me that since these algorithm changes have come in, that their connections and followers aren’t seeing their content. They’re certainly not engaging with it because the content is going out to other people who’ve got exactly the same topic-based interest, and it’s those people who are seeing the content and maybe they’re not interacting so much.

So, I think my answer here is that you’d need to experiment to see whether this works. Traditionally, I would not have recommended it. Since the algorithm changes have happened, I haven’t experimented it with it since then. I’ve done very little in terms of experimenting with it at all, because I didn’t really want to limit my reach.

But that’s a really interesting idea because it would kind of break past the topic-based interest thing and force that content to be shown only to your connections, but then there’s nothing to say that maybe LinkedIn would just show it to very few of your connections because it will still determine that maybe some of those people are interested in your topic, but most of them aren’t.

So, I think my answer is to experiment. Fascinating idea, though. I will check with my Espresso+ community to see whether anyone else has tested this since those changes. But if you do give it a try, Lionel, please let me know what happens.

Just going to take a moment to remind you that we have a chance to meet at UpLift Live Nano, which is our mini event running in Bristol this September. When I set this up, it felt like ages away, but we’re near the end of June now. It’s actually not that far away at all.

If you want to meet in person, have some lunch together, ask your LinkedIn questions, even get your profile reviewed live in the room, come to UpLift Live Nano in Bristol. It’s at the Watershed, which is a lovely venue. It’s going to be on Thursday 17 September. It’s a 3-hour event spanning lunch, so starts at 11am, finishes around 2pm. Come and say hi. It’s going to be a great event and you can get your ticket at jesp.me/nanobristol – tickets are only £59. I’d love to see you there.

OK, the main topic is about the Creator Marketplace on LinkedIn. This is something that has been talked about before, but LinkedIn seemingly taking further steps to make this a reality on the platform. So, they recently released an article about LinkedIn’s Creator Marketplace. I’m going to read you a couple of things that were said in this article, and this comes from someone who works for LinkedIn.

So, I guess brands will kind of be able to almost pick influencers to match up with their campaigns, and those content creators who get selected who meet the criteria have a chance of earning some money direct from doing that. So, LinkedIn is trying to be the go-between for how all of that works.

An interesting idea. I’m not convinced it’s going to work brilliantly, but we will see what the implementation is like, and I will share a link to that article so you can read more.

I don’t see myself as one of those influencer content creators who would be doing ads or sponsored content on behalf of anyone else, so it wouldn’t really interest me to get involved, and I haven’t been invited yet anyway. If I am invited, I’ll take a look at that and maybe share what I can if I’m allowed to say anything.

On a related note as well, LinkedIn have something I spotted via looking at the LinkedIn help pages was something about company page collaborations. So, the language around this was a bit fuzzy, but the help page says that:

So, I don’t quite know exactly what LinkedIn has in mind here about collaborations between individuals and brands. There’s some instructions inside this help page about how to look about whether these settings are enabled, and I went and looked and I don’t seem to have the option in question, so it clearly hasn’t reached me yet.

Again, I don’t know anything more than what I’ve just told you. So, that might be linked into this Creator Marketplace idea somehow, because presumably if you’re going to get other people to collaborate on your page content in some way, then there must be some kind of way of rewarding those people for doing that. They’re not just going to do it out of the goodness of their own heart. So, I wonder if this is another facet of the marketplace, so I’ll link to that, go and check it out and see what you think.

As I said earlier, it’s going to be a short and sweet one, so I’m going to leave it at that for now.

I was posting my episode early last week because I was due to go and do my university reunion. Just my luck, I managed to have a gout attack, which meant that I couldn’t barely stand, much less drive up to Nottingham, so I had to skip that weekend, sadly. But I have made up for it by watching a whole lot more football than I was expecting, and I’m going to get back to that right now.

Anyway, as usual, if you have any questions for this show, anything about LinkedIn best practice, please drop me a line. Voice notes are preferred, but text messages totally fine via direct message on LinkedIn as well. And until then, I’ll see you next time.