Observed Signal · Jun 7, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
LinkedIn Tests TikTok-Style For You Feed
LinkedIn is piloting a major feed restructuring in the United States, introducing three tabs to the start feed: For You, Following, and News. For You is algorithmically personalized based on user interests, interactions, and network activity and may surface content even from profiles users don’t follow. Following remains a chronological feed that includes ads. News is a curated, editor-led stream designed to deliver structured business news and thought leadership. The update signals LinkedIn’s shift from a job-search orientation toward a broader content discovery experience, with the aim of increasing dwell time and encouraging brands and creators to tailor content for different feed contexts. The test is currently limited to a small US group; LinkedIn has not announced a wider rollout. Creators should consider adjusting content to perform in For You and News contexts and monitor new engagement metrics LinkedIn has rolled out.
LinkedIn tests a new three-tab feed experience; potential impact on B2B content discovery and reach.
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Key Takeaways & Evidence Grounding
- LinkedIn is testing a new feed structure in the US with three tabs: For You, Following, and News.
- For You is algorithmic; Following is chronological with ads; News is editor-curated.
- The test is being run with a small user group in the United States; broader rollout not announced.
- News tab aims to strengthen editorial content, thought leadership, and business news on LinkedIn.
- The update targets longer on-platform dwell time and broader content discovery for B2B marketing.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
Lo-fi UGC-style content outperforms polished ads
The article discusses the growing effectiveness of lo-fi and UGC-style content over polished brand advertisements in social feeds. Citing data from TikTok, System1, Meta, and Kantar, it reports that creator-led content achieves 70% higher click-through rates and 159% higher engagement than non-creator ads at the same CPM, and that viewers skip influencer content after 17.8 seconds compared to 7.9 seconds for traditional branded content. Meta partnership ads reportedly deliver 19% lower CPAs and 13% higher click-through rates. The article emphasizes that while lo-fi content feels authentic, it still requires deliberate strategy, including clear brand cues within the first two seconds. It advises brands to combine lo-fi production, genuine UGC/creator content, and a remix layer of existing footage to maintain creative freshness and performance on platforms like TikTok and Instagram Reels.
Céline Flores Willers urges B2B marketers to think like B2C
At DMEXCO 2026, Céline Flores Willers, founder of The People Branding Company, argued that B2B marketing often appears outdated due to fear of innovation (FOMU). She demonstrated creative tactics like using a robot sidekick 'Robi' and branded T-shirts to boost attention and branding. She highlighted LinkedIn as the central platform for B2B, citing a SAP Taulia case where employee-generated content, boosted via Thought Leader Ads, achieved 2.3x higher engagement and 70% higher click-through rates with a small budget. Willers also cited examples like Legora's campaign with Jude Law and Merz Lifecare's 25-post merger documentation as successful 'building in public' strategies. She concluded by urging B2B marketers to be more creative and learn from B2C approaches.
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