While Meta is focusing on helping creators grow their audiences, LinkedIn is turning its attention to what happens after people engage.
The platform is updating how comments are ranked, using signals including professional interests, connections and previous activity, to show users discussions that are more relevant to them. It will also bump up more timely conversations in the feed.
The move comes as comment activity continues to grow. LinkedIn reported an 18% year-over-year increase in time spent in post comments during Q2, alongside a 10% increase in overall content consumption.
But more comments does not necessarily mean better conversations. LinkedIn is also tackling engagement pods and low-quality automated replies, making relevance increasingly more important.
The update also follows last week’s move to let users flag posts that feel like AI-generated “slop”. Together, the changes show LinkedIn putting more emphasis on the quality of posts being published, as well as the conversations happening underneath it.
For brands, that makes the comment section more valuable than ever. Getting people to respond is one thing; getting them to have a worthwhile conversation is another.
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