LinkedIn has long served as the digital meeting place for professionals, connecting individuals and organizations across all industry sectors. From nonprofit leaders seeking community support—to healthcare professionals sharing research breakthroughs, LinkedIn has been a vital hub for conversation, collaboration, and career growth. The giant (business) social media platform recently experimented with a new feature that could significantly reshape how professionals connect and engage with one another.
On February 27, LinkedIn began testing a “Connection-only” feed over a five-week period, as reported by Social Media Today. This feature allowed users to view content exclusively from their first-degree connections, followed pages, and advertisers. The goal? To prioritize relevance over reach and nurture more meaningful engagement in the crowded digital universe.
This shift has significant implications for communicators across all sectors. Although LinkedIn has yet to communicate their decision on bringing the Connection-only feed back after the five-week trial, it is vital to be prepared to leverage both feeds. Whether you work for a nonprofit organization, education or edtech, animal health, or healthcare organization, being prepared to adapt your messaging and strategy if/when this feature return is essential for ensuring your messages continue to resonate and reach the right audiences.
A More Relevant, Relationship-Driven Feed
The Connection-only feed offers users a streamlined, curated content experience. By limiting content to updates from first-degree connections, the feed reduces algorithmic noise and emphasizes posts that are more likely to matter to the user. For communications professionals, this creates a powerful opportunity to deepen engagement within existing networks.
Let’s look at an example of how this might work: Imagine a nonprofit organization launching a community health campaign. In the past, a post promoting this initiative might have been swept up in the noise, lost among content from influencers or loosely connected professionals. However, with the Connection-only option, the message could reach those who are already inclined to care—donors, board members, volunteers, followers, and closely aligned partners. For mission-driven companies, especially nonprofits, this increased relevance can lead to more impactful engagement and measurable campaign success.
In education, the benefits are equally compelling. Updates about new curriculum launches, student achievements, or conference attendance are more likely to be seen by trusted colleagues, peers, and collaborators. More likely to resonate! An education or edtech marketing leader working to spotlight a district’s innovative programming or gain national recognition will find that those most invested in the story—school leaders, educators, alumni, the school community, and education journalists—are the ones who will see it.
In sectors like healthcare and animal health, where trust and authority are crucial, a more controlled feed helps ensure that information reaches professionals who understand and appreciate its context. For a healthcare organization, this is especially valuable when promoting industry thought leadership or important news. Likewise, an animal health company, including veterinary practices or pet product companies, may benefit from stronger engagement around pet care campaigns or innovations in veterinary medicine—when the audience is poised to receive your highly relevant content. They are already connected with you and for good reason.
The Downside?
While the Connection-only feed creates space for stronger one-on-one engagement, it also presents a clear challenge: it limits visibility beyond one’s immediate sphere of influence. For organizations and professionals with smaller networks hoping to expand awareness, this could be limiting.
A nonprofit focused on mental health among youth may rely on viral momentum to reach new communities or potential donors. Under this new format, relying solely on direct posting means messages remain confined to a tight-knit audience. For mission-driven organizations working to amplify a brand or cause on a larger scale, this underscores the importance of mobilizing stakeholders as amplifiers. Encouraging staff, partners, and advocates to share content ensures that key messages are not just contained within existing bubbles but travel further, through trusted intermediaries.
Adapting Your Content Strategy
With content distribution potentially becoming more focused, it’s more important than ever to optimize the content itself. The Connection-only feed rewards content that resonates—posts that educate, inspire, or provoke thoughtful conversation. Agencies and in-house PR professionals must guide their clients to lean into storytelling, rich visuals, and interactive content that feels personal yet worthy of sharing.
Take the example of a school district that’s improving literacy outcomes among young readers—an issue that permeates our nation. Rather than issuing a generic news release, they could partner with an education PR agency, getting guidance on the most relevant PR tactics. For example, they could share a video (shot on an angle as to not revealed their identity) of a young student reading with confidence for the very first time. This kind of emotionally resonant, high-quality content naturally prompts likes, comments, and shares—amplifying the message organically across networks.
Similarly, a healthcare PR firm might recommend spotlighting physician profiles, wellness tips, or behind-the-scenes glimpses into a clinical trial team. These human-centered updates not only boost visibility in the Connection-only feed but help build trust and authority within known professional circles.
Leveraging Both Connection-only and Default Feeds
During the testing phase, LinkedIn did not eliminate its default, algorithm-driven feed; it simply gave users a choice. This meant that during the trial, communicators viewed the Connection-only and default feeds not as rivals but as complementary channels, each serving a different, strategic purpose.
We hope the Connection-only feed becomes the go-to for relationship-building and insider updates—a smart thought leadership enhancement tool. A nonprofit organization might use it to thank donors, share behind-the-scenes moments from a campaign launch, or highlight staff milestones—content designed to foster loyalty and appreciation. An animal health organization might use it to promote a national awareness campaign about pet vaccinations or a viral infographic explaining tick prevention.
Although the Connection-only feed test has concluded, organizations should consider how to adapt their strategies in case LinkedIn reintroduces it permanently. By tailoring messaging to the strengths of each feed, organizations can build stronger networks while still expanding their influence across the platform. The default feed, meanwhile, with its broader reach—remains useful for fostering relationships and building networks.
Connect with Rosica Communications
LinkedIn’s new Connection-only feed isn’t just another feature—it’s a fundamental shift in how content is targeted, shared, and engaged with on this critical thought leader leadership platform. For PR professionals and marketers in specialized sectors, this feed offers both a challenge and an invitation. It’s a chance to double down on authenticity, deepen relationships, and refine content strategies to make every post count.
Rosica Communications understands the nuances of this evolving social media landscape. As a nonprofit, education, healthcare, and animal health PR agency, we help mission-driven organizations stay ahead of the curve.
From social media strategy to full-scale integrated campaigns, we bring insight, creativity, and measurable results. If your organization is ready to make the most of LinkedIn’s new features—or navigate any other shift in today’s fast-moving media environment—we’re here to provide guidance.
Connect with Chris Rosica, president and CEO of Rosica Communications to discover how a strategic PR partnership can help achieve your goals: https://calendly.com/rosica/30min.