Last Thursday I caught myself doing something weird.

I was sitting in my favorite coffee spot in Sarajevo, laptop open, cursor blinking.

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And I realized I'd been staring at a blank LinkedIn post for 37 minutes.

Not because I didn't know what to write.

But because I was scared to hit publish.

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Scared that the same 50 people would see it.

Scared that I'd spend 45 minutes crafting something valuable just to watch it disappear into the void.

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So I closed my laptop and went for a walk instead.

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That's when it hit me:

I'm in a toxic relationship with LinkedIn.

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The moment I knew something was broken

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Six months ago, I'd post something and watch new faces show up.

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Someone from Germany would comment.

A founder from Singapore would send a DM.

A consultant from Brazil would save my post.

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That's when I knew LinkedIn was working.

Not because of vanity metrics.

But because I was reaching people who'd never heard of me before, and 50% of them could be my potential clients.

​Now?

I post and see the same loyal circle.

​Don't get me wrong - I love those people.

They've supported me from day one.

​But if every post only reaches people who already know me, I'm not growing.

I'm just shouting into an echo chamber.

and my content looks like I am part of some pod (which I am not)

​So naturally, I started questioning everything.

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My YouTube pivot

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Two weeks ago, I made a decision.

​I'm dousting down on YouTube.

​Longer content. Deeper value. Real frameworks I can unpack properly.

​The plan was simple:

Create once, repurpose everywhere.

​Film a 15-minute breakdown on LinkedIn strategy.

Chop it into clips.

Post those on LinkedIn with captions.

​Boom. Leverage.

​Except...

​Even when I post genuinely valuable content on LinkedIn - stuff that used to hit - it still gets buried.

​And that's when I realized:

The algorithm doesn't care how good your content is if nobody signals it matters.

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What's actually happening (that nobody's saying out loud)

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Here's what I've been testing, tracking, and honestly... stressing about:

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LinkedIn isn't rewarding formats anymore.

​Video, text, carousel - doesn't matter.

​What LinkedIn's algorithm is actually asking is:

"Should I show this to more people?"

​And the only way it decides that is by watching what YOUR audience does in the first 30 minutes.

​Not likes.

Not even comments (though they help).

​The real signal?

Will your reader send this post to someone else or save it to come back later.​

Think about it.

​When someone saves your post, they're telling LinkedIn:

"This is valuable enough that I want to come back to it."

​(and your dwell time is rising)

That's a stronger signal than anything else.

​But here's the brutal part:

​Most of us (myself included) aren't creating "save-worthy" content.

​We're creating:

• Motivational fluff

• Generic advice

• Stuff people nod at and scroll past

​Nothing wrong with that.

Except the algorithm murders it.

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My biggest mistake (and probably yours too)

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I used to optimizing for engagement.

​Trying to write hooks that got comments.
Asking questions to spark discussion.
Crafting stories that got reactions.

​And while that worked in 2023, it's not enough in 2025.

​Because LinkedIn shifted from:

"Let's reward people who get engagement"

​To:

"Let's only show content that people want to KEEP."

​That's a fundamentally different game.

​And I wasn't playing it.

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What I'm changing (starting Monday)

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I'm done trying to be everywhere.

​Instead, I'm building one simple system:

​Create content people actively search for and want to save.

​Here's what that looks like in practice:

​1. Every post needs a takeaway

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A framework. A process. A step someone can screenshot and use.

​If I can't summarize the value in one sentence, I don't post it.

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2. I'm writing for search, not just feed

​LinkedIn isn't just social media anymore.

It's a search engine.

​So instead of hoping the algorithm shows my post to new people, I'm creating content those people are actively looking for.

Specific problems. Clear solutions.

Content that lives beyond the 24-hour feed cycle.

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3. I'm making my posts feel effortless to read or watch

The moment a post feels like work, people bounce.

​So I'm obsessing over:

• One-sentence paragraphs

• White space everywhere

• Rhythm that pulls you down the page

• My personality that will keep you watching my videos

​Because if people don't finish reading or watching, they definitely won't save it.

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4. I'm tracking the right metrics

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I used to check impressions first.

​Now I check:

• How many new people engaged

• How many saves I got

• How many people took action

​Because 500 impressions with 10 saves beats 5,000 impressions with 2 saves.

​Every. Single. Time.

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The uncomfortable truth

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LinkedIn isn't broken.

​It's just playing a different game than it was two years ago.

​And most of us haven't adapted.

​We're still posting like it's 2023.

Expecting the same results.

Getting frustrated when it doesn't work.

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But the people crushing it right now?

​They're not chasing impressions.

They're creating content so valuable that people can't help but save it, share it, and come back to it.

​That's the new bar.

​And honestly? It's higher than most of us are willing to reach.

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If you find yourself in a similar situation to mine...

​I'm figuring this out in real time.

​Testing. Tracking. Iterating.

​And I know there are 3 other people reading this who are in the exact same place I was last Thursday.

​Staring at a blank screen.

Wondering if LinkedIn is still worth it.

Frustrated that the same faces keep showing up.

​So here's what I'm doing:

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I'm opening 3 spots for 1:1 LinkedIn strategy calls.

​We'll dig into:

• Why your content isn't reaching new people

• What signals you need to trigger to break out

• How to create content worth saving (not just scrolling past)

• What your specific next 30 days should look like

​No generic advice.

No recycled LinkedIn tips.

​Just you, me, and a real conversation about what's actually working right now.

​If you want one of these spots, reply "LINKEDIN" and I'll send you the details.

​First three people get in.

​Let's crack this together.

​Power to you,

Sabahudin "still figuring it out" Murtic

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PS.

I'm not quitting LinkedIn.

But I am breaking up with the version of LinkedIn I thought I knew. Because holding onto what used to work is keeping me from discovering what actually works now. And I'd rather adapt than disappear.