Social Media vs. Social Network and LinkedIn Forgot Which One It Was Built to Be
Nathaniel is the founder of Hurdle Community, a platform empowering graduates and young professionals to find clarity, confidence, and opportunity. He is now building a platform and ecosystem that redefines how people grow and progress in a rapidly changing world of work.
There is a meaningful difference between a social network and a social media platform, even though the two terms get used interchangeably. Myself and Catherine Barros, a Hurdle Community member and MSc in Neuropsychology – were discussing how this has significantly changed in recent years.
"Content is not the same as connection. The platform that built its name on the latter has spent the last decade quietly chasing the former."
For most of its life, LinkedIn was unambiguously the former. Lately, it has been trying very hard to become the latter. And the platform’s more than 1 billion members are starting to notice the shift, even if they cannot always name what it is they are noticing.
How we got here
LinkedIn was launched on 5 May 2003, created by Reid Hoffman and a small founding team building out of Hoffman’s living room. The original product was, by today’s standards, almost austere: a profile, a way to search for other professionals, and a way to connect with people you actually knew. There was no feed or algorithm deciding what you saw.
2003: LinkedIn launches. Profiles, search, and direct connection. No feed, no content layer.
2005 to 2008: Job listings, public profiles, and recommendations roll out. Still fundamentally a network of people, not a stream of content.
2012 to 2017: LinkedIn’s long-form publishing and content distribution features expand. The content feed begins to take shape. Endorsements and skills sections add a layer of curated self-presentation.
2016: Microsoft acquires LinkedIn for $26.2 billion, accelerating investment in engagement-driven product features.
2020s: Algorithmic feed ranking, creator tools, and trend-driven content formats become central to the platform’s growth strategy.
2025: LinkedIn expands its full-screen vertical video experience, the same format that defines TikTok, Instagram Reels, and YouTube Shorts. The platform built on professional connection now has a feature built for scroll.
None of this happened by accident. As one LinkedIn post observed, the platform that launched in May 2003 with no content feed at all, built purely so you could connect with people you actually knew, has arrived, more than two decades later, at short-form vertical video. The arc is striking precisely because it mirrors, almost feature for feature, the evolution of platforms that were never trying to be professional networks in the first place.
Content vs. Connection
Catherine's distinction of content vs connection maps it out perfectly. The distinction matters more than it might first appear, because the two models optimise for entirely different outcomes.
A social network optimises for relationship quality, where value compounds through who you know, engagement is a means rather than the goal, and growth comes from trust and reputation.
A social media platform, by contrast, optimises for attention and time spent on the platform, where value is generated by algorithmic reach, engagement becomes the goal itself, and growth comes from virality and trend cycles.
A platform optimising for attention needs a constant supply of content, a reason to open the app multiple times a day, and a feed that rewards whoever produces the most engaging material, regardless of whether that material has anything to do with your career, your industry, or your actual professional relationships. That is a fundamentally different design goal from helping you find a job, build a genuine network, or establish credibility in your field.
What users are starting to say out loud
This tension has not gone unnoticed by the people actually using the platform to find work. A Reddit thread from March 2026, posted in a job search community, captured the sentiment with unusual clarity.
“Is LinkedIn just another social media site or a real job search tool? I’ve been using LinkedIn pretty heavily in my job search, updating my profile, networking, applying through their listings, even engaging with posts to stay visible. But honestly, it’s starting to feel like just another social media platform.” – r/jobs (March 2026)
That phrase, “engaging with posts to stay visible,” is doing a lot of work. It describes a job seeker who has correctly identified that the algorithm now rewards content participation, not just professional substance, and has adjusted their behaviour accordingly. Posting to stay visible is a content strategy. And it raises the question the Reddit user is really asking: does performing on the feed actually help you get hired, or does it just make you better at performing on the feed?
There is a related, slightly more uncomfortable question sitting underneath that one. When professional visibility starts to depend on consistent content output, does the platform start rewarding performance over substance? Inauthenticity is a strong word, but plenty of users now describe LinkedIn posts using exactly that instinct: the sense that what they are reading was optimised for the algorithm first, and for honesty second.
To be fair to the feed
None of this is an argument that content on professional platforms is inherently bad. A content layer, used well, does real work for job seekers and professionals. It surfaces opportunities you would never have found through your existing connections alone. It lets people demonstrate competencies, such as writing, analysis, design, and technical skill, in a way a static CV or profile cannot. For some industries, a well-maintained content presence functions as a genuine digital portfolio, doing the work a personal website might have done a decade ago. And there is something valuable in the immediacy of a feed: news, hiring signals, and industry shifts surface in real time, in a way job boards never managed.
The issue is not that content exists on a professional network. The issue is what happens when the incentive structure of the feed starts to outweigh the incentive structure of the network beneath it; when staying visible matters more than staying connected; and when the algorithm, rather than your actual professional relationships, starts deciding who gets seen.
A wider reckoning with feeds
This tension between content and connection is not confined to the professional world. It is, increasingly, a live regulatory question. The UK government has announced plans that, from spring 2027, under-16s will no longer be able to use certain social media services, including platforms such as Snapchat, TikTok, YouTube, Instagram, Facebook, and X.
The details of which platforms are named are instructive. The legislative model, drawing on Australia’s approach, specifically targets user-to-user platforms whose purpose is to enable social interaction, allow users to post material, and use algorithms. It distinguishes them from messaging services and from platforms built primarily around professional or transactional connections rather than open-ended content feeds. Regulators are drawing the same line this article draws: the line between services built to maximise time spent consuming an algorithmic feed, and services built to facilitate a specific, bounded kind of connection.
The opportunity this leaves behind
None of this means professionals should abandon content entirely, or that LinkedIn has become useless as a tool. It remains, for now, the largest professional network in the world, and for many people, it still does exactly what it was built to do.
But there is a real gap opening up for anyone, particularly those still early in their career, navigating a job search, or building something from nothing, who wants a space built primarily around connection again. Not a feed to perform on, not a trend cycle to keep pace with, but a network, in the original sense of the word: people who can actually help you, found through genuine relationship rather than algorithmic visibility.
That is the gap we are building Hurdle to close: a professional network for people who are still figuring it out, designed around connection first, with content as the support structure rather than the main event. Not because content is the enemy, but because somewhere in the last decade, a generation of professionals stopped being able to tell the difference between staying visible and actually being known.
Read more from Nathaniel McAllister
Nathaniel McAllister, Founder of Hurdle Community
After experiencing redundancy firsthand, Nathaniel recognised how isolating the job search can be and set out to change it. Through Hurdle, he’s building a global platform and community where people can rebuild confidence, find support, and move forward together. His mission is simple, no one should face the job search alone.
