Stop Fighting the LinkedIn Algorithm:

Social media algorithms, including LinkedIn’s, are constantly evolving, and understanding how they work can make or break your content strategy. If you’ve ever experienced inconsistent engagement, unpredictable follower growth, or varying post reach, you’re not alone. The algorithm’s behavior is dynamic, meaning it weighs different signals at various times.

The following insights, originally outlined in a post by Josh Sanders, provide a deep dive into how LinkedIn’s algorithm works, what causes fluctuations in your content’s performance, and how to stay ahead of the curve.

Why Some LinkedIn Posts Succeed While Others Fall Flat

Not all LinkedIn posts perform the same way, even if they have high engagement. That’s because LinkedIn prioritizes different types of content based on its goals at any given time. Let’s break it down:

1. Engagement vs. Discovery vs. Growth

Some posts get high engagement (likes, comments, shares) but don’t bring in new followers because they’re only shown to your existing audience.

Some posts lead to high follower growth but get low engagement because they’re surfaced in LinkedIn’s discovery feeds, where new users see you but aren’t necessarily engaging yet.
Some posts go viral but don’t convert into followers because the topic is interesting, but not compelling enough for viewers to follow you.

Lastly, some posts have average engagement with extremely high follower growth. This is due to LinkedIn showing your posts to new people outside of your existing network.

2. How LinkedIn’s Algorithm Weighs Different Signals

• Dwell Time, Comments, and Reshares: The algorithm prioritizes posts that keep people on LinkedIn longer, which is why long-form posts, and engaging discussions get boosted.

• Profile Clicks & Second-Degree Exposure: If your content gets a lot of profile visits, LinkedIn may push it to people who aren’t yet following you.

• Post Longevity: If your post gets strong engagement early but slows down quickly, the algorithm may limit its reach after initial testing.

3. The Type of Content You Post Matters

• Controversial or emotional posts get more visibility but don’t necessarily drive meaningful business connections.

• Educational, expertise-driven content builds trust and attracts long-term followers who see you as an authority in your field.

4. Engagement Snowballs Differently

• If your post gets quick engagement from your existing audience, LinkedIn expands it to a wider but similar group.

• If your post gets low engagement but high-profile clicks, the algorithm may push it to new users looking for relevant experts to follow.

How Often Does LinkedIn Change Its Algorithm?

Like all social platforms, LinkedIn often adjusts its algorithm—but not all changes are the same.

1. Micro-Adjustments (Daily to Weekly)

• Small tweaks happen constantly, refining how LinkedIn ranks posts in real time.

• Engagement signals like likes, comments, shares, and dwell time are weighed differently every day based on user behavior.

2. Significant Algorithm Updates (Every Few Months)

• These changes affect post visibility, engagement priorities, and content ranking.

• Examples:

  • In 2023, LinkedIn boosted document posts.

  • In 2024, it deprioritized “broetry” (short-line storytelling) and increased visibility for professional expertise-driven posts.

Broetry - A style of social media writing, particularly on LinkedIn, which features short, single-line sentences stacked vertically to maximize engagement. It blends "bro" (a casual, self-promotional online persona) and "poetry" (structured verse). Popularized in the late 2010s, it simplifies complex ideas into dramatic, digestible narratives. Once viral, LinkedIn deprioritized broetry in 2024 due to its formulaic nature.

3. Major Overhauls (Annually)

• These updates reshape the entire feed, balancing organic reach vs. paid content.

• In 2023, LinkedIn cut down engagement-bait posts and prioritized business-related content.

• In 2024, they shifted focus towards knowledge-sharing and authoritative voices.

4. AI & Machine Learning Adjustments (Ongoing)

• LinkedIn’s AI constantly self-adjusts to prevent content manipulation.

• If a certain post format starts gaming the system, LinkedIn will tweak the algorithm to rebalance the feed.

How to Stay Ahead of LinkedIn’s Algorithm Changes

You don’t need to chase every algorithm shift, but adapting early can set you apart. Here’s what you can do:

1. Track What Works for You

• Analyze which topics and formats drive engagement vs. which drive growth.

• Adjust based on patterns, not just one-off viral moments.

2. Optimize Your Hooks

• Posts that convert followers start with a bold, curiosity-driven statement.

• The first two lines determine whether people engage or scroll past.

3. Prioritize Comments Over Likes

• Posts with high-quality conversations get extended reach.

• Encourage meaningful discussion by asking direct, thought-provoking questions.

4. Test Different Posting Times

• LinkedIn’s peak engagement varies by audience. Experiment with posting morning vs. afternoon vs. evening to find your best window.

5. Diversify Your Content Strategy

• Mix high-engagement posts (to grow visibility) with authority-building posts (to gain credibility and followers).

• Relying on one format makes you vulnerable to sudden reach drops.

Weekly Growth Tip: Mastering LinkedIn’s Algorithm in 7 Days

Here’s a one-week challenge to optimize your content strategy based on LinkedIn’s algorithm:

✅ Day 1: Your past 10 posts. Which ones had high engagement vs. high follower growth?
✅ Day 2: Write a LinkedIn post with a compelling hook and a clear call-to-action (CTA).
✅ Day 3: Engage with 10-15 other creators to trigger LinkedIn’s reciprocal engagement boost.
✅ Day 4: Experiment with visuals, whiteboards, or infographics posts and track reach.
✅ Day 5: Post at a different time than usual and compare performance.
✅ Day 6: Share a high-value, authority-building post that showcases your unique expertise.
✅ Day 7: Review your results and tweak your strategy based on what performed best.

By following this framework, you’ll gain clarity on how the algorithm is impacting your content—and more importantly, how to use it to your advantage.

Final Thoughts

LinkedIn’s algorithm is always changing, but the core principles of growth remain the same:

• Post content that provides value and sparks engagement.

• Optimize your first two lines to hook readers immediately.

• Use proper spacing so your post isn’t visually overwhelming.

• Stay consistent, even when engagement fluctuates.

By adapting to these shifts early, you’ll maximize reach, gain new followers, and establish yourself as a go-to expert in your industry.

This article was adapted from a Josh Sander’s insights from a LinkedIn post. Be sure to follow him on LinkedIn.

Explore Growing Your Thought Leadership and Personal Brand:

Let me know if you would like to start building a powerful persona on LinkedIn. Whether you're starting out on LinkedIn, or an experienced founder/creator looking to gain an edge, join me and let’s explore the possibilities together.

Here’s what people are saying:

Igor Buinevici – Founder – Wild Capital - LinkedIn 147,000 + followers!

“Kevin has been an outstanding mentor during the early stages of my journey as a creator. He generously shared his wealth of experience and provided valuable suggestions for my content strategy, particularly emphasizing the effectiveness of creating infographics. His guidance has been instrumental in navigating through various challenges, and his support was extremely helpful throughout the journey.”

Profile: Igor Buinevici | LinkedIn

Will McTighe – Co-Founder – SayWhat - LinkedIn 156,000 + followers!

“Kevin has been a great mentor to me in my LinkedIn creator journey.
He gave me some invaluable tips that helped me meaningfully improve my content.
I used these tips to help grow from 3.5k to 48k followers in 5 weeks.

He is also just an incredibly warm and friendly guy with a heart of gold. Hours with him just fly by!”

Profile: Will McTighe | LinkedIn

Jason Van Camp – Chairman – Mission Six Zero - LinkedIn 35,000 + followers!

“Kevin has a sound social media strategy grounded in research and metrics. He was able to provide practical advice for content creators like myself in a digestible format and offer suggestions that do not require significant investment. He is definitely on top of his game, especially when it comes to LinkedIn strategies, and I'd highly recommend him to anyone seeking to become a content creator or influencer in their own right.”

Profile: Jason Van Camp | LinkedIn

Join Today: https://www.skool.com/the-founders-club-2070/about