LinkedIn's algorithm determines who sees your content. Understanding it helps you make better decisions about what and when to post.

Here's what we know about how it works and how to work with it effectively.

How Distribution Works

When you post on LinkedIn, your content goes through several phases:

Phase 1: Initial Testing

Your post is shown to a small subset of your network—typically a few hundred people at most. LinkedIn measures how they respond.

Phase 2: Scoring

Based on early engagement, LinkedIn assigns a quality score. High-quality posts get wider distribution. Low-quality posts get limited reach.

Phase 3: Extended Distribution

Posts that perform well get shown to more people—second and third-degree connections, and sometimes beyond your network entirely.

Phase 4: Decay

Over time, posts get less distribution. Most reach happens within the first 24-48 hours, though some posts continue performing for days.

What the Algorithm Values

LinkedIn optimizes for time on platform and return visits. Content that achieves these goals gets rewarded.

Engagement Quality

Not all engagement is equal:

Highest value: Comments (especially lengthy, thoughtful ones) High value: Shares with commentary Medium value: Reactions Lower value: Simple likes

Comments matter most because they indicate genuine interest and create discussion threads that bring people back.

Dwell Time

How long people spend on your post matters. Content that people read fully signals quality.

This is why:

Longer posts often outperform short ones
Text with line breaks gets more dwell time
Posts that encourage reading to the end perform well

Early Velocity

The first hour matters disproportionately. Strong early engagement signals quality and triggers wider distribution.

This is why:

Posting when your network is active helps
Engaging with early comments encourages more
Building relationships with consistent engagers helps

Content That Performs

Certain content types consistently outperform:

Personal Experience

Stories from your own experience outperform abstract advice. Specificity beats generality.

Contrarian Takes

Challenging conventional wisdom creates discussion—but only if you can back it up.

Teaching and Frameworks

Actionable content people can apply. "How I do X" or "3 ways to Y."

Behind-the-Scenes

Authentic glimpses into work and process. People are curious about how things actually work.

Career Transitions and Lessons

Posts about new roles, reflections on experience, and honest lessons resonate.

Content That Underperforms

Some patterns consistently get limited distribution:

Engagement Bait

"Like if you agree, comment if you disagree." LinkedIn detects and penalizes these.

External Links

Posts with links to external sites get suppressed. LinkedIn wants people to stay on LinkedIn.

Pure Self-Promotion

"Check out our new product." Company announcements get limited organic reach.

Low-Effort Reposts

Sharing others' content without adding perspective. Create original value instead.

Negative Content

Complaints, criticism, and negativity get limited distribution.

Timing Considerations

When you post affects performance:

Best Windows

Generally, weekday mornings and lunchtime in your audience's timezone. Tuesday through Thursday typically outperform Monday and Friday.

Audience-Specific

Your actual audience might differ. Experiment and check your analytics.

Consistency Over Optimization

Regular posting at the same time trains your audience when to expect you.

The Follow Ratio

Who follows you matters:

Quality Over Quantity

1,000 engaged followers in your target audience outperform 10,000 random connections.

Network Relevance

When your content spreads to connections of connections, relevance determines engagement. A focused network creates better second-degree distribution.

Building Intentionally

Connect with and follow people in your space. Quality begets quality.

Algorithm Changes

LinkedIn regularly updates its algorithm. Recent trends:

Toward Expertise

LinkedIn is prioritizing content that demonstrates genuine expertise over viral formats.

Away from Engagement Hacks

Tactics that once worked (engagement pods, comment bait) are increasingly penalized.

Toward Conversations

Back-and-forth discussions in comments are valued more highly.

Native Content Preference

Content created for LinkedIn (not cross-posted from other platforms) performs better.

Working With the Algorithm

Practical tactics:

Post Consistently

Regular posting trains the algorithm to expect content from you.

Respond to Comments

Engage with people who comment. This extends the conversation and signals quality.

Use Line Breaks

White space increases readability and dwell time. Dense paragraphs get scrolled past.

Hook First

Your opening line determines whether people expand the post. Make it count.

End With Engagement

Ask a genuine question or invite perspective. Create reason to comment.

Post Natively

Write for LinkedIn specifically. Avoid cross-posting identical content from other platforms.

What Not to Do

Avoid these approaches:

Gaming the System

Engagement pods, comment exchanges, and fake activity. LinkedIn detects and penalizes these.

Obsessing Over Viral Potential

Chase consistent performance, not viral hits. Reliable reach beats occasional spikes.

Chasing Every Trend

What works for others might not fit your voice or audience. Authenticity matters more than tactics.

Neglecting Relationships

Algorithms change. Genuine relationships persist. Build both.

The Bottom Line

The algorithm is a tool, not a goal. Understanding it helps you get your content seen by more relevant people.

But the fundamentals still matter more:

Create genuinely valuable content
Be consistent in your presence
Build real relationships
Focus on your audience, not the algorithm

Those who do both—understand the algorithm AND focus on fundamentals—will outperform those who only do one.