A growing number of users claim LinkedIn’s algorithm is broken. It isn’t. The users don’t understand it. Like any algorithm-driven platform — from Google to TikTok — LinkedIn prioritizes content based on how users interact with it. And like all social networks, engagement is the core signal.
While LinkedIn is a B2B-focused environment, its algorithm is like those of other social platforms. It promotes content that sparks conversation, earns reactions, or draws repeat views. If you’re seeing declining reach or impressions, it’s not because the algorithm changed overnight — it’s because attention is more competitive, and expectations for content relevance are rising.
Why reach is declining
Several factors are contributing to performance shifts:
- Crowded feeds: More users are publishing content, increasing competition for limited space in user feeds.
- Paid content takes priority: LinkedIn, like other platforms, monetizes attention. Paid campaigns naturally take up more inventory.
- Content fatigue: If your posts aren’t getting engagement, they’re less likely to be distributed further. That’s not suppression — it’s the algorithm doing its job.
So, reassess your content strategy. Are you offering real value? Is your content crafted to initiate conversation or interaction? If not, the algorithm has little reason to amplify it.
How the algorithm works
At its core, LinkedIn’s algorithm surfaces content it thinks will keep users engaged. It evaluates how users interact with different formats (e.g., video, polls, text posts) and prioritizes content that drives early engagement. Posts that get traction within the first 60–90 minutes are more likely to appear in more feeds.
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Key signals influencing LinkedIn’s algorithm include user reactions such as likes, meaningful comments that generate discussion, shares and resharing activity, and metrics like dwell time and click-through rates.
What performs best on LinkedIn
Interactive content: Polls, surveys, and open-ended questions earn strong engagement, especially when they prompt input quickly after posting.
Timely or polarizing topics: While controversial content carries reputational risks, it can drive high engagement. Use this strategically — not as a shortcut to visibility.
Authentic storytelling: Behind-the-scenes content, human-centered stories, and employee features often outperform polished promotional assets. People engage with people, not polished PR.
What about company pages?
Company pages still play an essential role on LinkedIn, even though they aren’t optimized for organic reach. The platform’s algorithm prioritizes personal profiles because engagement happens more naturally through individual connections and interactions.
That said, company pages remain valuable. They enhance credibility for the organization and its employees, support SEO and visibility across search platforms, serve as a centralized space for employee advocacy, and act as a key destination for job seekers exploring your brand.
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Company content should still focus on engagement, not announcements. Prioritize educational, insightful, or behind-the-scenes posts over promotional messaging.
Best practices to improve reach:
- Follow the 80/20 rule: Keep 80% of your content value-driven and no more than 20% sales-oriented.
- Avoid posting links with strong outbound CTAs in every post — LinkedIn deprioritizes content that sends users off-platform.
- Use native formats: PDFs, videos, and long-form text posts perform better than external links.
Yes, some tactics can artificially boost visibility — but at a cost. Publishing overly provocative content may drive short-term metrics but risks long-term trust and brand equity. Once credibility is lost, it’s hard to rebuild.
Bottom Line
LinkedIn’s algorithm is not broken. It reflects audience behavior in an increasingly competitive content environment. To succeed, marketers should treat engagement not as a gimmick but as a proxy for relevance. Focus on delivering value, sparking dialogue, and building trust. The algorithm will follow.
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