The Truth About the LinkedIn Algorithm (And Why Posting More Isn’t Always the Answer)
- Sophia Brading
- Jul 30
- 3 min read
If you’ve ever wondered why some posts on LinkedIn fly and others flop — even when you’re showing up consistently — you’re not alone. There’s a reason the phrase “posting and praying” feels so familiar to small business owners.
The truth?
It’s not about posting more.
It’s about understanding how the LinkedIn algorithm works — and how to align with it in a way that plays to your strengths, not your exhaustion.
So… how does the algorithm actually work?
The LinkedIn algorithm’s job is to keep people engaged.
That means it shows content to users that’s:
Relevant to their interests and network
From people they’ve interacted with
Earning strong early engagement
But here’s where it gets interesting: engagement doesn’t mean likes.
The algorithm prioritises content that starts conversations.
Posts that attract thoughtful comments, DMs, shares, or click-throughs tend to perform far better than content that’s simply liked and scrolled past.
It also watches who is engaging. If people in your industry or niche interact with your post — especially within the first 60–90 minutes — LinkedIn sees that as a quality signal and expands your reach.
Why more content isn’t the answer
There’s a misconception that to grow on LinkedIn, you need to post daily. But if your posts don’t get early traction, they’re buried — and all that effort goes to waste.
Instead of feeding the machine, you want to feed relationships.
That’s why the LinkedIn Power Moves Playbook™ focuses on one non-negotiable daily move: the 10-minute engagement blitz.
Rather than creating new content every day, spend those 10 minutes commenting on 3–5 relevant posts in your network. Add value. Share an opinion. Tag a collaborator. Move a great comment into a private message.
You’ll show up in other people’s feeds. You’ll trigger curiosity and profile views. You’ll build trust — not just traffic.
This light-touch strategy is the algorithm hack.
What the algorithm does reward
According to Hootsuite and LinkedIn’s own engineers, the 2025 algorithm prioritises:
Comments over likes – Thoughtful replies matter more than double-taps.
Dwell time – The longer someone lingers on your post, the better it ranks.
Meaningful interactions – Posts that start conversations (not just statements) get a visibility boost.
Relevance – You’ll get more reach when your post connects with your audience’s interests or matches topics they already engage with.
Credibility signals – Posts from people with strong profile activity or regular interaction history are more likely to get shown.
What this means for small business owners
If you’re a time-poor founder, solo consultant or tradesperson, here’s the good news: you don’t need to post every day.
You just need a consistent presence and a clear focus on connection.That’s why we recommend:
Showing up daily through comments (not always new content)
Posting 2–3 times per week using story-driven, high-relevance content
Prioritising engagement before and after you post (warm up your network)
Keeping your posts human, clear and conversation-friendly
In other words — be active, not just visible.
What the algorithm does reward
According to Hootsuite and LinkedIn’s own engineers, the 2025 algorithm prioritises:
Comments over likes – Thoughtful replies matter more than double-taps.
Dwell time – The longer someone lingers on your post, the better it ranks.
Meaningful interactions – Posts that start conversations (not just statements) get a visibility boost.
Relevance – You’ll get more reach when your post connects with your audience’s interests or matches topics they already engage with.
Credibility signals – Posts from people with strong profile activity or regular interaction history are more likely to get shown.
Sources
Hootsuite – How the LinkedIn algorithm works in 2025https://blog.hootsuite.com/linkedin-algorithm
LinkedIn (Jesse Wisnewski) – How the LinkedIn algorithm works in 2025https://www.linkedin.com/posts/jessewisnewski_how-the-linkedin-algorithm-works-in-2025-activity-7326586620483194880-q4og
Disha Shukla on LinkedIn – What the LinkedIn algorithm rewards (and what it doesn’t)https://www.linkedin.com/pulse/linkedin-algorithm-2025-what-rewards-doesnt-disha-shukla-hznfe
Waalaxy – LinkedIn dwell time explained (why it matters for reach)https://blog.waalaxy.com/en/linkedins-dwell-time-explained
Business Insider – LinkedIn’s 2025 algorithm update prioritising older, high-quality postshttps://www.businessinsider.com/linkedin-news-feed-showing-old-posts-algorithm-change-2025-7
Naveen Sharma on LinkedIn – How the algorithm works & how to beat it in 2025https://www.linkedin.com/pulse/linkedin-algorithm-explained-how-works-beat-2025-naveen-sharma-vqqtc
Speedwork Social – How to post on LinkedIn the right way in 2025https://speedworksocial.com/how-to-post-on-linkedin-the-right-way-in-2025
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