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If you want to connect with your audience on LinkedIn, start by understanding how the LinkedIn algorithm works.
The LinkedIn algorithm works a bit differently than other social platforms — it’s specifically designed to prevent content from going viral.
That’s right: LinkedIn is designed to fill users’ feeds with only the most relevant professional advice and expertise, which calls for a completely different approach than the one you’d use for, say, TikTok.
Here’s what you need to know to make the algorithm work for you in 2026.
The LinkedIn algorithm is the ranking system that decides which posts show up in your feed and in what order.
By default, LinkedIn sorts your feed by Top posts. This means your feed is personalized based on your activity, interests, and what LinkedIn thinks you’re most likely to find relevant.
But you can also switch your feed to Recent posts, which shows updates in reverse chronological order. This gives you a more time-based view of your feed.
LinkedIn has over 1.3 billion members (and counting), and its algorithm processes billions of posts per day, all to make the feed as relevant as possible for every user.
That said, LinkedIn isn’t a platform where you should expect content to go viral. LinkedIn specifically says it “is not designed for virality.” It’s built for sharing knowledge and updates with people who can use that information to learn and advance their careers.
That means LinkedIn users are already primed to hear from your brand, your business, and your industry.
Download a free guide that shows the 11 tactics Hootsuite’s social media team used to grow their LinkedIn audience from 0 to 511,000 followers.
At a high level, the LinkedIn algorithm runs your post through four checks to determine what appears in users’ feeds:
Let’s break these down.
The LinkedIn algorithm begins with quality filtering, determining whether a post violates any of the platform’s spam guidelines or other community policies.
A few things can trip the spam filter:
Clear that bar and your post moves on to the real test.
Source: LinkedIn Engineering Blog
Once your post is live, LinkedIn stacks it up against everything else that could show up in someone’s feed.
Early engagement gives it a nudge, but it’s not the whole game anymore. LinkedIn keeps evaluating how your post performs over time, which means it can show up in feeds days or weeks later.
If a post does well with the right audience, it earns more reach. But LinkedIn isn’t simply hunting for the post with the most likes. It’s trying to predict which post will be the most relevant.
To do that, the algorithm watches two kinds of signals:
It also notes any negative ranking signals, like people skipping past your post, hiding or reporting it, or ignoring similar topics from you again and again.
The LinkedIn algorithm also looks at your network: who you’re connected to, who follows you, and whose posts you usually stop to comment on, react to, or read.
But there’s a catch: The algorithm doesn’t automatically show your content to all your followers. Instead, it weighs who in your network is most likely to engage based on their interests and past behavior.
For example, someone who regularly comments on your posts is more likely to see your next post than a connection who usually scrolls right past.
That’s good news if your goal is to grow your LinkedIn audience. Because distribution is now interest-based, each post you share becomes a chance to gain new followers around specific topics.
LinkedIn used to rely on keywords and hashtags to figure out what your post was about. The newer algorithm goes deeper: it reads for meaning, then matches your post to the people most likely to care.
To figure out what content is relevant to each person, it looks at two things:
This is why two people can follow the same person and see totally different feeds. The algorithm also keeps up as people change. Someone starts engaging with posts about hiring, AI, or leadership? LinkedIn notices and starts sending more of that to their newsfeed.
That means the algorithm isn’t just reacting to your last click. It’s tracking where your interests are heading.
LinkedIn is always tweaking things, but 2026 brought the biggest shake-up in years. Here are the five changes worth knowing.
LinkedIn’s new algorithm isn’t just scanning for keywords, hashtags, or exact phrases anymore. It’s trying to understand the meaning of a post.
So instead of thinking: “Did I use enough hashtags?”, think: “Is it clear what this post is about, who it is for, and why it matters?”
That means hashtag stuffing is less useful than writing with clarity. Focus more on naming the audience, explaining the problem, sharing a clear point of view, and making the takeaway obvious.
A recent analysis of more than 3 million posts found that a save can drive around five times the reach of a like, and roughly twice the reach of a comment.
It makes sense when you think about it. A like is easy to give and doesn’t say much. A save says someone wants to come back to your post later, and a thoughtful comment says you made them think.
LinkedIn’s algorithm is getting better at detecting engagement bait (like “Comment YES if you agree!”) and prioritizing meaningful conversations instead.
Posts that bait clicks instead of saying something real are getting less reach, not more.
LinkedIn now emphasizes expertise more than ever. Posts with original POVs, industry insights, or actionable advice are now more likely to reach larger audiences.
In 2026, the platform also rewards its most active creators and subject-matter experts. If you consistently post about a particular topic, LinkedIn is more likely to recognize your authority and boost your content.
In mid-2025, LinkedIn confirmed a major tweak: it’s now more likely to show you older posts (even 2–3 weeks old) if they’re more relevant to your professional interests. Instead of surfacing only the newest content, the algorithm considers:
This change means your high-value, evergreen posts can continue reaching people well after they are posted, allowing you to focus on high-quality content creation rather than just chasing immediate engagement.
For most creators and brands, the strongest LinkedIn strategy includes a combination of evergreen content, video content, conversational content, and educational content. Let’s dive into each of these below.
Conversational content performs well because it gets people talking, and comments are one of the strongest signals you can earn.
Examples of conversational content include:
The trick is to invite a response people actually want to give, not a forced “Comment YES below.”
Posts that ask questions or share personal stories can get more comments and likes, which helps boost your reach. Native content like text updates, videos, or polls tends to perform better since LinkedIn prefers users to stay on the platform rather than clicking on external links.
LinkedIn reported its third straight quarter of double-digit growth in video uploads in Q1 2026. It’s a clear sign that visual content, like video, is a key way professionals show up on the platform.
The catch: More video means more competition. So the question isn’t whether to post a video — it’s, “What kind of video is useful, clear, and strong enough to grab attention?”
LinkedIn is actually favoring video content extremely highly now, as a shift to catch up with other platforms. I’ve seen some really good success and reach with authentic, camera-facing video content sharing insights, advice, and ideas.
Images help too. Posts with a strong visual give people a reason to slow down, and that extra dwell time is exactly what the algorithm is watching for.
Educational content is one of the most reliable content types on LinkedIn. People come to the platform to learn, so content that teaches something useful naturally fits the feed.
Educational content can overlap with evergreen content, but it doesn’t always have to be timeless. It can also explain a current trend, break down a recent change, or teach a specific skill.
Examples include:
The best educational posts are specific. Instead of saying “Marketing is important,” a stronger post would say, “Here are three ways to improve your LinkedIn hook so more people read your post.”
I’ve been testing various types of content formats for my LinkedIn profile. Documents, or carousels, turned out to be the most valuable assets in terms of reach. Most of my viral posts on LinkedIn were documents. The trick lies in creating value for the target audience. ‘Creating value’ is misunderstood a lot. Value is almost always any relatable tip that your audience can implement immediately. This comes after a lot of audience research and practice.
As LinkedIn starts to prioritize relevance over recency, posts that provide timeless professional insights are especially valuable.
Examples of evergreen LinkedIn content include:
This approach helps ensure your content can continue gaining visibility for weeks, not just days.
Here are nine ways to optimize your content for the LinkedIn algorithm:
Below, we break down each one with tactics you can put to work right away.
When you post about the same two or three topics over time, LinkedIn starts to associate you with those subjects. The clearer your focus, the faster the algorithm learns your area of expertise.
But don’t pick those topics in a vacuum. You want your expertise to overlap with what your audience actually cares about.
Start by looking at metrics and intel from your other social networks. Graph interests and get a better understanding of what your audience cares about.
You can even use a competitor’s audience to build personas. Then, map those interests back to your own skill sets and areas of specialist knowledge.
The algorithm doesn’t just read your posts. It reads your headline, About section, work history, and recent activity. All of this info helps the algorithm understand what professional “lane” you belong in.
If your profile says one thing and your content says another, you’re sending mixed signals. If you post daily about B2B marketing tactics — but your profile reflects a past career in graphic design — it makes it harder for the algorithm to place you, and even harder to reach the right audience.
Make sure your profile clearly reflects the topics you want to be known for. When your profile and your content point in the same direction, LinkedIn has a much easier time finding the right audience for it.
For maximum exposure, schedule your LinkedIn posts for when the majority of followers are online and most active on the platform.
Generally, the best time to post on LinkedIn is between 4 AM and 6 AM on Tuesdays and Wednesdays, according to Hootsuite research.
Of course, every audience is unique. The Best Time to Publish function in Perch generates a personalized recommendation to maximize engagement with your own network.
Be sure to share content regularly. LinkedIn data shows that posting weekly leads to a 2x lift in engagement.
A tip for improving performance is timing and consistency. We’ve found that posting during peak hours (think mornings and early afternoons) gets the best traction. Combine that with a steady posting schedule, whether it’s once or twice a week, and you’ll start building momentum.
One of the best ways to increase engagement on your posts is to increase the number of people who will see them.
Here are several tactics to gain extra traction on LinkedIn:
Tip: Not all promotion needs to happen on LinkedIn. If you think a recent post might be of interest to employees or customers, share it across your other professional networks, like Slack or your e-newsletter.
This can be a great way to engage inactive LinkedIn members with your content. In turn, the engagement will improve your ranking with the algorithm. It’s a win-win.
LinkedIn’s algorithm rewards meaningful engagement. Generic comments from random people won’t extend your reach.
Try asking a question that encourages your audience to share their opinions or insights. It also provides an opportunity to learn more about your audience’s interests so you can develop even more relevant content
Engaging with others’ content by leaving thoughtful comments builds relationships and improves your own visibility. The more you interact, the more the LinkedIn algorithm will push your content to a wider audience.
LinkedIn is focusing on posts that lead to real professional outcomes: think partnerships, leads, or job offers. When planning your content, aim to spark the kind of conversations that lead to meaningful opportunities.
Finally, be sure to join the conversation yourself. Rather than a one-way stream of comments, LinkedIn wants to see an active conversation with you as a primary participant.
A tool like Nest by Hootsuite ensures you never miss a comment or mention, so you can show your followers (and the algorithm) that you’re active and engaged.
Manage all your messages stress-free with easy routing, saved replies, and friendly chatbots. Try Hootsuite’s Inbox today.
Your social media strategy can’t rely on other people’s content. Original posts go a lot further and spark more engagement than a shared post. Plus, you can build a reputation as a thought leader, not just an aggregator.
If you’re going to repurpose content or have a user-generated content strategy, try to find a way to reframe it, adding your own perspective and insights.
Don’t forget that adding a conversation-provoking question can really get people talking. (Psst! Wisdom, Hootsuite’s AI-powered teammate, can help with that.)
OwlyWriter AI instantly generates captions and content ideas for every social media network. It’s seriously easy.
If something performs well, do it again.
Use Perch to understand what posts perform best and why. This is an important way to interpret the algorithm based on your own past performance.
Maybe it’s because you posted them all at a specific time. Or, maybe each post posed a question. Whatever it is, find out and use these insights to refine your LinkedIn content strategy.
Regular posting, responding to comments, and personalizing replies help to build loyalty [on LinkedIn]. Changes in content strategy should be informed by analytics, including audience demographics and engagement rate.
Users are on LinkedIn to be part of the professional world. You need to consider that when you’re crafting your posts.
Some self-promotion is okay, but this isn’t a place to post a video of your dog’s birthday party. Instead, keep the focus on business.
Know the niche and live in it. Your vibe on LinkedIn doesn’t need to be totally heartless. Authenticity, humanity, and humor are more than welcome (and often rewarded).
Assume a brand voice that’s friendly and approachable. Accounts that toe the company line or use too much corporate jargon may deter the real human beings on LinkedIn from interacting.
For those looking to improve their LinkedIn performance, my top advice would be to find your unique voice and perspective. Share authentic stories and experiences that resonate with your audience, rather than simply repeating generic advice.
LinkedIn doesn’t want you to leave the platform. So, it’s no surprise that the algorithm doesn’t prioritize posts with outbound links as much as other types of content.
Make sure your LinkedIn strategy takes advantage of all of the platform-specific tools at your disposal. Use native features like polls to engage your audience without leading them elsewhere.
Easily manage your LinkedIn presence and all your other social channels with Hootsuite Social OS. Everything social, all in one suite:
With files from Liz Stanton.
Easily create, analyze, promote and schedule LinkedIn posts alongside your other social networks with Hootsuite. Get more followers and save time.
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Christina Newberry has been writing about digital marketing since the prehistoric days of 2002, when email opt-ins were every marketer’s biggest goal. With a deep understanding of how to connect to online audiences, she shifted her focus to social media and has been contributing to the Hootsuite blog since 2016.
Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.
Erin Rodrigue is a writer and content strategist who knows her way around a sentence and a strategy. A former associate marketing manager at HubSpot, she covers AI, social media, and SEO to help marketers stay ahead of what’s next.
Create. Schedule. Publish. Engage. Measure. Win.
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