LinkedIn’s algorithm may not be fully understood, but professionals can still improve their reach by focusing on the type of content the platform values most. With over 62 percent of marketers reporting that LinkedIn generates leads for them, more than twice the rate of the next highest social channel, making the right content choices can lead to better visibility, more followers, and increased business opportunities.
According to Rishi Jobanputra, senior director in product management at LinkedIn, the feed is designed to surface content that is “relevant, timely, and authentic.” This translates into three key types of posts that perform well.
The first is unique insights. Sharing your own expertise and perspectives on your industry or role helps position you as an authority. Jobanputra said this means leaning into “your unique expertise and perspective on your industry or role.” Professionals can discuss industry changes, future trends, the impact of technology such as AI, and practical ways to stay ahead. This authentic voice is what audiences prefer over generic or automated content.
The second is topical news items. Content that comments on current events and explains their relevance to your audience is highly valued. Jobanputra advised sharing not just the facts but also “why it matters and how it impacts your world.” This approach involves curating news from reliable sources and adding your interpretation, aimed at inspiring, informing, or challenging your audience.
The third is day in the life moments. LinkedIn has seen strong engagement from posts that offer behind the scenes glimpses into professional journeys. These human centred stories bring authenticity and relatability. Posts with images receive double the engagement, so including candid photos with context about the challenges or breakthroughs they represent can significantly increase reach.
By focusing on these three types of content—unique insights, topical news, and authentic day to day moments—users can give their posts the best chance of performing well. Consistent, intentional posting that reflects personal expertise and genuine experiences is the key to making LinkedIn work more effectively.
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