Nowadays, LinkedIn is more than a networking platform, it’s a space where people can share ideas and insights. That being said, creating a post that resonates and performs well isn’t just about writing styles; it’s about understanding how the algorithm works and what makes content meaningful. So, I’m going to aim to help you create posts that not only get seen but genuinely spark engagement. 

The algorithm 

It’s true to say LinkedIn prioritises engagement. Posts that have high numbers of likes, comments and shares are likely to reach more people. Engagement isn’t just about likes, it’s about creating dialogue. Ask follow-up questions, share additional insights, and show appreciation for different perspectives. These engagements show LinkedIn that your post is relevant to LinkedIn users, which tells the algorithm that this post should be pushed out further.  

Timing matters too. The first hour after posting is critical for LinkedIn’s algorithm. Respond promptly to comments and acknowledge contributions to maintain the flow of conversation. LinkedIn is all about creating meaningful connections and conversations on its platform. If your post doesn’t show early signs of sparking meaningful interaction, it’s less likely to get far in your feed. 

Consistency also plays a role. Regular posting signals reliability and keeps your content visible. 

Personalisation is crucial. Content that resonates with your audience will consistently outperform generic posts. Variety keeps your audience interested: alternate between short updates, in-depth thought leadership pieces and visually rich content like carousels or infographics. Experiment with formats such as text, images, videos and articles to encourage interaction. A diverse content mix showcases your expertise and prevents your feed from feeling repetitive. It can also help to keep things fresh and engaging. People often continue using the same “safe formats” that have worked well for them once or twice, creating format fatigue. This tendency makes posts repetitive over time, which can disengage viewers.  

Make it meaningful 

A good post doesn’t just inform – it makes people pause. Ask questions to invite discussion and use a clear call-to-action (CTA) to guide readers. This could be through asking them to share their thoughts, download a resource, or visit a link. 

Visuals matter big time too. Carousels and PDFs can make complex ideas digestible and appealing. Longer posts can also work well, as they increase a post’s dwell time – a factor LinkedIn values. 

Though with all this being said, to drive engagement, don’t forget the basics: reply to comments within 24 hours and engage with other people’s posts. Interaction isn’t one-sided; the more you contribute to conversations, the more visible you become. 

Other practical tips… 

The opening lines of your post are crucial – they determine whether someone clicks “see more” or scrolls past. Begin with a clear statement, a thought-provoking question or a bold insight that immediately signals value. Avoid vague introductions or filler phrases – your audience should understand why the post matters within seconds. 

Hashtags help your content reach beyond your immediate network, but moderation is key. Aim for three to five relevant hashtags that align with your topic and audience. Overloading your post with hashtags can appear unprofessional and dilute your message. Choose a mix of broad and niche tags to maximise visibility without looking ‘spammy’. 

Mentioning people can boost engagement, but it should feel purposeful. Tag individuals who genuinely add value to the conversation, such as working partners, experts or stakeholders. Avoid tagging large groups or irrelevant contacts, as this can come across as insincere and damage your credibility. 

Crafting impactful LinkedIn posts requires a mix of strategy and authenticity. Emphasise relevance, encourage engagement and maintain consistency. When done effectively, your posts won’t just reach an audience – they’ll spark conversations, build relationships and enhance your professional presence. 

This guidance is just the tip of the iceberg; there are so many more things to consider when creating a LinkedIn post, such as the inner workings of the LinkedIn algorithm, the type of visuals that may work for your posts, the actual content of your post, how you can get people to engage with you, creating strong content plans and much more.  

Upskill with a social media expert 

Want to learn more about getting the most out of LinkedIn? Then sign up for Social’s LinkedIn Masterclass.  

Our tailored B2B interactive workshop, delivered over a two to three-hour session, covers: 

• Understanding what’s working and what’s not (an analysis of your current LinkedIn activity) 

• LinkedIn’s algorithm and how it works (insights into how to maximise engagement) 

• Creating meaningful posts (best practices for content that resonates) 

• Content creation strategies (how to generate and curate impactful content) 

• How to generate and curate impactful content (developing a sustainable social media approach) 

• Q&A session (dedicated time to address questions and challenges) 

For more information or to book a session, please reach out to me at nishall.garala@social.co.uk.  

By Nishall Garala, Senior Account Manager