If your LinkedIn posts aren’t reaching as many people as they used to, you’re not imagining it. The LinkedIn algorithm has continued to evolve, and in 2026 it’s rewarding quality conversations and meaningful engagement over quick clicks and vanity metrics.
The good news? You don’t need thousands of followers to succeed. By understanding how the platform now measures content, you can dramatically improve your visibility and build stronger connections with the right audience.
Here are five practical LinkedIn marketing tips that can help your content perform better in 2026.
1. Focus on Dwell Time, Not Just Clicks
One of the biggest changes to the LinkedIn algorithm is its focus on what’s known as dwell time. This measures how long someone spends reading or interacting with your post before moving on to the next.
The longer people stay on your content, the more LinkedIn sees it as valuable and the more likely it is to show your post to a wider audience.
A good target is encouraging readers to spend at least 60 seconds with your content.
How to increase dwell time
Rather than posting a quick update or a simple “congratulations” message, create content that encourages people to keep reading.
Some effective formats include:
- PDF carousels, which typically generate higher engagement than standard image posts
- Longer text posts broken into short paragraphs every two to four lines
- Stories, insights or practical advice that naturally encourage people to read until the end
Small formatting changes can make a surprising difference to how long people stay on your post.
2. Avoid the External Link Penalty
LinkedIn wants users to stay on its platform for as long as possible. As a result, posts that immediately send people elsewhere often receive significantly less reach.
If you include a link to your website, blog or YouTube channel directly within the body of your post, the algorithm may reduce how widely it is distributed.
Use the Bridge Method instead
A simple workaround is to:
- Publish your post without any external links
- Allow 30 to 60 minutes for engagement to build
- Add your website link in the first comment or edit the post later to include it
This approach allows your content to gain initial momentum before directing readers to your website.
3. Prioritise Meaningful Comments
The days of leaving “Great post!” or “Thanks for sharing” on LinkedIn are fading fast.
Short, generic comments are increasingly recognised as low-value engagement and may even reduce visibility for both the commenter and the original post.
Instead, focus on starting genuine conversations.
What makes a valuable comment?
Aim for comments that:
- Add a personal insight
- Share relevant experience
- Ask a thoughtful follow-up question
- Continue the discussion
Comments of around 35 to 140 words often perform much better because they encourage replies. Every additional conversation beneath your comment signals to LinkedIn that you’re contributing meaningful discussions, helping build your authority on the platform.
4. Think Beyond Your Network with the Interest Graph
LinkedIn is no longer simply showing posts to people you’re connected with.
Instead, it increasingly uses an Interest Graph, matching content with users who regularly engage with similar topics, even if they don’t follow you.
This creates fantastic opportunities for businesses looking to reach entirely new audiences.
Choose niche hashtags
Rather than using highly competitive hashtags such as #Marketing or #Business, look for smaller, more targeted hashtags that relate directly to your industry or expertise.
Niche hashtags help LinkedIn understand exactly who should see your content and often generate significantly higher engagement because they connect you with professionals who genuinely care about the topic.
5. Give Your Posts a Second Life
Many people assume a LinkedIn post is finished after a few hours.
In reality, some of your best-performing content can receive a second or even third wave of engagement.
Reactivate older posts
Between eight and 24 hours after publishing, revisit your post and:
- Reply to a recent comment
- Add another insight to the discussion
- Share the post again with fresh context
These small actions signal that the conversation is still active and relevant, prompting LinkedIn to distribute your content to more second and third-degree connections.
Remember: Substance Beats Scale
Perhaps the biggest takeaway from the LinkedIn algorithm in 2026 is that meaningful engagement matters far more than chasing large numbers.
It’s far better for 100 people to spend two minutes reading your post than for 1,000 people to scroll past it in just a couple of seconds.
Creating valuable content that starts conversations, keeps readers engaged and encourages thoughtful discussion will always outperform content created simply to attract views.
Need Help Improving Your LinkedIn Marketing?
At Martin & Jones Marketing, we help businesses create content that builds credibility, strengthens relationships and delivers measurable results.
If you’d like to improve your LinkedIn strategy or create content that genuinely connects with your audience, we’d love to help. Get in touch with us today.