Hooked on LinkedIn (by LiGo)

Just to set the stage, I'm going to first share my last 28 days stats on LinkedIn, and then share with you the key observations (primarily the "2-Gated System" that LinkedIn algorithm now follows).

Housekeeping Items

Want the short version?

Read this post: https://www.linkedin.com/posts/junaidkhalid22_i-made-19-posts-in-the-last-28-days-got-activity-7340432089072259073-S-rJ

Disclaimer: If your posts are performing as expected, you don't need to read this. But if the reach is being "weird", this will be relevant. Lets get started!

Key Observations about content performance

I made 19 posts in the last 28 days, got 100K impressions. Here's two key things you should know if LinkedIn is an acquisition channel for you:

1. Just 2 posts carried 69% of my total reach.

Let that sink in. Out of 19 carefully crafted posts, LinkedIn decided only 2 deserved to be seen.

2. Engagement metrics no longer predict reach.

There were multiple posts that had 30-40+ engagements that LinkedIn throttled at 700-1200 impressions. Meanwhile, many others with 10-20 engagements somehow racked up 2500-3000 impressions.

Even in the Top # 3 posts, you can see this pattern

Why This Doesn't Make Sense

A post that gets 40+ engagements from 1K impressions is clearly resonating. That's a 4% engagement rate - exceptional by any standard. The algorithm should push it. Instead, it buried them.

Same writing style. Same format. Same posting schedule.

So, I decided to do speak to other founders and do a deep-dive to try and ... make sense of this behavior.

(Dumping a few posts impression count so you can see the (lack of a) pattern for yourself:

Same number of impression as a post with 17 engagements

How the LinkedIn Algorithm operates in 2025

After analyzing every post, pattern, and metric, I discovered LinkedIn now operates on what I call the "Two-Gate System":

Gate 1: Algorithmic Approval

Before your content reaches anyone meaningful, LinkedIn's algorithm makes a snap judgment.

This happens within the first 6 hours.

The criteria, unfortunately is completely opaque.

It might hate certain keywords today that it loved last week. It might decide your topic is "oversaturated" based on signals we can't see.

Gate 2: Audience Engagement

Dwell time, comments, reactions - all the traditional metrics.

But here's the catch: these only matter if you pass Gate 1. You could have the most engaging content in the world, but if the algorithm decided at 8:47 AM that it doesn't like your post, game over.

Solution to LinkedIn's Low Reach Problem

When you can't predict which posts will receive algorithmic blessing, you need a new strategy: Controlled Volume.

Here's the math that convinced me:

19 posts over 28 days
Average follower probably saw 2-3 posts max
90% of my content never reached 100% of my audience

The old "3-5 posts per week" rule assumed those posts would reach your followers. They don't. Not anymore.

Actionable Recommendations

1. Create More, But Strategically

If LinkedIn randomly approves 10-15% of your content for wide distribution, you need more attempts. 40% will get blocked by Gate 1, 40% will be get blocked by Gate 2.

20% will pass through both gates.

You can use LiGo to post about your "preferred topic" from different angles more frequently.

2. Don't Optimize for Perfection

That post you spent 3 hours perfecting?

It has the same chance of being throttled as your 15-minute observation. Focus on consistency (or volume) over perfection.

3. If you just want impressions (Not Recommended)

This is something I have confirmed about 4 times in the last 2 months:

Post on a topic that appears in the "LinkedIn News" section (if relevant) and it is bound to get more reach than your reach on other posts.

Quick example from the past 28 days:

Half the engagement, yet twice the impressions from many of my other posts

TLDR; Treat it like a lottery. The platform that once rewarded quality now plays favorites based on criteria we can't see or influence.

Your best post might get 800 impressions while your random Tuesday thought reaches 50,000.

The Bottom Line

If LinkedIn drives meaningful business results for you, adapt to this new reality:

Post more frequently (daily minimum)
Accept that most content will be throttled
Celebrate the wins when they randomly occur
Build your email list as a hedge against platform volatility

What's been your experience with LinkedIn's reach lately? Hit reply and let me know if you're seeing similar patterns.

- Junaid

Review your LiGo posts

Have questions? Hit reply to this email and we'll help out!

131 Continental Dr, Suite 305, Newark, DE 19713
Unsubscribe · Preferences

Why Your (&mine) Best LinkedIn Posts Are Getting Buried