What content is actually getting traction on LinkedIn right now

LinkedIn changes its mind roughly every six months about what it wants to show people. The underlying logic does not change much though. The platform rewards posts that keep people on the platform, start conversations between real humans, and come from an account that posts often enough to be trusted.

What is working

• Short, specific opinions. One idea, stated plainly, with a reason behind it. Around 120 to 200 words is the sweet spot for a professional audience skimming on a phone.
• Client situations, anonymised. A real problem, what you did, what changed. This outperforms generic advice by a wide margin because it is evidence, not opinion.
• Numbers people can use. Thresholds, deadlines, rates, typical costs. Anything a reader can screenshot and act on later.
• Documents and carousels. Still strong for saves and dwell time, particularly checklists and one page explainers.
• Comments as content. A thoughtful 40 word comment on someone else's post regularly reaches more relevant people than your own post did that week.

What is losing reach

• Engagement bait. Polls with no purpose, 'agree?' sign offs, and comment for the template posts are being throttled hard.
• Obvious AI output. Three word sentences stacked for drama, the same five openers, and the tidy little summary at the end. Readers spot it now and scroll past.
• Link first posts. Links still suppress reach. Put the value in the post and the link in the first comment or below a clear break.
• Corporate announcements with no human in them. Nobody outside your firm cares that you are 'delighted to announce' anything, unless you tell them why it matters to them.

A rhythm that works

1. 01Two posts a week from a named person, not the company page.
2. 02One of those posts should be a client story or a real number. The other can be an opinion.
3. 03Fifteen minutes of commenting on the days you do not post.
4. 04Review once a month. Keep the formats that get saves and replies, drop the rest.

Consistency beats brilliance. The firm that posts twice a week for a year will always beat the firm that posts brilliantly for three weeks then stops.

The measure that matters

Impressions are the vanity number. Track replies from people who could actually buy from you, profile views in the two days after a post, and inbound enquiries that mention something you wrote. Those three tell you whether the content is doing a job.