Here's a statistic that should make you rethink your entire acquisition strategy: out of more than 1.3 billion LinkedIn users, only 10% publish at least once a month (and this includes simple shares). If we only count original content creation, it drops below 3%.
Mathematically, it's the most profitable anomaly in the digital market. Demand (time spent scrolling) is exploding, but supply (content creation) remains extremely low.
Why such a barrier to entry? How does the algorithm reward those who dare to speak up? And where to start if you only have 15 minutes a week? That's what Fred and Chris break down in episode 3 of The Feed.
On TikTok or Instagram, sharing your passion, a trip, or a meal has become natural. On LinkedIn, the dynamic is different: you're speaking in front of your colleagues, your boss, your clients, and your prospects. The reputation stakes create a massive psychological barrier.
In the United States, "Personal Branding" (the art of marketing yourself) is culturally accepted. In Europe, we're still held back by false modesty and fear of "what will people say?". This is precisely this cultural discretion that creates a golden opportunity: the European news feed isn't yet saturated with experts. Speaking up today, in an authentic and human way, ensures you organic visibility that no other platform can offer at this stage.
If you decide to take the plunge, you still need to know the rules of the game. Unlike Instagram or TikTok, which frantically push short video, LinkedIn remains a platform at a crossroads, where text still reigns king.
Here's what the algorithm scrutinizes as a priority in 2026:
This is the absolute metric. LinkedIn calculates the time a user spends on your post. Whether they read a long text, scroll through a PDF carousel, or linger to read comment debates. The more time spent on your post, the more LinkedIn deems your content relevant and pushes it to a wider network.
The algorithm values conversation. A post with 50 quality comments will always have much more reach than a post with 500 simple likes. And be careful, LinkedIn's artificial intelligence can read: a 3-word comment like "Great, awesome post 🚀" doesn't have the same value as a paragraph that argues and relaunches the debate.
On TikTok, a video lives and dies in 48 hours. On LinkedIn, virality is slow. Highly relevant content can resurface in your connections' feeds 2-3 weeks after posting. Relevance beats ephemeral.
On entertainment networks, the "Hook" is created in the first 3 seconds of the video. On LinkedIn, the process is reversed: the user reads the text first before looking at the visual.
Your real Hook lies in your first two sentences. Their only and unique purpose? Make people want to click the famous "... See more" button. This click triggers "Dwell Time" and tells the algorithm that your content captures attention. If your first two lines are boring or too commercial, no one will read the rest, no matter how good your video or carousel is.
A company has no soul. People don't connect with logos, they connect with faces, stories, and convictions. This is where two colossal levers come in:
The trap to avoid: Artificial Intelligence. Using ChatGPT to generate smooth and impersonal LinkedIn posts is a fatal mistake. The algorithm detects it, but above all, humans feel it. AI should be your productivity assistant (editing, structuring), but never your creative replacement.
You don't have time to write long posts? That's fine. If you only have 15 minutes a week to dedicate to LinkedIn, here's the only action you should take: Comment.
Don't publish anything. Go to the profiles of your prospects, partners, or leaders in your industry, and leave reasoned comments on their posts. Why?
It's the fastest way to warm up your network before you eventually start publishing your own content.
As of 2026, posting time has much less impact than before. Whether it's Tuesday at 8am or Saturday at 6pm, if your content is relevant and generates "Dwell Time", the algorithm will distribute it over several days or even weeks. Focus on value, not the clock.
It's the time a user actively spends on your post (reading the text in full, scrolling through a carousel, reading and writing comments). It's the main indicator used by the algorithm to determine whether your content deserves to be pushed to a wider audience.
Unlike other platforms, LinkedIn remains hybrid. Text (copywriting) is fundamental, especially for the first two lines of hook. Documents (PDF carousels) and long-form text often generate more pure organic reach, although video strongly humanises the content.
Yes, indirectly. 100% AI-generated texts often lack "human voice", real anecdotes and rough edges. They generate fewer emotional reactions, thus fewer comments, which naturally limits their algorithmic reach.
