I spent 4 years testing LinkedIn strategies so you don't have to: what actually works going into 2026
Let's cut through the noise, shall we?
There's a lot of advice floating around about LinkedIn. Post 5 times a week. Use these specific hashtags. Share exactly this type of content. Create carousels. No wait, do video. Actually, short-form video. No, long-form video. Definitely use AI. But… not too much AI. Be authentic. But also be strategic. Post at 9am on a Tuesday. (Or was it Thursday?)
Honestly, it's exhausting.
I've spent the last four years actually testing what works on LinkedIn - not just reading about it or guessing, but properly experimenting with different strategies across my own profile and with hundreds of students in Soft Launch Your LinkedIn. I can tell you: most of the 'rules' you've heard are either outdated, overcomplicated, or just plain wrong.
Let me save you a few years of trial and error and tell you what actually works going into 2026.
The biggest myth about LinkedIn (that everyone still believes)
Let's start with the most persistent piece of bad advice on the internet: you need to post 5 times a week on LinkedIn to see results.
Nope.
This advice often comes from people who are loud, not necessarily people who are strategic. There's a massive difference between the two.
Here's what I've actually seen work and be sustainable for small business owners who have other commitments beyond content creation: posting 2-3 times a week, consistently, with content that's genuinely valuable and actually sounds like you. That's it. That's the magic formula.
Why does this work better than posting every single day?
Because consistency beats frequency
When you post twice a week, you can maintain it long-term. You don't burn out. You don't run out of things to say. You don't start posting just for the sake of posting (which, by the way, your audience can absolutely tell when you're doing).
Because quality actually matters
When you're creating 5 posts a week, you're rushing. You're not spending time crafting something genuinely useful. You're just trying to hit a number. But when you're posting twice a week? You have time to make each post count.
Because the algorithm rewards engagement, not volume
LinkedIn's algorithm in 2025 (and going into 2026) is increasingly focused on rewarding meaningful engagement, not just activity. Two well-performing posts will get you further than five mediocre ones.
So if anyone tells you that you have to post every single day to succeed on LinkedIn, you have my full permission to ignore them.
What content actually performs (based on real data, not guesswork)
Now let's talk about content formats - because this is where I see people getting really confused by conflicting advice.
Should you do video? Carousels? Text posts? Polls? Stories about your dog?
The answer is: it depends on what you're trying to achieve. But here's what the data actually shows:
Document/carousel posts get the highest reach
If your goal is getting seen by new people, carousel posts (those multi-slide PDFs) consistently perform well. They're shareable, they're swipea-ble, and LinkedIn's algorithm loves them. According to LinkedIn's own data, carousel posts get significantly more impressions than standard posts.
But here's the caveat: just because something gets lots of impressions doesn't mean it's building your business. Reach is great, but it's not the only metric that matters.
Text-based opinion posts drive the most meaningful engagement
The posts that get the most comments, DMs, and actual conversations are usually text-based posts where you share a strong opinion or a counter-cultural take. These posts might not get the biggest reach, but they get the right kind of attention - from people who actually care about what you have to say.
Video is growing (but you don't have to do it)
Video content on LinkedIn has increased by 36% year-over-year, and the algorithm is definitely pushing it. But - and this is important - you can still do brilliantly on LinkedIn without ever making a video. Writing is easier for most people, takes less time, and often converts better because people can consume it quickly.
The real strategy: Do the format that you can actually maintain. If you love making videos, do that. If you prefer writing, do that. Don't force yourself to do a format you hate just because someone said it performs better.
The one thing that matters more than everything else
Want to know the actual secret to LinkedIn success and the thing that makes more difference than any specific post format or posting schedule or hashtag strategy:
Actually have something to say.
I'm serious. The people who do well on LinkedIn aren't following some perfect content formula. They're just consistently sharing valuable insights, strong opinions, and useful information in their own voice.
They're not trying to game the algorithm. They're not obsessing over the perfect posting time. They're just showing up with something worth saying.
What does that look like in practice?
Sharing what you actually know
You don't need to be the world's foremost expert to post on LinkedIn. You just need to share what you've learned, what you've noticed, what you think based on your experience. That's already more valuable than 90% of what's on LinkedIn.
Having opinions (and being willing to share them)
The posts that perform best are usually the ones where someone takes a stance. They challenge conventional wisdom. They call out bad advice. They say "actually, I think everyone's doing this wrong". People remember posts that make them think, not posts that repeat what everyone else is saying.
Being specific
Generic advice doesn't help anyone. "You should work on your mindset" is useless. "Here's the exact thought pattern that was keeping me stuck, and here's how I shifted it" is useful. Specificity is what makes your content valuable.
The people who struggle on LinkedIn are usually the ones who are so worried about saying the wrong thing that they end up saying nothing interesting at all. Don't be that person.
The algorithm changes nobody's talking about (but should be)
LinkedIn's algorithm is constantly evolving, and going into 2026, there are some shifts that are going to massively impact how you should be approaching the platform.
Expertise is being prioritised over everything
LinkedIn is getting much better at identifying who actually knows what they're talking about versus who's just posting for engagement. If you consistently post about a particular topic, LinkedIn recognises you as an authority in that area and will show your content to more relevant people.
What this means for you: niche down your content. Don't post about everything. Pick 2-3 core topics and become known for those. This is how you become a "Top Voice" in your field.
Engagement bait is being penalised
You know those posts that say "Comment YES if you agree!" or "Tag someone who needs to see this!" (ick) - LinkedIn's algorithm is actively deprioritising those. They're focusing on meaningful conversations instead.
What this means for you: ask real questions. Start actual discussions. Don't try to trick people into engaging - create content that's worth engaging with naturally.
Authenticity is being rewarded (but AI is everywhere)
This is the interesting one. LinkedIn users are increasingly able to spot AI-generated content, and they're less likely to engage with it. But AI tools for content creation are also becoming more sophisticated and prevalent.
The sweet spot is using AI to help with research, outlines, and ideation - but keeping your actual voice and perspective in everything you publish. People can tell when you've just copy-pasted ChatGPT's output. And trust me, they don't like it.
What's actually working in 2026 (according to people who are doing it)
Right, let's get practical. Based on what I'm seeing from the most successful people on LinkedIn right now - and what my students are reporting - here's what's actually working:
Shorter, punchier posts
Attention spans are real, even on LinkedIn. The sweet spot seems to be 150-300 words for most posts. Get to your point quickly. Make it easy to read. Don't waffle.
Posts that start with a strong hook
Your opening line matters more than ever. If you don't grab attention in the first sentence, people scroll past. Test different hooks. See what makes people stop and read.
Personal stories that connect to professional insights
People are tired of corporate-speak and generic business advice. They want to know about you as a person. Share personal experiences, but always tie them back to something your audience can learn or apply.
Content that addresses specific objections or fears
The posts that get the most saves and shares are usually the ones that help people overcome a specific hurdle. "What to do when you're nervous about posting on LinkedIn" performs way better than "5 LinkedIn tips".
Carousels that actually teach something
Not just pretty designs with obvious advice. Carousels that break down a process, explain a concept step-by-step, or share a framework people can actually use. These are content people want to save and come back to.
Commenting strategically
This isn't talked about enough, but thoughtful comments on other people's posts can be just as valuable as your own posts. It's how you get seen by new audiences, start relationships with people you want to connect with, and position yourself as someone who adds value to conversations.
The strategies that stopped working (and what to do instead)
Let's be honest about what doesn't work anymore, so you can stop wasting time on it:
Posting links to external websites
LinkedIn wants to keep people on LinkedIn. Posts with external links in the post itself get significantly less reach than native content. If you want to drive traffic somewhere, put the link in the first comment instead.
Using loads of hashtags
This used to help with discoverability. Now it just looks spammy. Use 2-3 relevant hashtags maximum. That's all you need.
Posting at "optimal" times
The idea that you need to post at exactly 9AM on a Tuesday to get engagement is outdated. LinkedIn shows your content to people when they're active, not just when you post it. Focus on creating good content, not timing it perfectly.
Trying to go viral
Viral posts are great for ego, terrible for business. A post that reaches 100,000 people but doesn't attract your ideal client is useless. A post that reaches 1,000 of the right people is gold. Stop chasing vanity metrics.
Posting just to post
Consistency is important, but not at the expense of quality. If you don't have anything valuable to say this week, don't post. Your audience would rather hear from you when you have something worth sharing.
The uncomfortable truth about LinkedIn success
Here's something nobody wants to hear: LinkedIn isn't a quick fix.
There's no magic posting schedule that's going to transform your business overnight. There's no secret hack that the gurus don't want you to know about. There's no perfect hook formula that guarantees viral success.
What actually works is:
Showing up consistently (2-3 times per week)
Sharing genuinely valuable content
Writing in your own voice
Building real relationships
Being patient with the process
That's it. That's the unglamorous truth.
Most people give up after a month because they're not seeing immediate results. But the people who stick with it - who keep posting, keep engaging, keep showing up even when it feels like nobody's paying attention - those are the ones who end up with inbound enquiries, speaking opportunities, and clients who find them through LinkedIn.
I've seen it happen over and over. Someone commits to posting twice a week for six months. For the first two months, nothing much happens. Month three, they start getting a few more profile views and connection requests. Month four, their posts start getting better engagement. Month five, they get their first inbound DM from a potential client. Month six, they've booked multiple clients directly from LinkedIn and can't believe they didn't start sooner.
But that only happens if you stick with it. If you treat it like a marathon, not a sprint.
What you should actually focus on going into 2026
Right, so if you're reading this thinking "okay great, but what should I actually do?" - here's your action plan:
Get your profile sorted first
Before you worry about posting, make sure your profile is optimised. Clear headline, compelling About section, Featured links to your best stuff. This is your foundation. (The LinkedIn Launch Workshop will walk you through this if you need help)
Commit to a realistic posting schedule
Not what someone else is doing. Not what you think you "should" be doing. What you can actually maintain. For most people, that's twice a week.
Focus on one core topic
What do you want to be known for? Pick one thing and post about it consistently. You can branch out later, but start by establishing yourself as the person who knows about this specific thing. (This is something that Soft Launch Your LinkedIn supports you with, in addition to teaching you how to write well, providing post prompts and holding you accountable)
Engage authentically
Comment on posts from people in your industry. Start conversations. Be genuinely interested in what other people are saying. This is how you build relationships, not just followers.
Track what's working for you
Pay attention to which posts get the most engagement, the most profile views, the most DMs. Do more of that. Every person's audience is slightly different - what works for me might not work for you, so test and learn.
Be patient and consistent
Give it 12 weeks before you decide whether it's "working". That's how long it takes to build momentum on LinkedIn. Trust the process.
Why this actually matters (beyond just LinkedIn)
Here's the thing about building a presence on LinkedIn: it's not just about LinkedIn.
When you show up consistently, share valuable content, and build relationships on the platform, you're doing something much bigger than just "LinkedIn marketing". You're:
Clarifying your message (because you have to articulate what you do over and over)
Building confidence (because you're putting your ideas out there publicly)
Establishing authority (because people see you as someone who knows their stuff)
Creating opportunities (because you never know who's reading)
Building a body of work (that you can repurpose everywhere else)
All of that compounds over time. And it works across every area of your business, not just LinkedIn.
The clearer your message gets on LinkedIn, the easier it is to explain what you do to people in real life. The more confident you get posting on LinkedIn, the more confident you get speaking at events or being on podcasts. The authority you build on LinkedIn opens doors to partnerships, collaborations, and opportunities you never even pitched for.
So yeah, this is about LinkedIn. But it's also about so much more than that.
The support that actually makes a difference
You can 100% figure all of this out on your own. Absolutely. I have a load of free content, I post about this across Instagram, LinkedIn, Threads, inside my free Newsletter and I regularly host workshops and offer resources to support you in getting started.
But Soft Launch Your LinkedIn is specifically designed to give you the strategy, the support, and the accountability to actually build a LinkedIn presence that works - without spending the next year trying to figure it out yourself.
You get the posting formulas, the content prompts, the feedback on your posts, the co-writing calls to make sure you actually do it. Everything you need to go from "I know I should be on LinkedIn" to "I can't believe how many opportunities are coming from LinkedIn, why didn’t I do this sooner".
Because the strategies I've shared work. But only if you actually implement them. And that's where most people get stuck.
Ready to stop guessing and start actually doing LinkedIn properly? Join Soft Launch Your LinkedIn and get the strategy, support, and accountability to make it work - or sign up for The [In]sider newsletter to get weekly LinkedIn tips and post prompts.