LinkedIn Algorithm Reality Check: Testing Frequency, Reach, and Engagement in 2025

If you’ve spent any time studying LinkedIn best practices, you’ve probably heard this one repeated often:

Only post once per day. More than that and you’ll tank your reach.

It sounds logical. It even sounds data-backed. But like many things with the LinkedIn algorithm, the truth is murkier. And if you’re optimizing for real engagement instead of just impressions, the story gets even more complicated.

In this article, I’m breaking down what the current research says about post frequency, what I’m seeing in my tests, and why the only real answer is: test it yourself.

What the Research Says

Several high-trust sources have weighed in recently on how LinkedIn's algorithm handles posting frequency. Here are the key themes:

• Posting more than once a day can reduce reach. According to Hootsuite and Aware, posting two or more times within a short window can limit the visibility of both posts. Some data shows up to a 30% drop if spacing is too tight.
• The first post of the day tends to perform best. LinkedIn’s algorithm appears to prioritize the first post in a given content window, using its performance as a signal to extend reach.
• Most experts recommend spacing posts at least 12 hours apart. Creators like Neil Patel and Justin Welsh suggest once-a-day posting for optimal engagement, unless you have a very active audience and strong post performance metrics.
• Quality over quantity. The consensus is that 3–5 high-quality posts per week are more sustainable and effective than trying to flood the feed.

So that’s the current best-practice landscape.

What I’m Actually Seeing

My own experience as someone who posts regularly, experiments with formats, and tracks engagement closely doesn’t always match what the data says.

I’ve seen the opposite happen more than once.

• I’ve had viral posts hours after posting them and after having posted several "on top" of them. 
• I often post content about an hour apart, and many posts still perform independently.
• I’ve had days where each post finds its own audience, especially if the topics and tones are distinct.

But something has changed recently.

Since the latest algorithm update, I’ve noticed a shift:

• The first post of the day still performs at or above my previous benchmark.
• Unlike before, subsequent posts are significantly underperforming on reach even if they have high engagement.

But that's the thing. The most important part.

Engagement is still high. People are commenting. Starting conversations. I am making connections.

That, for me, is the goal.

So What’s the Real Answer?

You can’t predict the LinkedIn algorithm. You can only test.

LinkedIn’s rules are shifting. Its signals are hidden. Your audience is unique.

What worked yesterday might flop today. What’s “not supposed to work” might outperform everything.

My advice? Test boldly. Track patterns. Ignore absolutes. Let your content speak for itself.

The algorithm will keep shifting. The only way to keep up is to stay curious and flexible. There is no one-size-fits-all strategy. There is only real testing, real connection, and real-time learning.

So, whatever your posting cadence: Watch your numbers, not the rules. Because your audience, your content, and your results are your best data set.