LinkedIn rules in 2026: how the algorithm works and which format really gives results

If a person reads the post to the end, swipes through the carousel or returns to the publication several times, the algorithm considers it useful. It doesn’t matter how “cool” the idea is. What matters is whether the content was able to hold attention for at least 3–7 seconds.

LinkedIn gives a post a very short “window of opportunity”. If within the first hour there are no:

• likes
• comments
• saves
• even minimal scrolling, then the publication may be sentenced before a significant part of the audience sees it.

LinkedIn wants to show people what is really useful.

In 2023–2024, everything worked: from memes to “I went to a coffee shop, I want to share my opinion.” In 2025, this almost does not work. The platform clearly promotes three types of content:

• analytics
• personal insights that teach a lesson
• applied advice with practice for the author

That is, not just “opinions”, but opinions that can be used.

A carousel is a mini-article. It retains, gives value, stimulates swipes (and each swipe = microinteraction). That is why carousels are now the algorithm’s favorites when it comes to conveying a complex thought.

Short posts collect likes and comments faster. This is the type of content that people consume “on the go” and it gives a lot of quick signals to the algorithm.

This is a key insight: the algorithm almost doesn’t care whether it’s a carousel or a post if the topic doesn’t “catch” your target audience. LinkedIn actively looks at:

• who likes
• are these people in your segment
• do they interact with you regularly

That’s why the topic determines whether it’s worth making a carousel or a short post, and the format is just a tool.

Short posts have become LinkedIn’s “social currency”. This is a format for getting in quickly and just as quickly collecting reactions.

Why do they work?

• A person only needs 3–5 seconds to read a post and like it.
• They instantly trigger the algorithm: early likes = more impressions.
• People love statements that are emotionally gripping, from thoughts about the market to personal reflections.

When is this the best choice?

• you want to share an insight in two sentences
• you react to an infomercial or trend
• you make a semantic “hit”
• you appeal to the personal experience or pain of the audience

Cons:

• short life cycle — a post lives for 24–48 hours
• it is difficult to convey a complex idea
• if the post does not go down immediately, there is almost no chance later

Summary: a short post is an “explosive tool”. It provides speed, but not depth.

A carousel is a format for content that people consume slowly. This is no longer a post — it’s a mini-training, a “structured thought,” or even a short course of 8–12 slides.

Why do they work?

• each swipe = signal for the algorithm “content is interesting”
• viewing time increases several times
• people save carousels as bookmarks and this also greatly increases rankings
• you can convey complex information that you can’t place in a post

When is this the best choice?

• you explain the topic, process, instruction
• you share a case or numbers
• you analyze a trend
• you educate the audience or present a framework

Cons:

• it takes more time to create
• design matters bad visuals reduce retention
• not suitable for quick, situational topics

Conclusion: a carousel is a tool for trust. It builds expertise and brings followers, not just likes.

The truth is: there is no winner. LinkedIn “loves” both formats equally — if they correspond to the behavior of the audience and the author’s task.

• want quick reach → short post
• want long retention and authority → carousel
• want balance → mix

In 2025, the winners will not be those who choose “one” format, but those who choose the right tool for the right idea.

Short posts

Average ER: 2.1–3.4%
Higher percentage of likes in the first 30 minutes.
Frequent comments like “+1”, “same”, “interesting thought” — they trigger the algorithm, but do not create depth.

Carousels

• Average ER: 3.8–6.2%
• Reach grows slower, but lives longer.
• Comments are mostly meaningful — people share experiences, ask questions.

Conclusion: Carousels collect fewer “quick likes” but more “strong interactions.”

One of the key LinkedIn signals in 2025 is how many people saved the post.

• Short posts → low number of saves (often <1% of the audience)
• Carousels → number of saves is 5–8 times higher.

This is explained simply: there is a benefit built into the carousel. They want to reread it or return to it later.

Few people measure this, but it’s worth it.

Short posts increase CTR per profile by an average of 15–20%. People are curious: who is this author and what else he writes.

Carousels also give conversions, but in smaller volumes (people have already received value in the post and do not always go further).

Conclusion: if the goal is to quickly grow a personal brand, short posts work better.

We have seen examples where:

• a short post about the market → 80–100k reach
• a carousel about HR → 3–5k
• a carousel about lead generation → 35–70k
• a short post about emotional burnout → 20–30k

What works well is what:

• evokes emotion
• touches the pain of the segment
• explains a trend
• gives real insights
• The format is just “packaging”.

Short posts

Live for 24–48 hours, after which they become “dead”. This is normal, such is the nature of the fast format.

Carousels

Can live for 3–5 days. A high-quality carousel extends reach even for 4–5 days, because saves and swipes continue to strengthen it.