At Engagerami, the question we hear most often is some version of "how does the LinkedIn feed actually decide who sees my posts?" It is a better question than it sounds, because the answer changed meaningfully over the last couple of years — and once you understand how the feed works now, the way to grow on LinkedIn becomes refreshingly clear: show up consistently, on a theme, in your own voice.
How the feed ranks content now
For years, LinkedIn's feed behaved like a relationship graph: if someone followed or connected with you, your posts had a strong chance of landing in their feed. The platform has since moved toward ranking the feed around interests — what a given viewer tends to engage with — rather than simply who they follow. Several industry commentators describe this as a shift from a relationship graph to an interest graph, where what you say matters more than how many people follow you.
It is worth being precise about attribution here. LinkedIn has published research on a large foundation model it calls 360Brew for feed ranking (arXiv 2501.16450, a paper that was later withdrawn). The "relationship-graph to interest-graph" framing is the interpretation of analysts and practitioners observing the feed — most prominently Richard van der Blom's Algorithm Insights 2025, a self-published, independent industry report — not an official statement from LinkedIn about how it weights any single signal. But the practical pattern is consistent across observers: the feed increasingly matches content to the readers most likely to find it relevant.
Why this is good news
Read that shift again, because it is easy to miss what it means: the right contribution can now reach the right people regardless of the size of your audience. Under a pure follower graph, a newcomer with 400 connections was structurally invisible. Under an interest graph, a genuinely useful post on a specific theme can land in front of exactly the people who care about that theme — because relevance, not network size, is doing the matching.
There is a second tailwind. AI answer engines now lean heavily on LinkedIn when they generate answers. In a study of 325,000 prompts, Semrush found roughly 89,000 unique cited LinkedIn URLs and ranked LinkedIn the #2 most-cited domain overall (Semrush, LinkedIn AI Visibility Study). The same study found that about three in four cited LinkedIn post authors were frequent posters — more than five posts in the prior four weeks. Whether your reader is a human scrolling the feed or an AI assistant summarising your field, the pattern that gets rewarded is the same: turn up regularly, on a clear theme.
How to work with the feed
The interest graph rewards exactly the behaviour that builds durable authority anyway. Here is the playbook we recommend.
1. Pick a lane and post consistently
The interest graph needs to learn what you are about before it can match you to the right viewers. Posting sporadically across ten topics gives it nothing to latch onto. Choose two or three themes you genuinely want to be known for and post on them on a steady cadence. Consistency, not the occasional viral swing, is what the feed — and the AI engines reading it — reward.
2. Engage before you broadcast
Reach in an interest graph follows engagement. Thoughtfully commenting on the right people's posts — the ones your future customers already read — puts you in front of the exact audience you want, and it warms up relationships before you ever pitch. This is slow, human work, and that is the point.
3. Write in your own voice
Generic, committee-approved posts are easy to scroll past and easy for an AI to ignore. The content that earns attention sounds like a specific person with a specific point of view. If you use AI to help draft, train it on how you actually write rather than letting it flatten you into LinkedIn boilerplate.
4. Make your team part of the engine
A company page reaches a fraction of what its people reach collectively. When several colleagues post in their own voices on a shared theme, you build a small network of trusted voices instead of one easily-ignored brand account. (At Engagerami, employee advocacy tooling to coordinate this is in early access.)
Where Engagerami fits
Engagerami is built around this exact shift. It helps you find the conversations where your voice matters, draft content in your own voice, and engage the right people at a safe, human pace — all from a lightweight Chrome extension that runs in your own browser, with per-day limits and business-hours pacing so you stay in control. The goal is not to chase a one-off spike; it is to make consistency sustainable, so the authority you build is yours to keep.
The feed now favours the people who show up consistently, say something specific, and engage like humans. That is a game anyone can play — and a far better one than chasing follower counts.