Unlocking LinkedIn Success: Insights from My Internship on Algorithm Optimization and Engagement

Last summer, I had the opportunity to work at Ascent360 as a Marketing Intern. One of my primary projects focused on researching and identifying ways to optimize LinkedIn content in order to increase brand awareness, engagement, and follower growth. Through this process, I gained valuable insight into what actually works on B2B social media and was able to demystify some common misconceptions surrounding engagement metrics.

Key Findings:

The “Golden Hour” of LinkedIn Engagement

One of the most important insights from my research was identifying what is referred to as the “golden hour.” This is the first hour after a post is published, when engagement and interactions matter the most. During this time, the LinkedIn algorithm evaluates how users are interacting with a post by tracking likes, comments, and shares, to determine its relevance. Posts that receive strong early engagement are rewarded by being shown to more users’ feeds, while lower-performing posts tend to fall off more quickly. In short, high-performing posts get boosted, and weaker ones lose visibility.

Why Smaller Brands Can Perform Better

Another surprising finding was that smaller brands often perform better on LinkedIn than larger competitors. When comparing Ascent360’s post performance to larger companies in the same space, Ascent360 consistently achieved a higher engagement rate despite having a smaller follower base. After deeper analysis, it became clear that smaller followings often lead to higher-quality engagement. These audiences tend to be more invested, interactive, and genuinely interested in the content, rather than following passively. This stronger connection gives smaller brands a meaningful advantage within the LinkedIn algorithm.

What Type of Content Gets the Most Attention

Across the board, posts featuring real images of people performed the best. Content such as work anniversaries, corporate retreats, and behind-the-scenes office photos consistently generated higher engagement than more polished or promotional visuals.

Additionally, reposting customer or client content proved to be highly effective. Leveraging user-generated content not only boosts engagement but also increases visibility across multiple audiences, making it an easy and impactful strategy for brand growth.

Key Takeaways:

• Smaller businesses can leverage their audience size to their advantage by posting consistently and focusing on meaningful interaction.

• Encouraging employees to like, comment, and share posts during the first hour can significantly increase visibility.

• For high-priority posts, coordinating internal engagement helps amplify reach and works in favor of the LinkedIn algorithm.

• Content featuring real people, authentic moments, and reposted client content consistently outperforms overly promotional posts.

This project was very valuable in helping me understand how LinkedIn, and social media algorithms more broadly evaluate and distribute content. By learning how to work with the algorithm rather than against it, brands can create impactful content that reaches the right audience and drives real results. I look forward to applying these insights in future marketing roles, and I believe they are essential for anyone managing brand presence on social media today.