Why LinkedIn's algorithm loves junk food content (And 3 ways to rise above it)

LinkedIn has become a bit of a circus.

With just a few days left in 2024, it’s time to call it what it is.

Scrolling through your feed feels like being trapped in a loop of the same reheated advice, wrapped in flashy formatting.

It’s everywhere.

Posts filled with surface-level observations and regurgitated tips are thriving.

Why?

Because the algorithm loves it.

Why does the algorithm love it?

That "actionable advice" which looks easy, but the reality of "Make ￡10k a month in 30 days with 3 simple steps" is a little bit more tricky than the post promoted.

The worst part... a lot of this advice is posted because it "performs"

It's not coming from experience, it's just a re-hashing of someone else's post which "performed".

This type of content isn't helping us as humans.

It's junk food content.

It plays to our emotions, tickles our ears and pleases the eye.

And it's propagating a myth, our belief in simple answers to complex issues.

It's making us dumb.

The problem isn’t just what’s being posted.

It’s what’s behind it too.

There’s a massive, organised effort driving a lot of the content you see.

Huge engagement pods, and bots are inflating posts to trick the system into thinking they’re popular.

I'm not talking a handful of people helping each other out. I'm talking hundreds and thousands of accounts being deployed to manipulate what's popular.

This skews what we see and drives others to do the same kind of posts.

I did an experiment earlier in the year, I copied some of the content these folk were posting without the bots and cheats - it totally flopped.

I have strong and nuanced opinions on this so I'm taking time writing about it. It's a story for my next edition of this newsletter. So keep an eye out for it.

But these industrial-scale operations distort what gets attention and what doesn’t. One in tactic in particular is more like nation-state disinformation campaign than a social media "hack".

Enough said on that (for now).

What matters for us is creating content that resonates with the right people.

Content that leads to credibility, leads and clients.

Let’s break down how to do that in a way that works for you.

Stop writing for yourself

The biggest mistake most of us make? Writing for ourselves.

Or worse, writing for our industry. If you’re a coach, consultant, or creative, your audience isn’t other experts; it’s your ideal clients.

And they don’t need a masterclass in your field—they just need the next step.

Think about it: if your audience is 15 steps behind you, throwing the full playbook at them isn’t helpful. It’s overwhelming.

Here’s how to simplify and connect:

1. Pick one actionable takeaway your audience can implement today. Keep it focused and specific.
2. Avoid jargon. Write as if you’re explaining the idea to a friend who’s just starting out.
3. Use examples or analogies to make complex ideas relatable and easy to understand.

When you approach content this way, you’re not just sharing information - you’re guiding your audience forward, step by step.

Don't promise them ridiculous outcomes from simple steps.

Just give them a small step that they can do immediately.

That's how you build trust.

Your audience see you get where they are at.

Be a bit more contrarian

You’ve got opinions, right?

Good.

Use them to challenge the status quo and help your audience think differently.

Here’s what to do:

1. Pick a common belief or trend you disagree with. For example, maybe everyone’s shouting about posting daily, but you believe strategy beats volume.
2. Explain your reasoning. Use a real-life story, data, or a client example to back up your perspective. What makes your alternative more effective?
3. Tie it to your audience’s pain points. Show them how following your approach solves their problems more effectively than conventional wisdom.

Being contrarian doesn’t mean stirring controversy for the sake of it - it’s about positioning yourself as someone who has conviction and believes in their ideas.

It's easy to sit on the fence, but it's hard to differentiate yourself if you don't share what you really believe and think.

Don't become an attention seeker, but if you believe something, don't be afraid to step out any say it.

You're not here to be neutral.

Show the real you (but keep it relevant)

Most of what we see on social media is heavily staged and polished.

We're getting tired of it.

The backlash is building on other platforms and it's happening here too.

Most of what you see is someone's highlight reel.

This digital world is making us crave connection - even in a digital space.

That can't be staged or blagged.

Authenticity is so attractive, yet, whether it is fear or the need to conform, we often hold back from being ourselves.

Stand out by being real and relatable.

Here’s how:

1. Share a story that showcases your values. Maybe it’s how you navigated a tough decision or overcame a challenge. Keep it authentic but professional.
2. Connect the story to your audience’s struggles. For instance, how does this moment reflect the way you help clients?
3. Invite engagement. End with a question, such as, "Have you faced something similar? How did you handle it?"

Being real doesn’t mean pimping out your kids on LinkedIn, or sharing every personal tragedy, it means letting your audience see the human behind the expertise, someone they can trust and relate to.

People want to know the person behind the post.

Win on Wednesdays (or any day, really)

Want to know the secret to getting leads?

Curiosity.

People don’t need a hard sell; they need to see that you’ve helped someone like them solve a problem they’re struggling with.

Here’s how to write a compelling win post:

1. Describe the client’s challenge. Be vivid - what specific problem were they facing? Use details that your audience can relate to.
2. Show your approach. Briefly explain how you tackled the problem. Focus on what your audience would find most relevant to their own challenges.
3. Highlight tangible results. For example, "They increased their revenue by 30% in three months," or "They saved five hours a week."

These posts resonate because they make your expertise feel real and relatable.

They also spark curiosity, prompting your audience to wonder if you could help them too.

I do a win on Wednesday post every week, they perform badly when it comes to likes, comments and impressions - but, without fail, I get leads.

Give them a go.

Redefine "content that works"

What does "content that works" really mean to you?

→ Is it about your industry seeing you as credible?

→ Is it generating a steady stream of leads?

→ Or is it chasing virality?

I can confidently say this: for the majority of us, virality is pointless.

Sure, it’s fun to watch the numbers climb, but will those thousands of views translate into leads and clients?

The answer is big fat no.

Content that works builds trust and drives action.

It’s not about how many people see your post - it’s about how the right people respond to it.

At the end of the day, the goal isn’t to impress everyone - it’s to reach the people who need what you have to offer.

So, keep it real, keep it valuable, and keep showing up for the audience....not the bots.