Why Solopreneurs Like Me Spend Too Much Time on LinkedIn; and How I Finally Took Back Control

Last week I realized that I had become the type of coach I despised. The one who says one thing to their clients and behind closed doors does something completely different. I was telling my clients the importance of building their businesses on their own terms; with their intentions and values as the driver of their beliefs and actions. My values are joy, peace and ease. For a good 6 months I was acting out of pressure, panic and scarcity. I had gotten myself into a toxic relationship with the LinkedIn algorithm and metrics.

When I first started my solopreneur journey, LinkedIn was my happy place. It was like a virtual networking event where I didn’t have to wear pants or deal with actual people. I’d log in to connect with potential clients, share my insights, and grow my business. At least, that was the plan. Fast forward a few months, and I wasn’t just working on LinkedIn; I was living there.

The ironic part? I became a solopreneur to escape the hamster wheel of corporate life, only to find myself stuck on the digital equivalent: chasing likes, engaging with every post in my feed, and obsessing over algorithms. I knew it was time to change when I realized LinkedIn had gone from being a tool for growth to a tool for procrastination and avoidance.

Don’t get me wrong. LinkedIn is the best platform for me. In fact, it’s the only one I actively use (apart from my email list). It’s where I connect with my audience, share my message, and generate leads. But LinkedIn can’t drive the bus. My business goals and strategies need to take the wheel, and I needed a way to keep the platform from steering me off course.

The Solopreneur Algorithm Trap

When you decide to leave the corporate grind to work for yourself, it’s usually for reasons like freedom, autonomy, or wanting to do meaningful work. What you don’t realize is that the same algorithm-driven world you escaped is waiting to devour you as a solopreneur.

LinkedIn’s algorithm doesn’t care about your business goals. It cares about keeping you on the platform. It rewards engagement, not impact. You end up chasing the dopamine hits of likes, comments, and views, even if they don’t translate into paying clients.

Before you know it, the reason you started your business- to create something impactful -gets replaced by an obsessive need to feed the algorithm.

Why We Can’t Stop Scrolling (Blame Psychology)

• The Dopamine Loop

Every time you post and get a like or comment, your brain rewards you with a little hit of dopamine. It’s the same chemical that makes gambling addictive. You tell yourself, “Just one more scroll,” or “I’ll reply to one more comment,” and suddenly, an hour is gone.

• The Zeigarnik Effect

Psychologists have found that our brains hate unfinished tasks. Seeing a notification or an unanswered message triggers this effect. You feel compelled to respond because your brain doesn’t like the idea of leaving things incomplete.

• Social Validation

As solopreneurs, we don’t have a boss to validate our work. Instead, we rely on our audience. Seeing positive engagement on LinkedIn feels like proof that we’re doing something right; even if it’s not directly tied to our revenue.

• Fear of Missing Out (FOMO)

LinkedIn is like a firehose of potential opportunities. What if you miss a client inquiry? Or an important industry trend? This fear keeps you glued to the platform, just in case.

My Rock-Bottom Moment

Last week, I caught myself refreshing my LinkedIn metrics for the third time in an hour. I was convincing myself that the algorithm had a vendetta about me dropped 70%. I was obsessing AND I hadn't left my property in 3 days. I had barely left the house other than to put the animals to bed. In the meantime my favorite month of the year was passing by and my to-do list sat untouched. The the tasks that actually move my business forward; having conversations, creating value for my audience; were left undone.

That’s when I realized I was stuck in passive action. Passive action feels productive because you’re doing something, but it doesn’t actually get you closer to your goals. Massive action, on the other hand, is uncomfortable and requires focus, but it’s what drives real results.

LinkedIn had become my crutch for passive action. I told myself it was essential for my business, but the truth was I was hiding there.

How I Took Back Control

Here’s what I did to break free from LinkedIn overload - and how you can do the same without sabotaging your business goals.

1. I Deleted the LinkedIn App This was a game-changer. I removed the app from my phone so I couldn’t mindlessly check it throughout the day. Now, I only interact with LinkedIn on my laptop during scheduled work times.
2. I Set a Posting and Engagement Schedule I stopped letting LinkedIn dictate my day. Instead, I created specific time blocks for:
3. I Focused on ROI Activities Instead of getting lost in my feed, I prioritized activities that align with my business goals:
4. I Trained My Brain to Ignore Metrics This one was tough. I had to remind myself daily that likes, views, and comments are vanity metrics. The real measure of success is whether my LinkedIn activities generate leads, build trust, or add value to my audience.
5. I Allowed Myself LinkedIn-Free Days I gave myself permission to step away entirely for one or two days a week. On these days, I focused on deep work, strategy, and tasks that moved my business forward.
6. I Used Tools to Stay on Track Browser extensions like StayFocusd helped me limit my time on LinkedIn. I set a daily cap of 180 minutes, and once I hit that limit, the app locked me out.

The Massive vs. Passive Action Shift

The biggest shift wasn’t just in my habits; it was in my mindset. Every time I felt the urge to check LinkedIn, I asked myself: Is this massive action or passive action?

• Passive Action: Scrolling the feed, obsessing over analytics, responding to every notification.
• Massive Action: Creating a valuable post, talking with a potential client, making an offer.

Massive action often feels harder in the moment, it always risks a "no". Passive action, on the other hand is just procrastination and avoidance in disguise as productivity.

What Happens When You Set Boundaries

Taking back control of my LinkedIn time didn’t tank my business. In fact, it did the opposite. By spending less time on the platform, I was able to focus on the things that actually mattered: building relationships, being creative, and resting and recharging so that I can deliver value to my clients.

The best part? I don't feel chained to the algorithm anymore. LinkedIn became a tool again; not my micromanaging boss.

Your Turn: Take Back Control

If you’re a solopreneur struggling with LinkedIn overload, remember this: You’re in charge of your business, not the algorithm. Setting boundaries doesn’t mean you’ll lose opportunities or clients. It means you’ll gain clarity, focus, and time for what really matters.

Start small. Delete the app. Set a timer. Focus on high-impact activities. And most importantly, ask yourself: Is this massive action or passive action?

Because at the end of the day, the goal isn’t to win at LinkedIn. The goal is to win at your business and your life.

Jo Knight Dutkewich is a former corporate senior leader and consultant to some of the world's best brands. She helps solopreneurs break up with procrastination, perfectionism, overthinking & self-doubt to achieve consistent $10k months.

She lives on Vancouver Island in the Pacific Northwest with her husband, 3 sons, animal menagerie, and judgmental cat..