In the past, you could rely on visible interactions, such as likes and comments, to gauge exactly how a social post was performing. However, Metricool’s 2026 LinkedIn study reveals that these public signals are on the decline. But it’s not all bad news.
The same report found that while likes and comments have decreased by 13% and 17% respectively, overall, engagement has risen by 14%. But where is this growth coming from, and how are user behaviours changing on LinkedIn?
What insights does the data reveal?
LinkedIn’s Australian user base is currently 61% of the national population, and this massive growth has changed the way we use the platform. It’s no longer used as a digital resume; instead, it has grown into a primary source of content and information. Naturally, this change has affected the way LinkedIn’s algorithm measures engagement. And this can be seen in the 2026 Metricool report, which found that visible metrics are dropping, but invisible metrics such as click-throughs, swipes, and saves are increasing rapidly.
This suggests that users are becoming more selective about what they publicly endorse. It also aligns with data from the Australian Communications and Media Authority (ACMA), which indicates Australians are increasingly using social platforms as primary news and information sources, rather than just social hubs. Essentially, this means users are consuming content, rather than just publicly engaging with it. This is important to keep in mind when crafting your social media plan.
What are invisible interactions?
Invisible interactions are the data points that the public can’t see, but the algorithm can. They’re measured by the action that users take when engaging with your content, and include:
- Carousel swipes: Every swipe is a deliberate action that tells the algorithm the user is invested and engaging with your content.
- Link clicks: When a user clicks ‘see more’ on your post, it sends a powerful signal to the LinkedIn algorithm, indicating that your post is of significant interest.
- Video dwell time: How long someone stops to watch your content is now a critical indicator of engagement and relevance.
- Saves: When people save your content to revisit later, it tells the algorithm that your post is highly valued.
How to create LinkedIn content that people engage with
With the LinkedIn algorithm changing, you now need to create content that rewards curiosity, rather than just seeking a like or comment. To help your posts stand out, consider:
- Creating carousel content that optimises for swipes, hooking the reader on the first slide and then using your following slides to deliver value.
- Writing intriguing content that encourages people to click on ‘see more’ within your post.
- Producing short-form video content or long-form storytelling that keeps users engaged on your page. This will increase the dwell time of your post and improve your engagement metrics.
By shifting your focus to creating content that prioritises interactions and user curiosity, you can ensure your LinkedIn posts are both helpful and receive high engagement.
