Most People Don’t Use LinkedIn Like Your C-Suite Thinks They Do

Let’s start with a little truth that might make some folks uncomfortable: Most people don’t read every LinkedIn post you publish. In fact, they don’t even come close.

This comes up often with clients, especially B2B teams who take LinkedIn seriously (which they should). The C-suite is on there constantly. They check their own company page. They check their competitors’ pages. And they assume others do the same. So, when marketing suggests reposting or promoting the same asset more than once—an ebook, a webinar, a podcast episode—we sometimes hear: "We already posted that. Won't people notice?"

The reality? They won’t. And on the very off chance they do notice, that might actually be a good thing.

LinkedIn Isn’t a News Ticker

Remember: LinkedIn is a curated feed, not a live stream of every update from every person or brand you follow. The algorithm favors relevance over recency. That means it boosts posts based on engagement signals, not recency alone. So even when someone follows your company, there’s no guarantee they’ll see your latest update unless they’ve been regularly engaging with your content all along—which even the best of followers don’t usually do.

To put numbers to it, the average LinkedIn user spends just 51 minutes per month on the platform, often with specific intent (checking job listings, replying to messages, reading industry news). That’s not a lot of time to stumble across your one-and-done post promoting an event or downloadable guide.

And then there’s this: the half-life of a LinkedIn post is about 24 hours. That means your post gets half of all the engagement it’s ever going to get within the first day. The rest? A slow taper.

In other words, even if your post is excellent, most of your audience never sees it.

Repetition Is Strategic

So, with that context in mind, let’s rethink the fear of repeating our posts on LinkedIn. 

When you reshare content strategically, you’re not boring people. You’re giving more people a chance to actually see it. You’re also meeting them where they are. Not everyone logs in daily. Not everyone scrolls past the first few posts. And LinkedIn’s feed isn’t chronological. That new research report you promoted Tuesday morning? It might never reach your target buyer unless you repost Thursday with a different angle or format.

And yes, LinkedIn’s algorithm has evolved to resurface older posts if they’re still getting engagement. Which means smart repetition can actually extend a post’s life, not kill it.

Brand Amplification and Lead Gen Can Coexist

Here’s another concern we often hear: "We don’t want to drive people to pages off LinkedIn."

Fair. LinkedIn is trying hard to keep users on-platform, and posts with external links in them often get less reach. But that doesn’t mean you stop linking. It means you lead with value instead of URLs. 

You can absolutely use LinkedIn to build brand authority and drive leads. The trick is positioning. A strong post will offer insight or spark conversation, then invite people to go deeper.

And when the content's good, you don't need to oversell it. Here’s an example of compelling content without a link: 

“One CMO told us, ‘The buying process hasn’t just changed—it fractured.’ That stuck with us. We talked to 11 more CMOs that month, and the themes that emerged were too big to ignore. Here’s what’s coming, and how smart teams are already adjusting...”

That’s a better kind of CTA. It pulls people in with a real insight and lets the content in the post do the work.

How Often Should You Promote the Same Thing?

Here’s a good starting point:

• Post #1: Launch day. Straightforward. Value-forward. CTA with link included.

• Post #2: 3-5 days later. New hook. Maybe a carousel of images with a pull quote or stat.

• Post #3: 10-14 days out. Different angle again. Maybe a behind-the-scenes takeaway or lesson learned.

And if the promoted asset is evergreen (like a lead magnet, relevant guide, or even an on-demand webinar)? Reposting once a month for 6–12 months is a great practice. Just rotate your angle, format, and the copy of your post so it feels fresh.

This approach gives you multiple solid shots at gaining good reach, but it’s spaced out enough that you won’t overwhelm anyone and tight enough that you stay top of mind.

Just don’t post the same headline and image three times. Switch it up. Make it feel human.

The Real Question Isn’t "Will They Notice?" It’s "Did They See It Yet?"

Most of your company page followers don’t live in their LinkedIn feed. They pop in when they have time. They’re not memorizing your calendar or judging your content schedule, or necessarily even thinking about your company at all. They’re scanning for something that feels relevant and worth their attention.

If you’re creating good content, you should want as many people as possible to find it. And that means giving them more than one opportunity to see what you share.

Repetition isn’t a failure of creativity. It’s part of the job. Especially when the algorithm is doing most of the filtering for you.

LinkedIn Goes Beyond Visibility, It Drives Results

Used well, LinkedIn can be one of your most effective tools for brand awareness, lead generation, and building authority in your space. It's where early-stage buyers get curious, mid-funnel leads keep tabs on your thinking, and decision-makers decide if you're credible. And no, no one is keeping a tally of how many times you posted that webinar link. They didn’t notice. I promise.

At Wheels Up, we help brands use LinkedIn the right way: to drive reach, relevance, and real results. Let’s talk if you’re ready to stop guessing what works and start building a system that does.