Why Mediocre Posts Go Viral (And Good Ones Don’t)
Unpacking the Broken Truth Behind LinkedIn’s Algorithm
1. Let’s get the definitions straight.
A mediocre post isn’t always bad --- it’s just surface-level. Think memes, motivational one-liners, or recycled jokes.
They’re:
Easy to consume
Emotionally triggering (funny, uplifting, shocking)
Familiar, yet dressed up as fresh
But they offer no lasting value. No insight. No transformation.
A good post, on the other hand, makes you pause. It might:
Teach you something useful
Reframe how you see yourself or your work
Share a hard-won truth or original thought
Challenge norms or offer frameworks that actually work
These are posts that could change your mind -- not just your mood.
And yet, they often get ignored.
Why?
2. Because platforms reward attention -- not depth.
LinkedIn, like most platforms, runs on time-on-screen. The longer you stay, the more ads you see. So naturally, the content that gets pushed is what grabs -- not what teaches.
A deep idea requires energy. A joke doesn’t.
One is pondered. The other is passed on.
And when more people engage quickly, the algorithm pushes it wider. Even if it’s fluff.
3. Algorithms don’t think like humans do.
Algorithms look for:
Instant engagement
Shares, saves, comments -- regardless of intent
Velocity (how fast people interact)
They don’t care why something’s going viral. Only that it is.
Humans, on the other hand, ask:
Who wrote this?
Is it credible?
Will sharing it make me look smart, insightful, useful?
That’s why a thoughtful, niche post can flop -- even if it’s genius.
4. Invisible Authority Signals are real.
Whether we like it or not, where you're from still matters.
People unconsciously trust:
Content from the UK or US more than from Pakistan or Vietnam
Founders from London over founders from Lagos
Thought leaders who “look” and “sound” like the platform’s top users
Even if the insight is the same or better.
Why?
Because LinkedIn still behaves like a hiring platform. And most people on it are subconsciously seeking proximity to perceived “buyers,” not “sellers.”
5. Copywriting beats content. Every. Single. Time.
A boring post with a killer hook will always outperform a brilliant one with a weak open.
The first few lines decide everything:
Will they click “See more”?
Will they read to the end?
Will they share it?
That’s why creators who obsess over hooks and structure outperform those who just “share from the heart.”
Truth bomb: Great content without great delivery is invisible.
6. Engagement cliques, timing, and engineered virality.
Ever wondered how some posts take off in minutes?
Some people are:
In secret engagement pods
Sending posts in private groups
Incentivising comments with freebies
Add the right timing (when the platform is active), and boom -- reach explodes.
It’s not organic. It’s orchestration.
7. You’re probably writing for readers. They’re writing for reach.
That’s the final twist.
Most “good” creators write for a specific audience:
Their clients
Their community
Their past self
Most viral creators write for everyone:
Broad, universal themes
Shareable language
Low-barrier takes
The result?
High-reach content often says little. High-value content often reaches few.
Final Thought:
Virality isn’t proof of value. It’s proof of visibility.
So if your good posts are being ignored -- Don’t stop. Don’t dilute.
Refine the delivery. Learn the platform. But don’t lose the depth.
Because the right people aren’t just scrolling. They’re watching.
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