Why do some LinkedIn posts perform better than others? It’s not just about likes, comments, or shares. The secret lies in dwell time – the time users spend viewing your content. This metric helps LinkedIn determine if your post is engaging enough to show to more people, especially the 90% of users who consume content silently without interacting.
Key takeaways:
- What is dwell time? It’s the duration someone spends on your post, either while scrolling (on-feed) or after clicking to view it.
- Why it matters: Posts with higher dwell time are rewarded with increased visibility, even if they have fewer likes or comments.
- How to improve it: Use strong opening lines, concise formatting, visuals, and engaging personal stories to hold attention.
- Best formats in 2025: Carousels, short videos with subtitles, and LinkedIn Live drive longer engagement times.
To maximize your LinkedIn reach, focus on creating content that keeps readers engaged. Avoid shortcuts like clickbait tactics, and instead, prioritize posts that deliver clear value and hold attention.
LinkedIn Algorithm Explained: Why LinkedIn Dwell Time Matters
How Dwell Time Affects Content Visibility
LinkedIn Dwell Time Impact on Engagement Rates and Performance Metrics
Dwell Time as a Quality Indicator
LinkedIn’s algorithm uses dwell time as a way to measure how engaging and worthwhile your content is. When people spend more time on your post, the platform sees this as proof that your content resonates with readers and deserves to reach a wider audience. Those first 60 minutes after posting are critical – strong dwell time during this window can boost your content’s visibility to second- and third-degree connections [5].
The platform’s "P(skip)" model, which predicts whether users will scroll past content based on short viewing times, improved engagement predictions by 10% [4]. Essentially, posts that hold attention are more likely to be promoted. For example, content with dwell times of 61+ seconds achieves an average engagement rate of 15.6%, while posts with only 0–3 seconds of dwell time see a much lower engagement rate of 1.2% [2].
"Dwell time is a more reliable indicator of engagement"
- Siddharth Dangi, Sr. Staff Software Engineer at LinkedIn [4]
This metric was introduced by LinkedIn to combat tactics that prioritize reactions or comments without genuine interaction. By tracking how long users actually spend engaging with your post, the algorithm can differentiate between shallow engagement and meaningful interest [7].
How Dwell Time Works with Other Metrics
Dwell time doesn’t work alone – it complements other engagement signals like reactions, comments, shares, and profile views to determine how far your content travels. LinkedIn integrates dwell time into a multi-objective optimization (MOO) framework, which balances passive behaviors (like scrolling) with active signals (like commenting or sharing) [5].
Here’s an example: a post might get a lot of likes, but if users scroll past it quickly, the algorithm sees this as shallow engagement. On the other hand, a post with fewer likes but higher dwell time signals deeper value, encouraging LinkedIn to show it to more people. This is especially important for the 90% of LinkedIn users who consume content silently, without leaving visible engagement [3]. During the crucial first hour of testing, posts with strong dwell time are prioritized for broader distribution [5].
By understanding how dwell time interacts with other metrics, you can avoid common missteps and ensure your content performs well.
Common Mistakes About Dwell Time
To make the most of dwell time, steer clear of these common errors. One major pitfall is focusing too much on vanity metrics like likes and shares. A post with 100 likes but low dwell time might not perform as well as one with 50 likes and higher dwell time. The algorithm favors quality time spent engaging with content over sheer volume [4].
Another mistake is using tactics that inflate superficial metrics. For instance, adding unnecessary line breaks to force a "read more" click is often flagged as clickbait and penalized [7]. Similarly, creating posts designed solely to trigger reactions without offering meaningful value can backfire. While these might initially attract attention, they typically result in poor dwell time and reduced reach.
"My suggestion is not to try and outsmart them. Trying to find short-cuts or hack the system only works in the short-term, at best. Instead align your objectives with our friends in California. While LinkedIn is trying to improve member experience, you can do your part by improving the experience of your audience. Focus on creating valuable content for your audience. Make the quality of your content your algorithm hack. In the long-term, this is the only way to win."
- Nathanial Bibby [7]
The takeaway? Create content that genuinely holds attention. Instead of chasing shortcuts, focus on delivering meaningful content that naturally keeps readers engaged [6].
How to Increase LinkedIn Dwell Time
Best Content Formats for Dwell Time
By 2025, carousels dominate LinkedIn, especially in industries like B2B, finance, HR, and legal. They generate up to 278% more engagement than videos, keeping users swiping through slides and spending more time on your post [8]. Native videos under 90 seconds with subtitles are another standout format, achieving 5x more engagement than text-only posts [8]. The trick? Keep your message concise and include a bold perspective that grabs attention.
Long-form posts shine when they share genuine personal stories instead of generic tips. Posts with images nearly double the number of comments compared to those without visuals, making them perfect for visual storytelling [8]. For deeper engagement, LinkedIn Live videos outperform pre-recorded content, driving 24x more comments [8]. LinkedIn Newsletters are another powerful tool, helping you grow a loyal audience while also appearing in Google search results, giving your content reach beyond LinkedIn [9].
To maximize visibility, post directly on LinkedIn and place external links in the first comment to avoid algorithm penalties [8]. Keep your feed dynamic by rotating content formats, catering to varying preferences across your audience [9]. Want to make your posts stand out? Let’s dive into crafting attention-grabbing content.
Writing Posts That Hold Attention
Your opening line is everything – it decides whether someone keeps reading or scrolls past. Start with a bold statement or thought-provoking question that promises immediate value [2][3]. With 60% of LinkedIn traffic coming from mobile, break your text into shorter paragraphs to make it easier to read [3].
Use line breaks, emojis, and formatting to guide the reader’s eye. Story arcs and cliffhangers can keep them hooked [8]. Instead of offering vague advice, share specific personal experiences or case studies that bring your point to life [3]. In 2025, authenticity continues to outperform generic, overly polished content [8].
"AI might be here to stay, but nothing beats the power of a genuine story or sharing your experience."
- Michelle J Raymond [9]
Wrap up your post with a clear call-to-action or a thought-provoking question to spark comments. This not only drives engagement but also increases the time users spend interacting with your post [2]. Offering actionable advice that readers can immediately use builds trust and keeps them coming back for more [3]. These techniques don’t just boost engagement – they also extend how long your audience stays invested.
Keeping Users Engaged After They Click
Once someone clicks on your content, the goal is to keep them engaged. LinkedIn tracks "dwell time after the click", which measures how long users spend on your content after opening it [1][4]. For carousels, design each slide with strong headlines and eye-catching visuals. Make sure every slide delivers value to keep users swiping instead of leaving.
For long-form posts, focus on clear structure – short paragraphs, headings, and bullet points make it easier to follow [2]. Add high-quality visuals or infographics to break up text and give readers natural pauses [2].
Since mobile accounts for a large chunk of LinkedIn traffic, ensure your formatting is mobile-friendly with short, easy-to-read sections [3]. End your content with a question or call-to-action that encourages users to comment and engage further [2]. The longer someone stays with your content, the stronger the signal to LinkedIn’s algorithm that it’s worth promoting.
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Measuring Dwell Time on LinkedIn
Using LinkedIn Analytics
LinkedIn doesn’t offer a direct way to measure dwell time, but you can get a sense of it by analyzing impressions, engagement rates, and video watch times [2][3]. Start by looking at impressions – this tells you how often your post appeared in users’ feeds. Then, check engagement rates. Likes, comments, and shares indicate whether your content made people pause and interact. For videos, watch times give you a clear idea of how long viewers stayed engaged [2].
Pay attention to the quality of comments, not just the number. Detailed, multi-sentence comments often mean readers took the time to process your content [3]. Another clue? Profile views after posting. If people are curious enough to check out your profile, it’s a good sign your content captured their attention. While these metrics are indirect, together they provide a strong sense of how well your content is performing.
Setting Performance Benchmarks
Instead of fixating on industry averages, focus on tracking your own metrics over time. For reference, carousels typically hold attention for 15–20 seconds, text/image posts for 8–10 seconds, and videos under 30 seconds. However, retention often drops sharply after the one-minute mark [10]. The average LinkedIn engagement rate is about 4.2%, but if you have 1,000 to 5,000 followers, you can expect 1,500 to 3,000 impressions per post [10].
Keep an eye on impressions and engagement metrics for each post. Compare similar formats to see what resonates best with your audience. For example, if your carousel posts consistently outperform videos, it might be worth prioritizing that format. Since 90% of users consume content silently, dwell time can often be a better measure of engagement than visible reactions like likes or shares [3].
To turn these insights into a strategy, you might want to explore tools that consolidate and analyze your engagement data.
Using Closely for Dwell Time Insights
Once you’ve established your benchmarks, platforms like Closely can help you take your analysis further. Closely’s analytics bring together multiple engagement signals to give you a clearer picture of how your content is performing. From a single dashboard, you can track campaign metrics like response rates, profile views, and connection acceptance rates – all indicators that your content is holding attention and driving action.
Closely also allows you to compare different campaign strategies to identify which messages and formats are most effective. With AI-powered personalization, the platform helps you create outreach that feels relevant to your audience, increasing the chances they’ll spend time engaging with your content instead of scrolling past it. By using data to guide your approach, you can fine-tune your LinkedIn strategy and focus on what truly works.
Using Closely to Improve Dwell Time in LinkedIn Campaigns
Optimizing LinkedIn Outreach with AI
Making your messages more relevant does more than just boost direct engagement – it also keeps prospects interacting with your content longer. Closely’s AI-powered sales agents make personalization effortless by pulling details straight from prospect profiles and company signals [12][13]. Instead of sending out generic connection requests or cookie-cutter messages, this platform crafts customized, conversational messages tailored to each lead’s role, company, and recent activity. The result? A 35% jump in response rates and a 52% increase in LinkedIn engagement. Plus, longer interactions signal value to LinkedIn’s algorithm, improving your visibility across the platform [12][13][11].
"Closely is a powerful tool for anyone looking to enhance their sales engagement. The platform is user-friendly and easy to navigate, making it accessible even for those who are not tech-savvy."
Tailoring Campaigns for Higher Dwell Time
Personalized outreach is just the start. To really boost dwell time, you need to align your campaign content with what your audience cares about. Closely’s data enrichment and lead scoring tools help identify the topics and formats that resonate most [12]. For instance, analyzing engagement trends might reveal that healthcare prospects respond better to case studies, while tech professionals prefer data-driven reports. By applying these insights to your LinkedIn posts, you can create content that grabs attention and keeps it. Users have reported tripling their connections with qualified decision-makers [13], building an audience that’s more likely to spend time engaging with your content. This strategy lays the groundwork for a seamless, multichannel approach.
Combining LinkedIn with Multichannel Campaigns
Closely doesn’t stop at LinkedIn – it integrates your LinkedIn interactions with email and other channels to create a unified engagement strategy [14][15]. For example, if a prospect replies to your LinkedIn message, you can follow up with an email that includes additional resources or insights. This not only reinforces your message but also encourages prospects to revisit your LinkedIn profile, boosting dwell time and feeding positive signals to LinkedIn’s algorithm. By meeting prospects where they already spend their time, this multichannel approach strengthens brand awareness and deepens engagement [14][15]. And with LinkedIn’s 2025 algorithm now prioritizing relevance over recency, high-value content can continue reaching users for weeks [11], making a coordinated strategy more important than ever.
Conclusion
Dwell time isn’t just a flashy number – it’s a key signal that tells LinkedIn’s algorithm how much value your content offers. While likes and comments may show who’s engaging publicly, dwell time highlights the silent majority – the 90% of users who consume content without interacting directly [3]. And here’s the kicker: higher dwell times often lead to better engagement overall [2][3]. This visibility boost can make a real difference in your results.
To make the most of this metric, focus on creating content that holds attention. Think about crafting headlines that stop the scroll, using clean and easy-to-read formatting, including high-quality visuals, and weaving in compelling stories [2][3]. But don’t stop there – measuring your content’s performance is just as important as creating it. While LinkedIn Analytics provides some insights, tools like Closely can give you deeper, actionable data to refine your strategy and complement LinkedIn’s built-in metrics.
Technology also has a big role to play in amplifying your efforts. For sales pros, marketers, and recruiters, tools like Closely bridge the gap between content strategy and campaign execution. Its AI-driven personalization boosts response rates and helps create meaningful, one-on-one interactions. Pairing LinkedIn automation with email and multichannel campaigns ensures a unified approach that keeps your audience engaged and encourages them to revisit your profile.
FAQs
What is LinkedIn dwell time, and how is it measured?
LinkedIn dwell time measures how long a user interacts with a piece of content – from the moment they open it to when they scroll away or leave. This metric helps LinkedIn assess how engaging and relevant a post is to its audience.
Although not publicly displayed, dwell time is a key factor in LinkedIn’s algorithm. Posts with higher dwell times are more likely to be promoted to a larger audience. By focusing on creating content that holds attention, you can boost your post’s visibility and expand its reach.
What types of content can help boost dwell time on LinkedIn?
To keep people on LinkedIn longer, aim to craft content that grabs attention and invites interaction. Think about using formats like videos, carousel posts, or detailed articles – these naturally encourage users to stick around and engage. Content that tells a story, stirs emotions, or offers something useful can also hold their interest. Try out different approaches to discover what resonates most with your audience and aligns with your objectives.
Why does dwell time matter more than likes or shares on LinkedIn?
Dwell time matters because it measures how long people stay engaged with your content. On LinkedIn, this tells the platform that what you’ve shared resonates with users, potentially boosting your post’s visibility.
Unlike likes and shares, which can sometimes feel surface-level, dwell time highlights genuine interest. By crafting content that keeps your audience hooked, you not only increase your reach but also leave a lasting impression.