Is it Better to Write Original Posts or Repost on LinkedIn?

Every time you hit that repost button on LinkedIn, you're paying a price. And most people have no idea how steep it is.

The data is clear: original posts dramatically outperform reposts. It's not even close.

The numbers

Reposts get roughly 70 to 90 percent less engagement than original posts. Some analyses put it even higher. Think about that — if you repost once instead of writing something original, you've essentially thrown away the vast majority of your potential impressions for the day.

And this isn't a bug. It's by design. LinkedIn wants people creating original professional content. The algorithm rewards creation and punishes redistribution.

Why the Algorithm Penalizes Reposts

LinkedIn's algorithm asks a simple question about every piece of content: is this going to make someone stop scrolling?

Original posts are unpredictable. New ideas, personal stories, fresh perspectives — stuff people haven't seen before. That novelty drives engagement.

Reposts are the opposite. The content already exists in the feed. A lot of people in your network may have already seen the original. Showing them the same thing again through your repost doesn't add value. And LinkedIn knows it.

There's also a signaling problem. When you write an original post, you're telling LinkedIn you're a creator. The platform wants to reward creators because they keep users coming back. When you repost, you're signaling you're a consumer. LinkedIn has way less incentive to amplify consumers.

The repost trap

I see this constantly. Someone reads a great post, hits repost, maybe adds "This is so true" or "Great insights here," and moves on feeling like they contributed something.

But here's what actually happened. They burned their one best shot at the algorithm for the day on content that'll get a fraction of the reach. LinkedIn limits how many posts from a single account get distribution in a given day. If you repost in the morning and then write an original post in the afternoon, that original post is already competing against your own repost for feed space.

The repost felt efficient. It was actually expensive.

When Reposts Actually Make Sense

There are a few scenarios where reposting is the right move:

• Amplifying a team member. If an employee publishes a great post about your company, reposting it as their manager or CEO is a genuine act of support that helps them build their audience.
• Sharing official company news. When the company page drops a major announcement, having employees repost it makes sense for distribution of that specific message.
• Boosting someone you mentor or sponsor. If you're actively supporting someone's career, a repost with a genuine endorsement can help them get seen.

In all these cases, the goal isn't your own reach — it's supporting someone else. That's a valid use of the repost button.

Write your own take instead

When you see a post that resonates with you, resist the urge to hit repost. Instead, write your own post about the same topic. Here's the formula:

• Reference the original insight. "I saw a post from [name] this week about [topic] and it got me thinking."
• Add your perspective. Share a personal experience, disagree with a point, extend the idea, or drop data that supports or challenges the claim.
• Tag the original author. Gives them credit and often gets them to engage with your post, which boosts your distribution.

You get the best of both worlds. Algorithm credit for original content, participation in the conversation, and you're directing attention to the person who inspired your thinking.

A post that says "I saw [name]'s post about hiring mistakes and it reminded me of the worst hire I ever made — here's what went wrong and what I learned" will outperform a repost of that same content by 5 to 10 times. Every time.

Making Original Content Easier

The reason most people default to reposting is that writing original posts feels like work. And it is work — but it doesn't have to be hard.

Keep a running list of ideas. Something happens at work? Write down a one-sentence note. A conversation surprises you? Capture it. Learn something new? Jot down the takeaway. These notes become posts. I've had post ideas sitting in my Notes app for months before I finally turned them into something.

Tools like TeamPost can also help by turning rough bullet points into polished LinkedIn posts. The friction of going from idea to published post drops dramatically when you've got writing assistance.

Practical Takeaways

• Original posts outperform reposts by 5 to 10x or more. Always default to original.
• Use reposts only to amplify teammates, company news, or people you're actively supporting.
• When you want to share someone else's idea, write your own post referencing it and tag the author.
• Keep a running list of content ideas so you always have something original to write about.

Your LinkedIn reach is directly tied to how much original content you create. Every repost is a missed opportunity to publish something that only you can write.

Need ideas? Here are 100 LinkedIn post prompts to get you started. And learn how the first 15 minutes of a post determine its reach.