Most brands approach LinkedIn with a simple goal: publish content consistently and grow an audience over time.
The reality is often more complicated. Company pages compete for attention in increasingly crowded feeds, organic reach fluctuates, and building an engaged audience takes far more than posting a few times per week.
For NeetCode, a technical interview preparation platform used by engineers pursuing opportunities at companies such as OpenAI, Anthropic, Google, and Netflix, LinkedIn started as an experiment.
The company had already built a strong audience on YouTube through educational content. LinkedIn presented an opportunity to extend that reach, strengthen community engagement, and create another channel for communicating directly with users.
To execute that strategy, NeetCode partnered with Bezier Labs, led by founder and CEO Ali Malik.
Since December 2024, the LinkedIn page has grown from roughly 10,000 followers to more than 104,000 followers. Along the way, the page generated more than 9.6 million impressions over 12 months, surpassed 1 million impressions in a single month, and now drives more than 10,500 monthly website visits.
We spoke with Ali to learn how the strategy evolved, which content principles delivered the strongest results, and what other brands can learn from the experience.
- From Experiment to Growth Channel
- Why Educational Content Became the Foundation
- The Content Principles Behind the Growth
- Building a Repeatable Content System
- Why Community Matters More Than Reach
- Measuring Success Beyond Vanity Metrics
- The Results
- What Other Brands Can Learn From NeetCode's Growth
- Building Growth Through Value
From Experiment to Growth Channel
When Bezier Labs began working on NeetCode's LinkedIn presence, the goal was simple: test whether the platform could become a meaningful growth channel.
The decision came after observing two trends.
First, NeetCode had already built significant momentum on YouTube through educational content. Second, several competitors had become increasingly active on LinkedIn, creating an opportunity to test whether similar audiences were consuming professional content there as well.
The initial commitment was modest. The team treated LinkedIn as a 30-day experiment.
“They’d originally gathered a large following on YouTube, and we noticed their competitors were posting consistently on LinkedIn,” Ali told us. “We saw certain formats working and in December 2024, we invested in it as an experiment for 30 days.”
The experiment centered around a specific content format: educational animations designed to simplify technical concepts and provide immediate value to software engineers preparing for interviews.
The response arrived quickly.
Several of the early posts generated hundreds of followers, validating the idea that educational content could resonate strongly with LinkedIn's professional audience.
“At that point, we felt like we’d stumbled onto something that works for NeetCode,” Ali said.
That early traction shaped the direction of the entire strategy.
Rather than chasing trends or relying heavily on promotional content, Bezier Labs focused on creating educational resources that mirrored the value-first approach that had already helped NeetCode build an audience elsewhere.
The objective shifted from testing LinkedIn to building a long-term growth channel centered on trust, community, and useful content.
Why Educational Content Became the Foundation
From the beginning, Bezier Labs built the strategy around a simple idea: provide value before asking for attention.
Educational content became the foundation because it aligned with how NeetCode had already built trust through YouTube. The audience followed the brand to learn, improve their skills, and prepare for technical interviews. LinkedIn became an extension of that experience.
“NeetCode's core focus is on educational content because that’s what their brand is built upon,” Ali explained.
That focus influenced more than the content itself. It also shaped what the team chose not to prioritize during the early stages of growth.
When the page had around 10,000 followers, promotional content played a very limited role. The focus remained on creating resources that helped engineers solve problems, learn concepts, and gain confidence in their interview preparation.
As the audience grew and engagement deepened, the content mix evolved.
Product updates, thought leadership, and company announcements became a larger part of the strategy. By that point, the audience had already developed familiarity with the brand and understood the value it provided.
The approach created a strong foundation of trust while allowing the content strategy to mature alongside the audience.
The Content Principles Behind the Growth
While many discussions about LinkedIn growth focus on formats, Bezier Labs attributes much of NeetCode's success to a set of consistent content principles.
The first is authenticity.
According to Ali, customer stories consistently generate some of the strongest engagement on the page. The highest-performing stories often include details about challenges, setbacks, and lessons learned rather than polished success narratives.
“The customer stories that perform best are the ones that include the messy, unedited parts,” he said.
The second principle is relevance.
Software engineering evolves quickly, particularly as AI continues to reshape development workflows. The team regularly publishes content around industry changes and product updates to help users understand what is changing and how NeetCode is adapting.
Those posts serve two purposes. They attract prospective users interested in the topic while reinforcing confidence among existing users.
The third principle is clarity.
Guides have become one of the most reliable content categories because they help audiences make sense of increasingly complex topics.
“In a sea of choices, audiences are looking for certainty,” Ali said.
Whether the content takes the form of educational animations, customer stories, product updates, or practical guides, the objective remains consistent: create something useful enough that readers feel their time was well spent.
Building a Repeatable Content System
Strong content ideas matter. Consistent execution matters just as much.
One of the most interesting parts of NeetCode's growth story is the system Bezier Labs built to support content production.
The process starts inside Obsidian, where Ali maintains a running collection of content ideas. Inspiration often comes from conversations with users, comments on previous posts, direct messages, and observations from consuming content across LinkedIn.
Before selecting ideas for production, performance data enters the process.
Ali uses Claude alongside a custom Skills file that analyzes the previous 30 days of LinkedIn performance. The system produces a ranked list of top-performing posts based on metrics such as reach and engagement rate.
That information helps identify themes and content patterns that are resonating with the audience.
Once an idea is selected, research follows. Sources include books, YouTube videos, industry discussions, and internal knowledge.
From there, Ali creates multiple visual concepts in Figma before selecting the strongest version for publication.
One part of the workflow remains intentionally manual.
“I always write my captions by hand myself,” he said.
The team also relies heavily on batching. Content creation typically happens on Sundays, allowing multiple posts to be prepared and scheduled in advance.
The result is a process that combines data, AI-assisted analysis, human creativity, and operational consistency.
Why Community Matters More Than Reach
Many brands evaluate LinkedIn success primarily through impressions.
Bezier Labs takes a different approach. The team pays close attention to engagement quality and community participation.
“If we can get fewer impressions but the same number of people engaging, that’s a strong signal that the content resonated,” Ali explained.
The type of engagement matters as well.
Insightful reactions, meaningful comments, direct messages, and brand mentions often reveal more about audience connection than raw impression counts.
Over time, community engagement became one of the strongest growth drivers for the page.
Users began tagging NeetCode in discussions. They referenced the brand in posts. They requested product features through comments and direct messages. They treated LinkedIn as a place where they could interact directly with the company.
One example stood out to Ali.
A community member sent a direct message asking whether NeetCode could leave a comment on an upcoming post because they valued the brand's participation and visibility.
Moments like that demonstrated something deeper than engagement metrics. They reflected community trust.
The team actively reinforces that relationship by responding to brand mentions and participating in conversations throughout the platform.
Rather than viewing LinkedIn as a publishing channel, Bezier Labs approaches it as an ongoing conversation with the audience.
Measuring Success Beyond Vanity Metrics
Follower growth and impressions provide useful context, but they represent only part of the picture.
For NeetCode, the most important indicators connect directly to business impact. Website traffic remains one of the primary metrics.
Today, LinkedIn generates more than 10,500 monthly website visits for the company.
The team also tracks inbound direct messages, brand mentions, and user feedback.
Those signals often reveal how audiences are responding to content and how effectively LinkedIn is supporting broader business objectives.
LinkedIn has also become a valuable channel for introducing and validating new features.
As audience engagement increased, users began sharing feedback directly through comments and messages. That created a direct connection between product development and community conversations.
The result is a feedback loop where content informs engagement, engagement informs product decisions, and product improvements generate new content opportunities.
The Results
The numbers behind the growth tell a compelling story.
Since December 2024, NeetCode's LinkedIn page has grown from approximately 10,000 followers to more than 104,000 followers.
Along the way, the page generated:
| Metric | Result |
| LinkedIn Followers | 10K → 104K+ |
| Annual Impressions | 9.6M+ |
| Monthly Impressions | 1M+ |
| Monthly Website Visitors From LinkedIn | 10,576 |
| Inbound DMs | 276 |
| Sustained Engagement Rate | 30.6% |
| Highest Single-Post Reach Rate | 73% |
| Followers Generated From One Post | 348 |
The team also achieved a sustained engagement rate of 30.6% across 484 posts, significantly above typical company page benchmarks.
For Bezier Labs and NeetCode, those results represent more than audience growth. They demonstrate the value of building a consistent, community-driven content operation over time.
What Other Brands Can Learn From NeetCode's Growth
One lesson surfaced repeatedly throughout our conversation with Ali: organic growth compounds gradually.
Many companies approach LinkedIn with high expectations and short timelines. Strong organic growth often follows a different path.
Consistency creates momentum.
Community engagement strengthens trust.
Educational content builds authority.
Audience relationships deepen over time.
The story also highlights the growing importance of human-centered content. As AI tools increase content volume across platforms, audiences place greater value on expertise, authenticity, and genuine interaction.
Ali summed it up with a perspective that has shaped the team's approach throughout the journey.
“Attention is rented every single day.”
Large audiences create opportunities. Continued success comes from delivering value every time content appears in the feed.
Building Growth Through Value
NeetCode's LinkedIn growth story offers an important reminder for brands investing in organic social media.
Sustainable growth comes from creating useful content, maintaining strong operational systems, and staying connected to the community you serve.
Bezier Labs approached LinkedIn as an experiment. Over time, that experiment evolved into a meaningful growth channel that drives visibility, engagement, website traffic, and customer conversations.
The strategy itself remains remarkably simple.
Teach people something useful.
Stay consistent.
Engage with the community.
Then repeat the process long enough for the results to compound.
