How the New LinkedIn Algorithm Works in 2025: A Data-Driven Guide to Maximising Engagement

LinkedIn remains one of the most powerful platforms for professional networking and content marketing. However, as the platform evolves, so does its algorithm. In 2025, significant changes have impacted how content performs, with shifts in organic reach, engagement patterns, and post formats.

This article provides an in-depth analysis of these changes and offers actionable strategies for maximising visibility and interaction on LinkedIn.

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The State of LinkedIn in 2025

Organic Reach Decline

Recent data indicates that organic reach has declined by 65% compared to 2024. This means that fewer people are seeing posts in their feed unless they actively engage with the content or the creator.

Increased Engagement Per Post

Despite the drop in organic reach, engagement per post has risen by 12%. This suggests that while fewer users may see a post initially, those who do are more likely to interact with it.

LinkedIn Ads and Reduced Organic Space

With a 16% increase in advertisements, there is now less room for organic posts in users’ feeds. LinkedIn is prioritising paid content, meaning businesses and creators must be more strategic in crafting organic posts that capture engagement quickly.

Posting Frequency Matters

Users who post 1-2 times per day are seeing the best results in terms of visibility and interaction. Consistency is key to sustaining engagement and maintaining presence within the LinkedIn ecosystem.

Importance of Content Format

Certain formats perform significantly better than others. Carousels and PDFs generate nearly 1.9x more engagement than standard posts, making them critical for content strategy in 2025.

The Evolution of Comments

The way users interact with posts has shifted. AI-generated comments receive 5x less response, while longer, more thoughtful comments are favoured by the algorithm.

Decline in Video Reach

Between 2024 and 2025, video content reach dropped by 200%. Video is no longer as effective as it once was, leading content creators to explore alternative formats for engagement.

The Science of Comments

AI-Generated Comments are Ineffective

LinkedIn’s algorithm has adjusted to deprioritise AI-generated responses, which receive 5x less engagement from post authors and 7x less from audiences.

Comment Length and Quality Impact Reach

Comments with 10+ words generate 2x more impact, while comments with 20+ words perform 2.5x better. Engaging in meaningful discussions is now a key strategy for boosting post visibility.

Commenting on Multiple Posts Daily Increases Visibility

Interacting with 10-20 posts per day can increase a user’s profile exposure by 50% while also improving engagement on their own content by 10%.

Engagement Keeps Posts Alive Longer

Posts that receive ongoing discussion remain visible for longer. Users should revisit their own posts and stimulate conversations to maximise reach.

The Art of Post Formatting

The Most Effective Content Formats

The algorithm ranks content formats as follows:

Carousels 🥇1.9x more engagement

Polls 🥈2x engagement boost

Infographics 🥉1.3x engagement

Videos 1.2x engagement

Text + Photo 1.2x engagement

Text Only No increase in engagement

Key Formatting Strategies

• Carousels & PDFs: Best for engagement due to structured, slide-based storytelling.
• Polls: Encourage direct interaction and audience participation.
• Infographics: Perform well with data-driven insights and visually appealing content.
• Videos: Shorter, TikTok-style videos perform better than long-form content.
• Text & Photo Posts: Work well for sharing personal or industry-related insights.
• Text-Only Posts: Should be concise and compelling, using strong hooks.

Engagement Ratios & Algorithm Impact

Different types of engagement hold varying levels of importance within LinkedIn’s algorithm:

Repost🔥 Very High

Good Comment🔥 Very High

Dwell Time🔥 High

Save🔥 High

Emoji Reactions🔥 Medium

Like🔥 Low

Top 1% Creator Strategies

• Post daily.
• Use well-structured, high-density content.
• Focus on carousels and cheat sheets.
• Engage 3x more than the average user.

How to Increase Post Performance

Best Practices for Maximising Engagement

1. Choose the right format – Carousels and cheat sheets perform best.
2. Optimise post length – 800-1000 word posts receive 26% more engagement.
3. Use short, readable sentences – Breaking text into 10-12 word chunks increases readability by 30%.
4. Incorporate strong ideas & visuals – Data-rich posts perform 36% better.
5. Use two-sentence hooks – Opening with a concise hook boosts performance by 20%.
6. Like your own post – This provides a 5% engagement boost.
7. Foster conversations in comments – Engaging 2-3 days after posting can still drive reach.
8. Increase dwell time – Infographics and carousels keep users engaged longer, leading to 1.9x better engagement.
9. Engage strategically before and after posting

Getting the Most Out of LinkedIn for Your Business

LinkedIn is more than just a professional networking platform—it’s a powerful tool for businesses looking to expand their reach, generate leads, and establish industry authority. Whether you’re a small business owner or part of a larger organisation, leveraging LinkedIn effectively can drive significant growth. Here’s how:

Optimise Your Company Page

Your LinkedIn Company Page serves as a digital storefront. Ensure it’s fully completed with a compelling description, branded visuals, and up-to-date contact details. Regularly posting updates, company news, and industry insights helps to keep your audience engaged.

Share Valuable Content

Consistent, high-quality content builds credibility and keeps your business top-of-mind. Share industry trends, thought leadership articles, and case studies that provide value to your audience. Engaging content encourages interactions and increases your organic reach.

Leverage LinkedIn Ads

LinkedIn’s advertising platform allows for precise targeting based on job titles, industries, and company sizes. Sponsored content, InMail campaigns, and text ads can help you reach decision-makers and generate high-quality leads.

Engage with Your Network

Don’t just post—engage! Comment on industry discussions, participate in LinkedIn Groups, and interact with content from potential clients or partners. Meaningful engagement helps build relationships and increases visibility for your brand.

Utilise LinkedIn Analytics

Track your page’s performance using LinkedIn Analytics. Monitor engagement metrics, follower growth, and post performance to refine your strategy and focus on what resonates with your audience.

Encourage Employee Advocacy

Your employees can be your biggest brand ambassadors. Encourage them to share company updates, post about their work experiences, and interact with company content. This increases reach and adds authenticity to your brand’s online presence.

By optimising your LinkedIn strategy, you can build a strong professional presence, nurture relationships, and generate valuable business opportunities.

The LinkedIn algorithm in 2025 presents new challenges and opportunities for content creators and marketers. Organic reach may have declined, but engagement is increasing for those who leverage the right formats and engagement strategies. By focusing on carousel posts, meaningful discussions, and strategic commenting, users can ensure their content remains visible and impactful in a crowded digital landscape.