LinkedIn algorithm update: what’s changed & what to do now

May 21, 2025

Personal profiles continue to outperform company pages in terms of reach and engagement. Organic visibility for company pages remains low, averaging around 2%.
Where possible, leverage personal accounts (e.g. leadership, subject matter experts) to share key updates and perspectives.

LinkedIn is seeing a rise in active contributors. Passive users (“lurkers”) have decreased from 75% to 53%.
This creates more opportunity for dialogue and interaction — content that encourages participation is more likely to perform well.

Posting frequency: Aim for 3–5 posts per week, scheduled between Monday and Friday with varied timings.
Highest performing post types:

Tone and content: Prioritise data-driven insights over pure opinion pieces to boost credibility and engagement.

The feed is now more responsive to user behaviour. Content you engage with (views, comments, time spent) influences what you see more of.
To reset or influence your feed, refresh your browser — this prompts LinkedIn to reassess your content preferences.

Post length: 700–900 characters (~130–180 words)
Language: Use clear, simple copy suited to a 6–8 year reading age; avoid overly technical or AI-generated language.
Format: Well-structured text with short paragraphs, clear hooks, and relevant visuals (especially infographics) increases dwell time — a key ranking factor.
Post types that perform best:

Articles

Newsletters

Broader themes (e.g. marketing trends, social selling) perform better than narrow industry-specific content
Use concise, engaging headlines
Best distribution: Tues–Thurs, 9–11am
Include external links to increase value
Ideal frequency: once every two weeks

LinkedIn still deprioritises posts with links that take users off-platform.
HOWEVER, do include links in the main post (not the comments), but ensure they are clearly valuable and topic-relevant
Include 3–4 links where appropriate to signal an educational intent (vs. promotional)
Replace auto-generated previews with custom images
Always frame the post around engagement and discussion, not just clicks

Comments are the strongest engagement signal — more valuable than likes or shares.
Avoid commenting on your own post immediately. Wait until someone else engages, then respond.
Optimal cadence:
- Reply to early comments within the first hour
- Return at 24 hours to re-engage the post
Before you post: comment on 5–10 other posts in the 15–30 minutes prior — this boosts your visibility and signals active engagement to the algorithm.
Comments with 18+ words perform better — LinkedIn considers them more meaningful.
Avoid AI or engagement-pod comments — these are increasingly detected and deprioritised.
Consistent daily engagement (5–10 thoughtful comments per day) leads to long-term increases in reach and follower growth.

Reposting: Only repost content if you add original insight or commentary — plain resharing without value typically performs poorly (don’t bother).
DMs: A high volume of ignored DMs can negatively affect your account’s visibility and reputation (LinkedIn knows!).