There’s nothing like a bank holiday read: 251 pages on LinkedIn’s algorithm! 

We’ve looked at how it impacts reach, engagement, and audience growth for our B2B clients. So, if you want to save yourself a three-hour read, here are 10 things you need to know about LinkedIn’s algorithm in 2025.  

Mastering LinkedIn’s algorithm in 2025

Paid prioritization is stickier: For every 100 posts seen on mobile (the most popular platform for consumption), 2 will be organic company content, 7 will be LinkedIn Ads, and 19 will be promoted company content. In contrast, 41 will be single creator posts, 24 multiple creator posts, and 7 AI-suggested posts. 

• 3T takeaway: A bench of employee advocates is better than a popular few.  

Variety is the spice of growth: Organic posting aligned to five specific content pillars can become a strategic growth engine for content curators. The pillars are: Personal storytelling (10-15%), Educational ‘How-To’ (30-40%), Achievements (15-20%), Conversions/Offers/Referrals (5-10%), and Industry Insights (10-20%). Authors who align content with these pillars outperform others by 20%. 

• 3T takeaway: Don’t stick with the status-quo, allow time to be authentic.  

Align your content with outcomes: Different content on your company page will deliver different outcomes. For example, personal stories and behind-the-scenes content deliver strong reach and exceptional engagement. Thought leadership has exceptional reach and average engagement. And customer generated content is strong for reach, growth, and conversion.  

• 3T takeaway: Prioritize customer content – interviews + case studies.     

It’s a hashtag strategy of three: LinkedIn has removed the ability to follow hashtags, and creator mode has been retired. That means hashtags no longer boost reach on the platform, but the first three you use in a post do give your content and SEO a boost. That said, posts with hashtags see a 6–12% higher engagement rate than those without.   

• 3T takeaway: Align your hashtag strategy to your SEO strategy.  

Text + image is a multiplier: Text + image posts have a multiplier effect: 1,15 for personal profiles and 1,18 for company pages. The ideal format for personal posts is 700-900 characters; captions with 400+ words (+ 20 sentences), which drive 3.21x engagement. If you want more of a boost, infographics are the best performing images, achieving 2.4x more engagement than ‘the average image’.  

• 3T takeaway: Build your image library; personal images perform better.   

Tagging isn’t a popularity contest: Posts that include up to 5 relevant tags can generate up to 20% more reach compared to posts without any tags. If someone you’ve tagged responds within four hours, that interaction has 1.8x more impact on your post’s reach. However, if you tag more than 10 people, then you will likely trigger an algorithm penalty – as it seen as spammy.  

• 3T takeaway: Make sure you think about time zones when tagging people.  

It’s all about the angle of the video: Video content consumption has increased, now representing 15.3% of all posts. That’s because native videos now generate 22% more engagement than text-only posts. But choose the format wisely. Vertically formatted video saw an 80% increase in reach, horizontal videos declined by 18%, and square videos down 4%.  

• 3T takeway: Make sure your camera is vertical when filming!    

Teacher has spotted the ‘link hack’: Editing your post to add a link after publishing does avoid the reach penalty in the post’s initial two-hour visibility window. But LinkedIn wants to keep you on platform. So, if you add a link, LinkedIn removes the preview (image or metadata) and triggers a 30% penalty. But, if you add three links to a post, they perform 20% better than posts with only one.   

• 3T takeaway: Consider thought-leadership or company round-up posts.  

Be real on LinkedIn: Authenticity wins on LinkedIn. Personal images increase engagement by 60% and help to build credibility, whereas generic stock photos often feel impersonal and underperform. If you are looking to boost the reach of company news and you use branded company colours on your personal posts, this can lower performance by up to 10% on personal accounts.  

• 3T Takeaway: A/B test your post formats, to elevate brand and reach.   

It’s not you, it’s LinkedIn: For 95% of creators, reach has dropped by nearly 50%, follower growth has fallen 31%, and overall engagement has dropped by 25% compared to the previous year. Company pages have been hit harder, with reach dropping from 7% in 2021 to 1% on desktop and 2% on mobile in 2024. 

• 3T takeaway: Year-on-year metric comparisons should be seen in context.  

If you are bursting for more, check out the full report by Richard Van Der Blom. 

How will you be adjusting your strategy in 2025?

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