A leader’s guide to the LinkedIn algorithm—what the data says

LinkedIn’s algorithm has changed—and executives who still rely on old tactics are seeing their reach disappear. Based on new data from the Algorithm Insights Report 2025 by Richard van der Blom, this guide breaks down what’s working now. From content formats and engagement strategies to timing, mobile optimization, and post-publication behavior, here’s how to stay visible, build influence, and lead meaningful conversations on LinkedIn this year.

If you’re wondering why your once-reliable LinkedIn posts no longer get the traction they used to, you’re not imagining things. LinkedIn’s algorithm has shifted over the past year. 

The Algorithm Insights Report 2025, a comprehensive analysis of over 1.8 million posts by Richard van der Blom and Just Connecting™, lays it out clearly: organic reach has plummeted by nearly 50%, but the potential for meaningful engagement is stronger than ever. 

Each year, we review the data and share updates and guidance on how leaders can refine their strategies to reap the rewards of the LinkedIn algorithm. All the data and corresponding recommendations shared below is from the Algorithm Insights report. You can get your copy here. 

1. From reach to relevance

In the past, it was possible to “game” LinkedIn with frequent posting or lightweight engagement tactics. That era is over. 

LinkedIn has shifted toward an interest-driven, conversation-focused feed. The algorithm now favors content that aligns with a user’s demonstrated interests and encourages interaction—not passive consumption. 

What to do: Be intentional. Fewer, better posts will outperform a high-volume, low-substance approach. 

2. Visibility is earned through engagement

Executives often overlook one of LinkedIn’s most powerful mechanisms: reciprocal engagement. The algorithm weighs how you interact with others just as heavily as what you post. 

Here’s what the data shows: 

• Comment once on a creator’s post = 80% chance you’ll see their next one.
• Visit their profile = 60% boost in their visibility to you.
• Send a DM = 90% chance they’ll appear in your feed again.

And it goes both ways. If others are engaging with your posts, you’ll continue showing up in their feed as well. 

What to do: Comment on relevant industry posts, respond to comments on your content, and keep conversations going in DMs—not just in the comments section.

3. Comments drive content discovery

LinkedIn’s algorithm now recognizes comments as more than just engagement—they’re indicators of quality. Posts that generate discussion are pushed to more people and seen over a longer period. 

What triggers comments? Clarity, specificity, and a strong call to engagement. It’s not enough to post your perspective—you need to invite others in. 

What to do: End every post with a genuine question. Think: 

• “What’s one strategy you’ve used to overcome this challenge?”
• “Agree or disagree?”
• “Seen this happen in your industry?”

4. Save-worthy content performs best

Another underused feature: saves. When someone saves your post, LinkedIn treats that action as a high-value signal. It means your content is worth revisiting—and the algorithm rewards that with greater visibility for future posts. 

Saves are especially common for: 

• Lists
• Step-by-step guides
• Infographics
• Frameworks

What to do: Think utility. Offer a clear takeaway or insight your audience can apply to their work.

5. Content formats that drive engagement

Not all posts are created equal. The format you choose has a significant impact on how your content performs. Here’s what the data shows: 

Text + Image 

• Most used and most stable format (58% of all content).
• Optimal caption length: 700–900 characters.
• Posts with images of people (especially yourself) perform better—up to 50% more engagement.

Use this format when sharing lessons from events, key takeaways, or personal wins. 

Video 

• Up 69% year-over-year.
• Vertical mobile-first videos (under 60 seconds) performed best in 2024.
• Note: LinkedIn removed the dedicated video feed in early 2025, but short-form video still outperforms other formats in engagement.

Use this format when sharing product insights, perspectives, or quick thought leadership riffs. 

Polls 

• Still underused (only 1.4% of content), but highly effective when done well.
• Polls with three answer options perform best.
• 7-day polls receive significantly more engagement than 1-day or 3-day polls.

Use this format when you want quick, high-engagement insights and plan to follow up with your reflections. 

Documents (PDF carousels) 

• Once dominant, but now declining due to algorithm penalties for low completion rates.
• Best-performing documents have 8–10 slides and strong visual storytelling.
• First slide must be eye-catching and relevant—image + teaser text works best.

Use this format when you want to showcase frameworks, guides, or high-value evergreen content.

6. Text-only posts are losing traction

Text-only posts, once the backbone of executive presence on LinkedIn, are seeing significant decline in both reach and engagement. 

• Text-only content dropped by 41% in usage year-over-year.
• Engagement for text-only posts is down nearly 18%.
• On company pages, they perform so poorly (multiplier of 0.28) that they’re now considered a “no-go” format.

Why? They don’t visually interrupt the feed, they lack shareable elements, and they struggle to hold attention—especially on mobile. 

What to do: 

• If you have a great insight, turn it into a text + image post.
• Use a photo, chart, or graphic to increase visual stopping power.
• Reserve pure text posts for well-structured thought leadership with high emotional or educational impact—and only occasionally.

7. External links: remains an underperformer, but has improved slightly

LinkedIn has long discouraged posts that direct users off-platform. In past years, external links were effectively reach killers. But in 2025, the algorithm has softened—just slightly. 

Recent data shows that: 

• Posts with links now see a modest 5% gain in reach, reversing a multi-year decline.
• Shorter, value-first captions (under 300 words) paired with links perform better than long-form link posts.
• Posts that embed the link at the end of the caption, rather than up top, experience less engagement drop-off.
• Multiple links perform better with posts using 3o or more links seeing a 20% improvement over posts with one link.

 This doesn’t mean external links are suddenly equal to native content—but LinkedIn seems to be recognizing that off-platform value can still support user intent. 

 What to do: 

• Share links with intention. Don’t bury the lead—start with insight, end with the link.
• Use clean formatting: bold takeaway > short explanation > link.
• Forgo adding links to the comments. This hack no longer works.
• Consider multilink posts to signal greater content depth.
• Always use UTM tags or analytics to track actual engagement beyond impressions.

In short: you don’t have to avoid links altogether. But they work best when they’re used sparingly, framed thoughtfully, and backed by content that delivers value before the click.

8. Timing and frequency still matter

LinkedIn remains a platform where early engagement makes or breaks a post. 

• The first 90 minutes is still the critical window.
• But successful posts now enjoy a longer tail—up to 5 days of visibility if they maintain momentum.
• Avoid back-to-back posts in the same format, especially text-only—this can suppress performance by up to 20%.

What to do: Post 2–3 times per week. Mix your formats. Monitor engagement patterns to identify your optimal posting time. 

9. Posting isn’t the strategy—engagement is

A common pattern we see with executives on LinkedIn: two polished posts a week, then… silence. No replies. No comments on others’ content. No conversations. Just broadcasting into the void. 

That’s not a visibility strategy. That’s digital absenteeism. 

The data is clear: engagement after publishing is just as important as the post itself. 

Comments are currency 

Posts that spark dialogue get extended reach and longer feed life. But you have to participate. 

What to do: 

• Respond to every meaningful comment within the first 90 minutes.
• Acknowledge perspectives, answer questions, and tag people in replies.
• Use names—it encourages future engagement and builds rapport.

Engage beyond your own posts 

Showing up consistently in other people’s comment sections signals that you’re active, present, and interested. 

What to do: 

• After publishing, spend 15 minutes commenting on 3–5 relevant posts.
• Focus on your peers, customers, or thought leaders in your niche.

Turn comments into conversations

The best posts live beyond their original form. Use your comment section to gather insights and spark new posts or deeper discussions. 

What to do: 

• Highlight strong comments in a follow-up post.
• Move good conversations to DMs when appropriate.
• Use what you learn to shape future content.

10. Mobile-first content wins

With 72% of engagement happening on mobile, content must be optimized for scrolling. 

• Vertical images and videos perform 10–40% better than horizontal.
• Clean formatting (short paragraphs, lists, white space) increases dwell time.
• Over-designed graphics or dense PDFs are penalized.

What to do: Think mobile first in every post. Avoid clutter. Make each post easy to consume at a glance. 

11. Dwell time: The silent multiplier

LinkedIn now tracks how long users spend reading your content—even if they don’t interact. That’s called dwell time, and it’s a powerful signal.  

The best-performing posts: 

• Have 300–400 words.
• Use 20+ sentences.
• Are formatted for easy scanning (bullets, breaks, bold takeaways).

What to do: Tell a story. Deliver a lesson. Give your readers a reason to slow their scroll. 

Quick recap: What leaders should focus on in 2025

1. Engagement is visibility. Commenting, messaging, and responding drives reach more than posting alone. 
2. Mix your formats. Text + image, video, and polls outperform text-only posts significantly. 
3. Avoid posting and ghosting. Stay present in your comments and on others’ content after publishing. 
4. Design for mobile. Use vertical visuals, clean spacing, and structured storytelling. 
5. External links are okay—if framed right. Keep captions short and save links for the end of the post. 
6. Watch your dwell time. Posts that hold attention (300–400 words, formatted for scanning) get rewarded. 

Showing up with intent

If you’re leading a team, building influence in your industry, or guiding strategic decisions—your visibility matters. But being visible today doesn’t mean being everywhere. It means being thoughtful, consistent, and relevant. 

Post with purpose. Comment with intention. Build relationships in the open. The individuals who create conversation—not just content—are the ones who get seen, heard, and remembered. 

These learnings we apply to our own approach and practices. Find out about the Digital Executive Program.