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How the New LinkedIn Algorithm Works in 2025
(And What You Should Do About It)
Kevin Box
April 06, 2025
LinkedIn's algorithm in 2025 has changed—and creators who don’t adapt will continue to see declines in reach and engagement. According to recent findings by Will McTighe, organic impressions are down 40% compared to last year. Even top-performing content is seeing a 30% dip. So, what’s going on? More importantly, what can you do about it?
Let’s break down how the algorithm works now—and how to stay ahead.
The State of LinkedIn in 2025
Here are the key shifts:
Organic reach is down 40% year-over-year.
Top 5% of posts saw a 30% decline since Q4 2024.
Top 1% of content outperforms everything else. The gap is widening.
Posts are living longer, so re-engage with them throughout the week.
More creators = more competition. Only the best survive.
The Science of Comments
Comments are now the top signal LinkedIn uses to rank your posts. Here's what matters most:
Longer comments (>9 words) perform 302% better than short comments.
Commenters with >29% engagement get better impressions on their own content.
Contrarian or “spicy” takes boost visibility.
Avoid spammy or AI-generated comments. They harm your reputation and reduce distribution.
How to Improve Post Performance
Use Carousels & Infographics. Highest average reach.
Write long—but not too long. Best post length: 1,242–1,503 words.
Add More Paragraphs. Posts with 14+ paragraphs performed 85% better.
Words Matter. Words averaging 4–5 letters perform best.
Be Concise. Shorter sentences (less than 20 words) win.
Re-engage with Older Posts. Posts live longer than you think.
Post on Sunday. Sunday is now the highest average impressions day.
Use Frameworks. List-style content drives the most impressions (up to 3,225 per post).
Use 0–1 Hashtags. Posts with no hashtags perform 81% better than those with 3+.
Engagement Signals That Matter (In Order)
Reposts: Makes readers look smart—high visibility.
Comments: Quality comments from topic experts are rewarded.
Dwell Time: The longer people stay, the higher your reach.
Saves: Especially strong for guides and infographics.
Likes: Least important engagement factor.
Final Thoughts: It’s About Quality, Not Just Volume
You can’t post the same way you did in 2023 or 2024 and expect the same results. The algorithm is more selective. Content needs to be more valuable, more visual, and more engaging than ever before.
Quality trumps quantity. Frameworks, scroll-stopping hooks, valuable carousels, and intentional comments will be your growth levers this year.
If you're a LinkedIn creator serious about growing in 2025—it's time to get strategic.
Weekly Growth Tip: 5 Actions to Implement Today
Create a carousel post using a scroll-stopping headline. Focus on solving a specific pain point.
Respond to comments with more than 9 words. Show up as an expert.
Post on Sunday this week and compare results to your weekday content.
Update a high-performing post from 60+ days ago and re-share it with new commentary.
Write a text-only post with a bold first line, 14 paragraphs, and a CTA at the end.
Stick to this strategy and you’ll see increased visibility, better engagement, and more targeted growth.
Source: Will McTighe — LinkedIn Algorithm Report 2025
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