What Actually Changed in 2024-2025
LinkedIn made significant algorithm updates throughout 2024. Here's a breakdown of the key changes based on observed data and reports from content creators.
| Change | Before | After | Impact |
|---|---|---|---|
| Reach reduction | Average post seen by 10-15% of followers | Average post seen by 5-8% of followers | ~50% drop in impressions |
| Comment weight | Comments = 2x likes | Comments = 3-4x likes | Comments now drive distribution |
| Dwell time priority | Engagement was primary signal | Time spent reading is weighted heavily | Long-form content rewarded |
| Network relevance | Content spread to 2nd/3rd connections | Strong preference for 1st connections | Virality harder to achieve |
| External links | 10-20% reach penalty | 30-50% reach penalty estimated | Links in posts hurt more |
| AI content detection | No specific detection | Rumored AI content suppression | Generic AI posts may be penalized |
Why LinkedIn Made These Changes
LinkedIn is fighting two battles: keeping users engaged (not annoyed by spam) and pushing more people toward paid advertising. Less organic reach = more ad revenue. It's the Facebook playbook from 2015.
Content Type Performance in 2025
Not all content is created equal. Here's how different formats perform based on 2024-2025 data.
| Content Type | Avg Engagement | Reach | Dwell Time | Verdict |
|---|---|---|---|---|
| Carousels/Documents | 24% | High | Very High | Best performer overall |
| Native Video (vertical) | 18% | Very High | High | 80% better than horizontal |
| Text + Image | 12% | Medium | Medium | Reliable baseline |
| Text Only | 8% | Medium-Low | Low-Medium | Good for hot takes |
| Polls | 15% | Medium | Low | Engagement bait, use sparingly |
| Articles | 5% | Low | Very High | SEO value, low social reach |
| External Links | 4% | Very Low | Low | Avoid in main post |
The Winning Formula
Weekly carousel (24% engagement) + 2 text+image posts (12% each) + 1 native video (18%) = balanced mix that maximizes reach without burning out.
What Actually Works in 2025
Forget engagement hacks. These are the tactics that genuinely improve performance with the new algorithm.
Hook in First Line
+40% read rateYou have 1.5 seconds. Start with a bold statement, surprising stat, or question.
"I rejected a $500K offer. Here's why it was the best decision I ever made."
White Space & Formatting
+25% dwell timeSingle sentences. Line breaks. Easy scanning. Dense paragraphs get scrolled past.
One thought per line. Let it breathe. This isn't an essay.
Personal Stories > Generic Advice
+60% engagementSpecific experiences outperform generic tips. Name names, share numbers, be vulnerable.
"Last Tuesday, I lost a $30K deal because I made this mistake..."
Contrarian Takes
+3x commentsChallenge conventional wisdom. "Unpopular opinion" posts drive comments and debate.
"Sales Navigator is a waste of money for 80% of users. Fight me."
End with a Question
+2x comment rateAsk for opinions. Make people want to respond. Avoid generic "thoughts?" — be specific.
"What's the worst career advice you've ever received?"
Reply to Every Comment Fast
+35% reachFirst hour is critical. Your replies count as engagement and keep the conversation going.
Set a reminder for 30 min post-publish. Reply thoughtfully to each comment.
Optimal Posting Frequency
More isn't always better. The algorithm now favors accounts with consistent, high engagement rates over high volume.
| Frequency | Quality Trade-off | Reach Impact | Burnout Risk | Recommendation |
|---|---|---|---|---|
| 1x/week | High quality, high effort | Moderate but consistent | Low | Best for most people |
| 3x/week | Mix of high and medium effort | Good momentum building | Medium | If building audience actively |
| Daily | Varies, some lower quality | High volume, variable quality | High | Only if you have content system |
| 2x/day+ | Diluted, repetitive | Diminishing returns | Very High | Not recommended |
Myths vs Reality
There's a lot of misinformation about the LinkedIn algorithm. Let's separate fact from fiction.
Post at exactly 8:47 AM for best results
Post when YOUR audience is online. Test different times. Consistency matters more than perfection.
Hashtags boost reach significantly
3-5 relevant hashtags help discoverability slightly. More than 5 looks spammy.
Engagement pods still work
LinkedIn detects artificial engagement patterns. Pods can actually hurt your reach now.
You need to post daily to grow
Quality >> quantity. 1 great post/week beats 7 mediocre ones. Algorithm favors engagement rate.
Long posts always perform better
It's not about length—it's about dwell time. A punchy 200-word post can outperform a 1000-word essay.
The algorithm hates sales content
It hates ONLY sales content. Mix 80% value with 20% promotion and you're fine.
Understanding Dwell Time
Dwell time is how long someone pauses on your content. It's now one of the most important ranking signals. Here's how to optimize for it.
Increases Dwell Time
- ✓ Carousels people swipe through
- ✓ Videos they watch past 3 seconds
- ✓ Stories that pull people in
- ✓ Data/insights worth processing
- ✓ Controversial takes worth reading
- ✓ Good formatting (easy to scan)
Kills Dwell Time
- ✗ Generic motivational quotes
- ✗ Content people've seen before
- ✗ Wall of text without breaks
- ✗ Obvious clickbait that disappoints
- ✗ AI-generated filler content
- ✗ Posts that ask for engagement only
Your 2025 LinkedIn Action Plan
Audit & Clean
- • Review last 10 posts - what got engagement?
- • Unfollow accounts cluttering your feed
- • Update profile with clear value proposition
Content System
- • Create 3 content pillars (topics you own)
- • Build a swipe file of posts that inspire you
- • Batch create 4 posts for the month
Engagement Strategy
- • Comment on 10 posts daily (genuine, valuable)
- • Reply to all comments within 1 hour of posting
- • Start conversations in DMs with engaged followers
Analyze & Iterate
- • Check analytics - what format performed best?
- • Double down on what worked
- • Experiment with one new content type
Combine Great Content with Smart Outreach
Content builds trust. Outreach starts conversations. LeadHunter automates the outreach so you can focus on creating content that wins with the algorithm.