LinkedIn Algorithm 2025: Complete Guide to Mastering LinkedIn Changes
LinkedIn's algorithm has undergone massive changes in 2025, with reach dropping 50% year-over-year and the platform prioritizing expertise-driven engagement over viral content. The biggest changes include a new consumption rate metric, mobile-first optimization requirements, and a four-stage content distribution process. In this guide, we’ll reveal exactly how to adapt your strategy for maximum visibility and engagement in 2025.
How the LinkedIn algorithm works in 2025
The LinkedIn algorithm in 2025 operates fundamentally differently from previous years. According to Richard Van Der Blom's latest algorithm research, the platform has shifted from chasing viral content to rewarding consistent, expertise-driven engagement.
The four-stage distribution process
The LinkedIn algorithm now uses a sophisticated four-stage process to determine how to distribute each piece of content. Here's exactly how it works:
Stage 1: Quality Check (first 60 minutes after posting)
Right after posting, LinkedIn's AI systems will classify your content as spam, low-quality, or high-quality based on several factors:
- Excessive hashtag usage (using more than 5 hashtags now triggers penalties)
- Posting frequency (if you post multiple times in <24 hours, your newest post will get less reach)
- Engagement bait tactics (you’ll be punished if you ask for likes, shares, or follows)
- External link penalties (redirecting readers away from LinkedIn will significantly reduce reach)
Stage 2: Golden Window (first 2 hours after posting)
This is the "golden window" that determines the ultimate success (or failure) of your post. The algorithm shows your content to a small sample audience and uses early interaction signals to figure out whether to share it any further. They’re looking for evidence that:
- Your post has been structured and formatted well for mobile users
- Your 1st-degree connections respond well to the post (which indicates relevancy)
- They’re spending a decent amount of time (“dwell time”) reading your post
- They’re consuming the majority of what you’ve posted (e.g. if it’s a 10-slide carousel, they’re swiping all the way through to the end)
- They’re saving your post, engaging, or interacting meaningfully (e.g. leaving 15+ word comments)
Posts with strong, early engagement will get a significant boost onto the feeds of people in your broader network. A simple rule of thumb is that if your post gets <500 impressions in the first hour, it probably won’t go much further than that.
PRO TIP: Immediately after posting, engage with 5-10 relevant posts from people in your network by leaving 15+ word comments that provoke a conversation. This reciprocal engagement signals to the algorithm that you're an active community member, which will boost your post's initial distribution.
Stage 3: 8-Hour Review (8 hours after posting)
If your post passes the initial engagement test, LinkedIn will then decide who else gets to see your content. The algorithm evaluates three key signals to find the best audience for your content:
- Identity matching: LinkedIn matches your content to users with similar professional backgrounds (e.g. if you post about sales strategies, the algorithm prioritizes showing it to other sales professionals, business development managers, and revenue leaders)
- Content relevance: The algorithm analyzes your post's topic, keywords, and context to determine which users would find it most valuable (e.g. if someone frequently engages with sales content, they're more likely to see your sales-related posts)
- Relationship strength: LinkedIn prioritizes users who have stronger connections with you - people who regularly like, comment, or message you will always get priority access to your content. The algorithm also looks at people with mutual connections and shared professional interests.
PRO TIP: Use Botdog's Import LinkedIn Engagement feature to identify who engages with your content most frequently. Create a "VIP list" of these connections and prioritize building stronger relationships with them through personalized messages and consistent interaction. The algorithm will recognize these strong relationships and show your future content to these people first, which will create a positive feedback loop that boosts reach.
Stage 4: Final Push (24 hours after posting)
At the 24-hour mark, the LinkedIn algorithm runs a final analysis of your post’s success. High-performing posts may continue to be distributed to second-degree connections and hashtag followers. Low-performing posts will no longer be actively promoted in feeds, but may still receive sporadic engagement from search or profile visits.
PRO TIP: Publishing new content can prematurely cut off reach from your previous post. If, after 24 hours, impressions on your most recent post are still increasing significantly, avoid posting again until engagement starts to die down.
The biggest LinkedIn Algorithm changes in 2025
The evolution from 2024 to 2025 was the most significant algorithmic shift in LinkedIn's history. Based on Richard Van Der Blom's comprehensive research, here are the most significant changes affecting content creators and sales professionals:
The 2024 Algorithm:
- Prioritized viral content and high engagement rates
- Penalized users using third-party scheduling tools
- Weighted all comments equally regardless of length
- Heavily suppressed polls for most of the year
The 2025 Algorithm:
- An expertise-driven ranking now prioritizes subject matter authority
- Scheduling penalties have been removed - third-party tools no longer hurt performance
- 15+ word comments are valued 2.5x higher than short ones
- Polls are making a comeback with an optimized 7-day, 3-option format
- Mobile-first optimization has become mandatory for reach
- Consumption rate - LinkedIn now measures how much of your content people actually view
The shift from engagement-focused to expertise-focused ranking means that consistently building authority in your niche is far more valuable than using viral content tactics.
The four biggest impact areas
1. Reach is down 50% year-over-year:
Van Der Blom's data shows that reach has dropped approximately 50% year-over-year for most creators. This makes building and retaining an audience more valuable than ever before. However, with only 7.1% of LinkedIn's 1 billion users posting regularly, consistent creators still have a good opportunity to stand out.
For sales professionals, this creates a pretty cool advantage. If you consistently share valuable posts related to your niche, your content will end up reaching a highly targeted audience of potential clients and referral partners (especially if you send out 150 connection requests every week to target prospects). Using a tool like Botdog, you can automate this process and focus your efforts on warm leads rather than cold outreach.
2. Mobile-first algorithm requirements:
With LinkedIn sessions now 10-20 seconds shorter (1.27 minutes on mobile vs. 2.42 minutes on desktop), vertical videos perform 80% better than horizontal formats, and text posts must be formatted well for mobile users.
This shift particularly impacts B2B sales content because traditional desktop-optimized presentations and detailed infographics often fail on mobile. We’d recommend creating scroll-stopping vertical videos that explain complex concepts in 60-90 seconds, using carousel posts with large, readable text, and writing hooks that work in LinkedIn's mobile preview format.
3. The power of comments:
Strategic commenting can drive more visibility than original posts. Users who comment strategically 5-10 times a day see a 55% increase in profile views and 20% more reach on their own content.
Meaningful commenting means adding valuable insights to posts that have been published by people in your target audience, sharing your experiences that add to the conversation, asking thoughtful questions that spark discussion, and offering solutions to problems mentioned in posts. (Avoid commenting on the same creators' posts every day, though, as LinkedIn's algorithm will flag this as pod behavior.)
PRO TIP: When you spot prospects engaging with industry content, reply to their comment to create a natural conversation starter. If you notice that your prospects are often engaging with another creator’s posts, use Botdog’s Import LinkedIn Engagement feature to easily automate an outreach sequence to those prospects.
4. Consumption rate vs. dwell time:
LinkedIn now tracks "consumption rate", so content completion is more important than initial engagement. A 5-slide carousel viewed completely outperforms a 100-slide carousel where users only see the first 10 slides, even if the longer carousel generates more likes.
The LinkedIn content strategy that works in 2025
Top performing formats:
- Text + image posts are still the gold standard
- 58% of all LinkedIn content uses this format
- Infographics perform 2.4x better than average images
- Personal photos outperform stock photos significantly
- Posting multiple text + image posts no longer hurts reach
- Vertical videos are the rising star
- 80% better performance than other video formats
- Optimal length: 1-2 minutes with subtitles/captions
- Remember that 35% of users watch without sound
- Polls are making a comeback
- 7-day duration is optimal with 3 answer choices
- Include "other, see comments" as one option
- Post Tuesday-Thursday mornings for maximum reach
- Documents/Carousels are still effective
- Ideal slide count: 9 slides
- Focus on high completion rates over long slide counts
- Make content "saveable" for algorithm boost
The five-pillar content strategy
Unsure about what to post on LinkedIn in 2025? Here’s a strategy that combines Richard Van Der Blom's data with our personal experience:
1. Valuable content (30-40%)
Educational how-tos, frameworks, and tips that directly help your ideal customers. These posts establish authority and provide genuine value.
2. Personal content (10-15%)
Career stories, challenges, and experiences that show your human side. These posts typically generate the highest engagement rates.
3. Reliable content (15-20%)
Success stories and achievements that demonstrate credibility without being overly promotional. (LinkedIn reduces reach by up to 70% if it detects active selling.)
4. Insightful content (10-20%)
Industry commentary and hot takes that position you as a thought leader. These often generate the most meaningful discussions.
5. High-conversion content (5-10%)
Lead magnets and service promotion posted every 3-4 weeks. These naturally get lower reach but higher conversion rates.
When and how often to post on LinkedIn
Optimal posting schedule:
- Across the globe, users are most active from 7:00-8:00am.
- Then, there are three peak engagement windows:
- 8:00-10:00am (pre-meeting scroll)
- 12:00-2:00pm (lunch break scroll)
- 5:00-7:00pm (end of day scroll)
- If your target audience is in a specific region, schedule your posts to go live during their local engagement windows. If you’re targeting a global audience, aim for 9-11am ET.
- The best days to post are Tuesdays, Wednesdays, and Thursdays.
- Short-form posts perform best during working hours. Long-form posts perform best outside working hours.
- Post 2-3 times per week for sustainable growth.
PRO TIP: With Botdog's Automated Sequences, you can schedule your LinkedIn outreach to complement your posting strategy.
Why LinkedIn posts aren't getting views (and how to fix it)
If your LinkedIn posts aren't getting the views they used to, you're not alone. The 50% reach decline affects most creators, but there are specific reasons why some posts perform worse than others:
- Posting during low-activity periods (weekends, early mornings, late evenings)
- Using outdated content formats (text-only posts, horizontal videos)
- Exceeding hashtag limits (more than 5 hashtags triggers spam filters)
- Inconsistent posting schedule (algorithm loses confidence in irregular posters)
- Low first-hour engagement (failing to reach the initial engagement threshold)
- External link penalties (25-40% reach reduction for off-platform links)
Immediate fixes:
- Switch to text + image format for better mobile engagement (hello, selfies!)
- Post during peak hours (Tuesday-Thursday, 9-11 AM ET)
- Limit hashtags to 3-5 relevant, specific tags
- Engage immediately after posting by leaving 5-10 meaningful comments on others' content
- Identify your most engaged connections and create content that appeals specifically to them
PRO TIP: If your reach has significantly declined, focus on rebuilding algorithmic trust:
- Post consistently for 30 days (2-3 times per week minimum)
- Create "saveable" content that provides genuine value
- Build reciprocal engagement relationships with industry peers
- Use LinkedIn's native features (polls, documents, live video) over external tools
Maximizing the LinkedIn algorithm's "90% rule"
If you send a DM to one of your prospects, LinkedIn's algorithm makes it 90% more likely they'll see your next post. This means that there’s a powerful sales strategy hidden in content and outreach:
- Post valuable content that appeals to your ideal prospects
- Use Botdog to identify and connect with people who engage
- Send personalized messages referencing their engagement
- When they reply, they'll see more of your future content
Botdog's Import LinkedIn Engagement feature makes this process seamless by allowing you to:
- Import everyone who liked or commented on your posts (or your competitors’!)
- Enroll them in targeted messaging campaigns
- Build relationships with your most engaged audience
LinkedIn Algorithm FAQ: Your top questions answered
How often should I post on LinkedIn in 2025?
2-3 times per week is optimal for most people. Consistent posting matters more than frequency, and daily posting can actually hurt engagement unless your content provides exceptional value. The algorithm favors regular posters who maintain quality over those chasing viral spikes.
Do hashtags still work on LinkedIn in 2025?
Yes, but use them strategically. 3-5 relevant hashtags work best. More than 5 hashtags can trigger spam filters and reduce reach. Focus on industry-specific tags rather than generic ones.
Why are my LinkedIn posts not getting views in 2025?
LinkedIn's algorithm changes have reduced reach by approximately 50% for most creators. Common causes include posting at low-activity times, using outdated formats (text-only posts), exceeding hashtag limits (5+), inconsistent posting schedules, and including external links. Focus on mobile-optimized content, post during peak hours (Tuesday-Thursday, 9-11 AM ET), and engage actively in the first hour after posting.
What's the latest LinkedIn algorithm update?
The most significant update in 2025 introduced "consumption rate" tracking, expertise-driven ranking, and mobile-first optimization requirements. The algorithm now prioritizes how much of your content people actually consume rather than just initial engagement.
How has the LinkedIn feed algorithm changed?
LinkedIn's feed algorithm now operates through a four-stage process: Quality Check (first 60 minutes), Golden Window (first 2 hours), 8-Hour Review, and Final Push (24 hours). The algorithm evaluates content consumption rates, prioritizes subject matter expertise, and heavily favors mobile-optimized content. Comments over 15 words now carry 2.5x more weight than shorter interactions.
Should I use vertical or horizontal videos on LinkedIn?
Vertical videos perform 80% better than horizontal formats due to LinkedIn's mobile-first algorithm. With 72% of engagement happening on mobile devices, vertical videos (1-2 minutes with subtitles) are essential for maximum reach.
What's the best content format for LinkedIn in 2025?
Text + image posts remain the gold standard, with infographics performing 2.4x better than average images. Personal photos outperform stock photos significantly. Vertical videos and well-designed carousels (9 slides optimal) also perform exceptionally well.
How long should my LinkedIn posts be?
Either keep posts very short (1-5 sentences) or go long (20+ sentences). Posts with moderate length tend to underperform. Long-form posts that tell structured stories often generate the most meaningful engagement and comments.
When is the best time to post on LinkedIn?
Global audience: 9-11 AM ET for maximum reach. Regional targeting: Schedule during your audience's local peak windows. LinkedIn users are most active from 7:00-8:00 AM globally, with three peak engagement windows throughout the day: 8:00-10:00 AM (pre-meeting scroll), 12:00-2:00 PM (lunch break scroll), and 5:00-7:00 PM (end of day scroll). The best days to post are Tuesday, Wednesday, and Thursday. Short-form posts perform best during working hours, while long-form posts perform better outside working hours.
What should I do in the first hour after posting on LinkedIn?
The first hour is critical for algorithmic success. Immediately engage with 5-10 relevant posts from your connections using meaningful 15+ word comments, then notify your most engaged connections about your new post through DMs or comments. This reciprocal engagement signals active community participation to the algorithm.
How do I identify my most engaged LinkedIn connections?
Use LinkedIn's native analytics to track post performance, monitor who consistently likes and comments on your content, note which connections share or reference your posts, and track direct message responses to content-related outreach. Tools like Botdog's engagement analytics can automate this tracking and help you build targeted relationship lists.
What constitutes "meaningful engagement" on LinkedIn?
Meaningful engagement includes detailed comments (15+ words) that add value to the discussion, thoughtful questions that spark further conversation, industry-specific insights that demonstrate expertise, content saves for future reference, reposts with personal commentary, and direct messages referencing your content. The algorithm weighs these interactions significantly higher than passive likes or brief acknowledgments.
Mastering LinkedIn’s algorithm in 2025
LinkedIn's 50% reach decline isn't a bug; it's a feature that comes with a hidden opportunity. With only 7.1% of LinkedIn's billion users posting regularly, there's never been less competition to grab the attention of your ideal prospects.
The algorithm now rewards expertise over entertainment. Instead of chasing virality, focus on building authority in your niche. Create mobile-optimized content that actually serves the people you’re trying to build relationships with.
If you’re keen to learn more about the LinkedIn algorithm in 2025, we highly recommend checking out Richard Van Der Blom's Insights for the most comprehensive research available.
Oh, and if you’re ready to master the LinkedIn algorithm while staying compliant and saving hours of admin… check out Botdog! With Botdog, you can:
✅ Automate connection requests and follow-ups safely
✅ Export post engagers for targeted outreach
✅ Track performance with detailed analytics
✅ Build relationships at scale while staying algorithm-friendly
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