Algorithm Changes and What They Mean for Your Strategy

LinkedIn's algorithm has undergone significant changes in 2025, and understanding these shifts is crucial for personal branding success.

The Great Visibility Divide

One of the most significant changes is how the algorithm treats different types of creators.

The visibility of content posted by Top Creators rose from 15% to 31%, while the visibility of posts from Other Creators dropped from 57% to 28%.

This creates a clear winner-takes-all dynamic.

What this means: If you're not already established as a "Top Creator," you need to work smarter, not just harder. Quality, consistency, and engagement strategy become even more critical.

The Relevance Revolution

LinkedIn implemented an algorithm adjustment designed to prioritize relevance over strict recency in user feeds. This is a game-changer for content strategy.

Strategic Implications:

Evergreen Content Value: Well-crafted evergreen content can continue generating engagement for weeks or months
Niche Authority: Deep expertise in specific topics is rewarded over broad, shallow content
Engagement Quality: Meaningful conversations matter more than quick likes

The Organic Reach Challenge

Many users are reporting significant challenges with organic reach. Some are noting up to a 60% reduction in post visibility compared to previous years.

Adaptation Strategies:

Community Building: Focus on building a highly engaged core audience rather than chasing vanity metrics
Cross-Platform Promotion: Use email, other social platforms, and direct outreach to drive LinkedIn engagement
Collaborative Content: Partner with other creators to expand reach through their networks

Content Format Evolution

The algorithm increasingly favors specific content formats:

Visual Storytelling: Multi-image posts lead with 6.60% average engagement rates
Video Content: Video posts continue to receive preferential algorithmic treatment
Long-Form Content: In-depth posts and LinkedIn articles are gaining traction
Interactive Elements: Polls, questions, and carousel posts drive higher engagement

The AI Integration Impact

LinkedIn is increasingly using AI to:

Match content to interested users
Surface relevant conversations
Identify trending topics
Reduce spam and low-quality content

Personal Branding Response: Create high-quality, original content that provides genuine value.

The algorithm is getting better at identifying and promoting authentic thought leadership.