If you’re still treating LinkedIn like every other social media platform, it’s time for a reset.

Unlike TikTok or Instagram, LinkedIn’s algorithm isn’t built for virality. In fact, it’s intentionally designed to limit it. The platform’s core goal is to keep your feed focused on relevant, professional content—ideas, insights, and updates that help you do your job better.

In 2025, that mission has only become more focused. Here’s how the current algorithm works—and how to align your content strategy with it.

Step 1: Quality Filtering

Before your post appears in anyone’s feed, it’s filtered for quality. LinkedIn’s algorithm screens for:

• Spammy or misleading behavior (like tagging unrelated people)
  
• Posts with excessive hashtags (stick to three to five)
  
• Poor grammar or formatting
  
• Posting too frequently (give at least 12 hours between posts)
  

If your content passes this initial filter, it moves into the next phase.

Step 2: The Engagement Test

Once live, your post is shown to a small portion of your network to gauge its initial performance. This is often referred to as the “golden hour.”

If the post earns meaningful engagement—especially comments from people in relevant industries—LinkedIn is more likely to push it to second- and third-degree connections.

This early feedback loop is critical. High-value posts can continue to resurface in people’s feeds for days, even weeks, after publishing.

Step 3: Relevance and Reach

From there, the algorithm considers three key factors to determine broader distribution:

1. Your profile (identity):
   LinkedIn looks at your industry, location, job title, and skills to evaluate whether your content is relevant to certain audiences.
2. Content performance:
   It measures how long users engage with your post (dwell time), how informative or useful it is, and whether it drives discussion or professional outcomes.
3. Audience behavior:
   Posts are more likely to appear for users who frequently interact with your content, follow relevant hashtags, or are part of the same professional circles.

What the Algorithm Favors:

LinkedIn has made a few notable updates. Content that performs well generally falls into a few key categories:

• Original insights: Posts that offer perspective, analysis, or useful takeaways
  
• Educational content: How-tos, lessons learned, or professional tips
  
• Conversational formats: Posts that invite discussion through thoughtful questions
  
• Native content: Text posts, carousels, and video (rather than external links)
  
• Evergreen value: Information that’s still useful weeks after it’s posted
  

The algorithm also favors subject-matter experts. If you consistently post around a specific topic, LinkedIn will begin identifying you as an authority and showing your content to more people.

How to Improve Your Reach on LinkedIn

Here are a few strategic ways to get your posts in front of the right audience:

1. Lead with a strong hook
   The first three lines are crucial. Use a bold statement or question to draw readers in before the “see more” break.
2. Focus on timing
   While content can perform well over time, strong engagement in the first hour still matters. Early morning on Tuesdays or Thursdays tends to perform best, but test what works for your audience.
3. Encourage meaningful engagement
   Ask questions that lead to thoughtful responses. Comments that show critical thinking or relevant experience signal to the algorithm that your content matters.
4. Be consistent
   Posting once or twice a week helps you stay top of mind and build momentum. The more consistent you are, the more LinkedIn will prioritize your content.
5. Use native tools
   Polls, carousels, and on-platform video perform better than posts with outbound links. If you need to share a link, consider placing it in the comments instead.

Conclusion

LinkedIn is not about reach for the sake of reach. It’s about visibility among the right people—your peers, your clients, your future partners.

If you want your content to perform in 2025, focus on clarity, consistency, and value. Speak to your niche, engage with your network, and position yourself as a reliable voice in your industry.

Looking for help building a strategy that actually gets seen? That’s where we come in. Let’s connect!