LinkedIn algorithm trends in 2025

LinkedIn is still one of the best platforms for professionals and businesses, especially if you’re in B2B or want to build authority in your industry. It’s where decision-makers, influencers, and high-income professionals spend their time, making it a prime place to connect, engage, and grow your brand.

But—and this is a big but—LinkedIn’s algorithm keeps evolving. What worked several years ago won’t necessarily work this year. If your posts aren’t getting much traction, it’s probably not just bad luck. It’s the algorithm.

The good news? If you understand what LinkedIn prioritizes in 2025, you can adjust your strategy and get more visibility, engagement, and real business results.

Let’s break down what’s changed, what the algorithm favors now, and how you can make LinkedIn work for you instead of feeling like you’re shouting into the void.

Is LinkedIn still worth your time in 2025?

Let’s start with the real question: Is LinkedIn even worth investing your time in anymore?

Short answer? Yes—but only if you’re doing it right.

In Online Marketing Mindshift, I discuss the Point of Optimization—the idea that every platform has a sweet spot where you get the best return on your time. LinkedIn is no different. If you’re putting in effort but not focused in the right areas, you’re wasting time.

Think about these four things before deciding how much time you should spend on LinkedIn:

• Are your ideal clients actually on LinkedIn? If they’re not, it’s not worth it. However, LinkedIn is still a goldmine for B2B, consulting, and industries where credibility matters.
• Does LinkedIn fit how you market? If your strategy relies on networking, content marketing, or thought leadership, it’s a great fit. If you’re purely selling, you’re going to struggle.
• Does LinkedIn match your business culture? If your business thrives on professional connections and credibility, LinkedIn makes sense. You might have a harder time if your tone is more laid-back and casual.
• Are you actually going to use it? Don’t expect results if you do not post consistently, engage with others, or make LinkedIn work for you.

If LinkedIn checks all those boxes, keep reading.

Content that sparks conversations wins

LinkedIn doesn’t care if people scroll past your post and give it a quick like. What they want is meaningful engagement—comments, shares, real discussions. That means quick, low-effort posts aren’t going to cut it anymore.

If you want to win on LinkedIn, you need to give people something to talk about. That could be a bold opinion, a question that sparks debate, or a personal insight that resonates with your audience.

Stop posting just to post. Say something worth engaging with.

Personal profiles still outperform company pages

This one’s nothing new but is even more pronounced this year. You’re missing out if you’re relying on your company page to do all the heavy lifting. LinkedIn favors posts from personal accounts over businesses because people engage more with people than they do with logos.

That doesn’t mean your company page is useless, but it does mean it shouldn’t be your only focus. Post from your personal profile, encourage your team to share company content, and engage as an individual—not just as a business.

Gallery posts are still king (especially for events)

LinkedIn loves photo posts, and gallery posts (multiple images in one post) still perform better than single images or text-only posts.

This works especially well if you’re posting about events. If you attend a conference, host a training session, or even just meet with a client in person, take some pictures and turn them into a post.

And don’t just dump photos with no context—tell a quick story in the caption. Why was this event valuable? What was the biggest takeaway? Who did you meet that others should know about?

The best-performing gallery posts don’t just show a moment; they capture an experience.

Video is growing, but keep it short

LinkedIn video is still growing, but let’s be real—no one wants to watch a five-minute video unless it’s really good.

Short-form video does best. LinkedIn suggests 30-90 seconds, but as long as you can deliver value quickly, it’ll work. No fluff, no unnecessary intros—just get to the point.

Also, don’t overthink production value. Some best-performing videos are simple talking-head clips where you share an insight, tell a quick story, or break down a concept.

The takeaway? Shorter is better. Simpler is better. Get to the point.

Thought leadership posts need a strong hook

If posting a text block, you need a killer first sentence to stop people from scrolling past. LinkedIn favors posts that start with something unexpected—a “pattern interrupt” that makes people pause.

For example:

• The biggest mistake I made in business? Ignoring this one thing.
• Almost no one does this on LinkedIn, but the best marketers swear by it.

Notice a trend? These are open loops—they make people want to read more. If your first sentence is weak, your post won’t get traction.

Oh, and if you haven’t experimented with adding photos of yourself to your thought leadership posts, now’s a great time to do so. With some clients, that has also added an algorithm boost.

LinkedIn newsletters are gaining serious traction

One of the biggest under-the-radar trends on LinkedIn in 2025 is the continued rise of LinkedIn Newsletters. If you haven’t set one up yet, it might be time to reconsider.

LinkedIn loves newsletters because they keep people on the platform—and, more importantly, subscribers get notified every time you publish a new issue. That’s huge when organic reach is getting harder to maintain.

What makes them so powerful?

• Subscribers get automatic notifications when you publish, increasing visibility.
• They feel exclusive—people know they’re opting into curated, valuable content.
• They build long-term engagement—unlike regular posts, newsletters keep bringing people back.

And here’s the best part: If someone follows you on LinkedIn, they’ll often get an invite to subscribe to your newsletter automatically.

That’s free distribution baked into the platform—something you don’t get when publishing a blog on your website.

If you regularly create content, consider starting a LinkedIn Newsletter and repurposing your best blog-style content there. It’s one of the easiest ways to keep your audience engaged while working with the algorithm instead of against it.

Links in posts still don’t perform well—but you still need them

LinkedIn still doesn’t like posts with links because they take people off the platform. But if you’re running a business, you need to drive traffic to your site at some point. The best way to do this? Use links strategically.

Instead of dropping a link directly in your post, consider putting it in the first comment. If you do include a link in your post, make sure your caption is strong enough that people will click anyway.

It’s not that you can’t post links—it’s just that you can’t expect them to perform as well as other content types.

How to win on LinkedIn in 2025

If you want to see actual results on LinkedIn this year, here’s what matters most:

• Post from your personal profile—not just your company page.
• Use gallery posts for events and tell a quick story in the caption.
• Leverage short-form video—keep it under two minutes.
• Start every post with a strong first sentence to hook your audience.
• Use links sparingly and strategically—LinkedIn still doesn’t like them.

That’s it. There is no magic formula, no overcomplicated strategy. Just use LinkedIn how it’s meant to be used, and you’ll see better results.

Want help with your LinkedIn strategy?

If keeping up with LinkedIn’s algorithm feels like a second job, you’re not alone.

At Backslash Creative, we help businesses and professionals use LinkedIn the right way—without wasting time on what doesn’t work. If you want to get more strategic with your LinkedIn marketing, let’s chat and see if we can help.