As LinkedIn continues to evolve in 2025, staying ahead of its linkedin algorithm has become increasingly important for anyone using the platform to build a professional presence, drive brand awareness, or generate leads. The platform has changed significantly in both subtle and obvious ways—especially when it comes to content distribution, visibility, and post engagement.
If you’ve noticed your content performing differently than it did even six months ago, you’re not imagining things. The LinkedIn algorithm is adjusting how and when posts are surfaced, how links are treated, and even which types of users are likely to engage.
Below are a few real-world observations that can help marketers, creators, and B2B professionals better understand what’s working—and what’s not—on LinkedIn right now.
Timing Links in the Comments May Hurt Reach
For a long time, the best practice was to avoid placing outbound links in the main body of your LinkedIn post. To get around this, many creators opted to “drop the link in the comments” instead. It kept the post clean and was believed to prevent suppression by the LinkedIn algorithm, which historically deprioritized posts that encouraged users to leave the platform.
But that tactic seems to be backfiring—at least temporarily.
In recent weeks, I’ve noticed a pattern: posts that include links in the comments too soon after publishing (within the first 60 minutes) tend to underperform. Engagement stalls earlier. Visibility is weaker. Posts that might normally spark 20–30 interactions in the first hour seem to fizzle out after a handful.
This doesn’t appear to be a permanent suppression—some of these posts eventually recover—but early momentum matters. The LinkedIn algorithm heavily weights early engagement, which determines whether your post will continue to be shown in other users’ feeds.
Recommendation:
If you’re planning to add a link in the comments, consider waiting a few hours. Let the post gain organic traction first. Alternatively, test a follow-up comment with the link after your post has already reached a threshold of initial engagement.
Post Velocity Has Slowed Down—but Shelf Life Has Grown
Another noticeable shift: the “velocity” of engagement has changed. In the past, LinkedIn posts would often live or die based on the first 60 to 90 minutes. If a post didn’t take off fast, it was essentially done.
Now, post behavior seems more delayed—and more unpredictable.
It’s not uncommon to see a post get a dozen likes within the first 15–20 minutes, then completely stall for several hours. But instead of dying, these posts are reviving days later, sometimes gaining hundreds of interactions well after the 24-hour mark.
This suggests that LinkedIn’s algorithm is experimenting with deferred amplification. Rather than relying solely on real-time signals, it may be using delayed engagement and profile-based relevance to determine when and where to resurface a post.
What this means for marketers:
- Don’t judge a post too quickly. Let it breathe.
- Continue engaging in the comments even after 48 hours.
- If a post is starting to pick up traction days later, consider resharing it or creating a follow-up post that builds on the conversation.
Higher Quality Visibility: More of the Right People Are Seeing Content
In addition to performance and timing shifts, another trend has emerged—better audience alignment.
While total impressions might be lower in some cases, the quality of visibility seems to be improving. More content creators have noted that their posts are reaching ideal-fit prospects, industry peers, or engaged professionals who provide thoughtful replies and interactions.
This may be a result of LinkedIn’s continued investment in machine learning to improve feed personalization. Instead of purely optimizing for volume, the LinkedIn algorithm seems to be leaning harder into relevance. It now considers:
- Shared work history or industries
- Mutual connections
- Content interaction history
- Job titles and skills
The result is a slower-moving but more strategically distributed feed.
What you can do:
- Stay consistent with topic focus and language—this trains the algorithm to understand your content themes.
- Engage with users you’d like to attract to your feed. Who you interact with often determines who sees your content.
- Use your headline and “About” section to reinforce your content’s topical relevance.
Understanding LinkedIn’s Content Preferences in 2025
While LinkedIn doesn’t disclose the full details of its ranking factors, ongoing platform behavior and user testing suggest several known and inferred preferences:
Native Content Is Still King
External links—even if delayed—are deprioritized. Keep content native whenever possible.
Comments and Saves > Likes
The LinkedIn algorithm favors meaningful engagement. Comments (especially early ones) and post saves carry more weight than likes or reactions.
Post Frequency Matters
Posting daily won’t necessarily help you, and posting too often may even hurt your reach. Aim for high-value content 2–3 times per week, especially if you’re trying to grow a professional brand.
First 90 Minutes Are Still Important
Although the velocity has changed, early engagement still acts as a “trust signal” to the algorithm. Make your opening line count.
Should You Change Your LinkedIn Strategy?
If your LinkedIn performance has plateaued or shifted lately, it may not be because you’re doing something wrong—it could just be that the algorithm has changed the rules.
Here’s how to adapt:
- Don’t chase virality. Focus on consistency, clarity, and alignment with your audience.
- Be patient. Posts can take longer to take off than they used to.
- Test formats and posting schedules, but keep the message consistent.
- Revisit your engagement habits. The more thoughtful you are on others’ posts, the more you’re rewarded.
LinkedIn in 2025 is less about mass distribution and more about targeted resonance. And if your content is aligned with your brand and consistently valuable, the platform is more likely to reward you over time.
Final Thoughts on the LinkedIn Algorithm
The LinkedIn algorithm isn’t broken—it’s maturing. It’s prioritizing context, relevance, and quality over speed and volume. While that might feel like a challenge for those used to high-velocity posting, it presents a real opportunity for marketers who want to build long-term visibility with the right audience.
So test, observe, and adjust. Just don’t assume a “dud” post is a failure. It might just be waiting for the algorithm to catch up.
Hi there! I’m Scott, and I am the principal consultant and thought leader behind Stratus Analytics. I have a Master of Science degree in marketing analytics, and I’ve have been providing freelance digital marketing services for over 20 years. Additionally, I have written several books on marketing which you can find here on Amazon or this website.
DISCLAIMER: Due to my work in the packaging industry, I cannot take on freelance clients within the packaging manufacturing space. I do not want to provide disservice to your vision or my employer. Thank you for understanding.