The LinkedIn Algorithm: What you actually need to know in 2025
LinkedIn is pushing you toward paid ads or toward becoming a real human on the platform. You choose.
Hi friends - We’re back with the final article in this month’s thought leadership series.
This month Jared has covered -
We thought we’d close things out by giving you some insider tips on the LinkedIn algo! Jared read a 250+ page report so you don’t have to. Enjoy the TL;DR 🙂
The LinkedIn Algorithm: What You Actually Need to Know in 2025
Let’s be honest: the LinkedIn algorithm feels like one giant moving target.
One month its rewarding video. Next month, the carousel tanks. Don’t even get me started on your company page.
The good news is you don’t need to memorize every micro-trend. But you do need to understand the big picture if you want your content to actually work.
Here’s your plain-English, founder-friendly breakdown of what’s happening…and what to do about it.
First, the Hard Truth
LinkedIn’s gotten harder.
Reach is down ~50% across the board
Company page posts see less than a 1% organic reach
AI-generated posts lose ~35% reach and 20% engagement
Reposts with “thoughts” hurt your visibility more than hitting the damn button
The upside: the algorithm rewards real humans, real conversations, and (organic) content that feels like it came from, well…you. 🫵
LinkedIn is no longer playing neutral. They’re pushing you toward paid ads or toward becoming a real human on the platform.
What Actually Works in 2025
Let’s skip the fluff - here’s what the data (and results) say:
✅ Authenticity Wins
Corporate speak, overly polished “thought leadership,” or AI-written jargon is ignored.
Real, personal, opinionated posts have +40% more engagement.
✅ Comments Drive the Bus
Comments have 15x the impact of likes.
Want reach? Want visibility? Comment first, like second. And yes, your own comments on others’ posts help your visibility too.
✅ Native Video Is Clutch - But It’s Not Everything
Vertical, native video = +28% reach
YouTube links = -50% reach
Ideal length = 60–80 seconds with subtitles
Video builds familiarity, but don’t confuse attention with conversions. Carousels, images, and written posts still play a huge role in earning trust.
✅ Employee Advocacy Beats Company Pages
Content from personal profiles outperforms brand pages by 8x.
If you’re relying on your logo to grow your presence you may want to rethink that.
What to Stop Doing Immediately
🚫 Just resharing boring, cookie cutter company newsletters…because you were told to go repost it.
🚫Chasing Virality Over Relevance - Viral posts might boost likes...but if they don’t fit your brand, they dilute your authority.
🚫 Obvious AI content - tools can help, but if it feels soulless, your reach tanks.
🚫 Spamming connection requests or DMs - LinkedIn’s cracking down, and the algorithm notices.
Final Word: Be Human. Be Useful. Be Consistent.
The algorithm favors people with opinions, not bots with output goals.
It rewards relevance over hacks. Trust over tricks.
If you want your content to work in 2025:
Show your face
Share your voice
Start conversations
Use video strategically
Mix in carousels, text, and personal stories
Stop trying to play the algorithm. Try building authority in a way the algorithm actually likes.
Thanks for having me! Keep in touch. 👋
Big thanks to Richard van der Blom and the team at AuthoredUp for pulling together the 2025 LinkedIn Algorithm Report - one of the few resources that cuts through the noise and delivers real, data-backed insights.
With love and gratitude -
If you want to learn more about working with me directly…
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