Are You Invisible on LinkedIn? The 2025 Algorithm Explained
LinkedIn is no longer about churning out posts and hoping for views. The algorithm now prioritises quality over quantity, conversations over clicks, and expertise over engagement hacks. Reach has dropped for average posts, while high-performing content that sparks real discussion is being rewarded more than ever.
Why does this matter? Because LinkedIn is still the platform for B2B visibility. It’s where decision-makers, founders, and professionals spend time daily, and the algorithm controls what they see. If you’re not tailoring your content to fit the new rules, you’re invisible.
At Sumo Marketing Group, we’ve studied these changes in depth and helped clients generate leads, partnerships, and revenue by adapting fast.
Let’s break down exactly how the new LinkedIn algorithm works—and what your business should be doing to win.
LinkedIn’s Not Built for Virality (and That’s a Good Thing)
Let’s get this out of the way first: LinkedIn does not want your posts to go viral.
Unlike TikTok or Instagram, the LinkedIn algorithm is engineered to prioritise professional relevance over mass attention. It wants to show each user content that supports their career and adds real value. That means your content has to be intentional, expert-led, and built to spark conversations.
What’s New in the 2025 LinkedIn Algorithm?
Here’s some stats we’ve seen reported:
- Impressions are down by 65%, but
- Engagement is up 12% — LinkedIn is showing fewer posts but promoting better ones.
- Carousels and PDFs are performing 1.9x better than the average post.
Video reach has dropped by 200%, unless it’s native, short, and vertical. - Human, authentic comments and engagement is key and Longer comments (10+ words) will double your reach.
- Commenting on 10–20 posts/day increases profile views by 50%.
How the Algorithm Actually Works
Here’s the high-level process:
- Quality Filtering: LinkedIn immediately categorises your post as spam, low-quality, or high-quality.
- Engagement Testing: Your post is shown to a small group to test how it performs. Early engagement is crucial.
- Network & Relevance Ranking: Posts with high engagement and relevance get pushed to 2nd- and 3rd-degree connections.
Content That Gets Buried
- Posts with excessive tagging
- Spammy or generic content
- Overuse of hashtags (more than 5)
- Posting too frequently (more than once every 12 hours)
- External links (LinkedIn wants users to stay on the platform)
Content That Gets Boosted
- Thoughtful, native content
- Formats like carousels, PDFs, and infographics
- Short, vertical videos under 90 seconds
- Real human engagement (especially early comments!)
- Posts that spark conversation and share unique insights
7 Strategies to Post More Effectively
If you want LinkedIn to actually work for your business or brand, you need to post smarter and not just more often. Here’s our blueprint:
1. Pick a Niche and Own It
Don’t go broad. Be known for one topic and create content consistently around it.
2. Post 3–5x per Week (With Variety)
Aim for 3–5 high-quality posts a week in mixed formats:
- Text-only posts
- Carousel or PDF posts (with frameworks or templates)
- Short videos (30–90 seconds)
- Text + image posts
3. Use the First 60-Minute Rule
The first hour after posting is critical. Get your team to comment, like, and share right away. Even better, you should be actively engaging with others before and after you post.
4. Comment with Purpose
Leave thoughtful, 10–15+ word comments on 10–20 posts daily. This can increase your profile views by 50% and grow your reach by up to 10%.
5. Avoid Links—Repurpose Instead
Don’t post links to your blog. Instead, repurpose the key takeaways and publish them as a native LinkedIn post. More visibility, less friction.
For example: Instead of sharing a blog link, rather turn your blog article into a carousel or text post so it’s fully on-platform and gets more reach.
6. Tell Stories + Share Opinions
Boring content dies quickly. Tell stories from your experience, and take a stance on something. If your content sounds like everyone else’s, it’ll be ignored.
7. Warm Up & Cool Down
Before posting, spend 15 minutes engaging on other people’s content. Do the same for 15–30 minutes after. This signals to LinkedIn that you’re an active and valuable contributor.
Need Help With Your LinkedIn Strategy?
At Sumo Marketing Group, we help clients use LinkedIn to boost visibility, generate leads, and establish brand authority through strategic content sharing. Whether you need content strategy, SEO, or someone to run your full social calendar—we’ve got the team and the track record to make it work.
Get in touch to find out how we can elevate your LinkedIn game in 2025.
