LinkedIn has evolved into a powerhouse for professional networking, and understanding its algorithm is crucial for anyone looking to enhance their presence on the platform. As we step into 2025, the LinkedIn algorithm is more focused than ever on promoting content that fosters professional growth and knowledge sharing. This article will explore how the algorithm works, the types of content that perform best, and strategies to optimise your posts for maximum engagement.
Understanding the LinkedIn Algorithm
The LinkedIn algorithm operates as a recommendation system, curating content for users based on their interests, network activity, and professional relevance. Its primary goal is to keep users engaged with valuable content that aids in their career development. Unlike other social media platforms that often prioritise virality, LinkedIn emphasises long-term engagement.
The Three-Step Process
The algorithm follows a transparent three-step process:
- Quality Filtering: This initial stage ensures that content adheres to platform guidelines, filtering out spammy posts that use excessive hashtags (ideally 3-5), irrelevant tagging, or low-quality writing. It’s recommended to space out posts, with at least 12 hours between them.
- Engagement Testing: Often referred to as the ‘golden hour’, this phase tests the post with a small segment of the audience within the first 60 minutes after publishing. Early signals of engagement, such as reactions, comments, shares, and dwell time (the time users spend engaging with the post), are monitored closely.
- Network and Relevance Ranking: The final stage evaluates the post based on several signals, including the author’s authority on the topic, content relevance to the audience’s skills and interests, and the quality of comments. Identity signals such as user location and industry also play a role in refining distribution.
Key Changes in the 2025 Algorithm
As the algorithm evolves, content creators must adapt to several key changes:
- Visibility for Experts: The algorithm now favours experts who share original insights and actionable advice. Consistency in posting about a specific topic can position you as a subject matter expert, significantly boosting your content reach.
- Deprioritisation of Engagement Bait: Posts that use phrases like ‘Comment YES if you agree’ are now less favoured. The algorithm rewards posts that encourage thoughtful, professional discussions.
- Native Content Preference: Posts created directly on LinkedIn (text, images, carousels, and videos) perform better than those with external links. If you must share links, it’s best to place them in the comments.
Types of Content That Perform Best
In 2025, certain content types are more likely to engage your audience:
- Conversational Posts: Ask your audience for their insights and opinions to foster engagement.
- Visual Content: Posts with images drive twice as many comments as text-only posts, while videos generate five times the engagement.
- Value-Driven Posts: Content that offers practical knowledge or tools without expecting anything in return is more likely to be saved and shared.
Optimising Your Content for the Algorithm
To effectively navigate the LinkedIn algorithm, consider the following strategies:
- Craft a Strong Hook: The first three lines of your post should capture attention immediately.
- Use Relevant Hashtags: Stick to 3-5 highly relevant hashtags to improve discoverability.
- Post at Optimal Times: Aim to post when your audience is most active, typically Tuesday mornings before 10 a.m. or Thursday evenings after 6 p.m.
- Encourage Engagement: End posts with clear calls-to-action, asking for opinions or experiences.
- Leverage Employee Advocacy: Encourage your team to reshare and comment on posts to amplify reach.
- Maintain Consistent Posting Frequency: Posting at least once a week can double engagement rates.
- Promote Posts Beyond LinkedIn: Use internal channels like Slack or newsletters to generate initial engagement.
Engaging Meaningfully
Meaningful engagement is crucial. The algorithm favours relevant comments from users in similar industries over generic responses. Pose thought-provoking questions to encourage genuine conversation, and actively participate in comment sections to show the algorithm that you are engaged.
Creating Original Content
Focus on creating original content with unique perspectives. Instead of resharing existing posts, add personal insights and professional commentary to establish yourself as a credible thought leader. If repurposing content, always frame it with your own analysis or experience.
Utilising LinkedIn Features
LinkedIn offers collaborative article features that allow you to contribute expert commentary on trending industry topics. Monitor your performance through analytics to refine your strategy, identifying patterns in successful posts based on timing, topic, or engagement style.
Aligning with LinkedIn’s Professional Environment
While authenticity and humour are welcomed, ensure your posts maintain a professional focus. Avoid overly personal content that strays from business or career development.
Conclusion
In summary, the 2025 LinkedIn algorithm rewards consistency, relevance, expertise, and meaningful interaction. Success on LinkedIn comes from sharing knowledge, fostering dialogue, and actively participating in professional discussions. By aligning your content strategy with these principles, you can build visibility, credibility, and lasting influence within your industry on LinkedIn. To explore how VirtusNova can assist you in streamlining your social media efforts, consider trying out our free trial at VirtusNova’s.
