How the LinkedIn algorithm works (2025 Update)

LinkedIn’s feed algorithm has evolved significantly, and many marketers and recruiters have noticed their posts struggling to gain traction. If your LinkedIn engagement has dropped, you’re not alone, the LinkedIn 2025 algorithm changed to bury generic content and reward more relevant, expert posts. Unlike social platforms that thrive on virality, LinkedIn’s algorithm focuses on showing users professionally relevant content (not viral memes) to keep them informed and engaged.

With over 1 billion members and billions of posts processed each day, LinkedIn’s AI-driven algorithm curates each feed to ensure users see content that matters to their careers. This keeps users on the platform longer (a key goal for LinkedIn’s business model) and makes engaging content creators indispensable.

For marketers and recruiters, understanding how this algorithm works is crucial. After all, LinkedIn drives 40% of high-quality B2B leads and remains the top social platform for 85% of B2B marketers.

Below, we’ll break down how the LinkedIn algorithm ranks posts in 2025, what content it favors, and how you can optimize your posts for maximum reach, including a handy checklist for your next update.

What exactly is the LinkedIn algorithm?

At its core, the LinkedIn algorithm is a recommendation system that decides which posts appear in each user’s news feed. The algorithm’s job is to filter and rank content so that every user’s feed is filled with posts that are interesting and relevant to them. In other words, LinkedIn tries to show you posts from people and about topics you’re likely to care about, rather than just the newest posts or the ones with the most likes.

This focus on relevance is why your LinkedIn feed might show an insightful two-week-old post that aligns with your interests over a random viral post from yesterday. In fact, LinkedIn explicitly says the platform “is not designed for virality”, it’s about sharing knowledge and updates with people who will find them useful. Ultimately, the algorithm aims to keep users engaged on LinkedIn longer (which in turn leads to more ad revenue for the platform) by surfacing content that provides value. For professionals, this means quality and authenticity win out over clickbait on LinkedIn.

How the LinkedIn feed algorithm works

LinkedIn has become more transparent about its feed algorithm in recent years. In 2025, the content ranking process can be understood in three main stages:

1. Content Quality Filtering: Is it spam or high-quality?
2. Initial Engagement Testing: Does it get attention in the first hour?
3. Relevance and Network Ranking: Who will find it interesting?

Let’s explore each stage in detail.

1. Content Classification: Filtering out Spam vs Quality posts

Before a new post ever reaches your connections’ feeds, LinkedIn quickly classifies the content’s quality. The algorithm’s AI scans your post just after you hit publish and flags it as one of three categories: spam, low-quality, or clear/high-quality. Obvious spam or policy violations get filtered out immediately and won’t be shown to users. Posts likely to be marked spam include those with blatantly bad grammar, excessive hashtags or tags (especially engagement-bait tags like #follow/#like/#comment), too many outbound links, or mass-tagging of people who aren’t related to the post.

For example, LinkedIn recommends using no more than 3–5 hashtags per post. Overstuffing your post with hashtags can make it look spammy. Similarly, tagging 30 people who have nothing to do with your content is a red flag. Extremely frequent posting can also trigger spam filters; LinkedIn advises leaving at least about 12 hours between posts so you’re not flooding feeds.

If a post isn’t outright spam but still looks “iffy” or low-quality, the algorithm may hold it back for further review. Low-quality content might be overly generic, poorly written, or just not offering much value to readers. LinkedIn has automated filters and sometimes human reviewers to decide if such borderline posts meet the platform’s quality standards.

For instance, posts that use “engagement pods” or automated comments to game the system are now riskier, the 2025 algorithm is smarter at detecting those and may reduce their reach or even penalize them.

The goal is to ensure users see fewer spammy or low-effort posts, keeping the feed professional. Authentic, easy-to-read content with value is categorized as “clear” (high quality) and allowed to proceed. Some hallmarks of quality posts noted by LinkedIn: they’re easy to read, focused on specific topics (not overly broad), use a handful of relevant hashtags, and maybe ask a thoughtful question to encourage discussion.

If your post passes these checks (i.e. it’s “clear” of spam triggers and follows LinkedIn’s community guidelines), it gets a green light to enter the feed ranking process. On the other hand, if it tripped the spam filter and fails review, it may simply never be distributed. This initial filter step is crucial, even a great insight can fall flat if your post looks spammy to LinkedIn’s AI. So, it pays to avoid known triggers like clickbait phrases (“Comment YES if you agree!”) or walls of hashtags, and keep your posting cadence reasonable.

2. The “Golden Hour” Test: Initial engagement matters

Once a post passes the quality filter, the LinkedIn algorithm gives it a trial run. It will initially distribute your post to a small sample of your network and then closely watch how people interact with it, especially during the first hour or so, often called the “golden hour”. In this window, LinkedIn is measuring one thing above all: engagement.

If your content quickly earns reactions, comments, or shares from that small audience, the algorithm interprets it as a valuable post and will start showing it to more people.

For example, imagine you post an article link with a commentary, and within 60 minutes a dozen people liked it and a few left thoughtful comments, LinkedIn will likely expand the post’s reach to more of your first-degree connections and even some second-degree connections (friends of friends). Early momentum signals that your post resonates.

However, if your post sits there with little interaction in the golden hour, or worse, people choose to hide it or mark it as spam, the algorithm will stop showing it any further. It’s essentially a make-or-break test: posts that fail to engage quickly get de-prioritized and won’t be broadly seen. LinkedIn does this to ensure that only content proving its value makes it across the network.

Keep in mind, not all engagement is equal. LinkedIn’s algorithm values meaningful interactions more than passive ones. A genuine comment or a thoughtful reshare counts for more than a simple like. So a post that sparks discussion (e.g. a question that gets many insightful replies) will outperform a post that only racks up low-effort reactions.

The algorithm also pays attention to who is engaging: comments from people in your industry or network carry more weight than random accounts or bot-like responses. (This is why schemes like LinkedIn pods, groups that like/comment on each other’s posts indiscriminately, don’t reliably fool the algorithm; unless those pod members are truly relevant to your topic, their generic engagement won’t give much boost.)

Another key signal is dwell time: how long readers spend on your post. If users click “see more” and actually take time to read your content, that extended attention strongly indicates value. In fact, LinkedIn updated its algorithm to prioritize dwell time over simple likes in recent years, to reward posts that hold readers’ interest. So a text post that people spend 2 minutes reading can beat a meme that people scroll past after 2 seconds, even if the meme got a bunch of quick likes.

During this initial test phase, your goal is to pass the algorithm’s audition by triggering engagement quickly. The first hour matters most, but LinkedIn has noted that a great post isn’t limited to just a few hours or days of life. Thanks to 2025 changes, content that continues to get engagement and remains relevant can keep surfacing in feeds for weeks after posting.

In mid-2025 LinkedIn even confirmed it will show older (2–3 week old) posts if they’re highly relevant to the user’s interests, rather than prioritizing only the newest posts. This means your evergreen, high-value posts can have a long tail, but first they need to prove their value through engagement. It’s a classic algorithm echo: success begets more success. A strong start (lots of interaction in hour one) gives your post a longer runway to keep spreading across LinkedIn.

3. Personalization and Network Relevance: Who Sees Your Post?

If your post clears the quality filter and earns solid engagement in its trial run, the LinkedIn algorithm then works to deliver it to the people who will find it most relevant. This is where LinkedIn’s focus on personalization and professional networks kicks in. The platform uses multiple relevance signals to determine who should see your content next:

• Connection Strength (“Who You Know”): LinkedIn gives priority to your first-degree connections and people you interact with frequently. In practice, this means your coworkers, friends, and others you’ve engaged with on LinkedIn are the most likely to see your post first. If you often comment on someone’s updates or message them, LinkedIn knows you have a relationship and will favor showing each other’s posts. This is why building a relevant network matters: a post from a stranger is less likely to appear than one from someone you know. As LinkedIn puts it, the algorithm looks at “how connected you are” to decide feed visibility. So, content from a colleague or a fellow member of a LinkedIn Group you’re in will outrank content from a random influencer you have no connection with. Every connection now matters more than ever, since the 2025 algorithm doubled down on favoring first-degree networks and niche communities.
• User Interests & Topic Relevance (“What You Talk About”): LinkedIn also analyzes the content of the post and matches it to topics and interests that each user cares about. It considers things like the post’s subject matter, the keywords or hashtags used, and even the language and tone of discussion in the comments. For example, if you post about “data analytics trends” and a user follows the #Analytics hashtag or often engages with analytics content, LinkedIn will recognize the relevance and is more likely to show your post to that user. The algorithm essentially asks: “Does this content match this person’s professional interests?” If yes, it gets boosted to them. On the flip side, broadly viral posts or off-topic content are less favored – LinkedIn’s AI actively deprioritizes overly generic posts that aren’t specific to a professional niche or a user’s known interests. The 2025 algorithm is heavily niche-focused: content that targets highly specific industries or roles tends to perform better than one-size-fits-all career advice. This is a deliberate shift to make feeds more relevant. Also noteworthy: LinkedIn now recognizes subject matter experts and topic authority. If you consistently post about a certain field (say, cybersecurity) and build engagement around that topic, the algorithm may identify you as a credible voice in that area and will distribute your content more widely within that niche. In short, being focused and consistent in your content can establish your “expertise” in the algorithm’s eyes, leading to broader reach among people interested in that topic.
• Engagement Probability & Member Behavior (“How People React”): The algorithm personalizes feed ranking based on each user’s past behavior – what types of posts they typically engage with, and how they engage. It calculates a “probability of engagement”: how likely is this user to comment or react to this specific post? If a user never watches videos but loves slide decks, LinkedIn will show them more carousels and fewer videos. If they always jump into conversations about recruiting tips, then a post on that topic (especially from someone in their network) will be prioritized for them. Member activity signals include things like: which authors you interact with most, which hashtags or pages you follow, how often you comment, and even how quickly you tend to respond. The algorithm also monitors changes in behavior. For example, if you suddenly start engaging a lot more, it might test showing you more content to see what sticks. For content creators, this means the more you can get the right people to interact (those who truly find it relevant), the more the algorithm will in turn show it to similar people. It’s about finding an engaged audience fit. Additionally, LinkedIn looks at the quality of engagement your post gets: a thoughtful comment from a colleague or industry peer is gold. Posts that generate civil, constructive discussions in the comments are seen as providing more value (and thus get a boost), whereas superficial comments or unprofessional remarks won’t help much. LinkedIn even assesses the tone of conversation, are people having a productive discussion vs. random spam comments?, as part of determining content quality.

All these factors combine in real time to decide who sees your post beyond that initial circle. The net effect: LinkedIn delivers your content to users who are most likely to find it relevant and engage with it. A recruiter’s post about hiring trends might jump from colleagues to other recruiters or HR professionals in their extended network, given shared interests. A marketer’s post about SaaS growth hacks could travel into feeds of marketers in similar industries or members of marketing groups. Meanwhile, your connections who never interact or have totally different interests might not see every post of yours – and that’s by design.

Finally, LinkedIn’s algorithm doesn’t set and forget; it continuously monitors engagement signals over a post’s lifespan. If your post starts getting a second wind of comments a day later (perhaps someone influential reshared it), the algorithm can pick that up and redistribute the content more. Conversely, if a post’s engagement stalls out, distribution will taper off. It’s an ongoing feedback loop ensuring each user’s feed stays fresh and interesting.

What content does the algorithm favor in 2025?

Now that we know how LinkedIn ranks and spreads posts, the big question is: What kind of content tends to perform best under this algorithm? In 2025, a few clear patterns have emerged from LinkedIn’s own guidance and industry research:

Conversational, Community-Oriented Posts: Content that sparks dialogue is king. LinkedIn favors posts that generate comments and discussions over those that get only likes. Asking a question, sharing a personal anecdote with a lesson, or inviting opinions on a topic are great ways to encourage meaningful comments.

For example, a post like “I tried a 4-day workweek with my team: here’s what happened. What are your thoughts on this schedule?” is likely to get more engagement than a generic statement. Posts that feel like a conversation starter (even if it’s just text) please the algorithm because they keep people engaged on the platform. LinkedIn’s best practices consistently recommend writing in a relatable, human tone, share stories or ask questions, to encourage others to chime in. Just remember to keep it professional or work-related; sharing a personal story is fine if there’s a career or industry insight in it, but a random meme with no context might not resonate on LinkedIn.

Relevant Expertise and Value: Posts that teach something or share insights tend to be rewarded. The algorithm now boosts content from subject-matter experts that offers original ideas, data, or advice. So, a detailed how-to thread, an analysis of industry trends, or a case study of a project with lessons learned can do very well, these demonstrate expertise and provide value to others. In fact, LinkedIn has increased the visibility of posts that deliver actionable advice or thought leadership in your field. Audiences are more likely to save or share such content, giving it extended life in the feed.

One creator noted that “documents or carousels” (multi-page PDF posts) have been especially effective for reach, likely because they pack a lot of value and keep users scrolling through pages (boosting dwell time). The key is understanding your audience’s interests and pain points. If you post genuinely useful tips or insights that your peers can use, the algorithm notices the strong engagement that follows. As one LinkedIn expert put it: “Value is almost always a relatable tip that your audience can implement immediately”. Focus on solving problems or sharing knowledge, rather than just promotion, and you’ll hit the sweet spot.

Visual and Rich Media Content: LinkedIn in 2025 is no longer just a text-only platform. Native images and videos have a big edge in the algorithm. Posts with photos or infographics get roughly twice as many comments as text-only posts on LinkedIn. Visuals catch the eye and often tell a story faster, leading to more interactions (e.g. a chart or graph might prompt questions). Even more notably, LinkedIn has been heavily promoting video content: videos reportedly earn 5x more engagement, and Live videos average 24x more comments than regular videos. The network saw a 36% year-over-year increase in video consumption recently, so the algorithm is catering to user appetite by favoring video posts in the feed. Short-form videos (under 60 seconds) demonstrating a tip or sharing an insight can perform extremely well.

LinkedIn is essentially trying to catch up with other platforms in video, so it’s giving video posts extra visibility. That said, document posts (carousel PDFs) are also star performers; some data suggests they can even outperform videos in engagement because they encourage users to click through multiple slides, boosting time-on-post.

The bottom line: mix up your content formats – use images, slides, and videos when possible, instead of plain text every time and keep these visuals native to LinkedIn. (Sharing a YouTube link is less effective than uploading the video directly, for example.)

Native Content over External Links: A consistent rule in LinkedIn’s algorithm is that it prefers to keep users on the platform. Posts that don’t send people off-site are thus privileged. In practice, a text post with no external links or a native photo/video will usually reach more people than a link post that directs to an outside website. If you do need to share an article or blog, many users will put the URL in the comments rather than the post body, to avoid being down-ranked for an “outbound” link. LinkedIn has explicitly been pushing native formats like posts, articles, polls, carousels, etc. and reducing the visibility of link-out posts.

Even company pages like Microsoft have taken to using polls or questions (with a link in comments) as a way to generate discussion and still promote something. The lesson: use LinkedIn’s own features (polls, newsletters, document uploads, etc.) to share content in-platform when possible. If you must share a link, consider a brief intro that stands on its own, and place the URL as a first comment.

Professional yet Personable Tone: LinkedIn’s audience expects a professional context, but that doesn’t mean posts have to be stiff or purely corporate. In fact, authenticity and a bit of personality are rewarded. The algorithm can’t directly measure “tone,” but it indirectly favors content that resonates with people and overly formal or jargon-heavy posts tend not to get much engagement. Successful posts often read as if one colleague is talking to another. Sharing a workplace anecdote, using a touch of humor or optimism, or posting a team photo with a story can humanize your content while still being on-brand.

Just ensure there’s a work-related angle or insight. For example, a marketing manager might post a funny meme about a day in the office with a caption reflecting on team culture or project lessons, that blend can hit a sweet spot. Even big companies do this: check out the Salesforce example below, which uses a lighthearted meme format to convey a business message (promoting their product in a tongue-in-cheek way).

Hashtags and Keywords for Discoverability: LinkedIn’s algorithm does scan hashtags and keywords to help categorize content. Using a few relevant hashtags can make your post visible to members who follow or search those hashtags. For instance, if you include #SalesLeadership in your post, anyone following that hashtag might see your content even if they’re not connected to you. The key is to choose specific, niche hashtags relevant to your audience, generic tags (#success, #life, etc.) won’t help much. Also, don’t overdo it: as mentioned, stick to about 3 hashtags (maybe 5 max) or the post might be seen as spammy.

A clever tactic some brands use is branded hashtags: a unique hashtag for your company or campaign. If it catches on, LinkedIn will treat it almost like a community: showing posts with that hashtag to followers of the hashtag.

For example, Nike uses #SwooshLife as a branded hashtag for its workplace culture posts. If enough people follow #SwooshLife, then posts from employees or the company using it will surface more widely to those followers. Incorporating one well-chosen branded or community hashtag can thus expand your reach beyond your immediate network.

Timeliness and Consistency: While LinkedIn cares less about pure recency now, timing still matters for that initial engagement burst. Posts published when your target audience is online and active have a better chance of quickly gathering reactions and comments, thereby triggering the algorithm to promote them further. Studies and LinkedIn data suggest that certain days/times tend to see higher engagement (often mid-week mornings for many professional audiences).

For example, posting around Tuesday 9–10am or Thursday after-work hours might yield better immediate traction. Additionally, consistency in posting (e.g. once or twice a week) helps keep you on the algorithm’s radar. LinkedIn itself notes that pages posting weekly see a 2x lift in engagement. The algorithm favors creators who show up regularly (but not too frequently). So, establish a sustainable cadence, perhaps one high-quality post per week to start, rather than dumping five posts one day and then going silent for a month. Over time, steady activity trains your audience to expect content and signals the algorithm that you’re an active contributor. As one strategist advises, “Combine timing with a steady posting schedule… you’ll start building momentum.”.

By aligning your content strategy with these preferences, you increase the odds that the LinkedIn algorithm will work for you rather than against you. In essence, LinkedIn in 2025 wants posts that inform or start conversations among professionals, and it gives extra love to content that keeps users on the platform (native media, engaging discussions). If you can deliver those elements – while avoiding the pitfalls of spammy tactics – you’ll find your posts reaching a much larger and more relevant audience.

LinkedIn Post Checklist: Best Practices for Marketers & Recruiters

When you’re crafting a LinkedIn post with the algorithm in mind, use this easy checklist to cover all the bases. These tips summarize the current best practices and will help your content stand out:

• Start with a strong hook: Make your first 1–2 sentences count. Grab attention with a bold statement or intriguing question so that readers click “See more.” A compelling hook improves dwell time and signals interest.
• Provide value (be the expert): Share an insight, tip, or story your professional network can learn from. Focus on topics where you have expertise and that align with your audience’s interests. Valuable, informative posts build credibility and engagement.
• Keep it professional and authentic: Maintain a professional tone but show personality. Write in a conversational style (as you’d talk to a colleague) and avoid excessive jargon. Authentic stories and experiences that resonate with your field tend to spark responses.
• Use 3–5 relevant hashtags: Include a few hashtags related to your topic for discoverability (e.g. #DataAnalytics, #HRTech). This helps LinkedIn categorize your post and show it to people following those topics. Don’t overdo it – more than five hashtags can hurt reach.
• Tag people or companies wisely: Mention (@ tag) a couple of relevant people or company pages if it genuinely relates to them (for example, tagging an author of an article you’re discussing, or your co-presenter at an event). Tagged individuals may get notified and engage, extending your post’s reach. But avoid mass-tagging random users – that looks like spam.
• Include an eye-catching visual: Whenever possible, add a photo, graphic, or short video. Visual posts get higher engagement on LinkedIn (images can double comment volume, and videos get 5x the engagement of text posts). Make sure the visual is relevant and high-quality.
• Post at active times: Share your post when your target audience is most likely online. For many B2B audiences, late morning on weekdays works well (e.g. Tuesday 9–10am). Use your own analytics or tools to identify your optimal times – early engagement is crucial, so timing can make a big difference.
• Encourage engagement with a question or CTA: End your post with a prompt that invites readers to comment. For example: “What do you think about this trend?” or “Has anyone else experienced this?” A clear call-to-action for opinions or advice can lead to more meaningful comments (which the algorithm loves).
• Respond and interact promptly: After posting, be ready to reply to comments and keep the conversation going (especially in the first few hours). The algorithm notices when you actively participate in your post’s comment thread. By responding to commenters, you not only boost engagement but also show the algorithm (and your audience) that you’re an active, responsive member of the community.
• Leverage colleagues and employees: If appropriate, encourage your team or colleagues to engage with or share your post. Content shared by employees often receives 8× more engagement than the same content from a company page. Employee advocacy can expand your reach to new but relevant networks. (Tip: don’t force this, but a genuine share from a coworker praising or adding perspective to your post can be very powerful.)
• Avoid spammy tactics: Steer clear of clickbait phrases (“Like this if you agree!”) or gimmicky engagement-bait polls that don’t offer value. Also, don’t cram in irrelevant hashtags or links. LinkedIn’s algorithm is quick to demote posts that appear to solicit fake engagement or violate professional etiquette. Keep it genuine.
• Maintain a consistent cadence: Develop a regular posting schedule that you can sustain – e.g. one solid post per week or a few per month. Consistency helps you stay visible in the feed. Conversely, avoid dumping too many posts in a short span (LinkedIn recommends not posting more than once every 12 hours) to prevent being seen as spam. Quality over quantity is the rule.

By following this checklist, you’ll create LinkedIn posts that not only resonate with your audience but also cooperate with the algorithm’s ranking signals. The result should be better visibility, more engagement, and ultimately more impact from your LinkedIn presence.

Final Thoughts

The LinkedIn algorithm in 2025 isn’t a mysterious adversary, it’s essentially rewarding the same things that make for good networking and communication: relevance, authenticity, and value. LinkedIn wants to show users content that helps them learn, grow, or connect professionally. As marketers and recruiters, if you focus on providing that kind of content, the algorithm will increasingly work in your favor.

Major recent updates to the algorithm (like prioritizing subject matter experts, cracking down on engagement bait, and boosting posts with high dwell time) all point toward one strategy: create quality content for a specific audience, and cultivate real engagement. There may not be viral “hacks” for LinkedIn the way there are on TikTok, but by understanding the principles above, you can systematically increase your reach and influence on the platform.

Remember that LinkedIn is continually tweaking its algorithm (often with small, unannounced changes), so staying informed is key. Keep an eye on LinkedIn’s official engineering blog and credible social media resources for new insights. But no matter how the algorithm evolves, if you prioritize building relationships and sharing meaningful, useful content, you’ll be aligned with LinkedIn’s core mission.

In a nutshell: be consistent, be credible, and be conversational. Do this, and your posts are far more likely to land in the feeds of those who matter, whether that’s potential clients, hires, or collaborators. Adapt to the algorithm, and you won’t fade into obscurity on LinkedIn. You’ll stand out as a voice worth hearing in your network. Good luck, and happy posting!