LinkedIn's Algorithm - What's changed and what's working
In June 2025, it changed and it's a good thing for most people (except creators)
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I'm not going to lie, it's felt a bit like a violent slap across the face. But, every social media company, LinkedIn included, seems to operate from the same playbook.
It starts where content reach is easy, then they shift things and make it more difficult. The rug pull which has happened on Facebook, Instagram, TikTok.... has now happened here.
LinkedIn's algo change is left users angry.
The algo change is good news, but you will have to change the way you think about your content.
What's changed with the LinkedIn algorithm?
LinkedIn don't talk much about their algorithm.
So, everything you see or hear is mostly based off user experience, but recently, Gyanda Sachdeva, LinkedIn's VP of product management has recently shared some info on the algorithm:
Relevancy vs Recency: LinkedIn is focused on you seeing relevant content and updates over the most recent content and updates - This is why you are getting more old posts in your feed.
Relevance to your network: Someone who’s not famous but connected to you (e.g., your old classmate) might now rank higher.
Engagement history: Who you read, comment on, or interact with most. This is why you may notice the same people in the feed over and over.
Expertise: LinkedIn is scoring posts based on whether the author is credible in that topic.
Opportunity creation: Less emphasis on likes/views; more on whether the post led to DMs, profile views, collaborations, etc.
What this means for us
This change is actually a good thing. Although it may not feel like it.
It's a mental shift from judging a post by it's first day performance and more it's two week performance.
In the old world, you may be used to 2,000 impressions on a post in a 24 hours period. A good majority of those impressions will come from people with no interest in the topic. In the new world, it might take 2 weeks to achieve that. But, and it's an important but, more of your impressions will come from the right people.
Less noise, more signal.
There is also something really good too.... it will kill engagement pods.
The algorithm will distribute on relevance and past engagement. This will mean "infographic crew" - the biggest pod on LinkedIn - will be trapped in a bubble and their content will struggle to escape it. They'll go viral in their own pod 🤣
Brute forcing the algorithm to fire, will just push you out to the people who helped brute force it with you.
I do think there is still a degree of scoring based on the first hour happening, but the weight of the first hour on the ongoing distribution of the post is diminishing.
But if you're chasing down hundreds of likes and comments to get your post going, those days are done.
1. Focus on Evergreen, High-Value Content
Create content that solves problems, sparks insight, or shares personal/professional lessons. These types of posts age well and keep showing up.
Examples:
A behind-the-scenes breakdown of your approaches / methodologies.
Client results with lessons learned.
A strategic breakdown of what’s working now.
Talk about issues in the industry / your ICPs face.
Avoid too much off-topic content
2. Engage With Intent
The algorithm is watching who you engage with. So:
Comment on your ideal clients' posts.
Message new connections.
React to content from your network regularly.
This tells the algorithm, “These people are important to me” - which increases your chances of showing up in their feed.
3. Build Credibility Over Virality
Expertise matters more than entertainment. So:
Use specific language that shows you understand your niche deeply.
Share mini case studies, insights, or niche commentary.
Don’t worry if something doesn’t get likes immediately - long-term impact matters more.
Topic focus will be even more important.
4. Use Analytics That Matter
LinkedIn is now giving you data beyond likes: profile views, followers gained, etc.
Start tracking which posts lead to profile views, DMs, calls, or new leads - that’s the real win.
Some suggestions
Track your industries and roles on post analytics.
See which posts drive profile views (indicator of curiosity)
5. Post Less, But Better
You can thrive now by posting 2–3x/week instead of daily - as long as each post is:
Targeted
Thoughtful
Valuable
Because good content sticks around now.
If you know your target audience, you have no problem.
So it’s not about posting every day or trying to "go viral." It's now about sharing relevant content for your target audience. If they consume, they will see you more often.
6. Stay On Topic
LinkedIn's updated algorithm prioritizes relevance to the reader over freshness or popularity. That means:
If your content bounces between too many unrelated topics, LinkedIn can't figure out who it’s for - and neither can your audience.
But if you stay consistent, the algorithm learns: “People who engage with this person care about [X topic] - show their posts to more people like that.”
This trains your content into the feeds of your ideal audience, increasing visibility and lead flow over time.
Some fixes to come
I do think the shift has been dramatic and has disillusioned many. I think LinkedIn will try to rebalance this, so the reach isn't so poor initially, but it's not going back to where it used to be.
One thing they do need to attend to, is the relevancy of the feed is working on overdrive a little. as I scroll, I'm seeing the same people 4-5 times in one scroll. That might make the feed look a bit boring or samey.
I do like seeing new stuff, different stuff. At the moment that focus on relevancy is a bit too eager. Feels a bit too much like an echo chamber.
Lesson: If you are focused on valuable content for your target audience, their challenges, their struggles and you stay on topic - you don't need to worry about the algorithm.
You only need to worry about the algorithm if you aren't resonating with your target audience.
My advice: Worry more about resonating with your target audience - the algorithm basically follows that.
What does this mean for lead gen?
You have to play a different game.
Don't rely on content as your primary source of leads.
There are loads of features on LinkedIn. You don't have to use posts alone. People either pivot to DM outreach or posting content as their source of leads. But there are loads of different ways which are algorithm-proof.
Want to chat about getting leads and winning clients on LinkedIn?
DM me 🆆🅸🅽 to get started
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