The LinkedIn Algorithm Now: What Actually Works (And What Doesn’t)

LinkedIn changes fast. One month, you’re told to write long-form thought leadership, the next it’s short hooks that win. The algorithm shifts, and if you’re not paying attention, your content reach flatlines.

With social platforms constantly evolving, it’s never been more important to stay up to date. Businesses that adapt their strategy thrive. Those that don’t get left behind.

Here’s the good news: the patterns are clear. LinkedIn now rewards content that’s short, expert-led, and human. At The Underdog Agency, we know it’s hard to keep on top of every change, so we’ve pulled together the latest updates shaping performance on LinkedIn, plus practical tips you can apply to your LinkedIn profile.

Shorter Posts Get Bigger Reach

Less is more. Posts under 300 characters get up to 2x more engagement compared to longer ones. Why?

They increase dwell time (people reading to the end), and they get shared more often, especially on mobile (nearly 80% of LinkedIn traffic is mobile).

The takeaway: keep it tight. One strong hook, one clear insight, and an invite to comment. 

If you’re struggling with writing short engaging captions for your posts that boosts visibility, we are here to make that easier for you!

Auto-Follow: A Quiet Advantage

Here’s a subtle but powerful update: Premium users who engage with your content now automatically follow you. That means each comment or like from them increases the reach of your future posts.

LinkedIn Premium users are 4x more likely to engage with posts than non-premium users.

Reply fast, ideally within the first hour. Quick engagement strengthens the loop and quietly lifts your post's visibility by up to 20%.

Stick to Your Expertise

LinkedIn has made its priorities clear: relevance, expertise, and engagement.

If you wander off-topic, your authority takes a hit, and so does your reach.

Focus on 1–3 clear content pillars and stick with them to grow your reach 30% faster. Consistency and staying on brand are rewarded.

If you need help finding your 1–3 content pillars, we help clients define them.

Saves Outperform Likes

Here’s one most people miss: saves are now more valuable than likes. A save signals lasting value, and those that earn a high save rate, LinkedIn rewards with it 2.5x more distribution than posts with just likes.

So don’t just chase vanity likes, strive for saves. Deliver practical, bookmark-worthy insights, and prompt your audience: “Save this post for later.”

People Outperform Pages

Organic reach from company pages has dropped around 1.6% and on the flip side, personal profiles are thriving. Think Monzo’s “Greg at Monzo” profile, a clever way to gain more traction that complements the official company page.

LinkedIn prioritises human voices and content shared from personal profiles generates 3x more engagement. To make it work for your brand, aim for at least three internal ambassadors to share company insights through their personal profiles.

Vertical Video Gets the Push

LinkedIn now heavily promotes vertical video in desktop feeds driving 5x more engagement than static posts. They fill the screen, come with a profile preview, and hook people immediately.

Shoot in 9:16, try to capture attention within the first three seconds, and always include captions. Video is still underused on LinkedIn, so it’s a great time to capitalise on this.

DMs Lift Visibility

Here’s where strategy gets social: LinkedIn prioritises content from people you interact with privately.

That means your private interactions directly affect your content reach. So after posting, send genuine DMs to commenters you’d like to keep engaged. Done tastefully, it strengthens relationships and boosts your distribution up to 25%.

External Links Still Hurt Reach

External links in a post still reduce reach by up to 30% and editing them later doesn’t dodge the penalty either.

Instead, drop the link in the first comment or repurpose that external piece into a native LinkedIn format. You’ll keep the algorithm happy and your visibility intact.

External Links Still Hurt Reach

External links in a post still reduce reach by up to 30% and editing them later doesn’t dodge the penalty either.

Instead, drop the link in the first comment or repurpose that external piece into a native LinkedIn format. You’ll keep the algorithm happy and your visibility intact.

Quality and Spammy Practices

LinkedIn’s algorithm keeps a close eye on quality. Posts with poor grammar, excessive hashtags, too many links, or mass tagging often get flagged as spam and buried in the feed. 

Even “low-quality” but non-spammy posts (think: generic, irrelevant, or hard-to-read updates) will see their reach capped.

Steer clear of tactics the platform now penalises:

• Over-tagging: Mentioning more than 5 people (especially if they don’t engage) signals spam.

• Hashtag spam: 3 is the sweet spot; more than five looks low-quality.

• Posting too often: Give each post room to breathe. Flooding the feed backfires.

LinkedIn Timeless Best Practices

The LinkedIn algorithm changes frequently, but the foundations of what makes you successful on LinkedIn don’t. Implement these key practices to stay in tune with the algorithm no matter the update:

1. Optimise your profile.

Use a clear, keyword-rich description, list your specialities, and include professional visual pages with strong branding, see up to 2× higher engagement. Keep content fresh with updates, milestones, or case studies, and showcase testimonials to build trust.

2. Post consistently but not excessively.

Aim for 3–5 posts per week. Too many in a short window triggers filters; too few and you disappear. Consistency beats volume.

3. Share quality over quantity.

Focus on content that’s relevant, valuable, and easy to digest. Frameworks, checklists, or insights that solve problems work best.

4. Engage with intent.

Thoughtful, genuine comments often earn more visibility than posting for the sake of it. Real conversation drives trust, and LinkedIn rewards meaningful interaction.

5. Mix up formats.

Visuals matter. Posts with images get 2× higher comment rates, while videos are 5× more likely to spark a conversation. Carousels, short clips, and even PDFs break up the feed and keep your audience engaged.

6. Build your network strategically.

It’s not about the biggest network, it’s about the right one. Personalise connection requests, join relevant groups, and use DMs to strengthen relationships with the people who matter to your goals.

Master these basics, and your posts will outlast every algorithm update because quality, relevance, and consistency never go out of style.

Why These Updates Matter

At its core, LinkedIn’s algorithm is rewarding what’s valuable:

• Content people actually consume.

• Expertise people can trust.

• Relationships people want to keep.

It’s about consistently sharing expertise and making your content easy to engage with.

For context, platforms like Hootsuite and Use Aware have broken down these shifts in detail, and they all point to the same conclusion: LinkedIn is doubling down on quality over quantity.

But the bigger question is: is your growth strategy built to last?

👉 Download our free 2025 Strategy Guide to start building a bullet-proof plan for the year ahead.

Need additional support? Contact us today. Whether you require assistance with a one-time campaign, a review of your current agency's work, training for your in-house team, or comprehensive strategy and direction, we’re here to help you succeed.