The State of LinkedIn in 2025

LinkedIn remains one of the most powerful platforms for professional networking and content marketing. However, as the platform evolves, so does its algorithm. In 2025, significant changes have impacted how content performs, with shifts in organic reach, engagement patterns, and post formats.

This article provides an in-depth analysis of these changes and offers actionable strategies for maximising visibility and interaction on LinkedIn.

The State of LinkedIn in 2025

Organic Reach Decline:

Recent data indicates that organic reach has declined by 65% compared to 2024. This means that fewer people are seeing posts in their feed unless they actively engage with the content or the creator.

Increased Engagement Per Post:

Despite the drop in organic reach, engagement per post has risen by 12%. This suggests that while fewer users may see a post initially, those who do are more likely to interact with it.

LinkedIn Ads and Reduced Organic Space:

With a 16% increase in advertisements, there is now less room for organic posts in users’ feeds. LinkedIn is prioritising paid content, meaning businesses and creators must be more strategic in crafting organic posts that capture engagement quickly.

Posting Frequency Matters:

Users who post 1-2 times per day are seeing the best results in terms of visibility and interaction. Consistency is key to sustaining engagement and maintaining presence within the LinkedIn ecosystem.

Importance of Content Format:

Certain formats perform significantly better than others. Carousels and PDFs generate nearly 1.9x more engagement than standard posts, making them critical for content strategy in 2025.

The Evolution of Comments:

The way users interact with posts has shifted. AI-generated comments receive 5x less response, while longer, more thoughtful comments are favoured by the algorithm.

Decline in Video Reach:

Between 2024 and 2025, video content reach dropped by 200%. Video is no longer as effective as it once was, leading content creators to explore alternative formats for engagement.

Best Practices for Maximising Engagement and Increasing Post Performance:

1. Choose the right format – Carousels and cheat sheets perform best.

2. Optimise post length – 800-1000 word posts receive 26% more engagement.

3. Use short, readable sentences – Breaking text into 10-12 word chunks increases readability by 30%.

4. Incorporate strong ideas & visuals – Data-rich posts perform 36% better.

5. Use two-sentence hooks – Opening with a concise hook boosts performance by 20%.

6. Like your own post – This provides a 5% engagement boost.

7. Foster conversations in comments – Engaging 2-3 days after posting can still drive reach.

8. Increase dwell time – Infographics and carousels keep users engaged longer, leading to 1.9x better engagement.

9. Engage strategically before and after posting

Getting the Most Out of LinkedIn for Your Business:

LinkedIn is more than just a professional networking platform—it’s a powerful tool for businesses looking to expand their reach, generate leads, and establish industry authority.

• Optimise Your Company Page

• Share Valuable Content

• Leverage LinkedIn Ads

• Engage with Your Network

• Utilise LinkedIn Analytics

• Encourage Employee Advocacy