How the LinkedIn Algorithm Works in 2025: What Thought Leaders Need to Know

LinkedIn continues to evolve, and 2025 brings significant changes to the platform’s algorithm.

If you’re a creator, entrepreneur, or thought leader looking to maximize your LinkedIn presence, understanding these shifts is crucial.

Here’s what you need to know about the new LinkedIn algorithm and how to use it to your advantage.

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What's Changed on LinkedIn in 2025?

The landscape looks quite different this year, and the data tells an interesting story about where the platform is heading:

• Organic reach has declined by 65% compared to 2024. This significant drop means fewer eyes on your content without strategic optimization. For speakers and coaches who've built followings over the years, this change can feel particularly jarring.
• Engagement per post is up by 12%. Here's the silver lining—while fewer people may see your content initially, those who do are more likely to engage meaningfully. This shift rewards quality over quantity, which aligns perfectly with the deep expertise speakers and coaches offer.
• LinkedIn ads have increased by 16%, creating more competition for organic content in the feed. The platform is increasingly pushing paid visibility, making strategic organic posting more important than ever.
• Posting frequency has become critical. Data shows that posting 1-2 times daily leads to compounding growth, helping you maintain visibility despite the algorithm changes.
• Video reach has plummeted by 200% from last year. This dramatic decline means those long-form videos that performed well in 2024 may no longer be your best strategy.

For speakers and coaches who have historically relied on LinkedIn to fill workshops and attract coaching clients, these changes require a thoughtful pivot in approach—but the platform remains incredibly valuable with the right strategy.

Content Formats That Win in 2025

As a speaker or coach, your time is valuable, and content creation needs to generate results. Here's a detailed breakdown of which formats deliver the best return on your investment:

• Carousels are king with 1.9x better performance than the median post. These multi-slide documents allow you to share frameworks, methodologies, and processes—exactly what makes your speaking and coaching valuable. For maximum impact, focus on:
  
  • Engaging front covers with clear titles
  • 10+ slides that create longer dwell time
  • Highly educational content that delivers immediate value
  • Clear, concise text with powerful visuals
• Infographics perform at 1.3x better than average. These visual representations of data or concepts align perfectly with the frameworks many speakers and coaches use in their work. The most successful infographics we've seen from our clients are:
  
  • Framework-driven educational guides
  • Process visualizations that simplify complex ideas
  • Before/after transformations that showcase client results
  • Step-by-step methodologies from your signature talks
• Polls drive engagement at 2x the normal rate. This interactive format not only boosts your visibility but also provides valuable market research. Consider creating polls about:
  
  • Pain points your audience is experiencing
  • Preferences for workshop formats
  • Challenges related to your area of expertise
  • Content topics they'd like to learn more about
• Text and photo posts still perform reasonably well at 1.2x impact. When creating these more traditional posts, focus on sharing personal stories that highlight your journey as a speaker or coach, client success stories, or behind-the-scenes glimpses of your work.

For our speakers and coaches, we're seeing carousels that share frameworks from your talks or coaching methodologies performing exceptionally well. Your audience craves your expertise in digestible formats that give them immediate value while showcasing the depth of your knowledge.

The New Comment Strategy

Comments have evolved from simple acknowledgments to meaningful engagement opportunities that can significantly boost your visibility:

• Longer comments (15+ words) have 2.5x more impact than short responses. The algorithm now favors thoughtful contributions over quick reactions. When commenting on others' posts, share mini-case studies, examples from your speaking experience, or insights from your coaching practice.
• AI-generated comments are getting penalized with 5x less response from both post authors and audiences. Authenticity matters more than ever, so take the time to craft genuine responses rather than relying on AI tools to generate engagement.
• Commenting on 10-20 posts daily can boost your profile views by 50% and increase engagement on your own posts by 10%. This significant return on investment makes strategic commenting one of the most powerful tactics for speakers and coaches in 2025.
• Posts with active discussions last longer in feeds. The algorithm prioritizes content that generates conversation, so asking thought-provoking questions and actively responding to comments keeps your content visible longer.

Pro tip for our speakers: Share a mini-story or example from your speaking experience when commenting on industry posts. This showcases your expertise while providing genuine value! For coaches, offer a quick, actionable tip related to the post topic that gives readers immediate value.

Practical Tips for Optimizing Your Posts

Based on the algorithm changes, here's what's working for our most successful speaker and coach clients:

1. Focus on readability — Posts with 10-12 words per sentence increase readability by 30%. Breaking down complex concepts into digestible chunks is a skill you already have as a communicator—now apply it to your LinkedIn content.
2. Craft powerful two-sentence hooks that boost performance by 20%. Just as you would open a keynote speech with a compelling statement, your LinkedIn posts should begin with an attention-grabbing hook that makes readers stop scrolling.
3. Aim for 800-1000 word posts (they see 26% better engagement). This length allows you to go deep enough to provide value while maintaining reader interest. Structure these longer posts with clear headings, bullet points, and white space to maintain readability.
4. Include data visualizations from your coaching results or speaking impact metrics (36% better performance). Numbers tell a compelling story, especially when they highlight the transformation your clients or audience members experience.
5. Like your own posts for a small 5% boost in visibility. While this may seem trivial, every advantage helps in the increasingly competitive LinkedIn landscape.
6. Create conversation on older posts that are 2-3 days old. Unlike previous algorithm iterations, LinkedIn now rewards posts that generate ongoing discussion, not just immediate engagement.
7. Optimize for dwell time by creating content that keeps readers engaged longer. Carousels and infographics naturally increase time spent, leading to 1.9x better performance.
8. Engage before posting by commenting on at least 15 other posts before publishing your own content. This activity signals to the algorithm that you're an active community member, not just broadcasting your own message.
9. Dedicate 15-30 minutes after posting to replying to comments and stimulating discussion on your content. This immediate engagement period is crucial for how the algorithm evaluates and distributes your post.

The Winning LinkedIn Strategy for 2025

The top 1% of LinkedIn creators—a group you should aspire to join as a thought leader in your space—share several common behaviors:

• Post consistently (daily if possible). Consistency signals to both the algorithm and your audience that you're a reliable source of valuable content.
• Engage meaningfully at 3x the rate of average users. Quality conversations build relationships that transcend algorithm changes.
• Create content with high "dwell time" that keeps readers engaged. This metric has become increasingly important in how the algorithm evaluates content quality.
• Prioritize carousels and educational infographics which naturally generate more time spent and higher engagement.
• Use dense, high-value content without fluff or filler. Your expertise as a speaker or coach should shine through in every post.

Remember, your experience as a speaker or coach gives you a unique advantage — you already know how to communicate ideas effectively and build rapport with audiences. Now it's just about adapting those skills to LinkedIn's evolving preferences.

Next Steps for Your LinkedIn Presence

Want to make sure your LinkedIn strategy aligns with these algorithm changes? We're offering a complimentary LinkedIn Content Audit for speakers and coaches this month.

Our team will analyze your current performance, identify opportunities for optimization, and provide a customized strategy based on your specific goals and expertise.

Get in touch with us today!

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