LinkedIn’s March 2025 Algorithm Update: What is it and what you need to know

From our expert social media manager Jade Bird:

You may see dips in impressions while LinkedIn attempts to combat AI generated content on the platform. Posts are being analysed thoroughly and tested to small pools of users before the content is shown to wider audiences. This means that posting time is more important than ever. While we’ve always optimised for this, you need to make sure to share content when your audience is on the platform. LinkedIn is prioritising profiles that have established a strong voice on the platform and regularly get good traction on posts, so branding and using personal profiles is still very important. Finally, promotional content and linking away from the platform is a no-go.

View our social media marketing services.

Key Changes in LinkedIn Algorithm 2025

Preference for Video and Multimedia Content

LinkedIn is doubling down on multimedia, particularly video. Vertical videos, interactive formats, and image carousels are now prioritised over traditional text-based posts. This shift reflects broader trends across social platforms, where visual content drives engagement.

Implication: Text-only posts or static link shares may not get the same reach as a dynamic video or colourful carousel post.

Engagement as a Rapid Signal

Engagement in the first hour after publishing a post, often referred to as the “golden hour,” plays an important role in determining overall post reach. The more likes, comments and shares your post garners quickly, the more likely LinkedIn’s algorithm is to push it to second- and third-degree connections.

Implication: Posts that fail to secure early engagement may see their visibility stall.

Impact of AI-Generated Content

With AI in content creation rising, LinkedIn has started carefully monitoring posts for signs of AI-generated material. It aims to prioritise authentic, human-driven content. Posts flagged as overly automated or generic may experience a reduction in reach.

Implication: While using AI tools can save time, overly polished or inauthentic content might become more of a liability.

The Rise of Crowded Feeds

The rapid adoption of AI tools has led to an explosion of posts on LinkedIn, especially in competitive spaces like marketing and finance. With so much content competing for attention, only the highest-quality posts can stand out.

Implication: Generic posts or overly promotional content will fail to cut through the noise.

Scrutiny of Promotional and Third-Party Content

LinkedIn is deprioritising posts that consistently feature promotional materials or third-party links, as these are often deemed less valuable to users.

Implication: Posts that feel salesy or direct audiences away from LinkedIn may experience reduced visibility.

The March 2025 algorithm update represents LinkedIn’s effort to elevate the quality of content while encouraging more meaningful engagement.

To thrive in 2025 and beyond, LinkedIn strategies need to emphasise and invest in video and multimedia content. This authentic and engaging content will push you forward to gather the likes and comments you need to push out to new connections.

Avoid shortcuts like overly promotional posts or engagement bait that the algorithm flags.

Think of these changes as an opportunity to refine your LinkedIn strategy. With a thoughtful approach and a commitment to authenticity, you’ll not only stay relevant but also build a stronger personal or business presence in 2025.

Contact us to help you navigate the updated algorithm.