Mastering LinkedIn’s Algorithm in 2025: What You Need to Know

Crafty Penguin
Jul 20
3 min read

LinkedIn remains the go-to platform for professional networking and B2B marketing at the moment, but like every digital space, it’s constantly evolving. I recently attended a brilliant webinar led by Lily Deal on how to master LinkedIn’s algorithm in 2025, and it was packed with practical tips and insights.

Here’s what I learned and how you can apply it to your personal brand or business page.

Visibility is Down – But Not All is Lost

LinkedIn now has over 1 billion users, and with 40% of the feed filled with sponsored posts, organic reach is declining. In fact, only 10% of your followers or connections will see your content unless it gets early engagement. That means your posts need to stop the scroll within 3 seconds, otherwise, they get deprioritised. You can help combat this by being active on the channel when your posts go live. Go on there reply to comments on your post and show the algorithm that you are an active user. Don't just post and ghost.

Personal Profiles Perform Better

One of the biggest takeaways was the power of personal profiles. These consistently get up to 5 times more engagement than company pages.

Why?

Because people want to engage with people. A personal tone, storytelling, and regular posting (3–5 times a week) help build trust and visibility. This is why growing a personal brand on the platform is important, it shows you as a voice in your industry and builds trust.

That said, company pages still matter. Posting at least once a week, spotlighting team members, and sharing behind-the-

scenes content can all help humanise your brand.

Crafty Penguin marketing carousel post with text: Say hello to Crafty Penguin, creative services, branding, and strategy. Blue background, business imagery.

What Kind of Content Works?

The algorithm in 2025 is all about relevance, quality, and time spent on your post (known as dwell time). Here’s what’s working well:

Carousel posts – 2 to 5 slides, packed with value (checklists, guides, cheat sheets)
Polls with 2–3 options
Images and infographics
Content over 500 characters that offers insight or a strong perspective
Hooks that grab attention – a stat, personal story or bold question

Importantly, avoid using too many external links. LinkedIn prefers users to stay on the platform, so native content is prioritised. If you want to use a link, it's best to add this in the comment section of your post.

Mastering LinkedIn Strategy is Key

Consistency is vital, avoid ghost posting or uploading content without a clear purpose. Every post should aim to help, inform, or inspire.

Follow these posting tips:

Don’t use more than 3–5 hashtags
Leave 12–18 hours between posts
Post when your audience is active, ideally 8–10am or 12–1pm
Encourage engagement during the first hour (the “Golden Hour”) to boost reach

And don’t forget to engage with others too, leaving 10 quality comments per day can grow your visibility by up to 25%.

Final Thoughts

Whether you’re building your personal brand or managing a company page, the message is clear: people engage with people.

Focus on sharing value, showing up consistently, and sparking genuine conversation. At Crafty Penguin, I’m passionate about combining marketing strategy with creative design and platforms like LinkedIn are a big part of that mix.

If you’re rethinking your approach to LinkedIn this year, or just want to refresh your content, now’s a great time to experiment and learn what resonates.