A recent study has highlighted a significant trend: people are spending less time on social media platforms. Over the past few months, an increasing number of content creators and brands have been raising concerns that their LinkedIn posts are reaching fewer and fewer people.
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The suspicions many had are now supported by data: organic reach is in decline. LinkedIn is undergoing a major transformation in its algorithm, fundamentally changing how posts are published and interacted with.
A Drastic Decline in Visibility
According to the latest Algorithm InSights report by Richard van der Blom, the average reach on LinkedIn has plummeted by 47% from February to September 2025.
The report further reveals a 39% decrease in engagement and a 42% drop in follower growth. Company pages are especially affected, with their average reach now reduced to just 1.6%, down from 2% six months earlier. For instance, a post that would have garnered 10,000 impressions at the start of 2024 now barely achieves 3,500.
LinkedIn isn’t broken, but it is overwhelmed. The sheer volume of posts, particularly driven by generative AI, has skyrocketed, while the available space in news feeds remains unchanged. The algorithm now prioritizes relevance over the frequency of posts.
The Algorithm Prioritizes Depth and Discussion
Performance signals are changing, with “likes” becoming less influential, whereas detailed comments, shares, and saves are emerging as the new metrics of value.
According to the Algorithm InSights report, posts that encourage genuine interaction extend their lifespan in the news feed and gain credibility.
Analysis of 600,000 posts also shows that creators who encourage meaningful discussions through well-argued comments, case studies, or cross-interactions are seeing increased visibility.
This shift is transforming LinkedIn into a network of expertise, moving away from personal promotion and focusing more on meaningful contributions.
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Long-form Content Outperforms Videos
Not all content types are equally affected by these changes. The study indicates an increase in the reach of articles by 47.9% and even PDF documents by 6.9%, whereas videos have seen a decrease of 35%, despite LinkedIn’s focus on this format since the beginning of the year.
Meanwhile, carousels and visually educational posts are performing well, as are well-structured textual posts. Conversely, quick or superficial formats are losing steam.
Overall, the Algorithm InSights report provides a clearer view of LinkedIn’s strategy, which appears to be geared towards encouraging sustainable, informative, and useful content.
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Samantha Klein is a seasoned tech journalist with a sharp focus on Apple and mobile ecosystems. With over a decade of experience, she brings insightful commentary and deep technical understanding to the fast-evolving world of consumer technology.