LinkedIn algorithm update 2025: What AEC marketers should know

If you’ve noticed your LinkedIn posts suddenly getting fewer views or less engagement, you’re not alone. The algorithm changed again—quietly, but significantly.

Creators who were seeing consistent traction earlier this year are now watching reach decline and older content reappear in their feeds. It’s not you. LinkedIn just shifted its priorities. To help our clients (and ourselves) adapt, we reviewed the latest research from Forbes, Hootsuite, Agorapulse, and Business Insider to break down what’s changed and what still works.

Don't chase the algorithm—understand it. LinkedIn's latest update filters for intent and rewards authentic, informed creators who contribute meaningfully to their professional communities.

Why the change to the algorithm?

LinkedIn’s user data showed a clear pattern. Most people weren’t engaging, they were scrolling. Sponsored content now fills nearly 40% of the feed, and passive consumption was rising fast. To keep users interested, LinkedIn doubled down on personal relevance—showing each user fewer viral posts and more useful, niche content that aligns with their interests and connections.

In other words, LinkedIn doesn’t want everyone to see everything. It wants you to see what feels professionally valuable to you.

LinkedIn Then: Early 2025

At the start of the year, LinkedIn’s algorithm rewarded creators who posted frequently and focused on dwell time (how long someone lingered on your content). The platform was all about recency and consistency. If you showed up often and kept people reading, you were rewarded.

Here’s what mattered most:

• Recency ruled. Fresh posts got the spotlight in the feed.

• Dwell time was king. Hovering eyes mattered as much as likes.

• The “golden hour” was real. Engagement in the first hour determined your reach.

• Consistency counted. Posting three to five times a week signaled reliability.

• Meaningful comments won. One thoughtful reply was worth more than 100 “Great post!”s.

• Native content performed best. Text, video, or carousels beat out external links every time.

That formula worked until mid-year, when LinkedIn started prioritizing something else entirely—relevance.

LinkedIn Now: Late 2025

In June, LinkedIn quietly rolled out another major algorithm update. According to reports from Forbes, Hootsuite, Agorapulse, and Business Insider, the new version focuses less on when you post—and more on what you post, who it serves, and how you show up across the platform.

Here’s what’s new:

• Relevance beats recency. Older posts (even two or three weeks old) can resurface in feeds if they’re still valuable or relevant. Evergreen content now lives longer.

• Authority outweighs activity. Posting every day matters less than being recognized as a credible voice in your niche. The algorithm is rewarding topical expertise over volume.

• Depth of conversation > number of comments. A handful of genuine replies now outperform hundreds of surface-level reactions.

• Native content dominates. LinkedIn continues to down-rank posts with outbound links. Keep people on-platform with text, carousels, or videos.

• Quality over quantity. Too many low-value posts can hurt visibility. Consistency still helps—but only if each post adds real insight or perspective.

• Network relevance drives reach. The algorithm now prioritizes content from people you interact with most and topics you regularly engage with.

In short, it’s not about posting often. It’s about posting with purpose.

How to stay visible under the new algorithm

Here’s what to focus on now:

• Post with purpose. Pick one or two themes that align with your expertise. LinkedIn’s AI looks for topic consistency to identify credible voices.

• Refresh old content. Revisit your best-performing posts from the last few months. Add a new insight or comment—LinkedIn may boost them again.

• Engage meaningfully. Thoughtful comments are the new currency. Respond to replies, start conversations, and add substance when engaging with others.

• Be active beyond your posts. Spend a few minutes commenting on posts from peers, clients, or industry leaders before and after you publish. The algorithm rewards holistic engagement.

• Stick to native formats. Carousels, text updates, and video outperform external links. If you must share a link, drop it in the comments instead of the main post.

• Keep it consistent, not constant. You don’t need to post daily. Aim for 2–3 high-quality posts a week and show up reliably.

LinkedIn's algorithm update at a glance

THEN / Early 2025	NOW / Late 2025
Recency-driven	Relevance-driven
Frequency-focused	Authority-focused
Dwell time + likes	Depth + conversation
Golden hour engagement	Extended content lifespan
Native content preferred	Native content prioritized
Broad visibility	Targeted relevance

Final take

LinkedIn’s latest update is filtering for intent. It’s rewarding authentic, informed creators who contribute meaningfully to their professional communities—not those chasing quick likes or viral reach.

If your numbers are down, don’t panic. This is a reset, not a punishment. Keep showing up with value, curiosity, and credibility. The algorithm will eventually catch up with those who create substance, not noise.