The LinkedIn Algorithm has changed. Here's what to do. [2025]
- Lyn Spindley
- Jul 23
- 4 min read
Updated: Sep 21
You may have already noticed it. That strange moment when a two-week-old post appears at the top of your feed, and you think, “Did I miss this?” No, you did not. LinkedIn has changed the rules of the game.
The 2025 algorithm update now prioritises relevance instead of recency. If you are still posting like it is 2022, expecting immediate engagement spikes and visibility that disappears by lunchtime, you are using an outdated strategy.
This article explains what has changed, how it affects B2B visibility, and how to stop producing content that vanishes within hours.
The LinkedIn Algorithm: What exactly has changed
According to Business Insider, LinkedIn’s Vice President of Product, Gyanda Sachdeva, explained that the platform is aiming to strike the right balance, even if that means adjusting how recent content needs to be in order to perform well.
What we are seeing in practice confirms this shift
Older posts are reappearing in feeds.
Posts with long comments and saved interactions are outperforming quick likes.
Carousels and documents are getting priority over plain images and video.
Individual profiles are outperforming company pages.
LinkedIn is moving from a platform focused on recent updates to one that rewards sustained relevance. If your content sparks meaningful conversation or demonstrates expertise, it continues to reach new audiences well beyond the first 24 hours.
Recency versus relevance: What B2B leaders need to understand
Most B2B content strategies have relied on recency. Timely updates, announcements, and scheduled motivational posts were built to perform quickly and fade just as fast. That approach no longer works.
The new algorithm values content that remains useful over time. These are typically posts that teach something, encourage debate, or share behind-the-scenes insights that people revisit later.
If a post triggers saves, comments, or is shared multiple times, LinkedIn will continue to show it. If not, it will disappear regardless of how timely or trendy it might seem.
The strategy that few are using (but should be)
Here is a strategy that fits perfectly with the updated algorithm. I call it meta chaining, a content sequence that builds momentum over time:
Start with a strong anchor post. Share a genuine insight, a campaign breakdown, or a lesson learned. Make sure it is valuable enough to stand on its own and spark conversation.
Two or three days later, post a short follow-up. For example:
“Many people had questions about this. Here is a deeper look.”
Link to your original post in the comments.
About one week after the first post, share a document carousel or short video. Highlight the main takeaways or introduce new ideas that expand on the original.
Ten to fourteen days later, reshare the original post with a new lead-in. For example: “This post is still getting traction. Here is why it matters even more now.”
Each post adds strength to the others. This is not repetition. It is amplification. You are building a consistent narrative and reinforcing expertise.
Many professionals avoid repeating content because they think their audience has already seen it. In reality, most of your network probably missed the original.
The follow-ups give them more chances to engage.
How business owners and employees can respond
This approach is not limited to marketing teams. It can be used by founders, executives, and specialists in any field.
Redefine what makes a good post
A good post is not short and attention grabbing. It is useful, original, and worth revisiting. Think expert analysis, detailed stories, or actionable advice.
Encourage individual voices
Company pages do not perform as well as personal profiles. Let your team post insights in their own voice. Use your brand page to support and reshare their contributions.
Build meaningful conversation
Ask for opinions. Encourage replies that go beyond one-word comments. Respond to every question. This extends the life of the post and increases visibility.
Plan content in sequences
Stop thinking in terms of isolated posts. One insight can support several content pieces over two weeks. A structured sequence increases reach and shows depth of thought.
The question every B2B leader should ask
Is your content built to offer value over time, or is it simply filling a calendar?
If your answer is the latter, your reach is shrinking. If it is the former, you are now aligned with the way LinkedIn wants its users to behave.
The new algorithm is not a temporary experiment. It is part of a long-term trend that rewards relevance, depth, and genuine engagement.
TLDR:
The LinkedIn algorithm now rewards relevance instead of recency.
Evergreen content with thoughtful engagement performs better than one-off updates.
Meta chaining is an underused strategy that allows your content to build momentum over time.
B2B brands that use LinkedIn to build trust and spark conversation will see better results than those that treat it as a publishing tool.
If you want help planning a content sequence that takes full advantage of these changes, we can help! Drop us a line at hello@treatmarketing.co.uk