Introduction
If your LinkedIn reach has dropped by roughly half this year, that is not a fluke, it is the new algorithm working as designed. The good news is the new rules are more straightforward than the old ones.
What about dwell time and comment depth over likes?
LinkedIn's current algorithm rewards how long someone actually spends reading your post and how substantive the comments underneath it are, not just total like count. Saves are now one of the strongest engagement signals on the platform, reportedly worth several times more than a like. Most posts that are going to underperform show weak signals.
Dwell time and comment depth over likes
LinkedIn's current algorithm rewards how long someone actually spends reading your post and how substantive the comments underneath it are, not just total like count. Saves are now one of the strongest engagement signals on the platform, reportedly worth several times more than a like.
Most posts that are going to underperform show weak signals in the first 60 to 90 minutes, so early engagement genuinely accelerates or kills a post's distribution.
- Reply to every comment you get in the first hour, it doubles your comment count and signals quality to the algorithm
- Post consistently, 2 to 3 times a week is the baseline LinkedIn itself points to for building the algorithm's trust in your account
What about personal profiles are quietly outperforming company pages?
Organic company page content now makes up only a small share of the overall LinkedIn feed, a steep drop from where it sat a few years ago. Personal profiles consistently generate meaningfully more engagement than business pages posting the same kind of content.
Personal profiles are quietly outperforming company pages
Organic company page content now makes up only a small share of the overall LinkedIn feed, a steep drop from where it sat a few years ago. Personal profiles consistently generate meaningfully more engagement than business pages posting the same kind of content.
- If your brand has a founder, strategist, or team member willing to post under their own name, that account will likely outperform the company page for organic reach
What about format and structure both matter now?
Carousels and short-form video are consistently outperforming plain text and single images, and posts that include an external link get meaningfully reduced reach since LinkedIn wants to keep people on-platform. Framing a post as a clear question with a specific answer, kept to a few hundred words, tends to outperform a longer, unstructured post.
Format and structure both matter now
Carousels and short-form video are consistently outperforming plain text and single images, and posts that include an external link get meaningfully reduced reach since LinkedIn wants to keep people on-platform. Framing a post as a clear question with a specific answer, kept to a few hundred words, tends to outperform a longer, unstructured post.
- If you need to share a link, put it in the first comment instead of the post body
- Rotate between carousel or video, text, and document posts rather than defaulting to one format every time
Key takeaway
LinkedIn is not punishing marketers, it is punishing manipulation and low-effort recycled content. Accounts that shift to consistent, substantive posting usually recover and often exceed their previous reach within a couple of months under the new system. The dip while adjusting is normal, not a sign to give up on the platform.