LinkedIn Algorithm Deep Dive: The Dramatic Shift
and Your Path Forward
LinkedIn has undergone one of the most significant algorithmic transformations in its history,
fundamentally changing how content reaches audiences. Based on comprehensive data analysis
from multiple industry sources, including Richard van der Blom's LinkedIn Algorithm Reports and
platform-wide studies, this analysis reveals the magnitude of these changes and provides data-
driven strategies for adaptation.
The Scale of the Problem: Unprecedented Reach Decline
The data paints a stark picture of LinkedIn's algorithmic shift. Organic reach has plummeted by
30-50% compared to 2023, with some creators experiencing even steeper declines[1][2][3].
Company pages have been particularly hard hit, with organic reach dropping from 7% in 2023
to just 2% in 2024[4][5]. Personal profiles haven't been spared either, with many seeing a 65%
drop in organic reach[3].
Timeline showing the dramatic decline in LinkedIn organic reach from 2023 to 2024, with key
algorithm changes marked
The timeline of changes shows three critical inflection points: the initial decline began in
November 2023[6][7], accelerated with a major algorithm update in June 2024[8][9], and
reached its current state with aggressive changes in the last three months[10][11].
How the Algorithm Has Fundamentally Changed
Feed Composition Revolution
LinkedIn's feed composition has undergone a dramatic restructuring. Sponsored content and
ads now consume 40-50% of users' feeds, compared to approximately 5% two years ago[9]
[1]. Meanwhile, company page content has been relegated to just 1-2% of feed visibility[4][1],
essentially making organic company content nearly invisible.
The algorithm now prioritizes:
Personal content from individual creators (28-39% of feed)[1][12]
AI-generated content (6% of feed)[1]
Suggested posts from non-connections[12][13]
The "Connections-First" Paradigm
One of the most significant changes is LinkedIn's shift toward a "connections-first" feed
model[14][13][15]. The platform now prioritizes content from your direct network over
algorithmically suggested posts. This means the quality of your network is more critical than
ever for organic reach[15][16].
LinkedIn's official stance, as stated by their team, follows the principle: "People You Know,
Talking About Things You Care About"[16]. This fundamental shift means content from people
you're not connected with faces significantly higher barriers to reach your feed.
AI's Double-Edged Impact
The role of AI in content distribution has become increasingly complex. While LinkedIn has
implemented sophisticated AI systems for content moderation and prioritization[17][18][19], the
platform is simultaneously downranking low-effort AI-generated content[20][21][22].
Research indicates that over 54% of longer English-language posts on LinkedIn are likely AI-
generated[20], leading to the algorithm's increased focus on authenticity and genuine
engagement over content volume.
Content Format Performance: The New Hierarchy
Data from analyzing over 1.1 million LinkedIn posts reveals a clear content format hierarchy that
directly impacts reach[23][24][25].
LinkedIn content format performance showing reach multipliers compared to median posts in
2024
Top Performing Formats
Polls emerge as the clear winner with 1.99x the reach of median posts[24]. The optimal poll
duration is one week, and including an "Other" option can increase visibility by 25%[24].
Carousels deliver 1.6x more reach than text+image posts[26][23][24], with the optimal length
being 6-12 slides[27]. Vertical layouts perform 20-35% better than horizontal ones[24][27].
Declining Formats
Video content has experienced a 200% decline in reach[3], particularly long-form horizontal
videos. Text-only posts have seen a 41% decline in usage and now achieve the lowest reach of
any format[25].
The Comment Economy: Why Engagement Quality Matters
The algorithm's shift toward meaningful interactions has created what industry experts call the
"comment economy." Comments are now 15x more effective than likes for boosting reach[28]
[29]. Specifically:
Long comments (15+ words) are optimal for performance[28][3]
Comments can boost a post's reach by up to 15 times more than a like[28]
Meaningful engagement in the first 60 minutes is critical for overall post performance[24]
[10]
Optimal Content Strategy for Your Lead Generation Goals
Given your focus on lead generation through text and text+carousel posts, here's a data-driven
approach:
Content Format Optimization
Since you're primarily using text and text+carousel posts, you're already aligned with two of the
better-performing formats. For text+image posts, optimal performance occurs with:
900-1,200 characters in the text[30][24]
Short sentences under 12 words[24]
A single image provides 15-20% boost, with each additional image adding 5% up to the
5th image[24]
For carousels, which you should prioritize more heavily:
6-12 slides for optimal reach (your format likely falls in this range)[27]
25-50 words per slide[24]
Vertical layouts for 20-35% better performance[24][27]
Posting Schedule Strategy
The data consistently shows that Tuesday through Thursday, 8-11 AM, delivers the best
reach[10][31][32]. However, consistency is more important than frequency—posting 3-4
times weekly is optimal[24][31].
The first 60 minutes after posting are critical[24][10], with this initial engagement setting the
tone for the next 6 hours, which then determines performance for the following 18 hours[24].
Lead Generation Content Approach
Based on the algorithm's preference for knowledge-rich content and expertise sharing:
1. Focus on specific industry insights rather than broad business advice[33][34]
2. Share case studies and practical frameworks that demonstrate your expertise[35][36]
3. End posts with thought-provoking questions to encourage meaningful comments[29][37]
4. Provide actionable advice that your target audience can immediately implement[38][39]
The Engagement Strategy That Works
Pre and Post Engagement
Engage with 5-10 posts before and after publishing your own content[29][40]. This "smart
engagement" strategy can increase your profile views by 40% and boost your post reach by
10%[10].
Comment Strategy
Focus on leaving meaningful comments of 10+ words on posts from your target audience[3]
[29]. This not only increases your visibility but also builds relationships that can lead to inbound
connections and potential leads.
Network Quality Over Quantity
With the connections-first algorithm, the quality of your network directly impacts your
reach[15][16]. Prioritize connecting with:
People in your target market
Industry decision-makers
Active content creators in your niche
Adapting to the New Reality
What's Working Now
1. Authority-building content that demonstrates deep expertise in specific areas[2][12]
2. Niche-focused insights rather than generic business advice[2][41]
3. Consistent engagement with your network's content[29][40]
4. Value-first approach rather than direct selling[35][36]
What's Not Working
1. Broad, generic content that tries to appeal to everyone[2][41]
2. External links in posts (post them in comments instead)[10][40]
3. Engagement bait tactics like "Like if you agree"[9][42]
4. Infrequent posting without consistent engagement[29][32]
The Path Forward: Your 90-Day Action Plan
Month 1: Foundation Reset
Audit your network: Focus on quality connections in your target market
Optimize posting schedule: Implement Tuesday-Thursday, 8-11 AM posting
Shift to carousel-heavy strategy: Aim for 60% carousels, 40% text+image posts
Month 2: Engagement Amplification
Implement pre/post engagement routine: 10 meaningful comments before and after each
post
Focus on comment generation: End every post with specific questions
Build conversation momentum: Respond to every comment within the first hour
Month 3: Content Authority Building
Develop signature frameworks: Create proprietary methodologies you can consistently
reference
Share detailed case studies: Provide specific examples of your work and results
Establish thought leadership: Take positions on industry trends and changes
Conclusion: Thriving in the New LinkedIn Landscape
The LinkedIn algorithm changes represent a fundamental shift from reach-based to relationship-
based content distribution. While this has created challenges for organic reach, it has also
created opportunities for those willing to adapt their strategies.
Your focus on lead generation through personal profiles aligns well with the algorithm's
current priorities. Personal profiles still generate 5x more engagement than company
pages[5], and the connections-first approach means building genuine relationships with your
target audience is more valuable than ever.
The key is to view these changes not as obstacles but as a return to LinkedIn's core mission:
facilitating genuine professional relationships and knowledge sharing. By focusing on
providing real value to your specific audience and building authentic connections, you can not
only survive but thrive in this new algorithmic environment.
Success in the current LinkedIn landscape requires patience, consistency, and a genuine
commitment to serving your audience. Those who adapt to these principles will find that while
reach numbers may be lower, the quality of engagement and lead generation potential can
actually be higher than before.
