The October Update

Algorithm InSights Report 2025

Disclaimer: Just Connecting HUB is an independent training and consultancy firm specializing
in LinkedIn™ and social selling. We would like to clarify that we are not affiliated with,
endorsed by, or employed by LinkedIn™ Corporation. Our services, research, and content are
provided independently, and any references to LinkedIn™ are purely for explanatory
purposes. We emphasize our commitment to maintaining our independence and assure our
audience that our views, opinions, and recommendations are based solely on our expertise
and experience.

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Credits & Sponsors
The LinkedIn™ Algorithm Update – Exclusive Sponsor
October 2025 is part of our ongoing A special thank-you to Stanley, the exclusive
commitment to provide continuous value to sponsor of this Update. Their ongoing belief in
everyone who invested in the Algorithm the power of research and professional
InSights 2025 Report or the Content & LinkedIn content creation enablement helps
Algorithm Playbook. us keep these insights accessible to the
global LinkedIn™ community.
When you purchase once, you gain lifetime
access to future updates—as long as Design & Layout
LinkedIn™ continues to allow us to conduct Visual concept and design by Nurjesa
our research independently and transparently. Shehadeh, ensuring this update follows the
same clear, visual, and data-first approach as
This October 2025 edition builds upon the our full report.
foundations of the full 2025 report, expanding As always, the insights shared here represent
on trends and data we continue to monitor a possible explanation or confirmation of
daily. It reflects our mission to bring clarity, how LinkedIn™’s algorithm currently behaves.
evidence, and practical insights to all They are based on observed patterns and
professionals and organizations navigating collective data — not an absolute truth.
LinkedIn™’s ever-evolving ecosystem. Individual outcomes may differ depending on
profile activity, audience composition, and
Partner in Research posting behavior.
AuthoredUp ([Link]) — in
collaboration with Ivana Todorović, whose The next update is planned for January
analytical precision and data-driven insights 2026, followed by the full Algorithm
once again allowed us to push the boundaries InSights 2026 Edition, expected in April /
of understanding LinkedIn™ performance. May 2026.
Together, we analyzed over 600,000 posts
— 395,000 from personal profiles and Thank you for being part of a community that
205,000 from company pages — to values understanding over guessing, and
identify how visibility, engagement, and impact over impressions.
content behaviors evolved since the release
of the 2025 edition. — Richard van der Blom

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February → September 2025
— The Decline Continues
When we closed the dataset for the Algorithm To put this in perspective:
InSights 2025 Report in February, early
signals already pointed to a softening in A post that reached 10,000 impressions in
LinkedIn™ visibility. Seven months later, those February 2024 would have reached around
early signs have evolved into a clear 6,500 in February 2025, and now, in
downward pattern. September 2025, only around 3,400–
3,600 impressions on average — less than
Across 395,000 personal profiles, average half its previous visibility.
results compared to February 2025 (set as
100) show:

FEB SEPT
METRIC 2025 = 100 2025 CHANGE

Reach 100 53 −47%

Engagement 100 61 −39%
Follower
Growth 100 58 −42%

an g es
ch d !
ah ea

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Format Multipliers — What the Algorithm
Rewards (and What It Doesn’t)
Between February and October 2025,
RO VED !
TH M A PP
LinkedIn™ recalibrated how each format
OR I
contributes to visibility and engagement. The ALG
tables below reflect how each format’s
multiplier has evolved — showing which ones
the algorithm currently amplifies and which
are losing traction.

Here’s what changed, and why it matters.

REACH

Type Feb '25 Oct '25 Absolute Change Percentage Change

Text + Image 1.15 1.20 0.05 4.35%

Text Only 0.96 0.90 -0.06 -6.25%
Poll 1.44 1.57 0.13 9.03%
Video 1.49 0.96 -0.53 -35.57%
Document 1.30 1.39 0.09 6.92%
External Link 0.64 0.68 0.04 6.25%
Article 0.48 0.71 0.23 47.92%

ENGAGEMENT

Type Feb '25 Oct '25 Absolute Change Percentage Change

Text + Image 1.16 1.34 0.18 15.52%

Text Only 0.82 0.69 -0.13 -15.85%
Poll 1.26 0.38 -0.88 -69.84%
Video 1.34 1.03 -0.31 -23.13%
Document 1.07 1.57 0.50 46.73%
External Link 0.33 0.37 0.04 12.12%
Article 0.29 0.42 0.13 44.83%

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The Engagement Engine: Comments That
Move the Algorithm
WHY COMMENTS BEAT COMMENT TYPES THAT THE
EVERYTHING ELSE ALGORITHM AMPLIFIES

On LinkedIn™, comments are not “nice to 1) Add → Ask → Anchor (A3)

have”—they are the signal. They extend dwell Add one crisp insight (a stat, nuance,
time, spawn micro-threads, trigger counterpoint).
resurfacing, and train the interest graph Ask a specific follow-up (“Which step
around you and your topic. In our 2025 edition stalls most in your org—handoff or QA?”).
we showed how extended conversations Anchor with a takeaway (“Here’s the
prolong post visibility and feed rediscovery; checklist we use when…”)
this update doubles down on how to engineer
them (see longevity mechanics and A3 comments drive reply chains and save-
“Suggested for You” behavior in the main rate bumps (the two strongest accelerators in
report). 2025).

2) Mini-case replies (≤120 words)

3 lines: context → action → result. These seed
“mini-stories” in threads, which LinkedIn™
rewards with extra reach to new viewers.

3) Bridge comments
Tag one relevant peer with a reason: “looping
in @… who solved this in pharma.” This cross-
pollinates interest clusters and improves
discovery beyond your

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Building the Perfect Pillar Mix
How to Design a Balanced Content Strategy

Each pillar serves a different purpose. The goal is to engineer rhythm — a mix that keeps your
audience interested and the algorithm confident about your expertise. Below 5 proven steps to
build a perfect content mix.

1 - START WITH INTENT

Decide what you want to optimize for
in the next 90 days:

Visibility (new audiences)

Credibility (authority)
Community Growth (engagement)
Conversion (leads or opportunities)

2 - CHOOSE YOUR MIX RATIO

Objective Storytelling Educational Achievements Conversion Insights

Growth-Focused 40% 30% 10% 10% 10%

Authority-Focused 20% 50% 10% 10% 10%

Revenue-Focused 20% 30% 10% 30% 10%

Community-Focused 30% 30% 20% 10% 10%

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 Turn Your Ideas Into
Influence with Stanley
Stanley is your AI thought partner for LinkedIn.
It helps you generate new content ideas, write posts in
your authentic voice, and analyze what performs best.
On average, creators using Stanley see 3× more
engagement on their posts.

Try Stanley Today

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Upcoming Trends AI and LinkedIn™ 2026
The integration of AI into LinkedIn™’s
ecosystem is only just beginning. What started
as a subtle experiment with Collaborative
Articles, Suggested Posts and content
classification is evolving into a complete AI-
assisted experience — from discovery to
creation, outreach, and analytics.

The next six months will define how

automation and authenticity coexist on the
platform.

Here are the three emerging 2 - Adaptive Visual Intelligence (AVI)

developments already visible in testing and The feed’s ranking model is starting to include
early data: visual clarity and composition as new input
[Link] means AI isn’t just reading what
1 - Creator Classification Systems (CCS) you write — it’s interpreting how your post
LinkedIn™ is experimenting with Creator Trust looks: layout, density, and emotional tone.
& Relevance Scores — AI-based ratings that Expect 2026 to reward visually structured
evaluate topic consistency, engagement storytelling: content that’s easy to scan,
quality, and semantic diversity. In practice, this readable on mobile, and visually cohesive.
means creators and brands may soon be
ranked (internally) not only by performance 3 - Conversational AI Integration
but also by credibility within their niche. Those LinkedIn™ is quietly testing AI-powered reply
who stay on-topic, generate genuine suggestions and contextual messaging
discussion, and attract engagement from prompts in comments and DMs. These tools
diverse audiences will enjoy higher baseline are designed to support engagement — not
visibility. replace it — but they’ll also make human
tone, originality, and empathy even more
crucial to stand out.

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Company Pages
From Broadcasting to Belonging
THE NEW ERA OF BRAND VISIBILITY ON they’re evolving into trust platforms that
LINKEDIN™ amplify employee voices, contextualize
corporate impact, and create community
In the Algorithm InSights 2025 Report (pages touchpoints.
72–95), we outlined the structural decline in
organic reach for Company Pages — THE DATA: WHERE COMPANY PAGES
dropping below 2.1% of total feed STAND NOW
distribution in early 2025. Seven months
later, that trend has continued. Company Format Distribution on Company Pages —
Page visibility now accounts for just 1.6% of all February vs. October 2025
organic impressions on LinkedIn™ — the (Source: 205,000 Company Page posts
lowest since tracking began. analysed)
The past seven months reveal a noticeable
But that number alone doesn’t tell the whole shift in how brands publish on LinkedIn™.
story.
While the overall post volume has remained
Behind this decline lies a deeper stable, the format mix has changed
transformation: Company Pages are no significantly, driven by algorithmic shifts,
longer designed for broadcasting; audience preferences, and the
professionalization of company storytelling.

TYPE MAR'24–FEB'25 FEB'25–OCT'25 CHANGE

Image 65.7 58.3 −7.4
Text 3.5 2.9 −0.6
Document 9.3 10.2 0.9
Video 16.5 18.5 2.0
Poll 0.8 0.6 −0.2
Articles 3.2 8.7 5.5
Other 0.8 0.8

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Inside the Machine: 360Brew and the
Future of LinkedIn™
As creators, we often experience the WHY WE’RE TALKING ABOUT THIS
algorithm through outcomes — reach,
engagement, or visibility. But behind those In recent months, LinkedIn™’s engineering
numbers lies a constantly evolving system of teams have started sharing rare, official
artificial intelligence that decides what every documentation about the inner workings of
professional sees, shares, and believes is the platform’s feed and ranking systems —
relevant. To close this Update, we look most notably the newly published paper on
beneath the surface — into 360Brew, the 360Brew, LinkedIn’s proprietary AI model
powerful AI model LinkedIn™ engineers powering recommendations and discovery
recently revealed, and how its architecture across the network.
connects to the real-world behavior we’ve
analyzed across 600,000 posts. Since then, creators, marketers, and analysts
have all asked the same question:

“What exactly is 360Brew and what does

it mean for how our content performs?”

This chapter bridges those worlds — linking what the engineers built with
what we, through 600,000 posts of real data, have observed in action.

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 You’re reading just 10 of 80 (!) pages
of the Updated Algorithm Report
(October 2025).
The full LinkedIn Algorithm Report 2025 spans +240 Pages, and this Update another 80
Pages. Together these +320 Pages are covering every shift, signal and strategy that
matters based on 2.4 million posts, +5 years of research and +15 years of teaching.

Make sure you get your copy of the Ultimate Content & Algorithm Playbook to receive
both reports and future updates:

[Link]/content-algorithm-playbook/

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marketers, sales teams,
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algorithm, but just want
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business growth.

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 “Everyone’s talking about the
algorithm. Few understand it.”
Get the LinkedIn™ Content & Algorithm Playbook — the insider
blueprint 20K+ professionals trust to turn visibility into revenue.
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