The LinkedIn updates you need to know

LinkedIn is always updating and changing. If your brand’s social strategy hasn’t incorporated these then your content might not be optimised or performing the best it could be on the platform. LinkedIn’s latest platform updates and algorithm changes demand a fresh approach.

What are the biggest LinkedIn updates that have happened recently? 

Here are the most noteworthy platform updates to be aware of:

• Saves and Shares as key metrics: Posts are now being measured by how useful they are with 'saves' and 'sends' acting as quality signals.
  
  
• Video-first features: You can now export directly from CapCut to LinkedIn and upload video covers for articles and newsletters.
  
  
• Newsletter expansion: Newsletters are open to all users, not just those with Creator Mode enabled.
  
  
• BrandLink ad upgrades: Businesses can now sponsor member posts with LinkedIn event links and align branded content with premium partners.
  
  
• New interaction insights: You’ll now be notified when your post leads to new followers or profile views.
  
  

All signs point to this: LinkedIn wants users to create content for the platform, not just on it.

How has the LinkedIn algorithm changed in 2025?

The algorithm has undergone some subtle but significant changes. These shifts are aimed at surfacing more valuable, authentic content and discouraging spammy, engagement-hungry posts. 

Key algorithm updates include:

• Relevance over recency: Content that sparks ongoing engagement will continue to appear in feeds days (or even weeks) later.
  
  
• Dwell time matters: The longer someone stays on your post, the more likely it is to gain reach.
  
  
• Native content is prioritised: Posts with links to external sites see lower visibility unless the link is placed in the comments.
  
  
• Automated comments are being penalised: Engagement generated via bots or third-party tools may reduce visibility.

Takeaway: Instead of chasing immediate reactions, focus on Content that educates, informs, or sparks real conversations.

What type of posts are performing well on LinkedIn?

Not all formats are created equal on LinkedIn. Here’s what the new algorithm is favouring so this is what is needed to be included within your strategy and posting:

Content formats to prioritise:

• Carousel posts: These encourage swipe engagement and dwell time.
  
  
• Document posts (PDFs): Especially strong for B2B education or lead generation.
  
  
• Native video: Perform better than external links and are more discoverable in the new video feed.
  
  
• LinkedIn Newsletters: A must for recurring reach plus, they support video and image covers.
  
  
• Thought leadership posts: Personal profiles, not company pages, still outperform when it comes to building trust and reach.

If you’re still relying on basic image-and-text posts, it’s time to rethink your strategy.

Ready to improve your presence on LinkedIn? Get in touch with us.

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