Why Your LinkedIn Performance Has Dropped (And What To Do About It)

If your LinkedIn posts aren’t performing like they used to—fewer views, lower engagement, and a quieter comment section—you’re not imagining things. Over the past year, LinkedIn has made several changes that are significantly impacting how content is seen, especially for businesses.

If your strategy hasn’t evolved, chances are your content is slipping further down the feed. Let’s break down the algorithm changes most responsible for the drop, and how you can adapt.

Highlights

• Organic business page content is getting significantly less reach.
• LinkedIn has shifted toward monetisation, prioritising paid promotion.
• Short-form native video content is seeing a noticeable boost.
• Posts that drive quick engagement are shown to more users.

4 LinkedIn Algorithm Changes Eating Your Results for Breakfast

1. The Shift to Pay-to-Play

LinkedIn has followed the same path as other platforms focusing heavily on monetisation. That means paid content is now more likely to appear in users’ feeds than organic posts. 

While LinkedIn remains an important platform for brand-building, businesses now need to be strategic about mixing organic and paid content to maintain reach.

2. Business Pages Are Losing Visibility

The decline in business page reach has been building over time, but it’s become more evident in the past 12 months, with a drop to 2% organic reach for business posts. With more businesses posting and increased competition for attention, LinkedIn’s algorithm has been favouring personal profiles that feel more authentic and conversational.

The result? Content from individual users often performs better than similar posts from a company page.

3. Video Content Is Outperforming, But It’s Changing

In March 2024, LinkedIn introduced its new short-form video feed. Since then, video posts have surged in reach, with a 36% increase over the past year.

The algorithm is specifically favouring quick, mobile-first content designed to grab attention in the feed. So if you’re still uploading the same branded video formats from 2022, now’s the time to rethink your approach.

4. Engagement is the Algorithm’s Favourite Metric

LinkedIn is prioritising content that generates meaningful interactions. Posts that receive engagement (likes, comments, shares) quickly after publishing are rewarded with greater visibility.

On the other hand, if a post sits quietly for a few hours with minimal interaction, it’s likely to disappear from the feed altogether, regardless of how useful or well-written it is.

Between 12% and 28% of a post’s reach is directly tied to engagement. Posts that go viral owe up to 80% of their reach to early interactions. That means even the best-written post won’t go far if it doesn’t spark conversation.

How to Improve Your LinkedIn Results

Now that we’ve covered the algorithm shifts, here’s how to adapt your strategy and get results again.

Get Your Team Involved

Your team is your strongest distribution channel. Company pages have lower reach, but individual profiles still perform well.

Encourage leadership, client-facing team members, and subject matter experts to:

• Post original insights based on their experience or industry trends.
• Share company content with their own angle.
• Engage in comments and conversations.

Use Video the Right Way

Here’s what works right now on LinkedIn:

• Shoot vertically (9:16).
• Keep it short – under 2 minutes, ideally 30–60 seconds.
• Start strong with a bold statement, stat or question.
• Stick to one topic per video.
• Add captions.
• Edit tightly to remove pauses and filler to keep energy high.
• Pair it with a solid caption of 50+ words to encourage engagement.

Optimise for Engagement

Engagement drives reach on LinkedIn. So your content should be designed to spark interaction. Tips to boost engagement:

• Ask thoughtful questions.
• Share strong opinions (without being controversial for the sake of it).
• Comment back (don’t just like) within the first 2 hours.
• Use @mentions for people or businesses when relevant.
• Remember: comments and reposts carry more weight than likes.

Put Ad Spend Behind What’s Working

Instead of sponsoring posts randomly, wait and see what content performs best and then back it with ad spend. You can also:

• Sponsor high-performing blogs, videos, or carousels.
• Retarget people who’ve engaged with your website or previous content.
• Test new offers with small budgets to see what converts

Don’t Let the Algorithm Outpace You

The LinkedIn landscape has changed, but that doesn’t mean your brand has to lose relevance. With the right shifts, you can work with the algorithm, not against it.

If your business is ready to improve its LinkedIn strategy or get more from the platform, we’d love to help. Get in touch with our team to book a strategy session.