The Algorithm Has Grown Up
Source: Just Connecting™ — Richard van der Blom,
LinkedIn Algorithm InSights Report: October 2025 Update.In his Report, Richard van der Blom and the Just Connecting™ research team analyzed over 600,000 posts.
Their conclusion: LinkedIn has evolved into multiple algorithms running side by side, each one focused on something different.
- The News team rewards fast reactions to trends.
- The Engagement team measures authentic discussion.
- The Trust & Safety team checks for credible sources.
- And the Design team promotes cleaner, professional visuals.
For marketers, this means visibility isn’t automatic anymore. It’s earned through clarity, rhythm, and genuine interaction.
Reach Is Down. But That’s Not a Bad Thing
Across nearly 400,000 personal profiles, reach has dropped 47% since February 2025, while follower growth is down 42%.
It’s not punishment. It’s precision.
LinkedIn is tightening exposure to focus attention where it matters most.
With more creators posting than ever, the platform now prioritizes quality over volume.
In the words of Just Connecting™…
“Sustainable success now relies less on output volume and more on strategic precision.”
This is where the “engine” mindset comes in. Your job isn’t to post constantly — it’s to create a system that runs smoothly, fuels consistently, and sustains momentum over time.
The Rise of the Interest Graph
LinkedIn has officially moved from a social graph (who you know) to an interest graph (what you talk about).
Every comment, click, and save now contributes to your “topic fingerprint,” grouping you into clusters like leadership, AI, or sustainability.
If your content is focused and consistent, you’ll earn reach within those clusters. If it’s scattered or vague, you’ll vanish from discovery feeds altogether.
Topic clarity is the new SEO and repetition builds recognition.
What This Means for Your Marketing Engine
Here’s how to keep your engine running strong in a multi-algorithm world:
- Post with rhythm. Two to three posts a week is the sweet spot. Daily posting accelerates fatigue.
- Engage intentionally. Eight to twelve meaningful comments a day can extend visibility far more than extra posts.
- Lead with frameworks. Educational content still drives trust and saves the new metrics of rediscovery.
- Balance speed with substance. Quick, reactive posts help you stay relevant, but long-form insights build authority.
Movement equals visibility. But consistency builds credibility.
Formats That Now Outperform
Per Just Connecting™ — Richard van der Blom, the formats that perform best in 2025 are those that educate and encourage conversation.
Documents and articles are on the rise, both delivering significant boosts in engagement and credibility.
Text + image posts remain steady performers thanks to their blend of visual clarity and human tone.
Meanwhile, video and polls are in decline each suffering from lower engagement and attention fatigue.
Even so, external links are recovering slightly, provided they include context and value before directing readers away.
The pattern is clear: LinkedIn is rewarding effort and depth. The formats that teach, simplify, and invite discussion now define long-term reach.
Comments Are the New Campaigns
The October update reinforces a powerful truth: comments aren’t an afterthought. They’re an algorithmic engine. Van der Blom’s research found that structured responses using the A3 method (Add → Ask → Anchor) drive stronger threads and more saves.
Each meaningful comment extends dwell time, builds your topical authority, and increases the odds of your post resurfacing later. Visibility now depends as much on how you engage as on what you post.
Build Around the Five Content Pillars
The strongest creators and brands on LinkedIn are using a consistent mix of five content pillars, each serving a unique purpose.
Personal storytelling still connects. But authenticity now matters more than vulnerability. Educational content leads performance, turning frameworks and lessons into trust. Achievements perform best when shared with gratitude and collaboration. Industry insights succeed when they interpret, not just share, information. And conversion content works only when it teaches before it sells.
When balanced, these pillars keep your brand both visible and believable, turning clarity into credibility and credibility into opportunity.
So, What Should You Do Now?
- Simplify your message. Focus on two or three recurring themes. Repetition isn’t redundant. It’s how the algorithm learns you.
- Fuel with real value. Every post should answer a question your buyer is already asking.
- Engage with purpose. Comments and saves matter more than likes.
- Track the right metrics. Focus on comment depth, saves, and replies. Not vanity metrics.
- Stay human. AI is reshaping discovery, but personality still builds trust.
Or as Van der Blom puts it:
AI isn’t just changing how we create — it’s changing how we consume.”
LinkedIn’s 2025 update isn’t a warning. It’s an opportunity.
The algorithm is getting smarter, not stricter. It’s rewarding consistency, clarity, and genuine engagement. The same traits that fuel a marketing engine built to last.
When your strategy is anchored in rhythm, relevance, and trust, your visibility doesn’t fade. It compounds.
Quote-Ready Highlights
- “Visibility is no longer something you get. It’s something you earn continuously.” — Richard van der Blom
- “Saves are the new reach multiplier.” — Richard van der Blom
- “The modern feed doesn’t reward popularity. It rewards clarity, consistency, and contextual value.” — Richard van der Blom
- “Your reach is partly a reflection of your audience’s own behavior.” — Richard van der Blom
TL;DR
- LinkedIn’s algorithm isn’t one system anymore. It’s several, working in parallel.
- Reach is down, engagement is sharper, and quality matters more than quantity.
- The creators and brands winning right now are those balancing rhythm with relevance and clarity with consistency.
