The professional social network has spoken (or broken). No more viral fluff, no more empty likes. LinkedIn’s algorithm changes, dubbed by the team at purple path as the “Algo-pocalypse,” are here to reshape how content gets seen, shared, and engaged with.
If you’re a brand or thought leader who relies on LinkedIn for visibility and connection, this frustrating shift can feel disorienting. But within the changes also lie some opportunities. It’s a chance to double down on authenticity, relevance, and expertise in ways that matter.
Here, let’s unpack what’s changed in LinkedIn’s algorithm, what these updates mean for brands and creators, and most importantly, how you can pivot your strategy to stay visible and impactful in 2025.
LinkedIn’s 2023 and 2024 algorithm updates reflect a clear goal: to prioritize content that fosters genuine, meaningful engagement while reducing the noise of viral but low-quality posts.
However, make no mistake, these changes also align with LinkedIn’s broader strategy to encourage more ad spend, mirroring Meta’s model of paid amplification.
Let’s break it down.
Remember when a relatable one-liner or personal anecdote could earn tens of thousands of impressions, or more? Those days are clearly over.
LinkedIn has intentionally moved away from prioritizing viral content. Why? Because the platform found that users were drowning in content that may have been attention-grabbing but lacked relevance or insight for professional growth.
However, another key driver is to push brands and creators toward sponsoring posts to regain lost visibility. LinkedIn, like Meta, increasingly relies on paid promotion as a revenue engine, making organic virality harder to achieve.
Instead, LinkedIn now prioritizes:
Gone are the days when a flurry of likes or quick shares could trigger the algorithm. LinkedIn’s update now prioritizes meaningful conversations over vanity metrics.
What does this mean?
At the same time, personal stories and posts have increased in performance. LinkedIn has seen that emotionally relatable, personal content drives higher engagement than purely professional insights. Posts that reveal human experiences, lessons learned, or authentic struggles often spark deeper conversations and, as a result, perform better under the new algorithm. This is the shimmy to a more Meta-like algorithm that we are seeing.
This shift reflects LinkedIn’s goal to maintain user engagement while simultaneously encouraging more ad spending for professional and branded content.
LinkedIn’s algorithm now works to personalize each user’s feed based on a few key signals:
Now, the platform is a bit more personalized, and niche content that resonates with specific professional audiences has the edge.
For brands and thought leaders, LinkedIn’s shift away from virality and superficial engagement can feel like a loss at first glance. After all, high impressions and large follower counts have long been considered proof of success.
But here’s the flip side:
However, the increased push toward paid promotion means that brands will need to allocate more budget for LinkedIn ads and sponsored posts to maintain visibility, particularly for professional content.
How can you navigate LinkedIn’s algorithm changes and thrive under the new rules? Here are five practical strategies:
If your organic reach has taken a hit, sponsored content can help bridge that gap.
Instead of promoting overtly sales-driven posts, invest in sponsoring content from your internal thought leaders. CEOs, CMOs, and subject matter experts can share insights, stories, or commentary that aligns with LinkedIn’s emphasis on relevance and expertise.
A great example of this is how instantly.ai’s CEO, Nils Schneider, leverages sponsored posts to share industry and product insights. These posts don’t just promote him a bit further, but also promote the brand. They position leadership as credible and an authoritative voice in their space.
Brands that rely on LinkedIn for lead generation may find diminishing returns under the new algorithm. It just doesn't work anymore. Instead, 2025 is the year to pivot toward brand awareness campaigns that build trust, relevance, and authority over time.
Why? LinkedIn’s changes reward content that provides long-term professional value rather than short-term leads.
What does this look like?
Think of LinkedIn as a platform for planting seeds, not harvesting instant leads. Over time, consistent value-driven content will attract the right audience and convert them, but on your site.
Personal stories are performing better than ever under LinkedIn’s updated algorithm. While LinkedIn remains a professional platform, the shift shows that human, relatable content performs better.
For thought leaders:
For brands:
Authenticity is the secret weapon that will keep your audience engaged and connected in 2025.
Superficial engagement doesn’t move the needle anymore. To do well under LinkedIn’s new algorithm, brands and thought leaders must actively foster meaningful interactions.
Here’s how:
When your content generates deep, thoughtful comments, the algorithm rewards you with greater visibility.
While LinkedIn’s algorithm doesn’t explicitly favor specific content formats, diverse, creative content tends to resonate more with audiences.
Incorporating multimedia can help you stand out:
By mixing up your content formats, you can capture attention, communicate your message effectively, and drive deeper engagement. Test and see what works best for you. Double down on what works.
Quality, Authenticity, and Paid Promotion Win in 2025
LinkedIn’s Algo-pocalypse marks a shift from easy, superficial popularity to substance, value, and authenticity. For brands and thought leaders, this is a chance to stop chasing vanity metrics and start building real, meaningful connections with your audience.
Here’s the bottom line:
To get further support with your Linkedin strategy, reach out to purple path’s team.
