The Ultimate Guide to LinkedIn Posting in 2025

What You Need to Know

LinkedIn is changing again (I know madness). But that doesn't mean your posts have to risk going unnoticed.

In fact, if you play your cards right, there are plenty of opportunities to grow and thrive on the platform. The algorithm has underwent some changes recently (perhaps more in the last 60 days than the last six months), so if you want your content to reach the right people, it’s time to re-evaluate your approach.

Let’s get started.

The State of LinkedIn

Before we start creating content, here’s what’s happening behind the scenes at LinkedIn:

●  The average post is getting 65% fewer impressions.

●  But engagement per post is up by around 12%.

●  There are 16% more LinkedIn ads appearing in people’s feed.

●  Posting 2-5 times per week is now the sweet spot and what is generally recommended.

●  Carousels and infographics are performing 2 times better than the average post.

●  Commenting is now more impactful, though AI-generated comments are not as effective.

●  Video reach has declined by around 200%.

What Does This Mean for You?

The key takeaway is that if you’re still relying on text-only posts, it might be time to rethink your strategy. Think of LinkedIn like a networking event - if you're standing in the corner muttering to yourself, no one’s going to listen. But if you walk in with an interesting story (or a flashy presentation), people will start to pay attention.

Right now, LinkedIn is rolling out the red carpet for carousels and well-crafted comments. These are your best bet for getting noticed, sparking conversations, and keeping people interested in your content for longer.

The Science of Commenting

You might think comments are something of an afterthought, but actually, they are vital for your reach.

 Here’s why:

●  LinkedIn now shows impression scores for comments, so you can see exactly how much impact your comments are making.

●  Longer comments work better now. 10+ words double your reach, while 15+ words boost it by 2.5 times.

●  Commenting on 3-5 relevant posts per day can increase profile views by 50% and boost your post reach by 10%.

●  AI comments get 5 times fewer responses from post authors and 7 times less engagement from other users.

●  Your old posts aren’t dead! You can go back and reignite discussions.

The Art of Formatting Your Posts

How you put your post together is just as important as what you say. If you want to stop people scrolling and capture their attention, you’ll need to be creative. Here’s what’s working best right now:

1. Carousels – Think of these like mini-storybooks. A striking cover, a strong opening line, and 5-15 slides will keep people hooked.

2. Infographics – If you've got complex information to share, turn it into an easy-to-digest visual. Keep it succinct and easy to understand.

3. Videos – Short and snappy wins the race here. Think in the same way that you would for TikTok and include a solid three-second hook.

   
   

Other formats that are still performing well:

●  Polls – Great for investigating what your audience is thinking while encouraging engagement.

●  Text & Photo – Ideal for personal stories, behind-the-scenes snippets, or status updates.

●  Text-Only – When done right, these can make an impact. Perfect for witty one-liners, relatable musings, or a strong opinion piece.

How to Increase Your Engagement

Now that you know what’s working and what’s not, here’s how to make sure your posts get seen, liked, and shared:

1. Pick the right format, carousels and infographics are performing well currently.

2. Keep your posts between 800-1,000 words – the LinkedIn sweet spot.

3. Keep your sentences short, this will improve readability and help keep people engaged

4. Use data visualisation for strong ideas – this can boost performance by 36%.

5. Start with a good hook – two-sentence hooks perform 20% better.

Final Thoughts

LinkedIn is changing, but don’t let that put you off; there are important opportunities to get ahead while everyone adjusts to the new normal.

Focus on quality, not just posting for the sake of it. Use carousels, engage via meaningful comments, and be intentional with the content you share. That’s how you’ll stand out on LinkedIn in 2025.