Over the past few months, I’ve noticed something that many of you may be feeling too: my own posts on LinkedIn — and those of clients and colleagues — simply aren’t getting the same visibility they used to. A post that used to hit 5,000+ impressions is now barely scratching 1,000. It’s not just my network — it’s happening widely across the platform.
So I dug into the data, analysed recent studies and algorithm updates, and identified what’s really going on with LinkedIn organic reach and what we can do about it.

The Battle for Attention: LinkedIn’s New Reality in 2025

LinkedIn is no longer a quiet niche platform. With over 1 billion users and tens of millions of company pages, the competition for attention is intense. The platform’s algorithm has evolved accordingly — filtering more stringently, prioritising different content types, and giving less free visibility to brand posts.

According to the Algorithm InSights 2025 Report, which analyzed data from over 1.8 million LinkedIn posts, organic content published by company pages now reaches only about 1.6% of their followers and represents just 1–2% of total LinkedIn feeds — a sharp decline from 7% in 2021.

Individual LinkedIn profiles continue to outperform company pages by a wide margin. Research from DSMN8, the popular social media tool, shows that roughly 62% of what users see in their feeds comes from personal posts shared by 1st- and 2nd-degree connections. In comparison, paid or sponsored content makes up about 30%, while company page updates account for only 5% and 3rd-degree connections add another 3%.

Further format-level benchmarking by Socialinsider (2025) sheds light on how different post types perform today. Their analysis of thousands of LinkedIn updates found:

• Multi-image posts generate an average engagement rate of ~6.6% by impressions.
• Native document posts (such as PDFs or carousels uploaded directly) reach about ~6.1%.
• Native videos average around ~5.6%.⁴

These numbers illustrate two realities: first, overall reach is indeed harder to achieve; and second, content format and quality now play a decisive role in performance. Posts that provide genuine value and use LinkedIn-native formats are far more likely to surface in users’ feeds.

How to Boost Your LinkedIn Visibility (Without Paying for Ads)

Given the changing landscape, here are five practical strategies you can implement now — based both on data and what I’m seeing firsthand with my own posts and those of clients.

Shift the Focus to Your Personal Profile

Since company pages are increasingly sidelined, invest in the visibility of your personal LinkedIn account (and those of key team members). Share insights, reflections, lessons learned — things only you can speak to.

Provide Real Value — Don’t Just Broadcast

The algorithm favours posts that hold attention. A well-structured post that starts with a powerful hook, gives actionable insight, and invites comment will perform far better. Use the formats that show higher engagement: carousels, native documents, and multi-image posts.

Choose the Right Content Formats

Based on benchmark data:

• Multi-image posts = ~6.60% engagement rate.
• Native document (e.g., slides uploaded to LinkedIn) = ~6.10%.
• Videos = ~5.60% (still good, but quality and context matter).
  Also, posts with external links may see reduced reach. Consider placing links in the comments instead.

Engage Before and After Posting

Your post’s “first hour” matters. If there’s already engagement (comments, reactions) early on, the algorithm gives it a boost. So plan to reply promptly, invite discussion, tag relevant people. Also, proactively comment on others’ posts in your network — that builds visibility and signals to LinkedIn you’re active.

Activate Your Team (Employee Advocacy)

Let your people amplify your message. Research shows content that involves employees (their sharing, commenting, and reposting) reaches further than brand-only posts. Messages shared by employees reach 561% further than those shared by a company’s official channel, and they’re also seen as more credible and authentic. Leverage team stories, perspectives, and voices. Also, leader-driven content (CEOs, founders) often receives more engagement.

Bonus: Build Consistency & Authenticity

• Post regularly but with intention. Consistency beats volume.
• Be authentic: share your journey, mistakes, wins — people respond to human stories.
• Monitor your results: check which formats, days, times work best for your audience and refine accordingly.

Organic reach on LinkedIn has declined for company pages and generic broadcast posts. But that doesn’t mean the platform no longer works. On the contrary, it means the mechanics of success have shifted.
If you lean into your personal profile, create value-driven content in formats the algorithm prefers, engage meaningfully with your network, and mobilise your team’s voices — then you can still build meaningful reach. In fact, you might build a stronger reach than before, because you’re participating in the system that the platform now rewards rather than fighting outdated practices.
Your next step: Choose one of the strategies above and apply it this week. For instance, convert one blog post into a native document carousel on LinkedIn and post it from your profile. Track the results. Repeat — improve.