The LinkedIn Algorithm Has Changed Again This Month (September 2025)

The LinkedIn Algorithm Has Changed Again This Month (September 2025)

Introduction

LinkedIn algorithm has thrown another curveball. Reach is down for 90% of users, leaving most wondering what went wrong. Unless you’re one of the lucky few riding the algorithm’s high wave, your content might be struggling to gain traction. LinkedIn is clearly going through a phase—moody, if not quite at puberty levels—where one week your posts perform decently, and the next, they tank for no clear reason. As a content strategist, I couldn’t sit idly by. I dove into the latest updates, piecing together insights from LinkedIn’s official announcements and the digital breadcrumbs left by panicked creators. Here’s what I uncovered about the September 2025 algorithm shift and how to adapt.

1. Shorter Posts Get More Reach

The algorithm now favors brevity. Posts with concise, punchy content—ideally under 200 words—are seeing higher engagement and reach. Long-winded rants or overly detailed updates are being deprioritized, reflecting users’ preference for quick, scannable insights. Focus on delivering value in short bursts, using bullet points or bold hooks to grab attention fast.

2. Auto-Follow from Premium Users

LinkedIn has rolled out an auto-follow feature for Premium users, automatically subscribing them to accounts they frequently engage with. This boosts visibility for creators who consistently attract Premium interactions. Encourage meaningful engagement from these users—thoughtful comments or shares—to increase your chances of being auto-followed, amplifying your reach.

3. Stick to Your Expertise

The algorithm is doubling down on expertise. Posts that align with your established niche or professional background are rewarded with greater distribution. Straying into unrelated topics can hurt your reach. Double-check your content strategy to ensure it reflects your authority, using case studies or insights from your field to reinforce credibility.

4. Saved Posts > Likes

Saved posts are now a stronger engagement signal than likes. Users saving your content for later indicates high value, and the algorithm is taking note. Create actionable, evergreen content—think tutorials or industry tips—that encourages saves. Promote this feature in your posts with prompts like “Save this for your next strategy session!”

5. Desktop Video Feed Expansion

LinkedIn is expanding its desktop video feed, giving video content a bigger spotlight. Short, vertical videos (under 2 minutes) with captions are performing best, especially on desktop. Invest in video production that showcases your expertise or behind-the-scenes moments, optimized for both mobile and desktop viewing to maximize reach.

6. External Links Still Hurt

The penalty for external links remains firm. Posts with outbound links continue to see reduced reach, as LinkedIn pushes users to stay on-platform. If you must share a link, place it in the comments or create native content (e.g., a summary with the link below) to maintain visibility without triggering the algorithm’s filter.

7. DMs Boost Visibility

Direct messages are emerging as a visibility booster. Engaging with connections via DMs—especially personalized follow-ups after a post—signals activity to the algorithm, increasing the likelihood of your content being shown to a wider audience. Use DMs to foster relationships and encourage engagement on your posts.

8. Personal Profiles Beat Company Pages

Personal profiles are outperforming company pages in reach and engagement. The algorithm favors individual voices over corporate messaging, likely due to the authenticity factor. Encourage team members to post in their own names, sharing insights that align with the brand, and use the company page to amplify their content.

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Conclusion

The LinkedIn algorithm’s September 2025 update has shifted the playing field, with reach down for 90% of users and only the adaptable thriving. By embracing shorter posts, leveraging auto-follow from Premium users, sticking to your expertise, prioritizing saved posts, expanding video use, avoiding external links, boosting DM engagement, and favoring personal profiles, you can navigate this moody phase successfully. The key is agility—stay informed, test these strategies, and adjust based on performance. As LinkedIn continues to evolve, those who align with its new priorities will rise above the noise. Start tweaking your approach today to reclaim your reach tomorrow.