The LinkedIn algorithm sure likes to keep B2B marketers on their toes. If you’ve followed us for a while, you’ll know this isn’t the first time we’ve written about LinkedIn’s algorithm change, and it definitely won’t be the last. Like clockwork, LinkedIn tweaks how content is ranked, distributed, and surfaced, often without any formal announcement. One week, your content marketing strategy is flying, the next it’s struggling to gain traction.

That unpredictability is why we keep circling back to this topic: because the only constant with LinkedIn is change. And for B2B marketers, that change matters. LinkedIn isn’t just another social media platform—it’s the professional stage where reputations are built, conversations are sparked, and opportunities are won. When visibility drops, so does your ability to reach decision-makers, nurture relationships, and showcase expertise.

The challenge is that there’s no official playbook. Updates roll out quietly in the background, leaving marketers to figure out what’s working through trial, error, and endless testing. It can feel like chasing shadows: just when you think you’ve cracked the code, LinkedIn moves the goalposts again.

In today’s article, we’ll break down the latest shifts shaping LinkedIn’s algorithm, from why hashtags could now hurt your reach to how early comments act as rocket fuel, why adding more external links might actually work in your favour, the sweet spot for video engagement, and why smaller networks can sometimes outperform the big ones.

The LinkedIn Algorithm Update

The Hashtag Trap

Hashtags once played a central role in boosting visibility on LinkedIn. For years, they were seen as a quick way to categorise content, join trending conversations, and make your posts more discoverable. But times have changed.

Overusing hashtags came across as spammy, and now even moderate use—just 3–5 hashtags—can reduce your reach by nearly a third. LinkedIn’s algorithm is becoming sharper at spotting patterns that look like keyword stuffing, and unfortunately, hashtags are getting caught in that net.

The safest approach today is to leave hashtags out altogether. Rather than depending on them to carry your posts, put the focus on writing updates that speak directly to your audience and reflect what matters most to them.

For your LinkedIn profile and broader content marketing strategy, the priority should be substance and relevance. Clear messaging, authentic storytelling, and engaging formats, such as carousels or LinkedIn videos, will have a significantly greater impact on your reach than any number of hashtags.

Why Early Comments Are Rocket Fuel

Engagement is all about timing. Posts that attract comments within the first five minutes can achieve more than 4x the reach compared to those that don’t. That’s why early interaction is absolutely essential. Encouraging colleagues, clients, and partners to engage as soon as your post goes live should be a core part of any successful LinkedIn strategy.

At StraightIn, we put this into practice by sharing links to posts in our Slack channel as soon as they’re published. This simple step prompts colleagues to drop a like or a quick comment right away, and it consistently gives content a powerful boost.

Even short interactions—an emoji reaction, a line of feedback, or a supportive comment—can serve as rocket fuel for visibility, propelling posts further into the feed and helping them gain traction more quickly.

Turning External Links Into an Advantage

Traditionally, external links were considered a death sentence for your post’s visibility. Drop in a single link, and you could see your reach slashed by as much as 68%. LinkedIn’s algorithm has long deprioritised posts that drive users away from the platform, making many marketers hesitant to share blogs, articles, or resources.

But here’s where it gets interesting: adding three or more links flips the script. Instead of treating your post as outbound traffic, LinkedIn recognises it as a “resource update”—a post designed to educate and inform rather than just redirect. In this context, the algorithm actually boosts your visibility, putting your content in front of more people.

For marketers, this shift opens up a new opportunity. If you regularly share thought leadership articles, blogs, or industry insights, consider packaging them together into a single post. Instead of one lonely link hurting performance, a curated set of three or more can showcase expertise, provide real value to your audience, and strengthen your overall content marketing strategy.

The Sweet Spot for Video

LinkedIn videos remain one of the most powerful formats for reaching and engaging audiences, but attention spans are shorter than ever. Data shows that videos under 30 seconds achieve an impressive 89% completion rate, while those over a minute long plummet to just 31%. In other words, the longer your video drags on, the fewer people stick around to hear your message.

To make the most of this format, aim for short, punchy clips that deliver value quickly. That might mean sharing a single key insight from a longer webinar, turning a customer success story into a 20-second highlight, or distilling industry news into a quick explainer. The goal is to hook your audience immediately, hold their attention, and leave them wanting more.

Think of video on LinkedIn as the spark that ignites further action. It’s not about telling the whole story—it’s about capturing attention, sparking curiosity, and guiding viewers toward deeper engagement. Used strategically, video acts as both a visibility booster and a relationship-building tool within your wider content marketing strategy.

When Smaller Networks Win

It’s tempting to believe that the larger your network, the better your performance. After all, more connections should mean more visibility, right? But the numbers tell a very different story. Data shows that profiles with 500–999 connections actually receive more than double the engagement of those with 10,000+ connections.

The reason comes down to the strength of relationships. Smaller networks often represent tighter communities, where connections are more relevant, active, and likely to engage. In contrast, huge networks can become diluted—filled with weak ties, inactive profiles, or people who simply don’t interact.

It’s not about chasing vanity metrics or inflating your network size; it’s about cultivating genuine relationships and building a LinkedIn profile that attracts meaningful engagement. Stronger, more involved connections often drive far better results than sheer numbers when it comes to reach and visibility.

This principle also carries over to LinkedIn outreach. Sending mass connection requests or generic messages to thousands of people rarely moves the needle. But personalised outreach to a well-defined audience—backed by valuable content—can generate more trust, higher response rates, and ultimately better business outcomes.

On LinkedIn, quality doesn’t just beat quantity; it defines long-term success.

The Constant Challenge of Keeping Up With LinkedIn’s Algorithm

The takeaway here isn’t that these are one-off tricks—it’s that LinkedIn’s rules are in constant flux. What works today may not work tomorrow, and even the smallest details can be the difference between gaining visibility and disappearing without a trace.

That’s why we’ve been writing about algorithm changes for years—don’t believe us? Here are just a few of the articles we’ve published along the way:

The point is, they happen often, and they directly affect every B2B marketer trying to build reach, credibility, and influence on the platform. Understanding how the LinkedIn algorithm works isn’t just about chasing engagement. It’s about unlocking the benefits it brings: stronger visibility, deeper connections, and better opportunities to reach decision-makers at the right time.

But staying ahead of those changes is hard. The algorithm evolves quietly in the background, and the signs of a shift can be subtle until they start seriously impacting your content marketing results. Even with plenty of helpful and informative resources—like LinkedIn’s own pressroom and our newsletter, StraightInsights—it can still feel like you’re playing catch-up.

That’s why so many businesses eventually choose to outsource their LinkedIn strategy. A specialist team spends every day tracking these shifts, testing content in real time, and refining approaches that keep brands visible.

For busy B2B marketers, handing the reins to experts doesn’t just save time, it ensures you’re not left behind when LinkedIn inevitably moves the goalposts again.

Stay Ahead of the LinkedIn Algorithm with StraightIn

So, if you’ve noticed that your LinkedIn content has stopped performing recently, it’s likely due to the recent changes. The better you understand those shifts, the better you can adapt your content marketing to keep reaching the people that matter. With the tips above, you may be able to fine-tune your approach, regain lost visibility, and stay one step ahead of the algorithm; however, remember that it is constantly changing.

Staying visible on LinkedIn isn’t about quick wins—it’s about consistently producing valuable content and building genuine connections that drive results. The algorithm will continue to evolve, but focusing on these fundamentals puts you in the strongest position to expand your reach and impact.

At StraightIn, we know how complex LinkedIn can be, which is why we help businesses cut through the noise. Alongside content marketing, we also specialise in LinkedIn Lead Generation, LinkedIn Advertising, and Personal Branding, giving you everything you need to maximise your presence on the platform. Get in touch with us today to find out more about how we can help you. Call 0161 518 4740, or email grow@straight-in.co.uk.