LinkedIn Algorithm -> Reach Decline

YES, YES and YES.  Honestly, it’s as if I wrote this post myself!  We have noticed the same thing with a drastic change happening in Jan.  We target half of our posts due to bilingual posting requirements and at the end of Jan there was about a week where LinkedIn’s organic targeting was not functioning at all (with targeting not sticking upon publishing and other posts adding targeting randomly), as a result we had to delete and repost a number of times and initially just though the decline was due to this less than ideal posting activity.  However, it never recovered and we are seeing the same overall decline in impressions with all other metrics remaining the same. 

We leverage a lot of document and album posts which typically drive very impressive impressions and they are also falling flat.  I suspect there has been the most significant algorithm change in at least the last 5 years, as I’ve spoken to other globally who are experiencing the same.  Addressed it with LinkedIn directly and to no surprise there were a lot of blank stares and “are you sure”, but they’ve never been a great help when it comes to organic.  

At this point, we will continue course with testing and analysis on what seems to be driving the best performance and adjusting our content mix and strategy accordingly...all while hoping that miraculously some of it turns around. 

Yes, I’ve been seeing the same trend across both of my B2B brand pages! At first, I assumed the drop in reach was due to including external links, but even posts without any outbound links are now underperforming. Even when we get solid early engagement, some posts still don’t come close to the reach we were seeing last year. It’s definitely frustrating, especially when everything else is holding strong. 

Yes, we are B2B and seeing the same thing in decrease in impressions for organic reach. Some ways to combat this include:

• Always use 3 industry -specific hashtags
• Utilize more PDF formats - LinkedIn loves PDFs
• Share more event photos (up to 20) and tag people and companies in the photos
• Create high-quality content 

Hope these tips help!

SAME HERE. Wow, it’s nice to know it might not be completely my fault 😅

I manage social media for a large B2B chemicals company, and while our engagement rates have remained strong, I’ve seen major dips in both impressions as well as in the number of reactions our posts get these days as compared to 6-9 months ago (we used to regularly have posts exceeding 200-300 reactions, but now we’re lucky if we get over 100). I had thought the same thing with including external links, but even posts without them have been underperforming.

I appreciate the helpful tips above!

Definitely have noticed the same thing for all of the business pages we manage on behalf of clients. I have been trying so many tactics as a result of the significant decline in impressions that also started in January. Have started using more polls, carousels (PDFs) and am pushing clients (slowly) to get creative with video. I’m seeing some progress with carousels, especially with engagement, but impressions are a major struggle!

Appreciate the question and the replies!

We’ve had some similar dips in impressions/engagement this year, though not as dramatic. But really curious about hashtags! Whenever we use hashtags the posts seem to do worse, so we abandoned them. 

Is everyone else using hashtags? 

I generally have not been using them on our B2B page - though to be honest I also have not really dug into the data on whether it’s made a difference. Anecdotally, I haven’t noticed a drop when not including them.

OMG YES! I track our analytics very closely, YoY + MoM and it seems like there has been a shift in 2025 where we are starting to see the decline. + I’m also in the B2B tech space (would love to connect on LI if we haven’t already, ​@renata22!) 

Tactics im using/testing: 

• Text only posts 
• Polls 
• Employee Advocacy (sharing the LI post specifically) 
• Employee Features 
• LinkedIn Articles and LinkedIn Newsletter.

We’ve had really good luck with carousels on LinkedIn (since January ‘25 our engagement is up 64% this year and clicks are up 75%). We make them super shareable and educational so that folks learn something on the platform, and then if they are curious for more we’ve got links to expanded resources. Those have done so well. 

I’ve also heard good things about newsletters. Those are on my list to test next.