The advertising ecosystem on LinkedIn is constantly evolving, shaped by regular updates to the platform's algorithm. For marketing professionals and advertisers, understanding these changes is crucial to maintaining optimal performance. In 2025, LinkedIn introduced several major changes to its algorithm that radically transform the visibility of ads and the effectiveness of advertising campaigns.
This article takes an in-depth look at these recent developments and suggests concrete strategies for adapting your marketing approaches to maximize the impact of your advertising investments on this essential professional network.
1. Understanding the fundamental workings of the LinkedIn algorithm in 2025
LinkedIn's algorithm follows a four-step process:
- Initial filtering content quality assessment and compliance with platform policies.
- Commitment test Distribution to a restricted audience to measure initial interaction.
- Cascade propagation Extended scope based on commitments received.
- Viral potential If interactions are maintained, wider dissemination.
These steps apply to both organic and sponsored content, which means that creating a high-performance ad goes beyond the simple question of budget.
2. Major new features of the LinkedIn algorithm in 2025
Focus on added value
LinkedIn favours content that provides tangible expertise sector advice, strategic analysis, educational content. Advertising formats therefore need to evolve towards a logic of brand publishing or thought leadership.
Qualitative analysis of interactions
The algorithm distinguishes relevant comments (> 5 words) from superficial reactions. This means that the brand conversation becomes a real KPI to monitor.
Dwell Time
Time spent viewing a publication is becoming a key metric. Ads must therefore encourage reading with effective hooks and structured content.
Reduced reach for outbound links
LinkedIn limits publications that encourage people to leave the platform. Advertisers therefore need to rethink their strategy by focusing on natively engaging content.
3. New formats and advertising performance hierarchies
| Format | Average performance versus median |
|---|---|
| Enriched surveys | x1.99 |
| Carousels / PDFs | x1.6 |
| Post image + text | x1.26 |
| Short videos | x1.21 |
| Text only | x1.17 |
Visit PDF carousels enable effective storytelling. Surveys must be designed to create debate, not just collect clicks.
4. Best practices for successful sponsored advertising in 2025
- Clear, structured writing short paragraphs, line breaks, strategic emojis
- Optimizing publication timing Wednesdays, Thursdays and Fridays at 10 a.m.
- Frequency limitation no more than one ad every 18 hours
- Precise audience segmentation professional profiles, level of seniority, interests
- Employee integration employee advocacy increases the reach of publications
5. Strategies for getting around algorithmic limitations
- Adding a link to a comment rather than in the main post
- Post-publication engagement comments enhanced within an hour of publication
- Moderate and targeted use of hashtags (2 to 5 max)
- Delayed A/B tests to avoid performance bias due to algorithm variations
6. Measuring performance with the right indicators
The metrics of 2025 must go beyond the simple CPC :
- Rate of qualitative comments (length, relevance)
- Cascade propagation (secondary commitment)
- Average Dwell Time per ad
- Scope comparison between formats
Conclusion: Anticipating future developments
Updates to the LinkedIn algorithm require advertisers to make greater control over advertising value creation. The key to success lies not only in the budget invested, but also in the quality of the product. ability to understand and support user behavior.
By adapting your formats, raising the quality of your content and mobilizing your in-house teams, you can not only bypass the algorithm's limitations, but also accelerate the organic and sponsored reach of your LinkedIn Ads campaigns.
If you want to maximize the impact of your LinkedIn campaigns and achieve concrete results, our agency Daware.io is here to support you. As LinkedIn advertising specialists, we help companies define their strategy, optimize their campaigns and improve their return on investment. Thanks to our in-depth expertise and advanced tools, we offer you a tailor-made approach to achieving your marketing objectives. Contact Us today and turn LinkedIn into a real growth lever for your company!
