Linkedin’s feed has changed dramatically. Since platform-level model upgrades (often referenced as 360Brew in industry write-ups) and a broader push toward “quality over quantity,” many creators and company pages are seeing steep drops in organic reach while the top 1% of creators capture a growing share of impressions. The good news: the rules are clear, and they’re beatable if you adapt your content strategy.

Below is a concise, tactical playbook based on the latest public reporting, platform signals, and data-backed analyses.

What changed (quick summary)

A smarter ranking model (360Brew) now prioritizes relevance, retention, and contextual signals over raw engagement. Surface-time (dwell time), saves, and thoughtful comments matter more than likes.

Company pages were hit hardest personal profiles now outperform pages for organic distribution. Expect company posts to be deprioritized unless they drive meaningful conversation.

Noise is penalized engagement-bait, low-value link dumps, and recycled generic content are devalued. Native, long-form, and interactive formats (carousels, long posts, video) are getting prioritized when they keep people reading/watching.

The core signals LinkedIn now rewards

(so you can design content to trigger them)

Dwell time / retention - how long someone reads or watches.
Meaningful comments - substantive replies that stimulate discussion.
Saves & shares - content people want to revisit or distribute.
Native content - video, text posts, image carousels; avoid immediate external links in the post body.
Profile/author authority - subject-matter signals from your profile, activity, and topical history.

Tactical playbook - what to do this week (and why)

1) Prioritize native long-form + carousel posts (Short term: immediate lift)

Why: Carousels and long text posts increase dwell time and are consistently favored in 2025 data. Create 1–2 carousel posts per week that teach, tell a case study, or walk through a process.

How-to: 6-8 slides, each with a single idea; strong title slide, actionable takeaway final slide, CTA that asks for opinion (not “comment yes”).

2) Make comments a deliberate tactic (Mid term: community + distribution)

Why: Thoughtful initial comments drive the algorithm to surface your post wider. Reach out and start meaningful exchanges within 30–60 minutes after posting.

How-to:

After you publish, reply to the first 5 comments with questions or added value.
Comment on other creators’ posts with 2-3 short, insight-rich lines (not generic compliments).

3) Avoid external links in the post body; use the first comment instead (Immediate)

Why: LinkedIn deprioritizes posts that immediately funnel users off-platform. Save links for the first comment or link to a LinkedIn article.

How-to: Post a strong native summary and write “Link in first comment” if you must share a resource.

4) Lead with value, not promotion (Ongoing)

Why: The new model favors expertise and utility. Educational posts that teach or analyze perform far better than product pushes.

How-to: Use formats: “Micro-case study”, “3-minute framework”, “Before / after analysis”.

5) Use video and Shorts natively (Short-to-mid term)

Why: Native video keeps people watching and increases time-on-post. Short, captioned clips with immediate value perform best.

How-to: 30-90s clips: teach one specific thing; add captions; include a 1-sentence pinned comment summarizing value.

6) Optimize your profile for topical authority (Immediate → Ongoing)

Why: LinkedIn ranks posts partly on author signals - headline, About, recent posts, and listed skills. Make your profile a clear signal for the subject you post about (e.g., “AI for Content & Marketing”).

How-to: Add 3-4 topic keywords in headline, update About with topical short bullets, pin 3 best posts.

7) Publish LinkedIn Articles (Longer-term brand + discoverability)

Why: Articles are searchable and count as native content; they can boost topical authority and are still favored for in-depth guides. Repurpose your best blog posts into short LinkedIn Articles.

8) Test posting windows & formats systematically (Ongoing, data-driven)

Why: The winners now are those who test and iterate quickly the top 1% are growing faster because they optimize with data. Run A/B tests on headlines, first sentences, and formats.

How-to: Keep a simple tracker: post type, time, impressions, comments, avg read time (or estimated watch time), saves.

Content checklist - publish only if it meets these 5 tests

Does it teach or show something specific?
Will it keep someone reading/watching for 30+ seconds?
Can it prompt thought-ful comments (not yes/no)?
Is it native (no outbound link in post body)?
Does your profile match the topic?

If answer is “no” to more than one - rework.

Quick 30-day action plan (step-by-step)

Week 1: Audit best posts, update profile, publish 2 native posts (1 carousel, 1 long-form).
Week 2: Publish 2 videos (30–90s), start comment engagement routine.
Week 3: Convert a best-performing blog into a LinkedIn Article.
Week 4: Run A/B test on post opening lines and measure dwell; boost 1 high-performer with a paid sponsor.

Repeat, iterate, scale.

Linkedin didn’t “turn off” organic distribution it reallocated it toward relevance, retention, and authoritativeness. That favors creators who produce native, valuable content and cultivate real conversations. If you redesign your content system to maximize dwell time, provoke thoughtful discussion, and signal topical authority you won’t just recover reach; you’ll build an audience that lasts.