A myriad of B2B brands have experienced that LinkedIn has started to feel quieter lately, posts that once received strong engagement now struggle to gain decent traction. While this might feel like being back to square one, the truth remains that LinkedIn is shifting its algorithm.
The platform’s latest update has introduced a more focused, quality-driven approach for marketers and businesses who are clear about their audience and message.
A Scan of What’s New
Based on what the team at LinkedIn has shared and what many marketers are observing, the feed now prioritises relevance over recency.
Which means:
- Posts that align closely with a user’s interests or network are more likely to show up, even if they’re a few days old.
- The people you engage with most often are becoming more visible in your feed, reinforcing existing connections.
- Posts are being assessed for credibility, and creators who consistently speak to their area of expertise are gaining an edge.
- Vanity metrics matter less than outcomes that signal intents like profile visits, direct messages or connection requests.
Why This Isn’t Bad News
As Dean Seddon, CEO of Maverrik, puts it, too many people have been chasing the dopamine rush of likes and impressions, without stopping to ask if that visibility is actually meaningful. It’s a bit like having a crowd gather outside your shop without anyone walking in.
This change reinforces a more thoughtful string of actions, it encourages brand marketers to spot who their message is for and to communicate in a way that feels relevant and valuable. While the numbers on the recent posts may look different, the shift is designed to make those numbers matter more.
Spotting What’s Working Now
At Marketing Essentials Lab, we’ve been at the forefront of helping B2B brands adapt quickly and effectively whenever there are algorithm change surges. We’ve established that on LinkedIn, as of today, relevance is winning over volume and virality.
B2B brands should get ahead and:
- Share content that holds long-term value.
- Stick to pouring in information from their area of expertise.
- Prioritise credibility and showcase client outcomes that perform better over time.
- Build a strong content mix that goes beyond chasing the very first hour of reach and engagement.
- Measure real impact, encapsulating profile visits, direct messages and leads.
The Final Word
LinkedIn’s revamped algorithm is highly rewarding for thoughtful and focused communication. If you’re building your B2B brand for the long term and are speaking to your audience the way they want to listen, you’re in a great position.
To scale further, we can give you a boost by building a strategy that converts across funnels.
