Over the past few weeks, there has been a lot of noise around LinkedIn’s “new algorithm”.
Some are calling it a complete overhaul. Others are saying everything has changed overnight.
So instead of reacting straight away, we took time to review the updates, test what we are seeing across accounts, and understand what this actually means in practice.
Here is the reality.
According to LinkedIn’s engineering team, the feed has been AI-powered for some time. However, recent advances in large language models (LLMs) have enabled a significant upgrade in how content is understood, ranked, and distributed.
This includes a new advanced ranking system that better interprets what content is about, how it connects to a user’s professional interests, and how those interests change over time.
Industry coverage, including analysis from Andrew Hutchinson, reinforces that this shift is less about replacing the algorithm, and more about improving how relevance and context are determined.
In simple terms, LinkedIn is now much better at matching content to the right audience.
So what does this mean for marketing managers?
1. Clear positioning and content themes are more important
LinkedIn’s updated system is designed to understand topics at a deeper level, not just keywords.
If your content is too broad or inconsistent, the platform will struggle to categorise it and distribute it effectively.
Brands that consistently communicate around clear themes and areas of expertise are more likely to be recognised and shown to relevant audiences.
This is where strong content pillars and a defined point of view become essential.
2. Relevance outweighs reach
Historically, high engagement often led to wider distribution.
While engagement still plays a role, LinkedIn is placing greater emphasis on relevance, ensuring content is shown to users who are most likely to find it useful.
This means reaching a smaller, more targeted audience can deliver better results than high impressions with little intent behind them.
For marketing teams, this aligns more closely with commercial goals, where quality of audience is far more valuable than volume.
3. Low-value and repetitive content is being reduced
LinkedIn has made it clear that it is actively working to reduce engagement bait and repetitive, low-substance posts.
This includes content designed purely to drive comments or visibility, rather than provide insight or value.
Instead, the platform is favouring content that demonstrates experience, perspective, and genuine expertise.
For brands, this is a clear opportunity to move away from formulaic posting and focus on content that reflects real knowledge and adds something useful.
Final thoughts
This update is not about doing more.
It is about being more intentional.
LinkedIn is improving how it understands both content and audience behaviour. Marketing teams need to be clearer on their positioning, more focused in their messaging, and more considered in what they share.
Those who adapt to this shift will be better placed to reach the right audience, build authority, and generate meaningful results.
We have already worked with consultancy clients to review and refine their LinkedIn content strategy in light of these updates, identifying gaps in positioning, audience alignment, and content direction. If you are reviewing your current approach and want a clearer, more commercially focused strategy, get in touch and we can support you.