LinkedIn’s algorithm in 2025 prioritizes relevance, expertise, and engagement over sheer reach, making the type of content you post more important than ever. Here’s what you need to know:
- Videos: Generate 5x more engagement and benefit from LinkedIn’s focus on passive dwell time. Native videos with captions can boost reach by 112%. Best for quick tips, product demos, and behind-the-scenes content.
- Images: Posts with images drive 650% more engagement than plain text. Multi-image posts perform better than single images, especially when used for storytelling or data visualization.
- Text Posts: While their reach has declined, well-structured text posts can improve performance by 78%, sparking meaningful conversations and building trust.
Quick Comparison
| Content Type | Engagement Rate | Best Use Cases | Key Insights |
|---|---|---|---|
| Videos | 5.60% | Quick tips, product demos | Native uploads with captions boost reach by 112%. Retention drops after 1 minute. |
| Multi-Image | 6.60% | Storytelling, guides | Highest engagement rate; requires strong captions. |
| Single Image | 4.85% | Announcements, quotes | Simple to create but less effective than multi-image. |
| Text-Only | ~4% | Thought leadership, personal insights | Sparks discussions but lower engagement compared to visuals. |
To maximize results, mix content types and focus on quality over quantity. Videos grab attention, images simplify complex ideas, and text builds deeper connections. LinkedIn now rewards posts that spark meaningful conversations and demonstrate professional value. Lead with relevance, and your content can stay visible for weeks, not days.
LinkedIn Content Performance Comparison: Video vs Image vs Text Engagement Rates 2025
How to Use LinkedIn’s 2025 Algorithm to Attract Clients and Candidates | Richard van der Blom
How LinkedIn’s Algorithm Ranks Different Content Types
LinkedIn’s algorithm follows a three-step process to determine the visibility of posts [1][3]. First, every post goes through quality filtering, where the algorithm categorizes it as spam, low-quality, good, or expert-level. This initial step is crucial for weeding out inappropriate or irrelevant content.
The second step, often called engagement testing or the "golden hour", involves showing your post to a small group of your most engaged connections. If this group interacts with your content – through likes, comments, or shares – it signals the algorithm to expand its reach.
Finally, the algorithm uses network and relevance ranking to match your post with professionals who are most likely to find it useful. For example, a post about sales automation would be directed toward users whose interests, behavior, and expertise align with that topic. This ensures your content reaches the right audience.
With the introduction of LinkedIn’s 2025 algorithm updates, the platform has placed greater emphasis on professional value and expertise, moving away from prioritizing generic, viral content [1][4]. Additionally, native content – like videos uploaded directly to LinkedIn, images embedded in posts, and text shared on the platform – tends to rank higher. This preference for native content boosts engagement and helps posts gain more visibility [2][5]. Up next, we’ll explore how these ranking stages affect the performance of videos, images, and text.
LinkedIn Video: Performance and Best Practices
LinkedIn has been doubling down on video content since March 2024, and the results speak volumes. From October 30, 2024, to January 29, 2025, video viewership on the platform surged by 36% year-over-year [6]. Video creation is outpacing other content formats, with weekly video uploads from LinkedIn’s publisher program members growing by a whopping 67% [6]. The platform’s experiment with a vertical video feed is yet another sign of its video-first strategy. So, why does video perform so well on LinkedIn?
Why Video Gets More Engagement
Videos thrive on LinkedIn because they hold users’ attention longer. The platform’s algorithm now factors in passive dwell time – how long someone watches your content without actively engaging. Videos excel at this, keeping viewers glued to the screen [7]. For example, Terry Rice shared that his video post racked up 181,000 impressions, compared to just 786 impressions for a similar text-based image post [6]. Even though the text post had a higher engagement rate (12.7% vs. 0.1%), the video’s reach was far greater.
"In 2024, when they made significant investments in video on the platform, the algorithm updated as well, and they really are prioritizing video content over editorial." – Jack Gallo, United Talent Agency marketing executive [6]
Another reason videos shine? Over 70% of LinkedIn users access the platform on mobile, where vertical videos naturally grab attention [7]. This shift toward video aligns with LinkedIn’s broader goal of fostering content that keeps users engaged. Creator Natalie "Corporate Natalie" Marshall also highlighted a unique perk of LinkedIn videos:
"We find that viewership doesn’t fall off as fast as it does on Instagram and TikTok. On TikTok and Instagram, people are dropping off after 5 or 6 seconds, sometimes even less." [6]
LinkedIn users stick around longer, giving your content more time to make an impact.
How to Create Better LinkedIn Videos
If you’re looking to make your LinkedIn videos stand out, here are some key tips:
- Keep it short and sweet. Videos between 30–90 seconds perform best, with completion rates exceeding 60% [10]. Shorter videos (under 30 seconds) see a 200% boost in completion rates [9]. Aim for 30–60 seconds for quick tips, and extend to 60–120 seconds for educational content [10].
- Always include captions. Since 85% of LinkedIn videos are initially watched without sound [10], captions are a must. They can increase view time by up to 40% [10]. Use LinkedIn’s auto-caption tool or embed captions directly into your video, ensuring they’re easy to read on mobile devices.
- Upload videos directly to LinkedIn. Skip the YouTube or Vimeo links. Native uploads autoplay in the feed, leading to better engagement [7][10].
- Grab attention immediately. The first 2–3 seconds are critical. Start with a bold statement, a surprising stat, or a question to spark curiosity [10]. Adding your brand logo within the first two seconds can increase click-through rates by 17% [8]. Keep your pacing sharp – cut out filler words and aim for 150–160 words per minute, with visual changes every 3–7 seconds [10].
LinkedIn Image: Performance and Best Practices
Image posts continue to drive strong engagement on LinkedIn. Posts featuring images generate a 650% higher engagement rate compared to plain text posts [11]. By incorporating original and relevant visuals, posts can achieve 115% more views [12] and typically see twice as many comments [14]. Since images are processed 60,000 times faster than text, they’re essential for grabbing attention quickly [11].
What Makes Images Perform Well
LinkedIn’s algorithm prioritizes posts that feel genuine and original. Photos taken by employees or showcasing real company moments often outperform generic stock images because they highlight authentic company culture [11]. For example, team photos work especially well for job postings or event recaps.
Visuals that convey data – like infographics, charts, and graphs – are also highly effective. These formats make complex information easier to understand. In 2024, Peter Rawlinson, CEO of Lucid Motors, demonstrated this with a post featuring a chart, which gained significant engagement [11]. Infographics tailored to your industry often outperform generic ones by offering relevant insights [12]. Plus, people retain 65% of visual content for up to three days, making images a powerful tool for keeping your message memorable [11].
To make the most of these benefits, follow these tips to optimize your visuals for LinkedIn.
How to Optimize Images for Better Reach
To maximize the performance of your image posts, focus on authenticity. Skip stock photos and opt for company visuals or employee-generated images, which tend to resonate more with your audience [12]. Carousels uploaded as PDFs are particularly effective for storytelling, with 5–20 slides being the ideal range. In 2024, Colby Kultgen created a carousel that gained traction after being re-shared by Ben Meer, proving how well-crafted carousels can deliver impactful information [11]. Enhance engagement by using square images (1,080 x 1,080 pixels) and adding arrows or page numbers to encourage viewers to swipe through [11][13].
Stick to LinkedIn’s recommended dimensions – 1,200 x 627 pixels for landscape, 1,080 x 1,080 pixels for square, and 1,080 x 1,350 pixels for portrait – to ensure your images display correctly [11][13][15]. When adding text to images, keep it centered to avoid cropping issues. Screenshots can also be a great way to boost visual appeal [11]. Lastly, always include your brand name or website on shareable visuals like infographics to ensure proper credit if they’re shared widely [11].
sbb-itb-8725941
LinkedIn Text: Performance and Best Practices
Text posts are a powerful tool on LinkedIn, especially when it comes to building trust and sparking meaningful conversations. The platform’s algorithm favors posts that showcase professional expertise and provide useful context, making well-written text posts a key strategy for consistent engagement. Unlike content designed for entertainment or virality, LinkedIn prioritizes value and relevance – areas where text posts can shine. When crafted thoughtfully, they can even outperform more visually striking content by encouraging longer reading time and deeper interactions [1][5].
Why Text Posts Work for Conversations
LinkedIn’s algorithm rewards content that fosters genuine discussions. Posts that inspire meaningful comments, thoughtful saves, and extended reading time are particularly valued. Text posts naturally invite these interactions by encouraging readers to share their own insights or experiences [1][2]. A well-structured text post keeps readers engaged, increasing its impact.
These posts are ideal for sharing professional insights, personal stories, and thought leadership. They help establish you as a trusted voice in your field, strengthening your connection with your audience. A single thoughtful comment can spark a chain reaction, drawing more people into the conversation and boosting your post’s visibility.
Tips for Writing Strong Text Posts
Start with a compelling opening that immediately grabs attention and highlights the value of your post. Use short paragraphs and plenty of white space to make your content easier to read [16][17][18].
Avoid including external links, as they can reduce your post’s reach. Instead, encourage engagement by asking readers to share their thoughts or experiences in the comments. Focus on one specific topic to provide deeper insights and resonate more strongly with your audience [2]. For added variety and reach, consider balancing your text posts with occasional images or videos [18].
These strategies for text posts lay the groundwork for understanding how they compare to other formats like video and image content in terms of performance and engagement.
Video vs. Image vs. Text: Performance Comparison
When it comes to engagement, multi-image posts lead the pack with a 6.60% engagement rate, followed by native documents at 6.10%, and videos at 5.60%. Single image posts trail behind at 4.85%, with text-only posts coming in at around 4% [17].
Recent data highlights some interesting trends: video usage surged by 69% in 2024, with a 23% increase in reach and a 20% boost in engagement [16]. On the flip side, text-only posts dropped from 27% to 16% of all content, with their reach declining by 18% [16]. Similarly, document posts faced an 18% decrease in reach and a 25% drop in engagement [16]. These shifts suggest that LinkedIn’s algorithm now prioritizes content that aligns with user preferences.
Each content format shines in its own way. Videos under 30 seconds enjoy a 40% higher completion rate [18], making them ideal for capturing attention quickly. Multi-image posts excel at visual storytelling, breaking down complex ideas effectively. Text posts, while experiencing reduced reach, remain a strong choice for sparking discussions and showcasing thought leadership.
However, understanding weaknesses is just as crucial. Video retention plummets after one minute [18]. Text-only posts struggle with engagement compared to visual formats [18]. Polls may achieve 40% more reach, but they generate 60% fewer comments and reshares [18]. Balancing these strengths and weaknesses can help you choose the right format to meet your goals.
Content Performance Comparison Table
| Content Type | Engagement Rate | Key Strengths | Main Weaknesses | Best Use Cases |
|---|---|---|---|---|
| Multi-Image Posts | 6.60% [17] | High engagement; great for visual storytelling; holds attention for 15-20 seconds [18] | Requires more design effort; needs strong captions | Explaining concepts, step-by-step guides, comparisons |
| Native Documents | 6.10% [17] | 2.5x more likely to be reshared; higher completion rates; effective for decision-makers [18] | Reach down 18%; engagement down 25% [16] | Checklists, frameworks, tactical resources |
| Video | 5.60% [17] | Quick attention grabber; usage and engagement on the rise [16] | Retention drops sharply after 1 minute [18] | Behind-the-scenes, quick tips, product demos |
| Single Image | 4.85% [17] | Simple to create; pairs well with strong captions | Lower engagement than multi-image formats | Announcements, quotes, single-concept visuals |
| Text-Only | ~4% [17] | Sparks conversations; builds trust and expertise | Reach and engagement lower than visual formats [16] [18] | Thought leadership, personal insights, storytelling |
| Polls | Platform average | 40% more reach [18]; doubled engagement compared to 2023 [17] | 60% fewer comments and reshares [18]; reach declining [16] | Audience research, industry debates, engaging questions |
How to Optimize Your LinkedIn Content Strategy with Closely
Now that we’ve analyzed what works, it’s time to put those insights into action. Closely’s AI-powered platform can help you craft a LinkedIn content strategy that strikes the perfect balance between automation and authenticity. It uses profile data and activity signals to create personalized, genuine messages for LinkedIn DMs, InMail, and email – all while staying in sync with LinkedIn’s latest algorithm updates [19]. Plus, it integrates smoothly with your existing content efforts.
Mixing Content Types for Stronger Engagement
A successful LinkedIn strategy doesn’t hinge on just one type of content. Closely allows you to design multi-step campaigns with customized messages for every stage – connection requests, follow-ups, and acceptance notes – ensuring your outreach stays relevant [20]. The AI mimics natural communication, making it easier to scale meaningful interactions [43,44].
By personalizing messages with AI, Closely helps boost response rates by 35% [19]. You can tweak messages using dynamic variables, conduct A/B testing, and review drafts before they’re sent. This process ensures you’re making data-backed decisions rather than relying on guesswork. Combining these efforts creates a cohesive strategy that maximizes the impact of all your content types.
Monitoring Results to Refine Your Approach
Closely’s analytics dashboard provides a clear view of which content and messages are performing best, giving you the flexibility to make real-time adjustments across LinkedIn and email. No more waiting weeks to see results. On top of that, the platform saves each team member 10 hours a week on manual prospecting tasks and helps generate 45% more pipeline opportunities [19].
Conclusion
LinkedIn’s algorithm prioritizes value, engagement, and relevance, no matter the format [2][5]. Whether you’re sharing a video, an image, or a text post, the real game-changer is creating content that sparks meaningful conversations and showcases the expertise your audience is looking for.
Interestingly, the data reveals that relevance now outweighs recency. This shift means that high-quality posts can remain active in users’ feeds for weeks, not just days [2][1][5]. This gives you the freedom to experiment with different post formats to figure out what truly resonates with your audience. For instance, using a variety of formats has been linked to stronger engagement and follower growth. In fact, pages that consistently used at least three different formats saw 37% higher follower growth and 28% more visibility [18].
To make the most of these insights, compare broader trends with your own data to see what works best for your network [16][18]. Pay attention to metrics like dwell time, comment quality, shares, and click-through rates – not just the number of likes [5][2][18].
Tools like Closely can take the guesswork out of the process by providing analytics that enable real-time adjustments [16]. With LinkedIn’s content dynamics constantly evolving, having performance-monitoring tools that help you refine your strategy is essential for staying ahead [18].
FAQs
What type of content does LinkedIn’s algorithm favor in 2025?
In 2025, LinkedIn’s algorithm emphasizes native content – posts created directly on the platform – that drives meaningful conversations and keeps users engaged. This includes formats like videos, carousels, and text posts designed to spark discussions and capture attention.
Instead of focusing on how recent a post is or simple metrics like likes, the algorithm prioritizes quality engagement and relevance. To stand out, craft content that connects with your audience, invites thoughtful interaction, and aligns with their interests.
How can I create LinkedIn videos that drive engagement?
Creating LinkedIn videos that catch attention starts with a strong hook – you’ve got just 1–2 seconds to pull people in. Aim to keep your videos short and to the point, ideally under 2 minutes, while focusing on delivering content that matters to your audience. Let your personality shine through to build a connection, and don’t forget to include captions or subtitles – they’re a must for accessibility and for viewers scrolling on mute.
Stick to vertical video formats for a mobile-friendly experience, and ensure your visuals are sharp and polished. Finally, wrap things up with a clear call-to-action so your viewers know exactly what step to take next.
Why do posts with multiple images perform better than single-image posts on LinkedIn?
Posts featuring multiple images often see higher engagement on LinkedIn. Why? They naturally encourage users to swipe through the visuals, keeping them on the post longer and increasing interaction.
This approach also provides creators with the opportunity to share richer stories or present more in-depth content. The result? Posts that grab attention, hold interest, and drive more visibility and interaction.