LinkedIn just went through a massive overhaul. Honestly, if you're still posting the same way you did six months ago, you've probably noticed your reach has fallen off a cliff.
It's frustrating. You put in the work, you write a decent post, and then... crickets. Most people are blaming "the algorithm" like it’s some mysterious ghost in the machine, but the truth is actually pretty simple. LinkedIn shifted the goalposts in September 2025.
They aren't looking for "viral" anymore. They're looking for value that sticks. Basically, the platform is tired of being a second-rate TikTok and wants to be the world's biggest professional library. If you want to actually show up in feeds this month, you have to play by these new, slightly weird rules.
The "Saves" Revolution: Why Likes Are Now Second-Class Metrics
For years, we all chased likes. We wanted that little dopamine hit of the blue thumb. But the LinkedIn updates September 2025 have officially demoted the "Like" button.
LinkedIn now prioritizes Saves and Sends over almost everything else. Why? Because anyone can mindlessly scroll and tap a heart. It takes a different level of intent to save a post for later or send it to a colleague.
If you look at your analytics today, you'll see these two metrics front and center. I’ve talked to creators who are seeing posts with only 20 likes—but 50 saves—getting 10x the reach of a high-engagement "fluff" post. The algorithm sees a "Save" as a signal that your content is actually useful, not just entertaining.
How to bait the "Save" signal
Stop writing general advice. Start sharing frameworks.
- Checklists: People save things they need to do later.
- Step-by-step guides: If it's too long to memorize, they'll bookmark it.
- Specific prompts: Everyone is looking for better ways to use AI, so give them the exact text to copy.
The Death of Creator Mode (Sorta)
There’s been a lot of confusion about what happened to Creator Mode. It’s gone. But also... it's everywhere.
LinkedIn basically decided that everyone should have access to the "pro" tools. You don't have to toggle a special switch anymore to get access to Newsletters, LinkedIn Live, or the "Follow" button. They’ve essentially democratized the creator experience.
However, they did take away one thing people loved: Hashtags on profiles. You used to be able to list five topics you "talk about" right under your name. Those are gone. Now, the algorithm determines your expertise by actually reading your posts using Large Language Models (LLMs). If you say you’re an expert in "SaaS Sales" but you’ve been posting about your morning coffee for two weeks, LinkedIn is going to stop showing your profile to people in the tech industry.
It's a "show, don't tell" system now.
👉 See also: Verizon Wireless Stock: Why Everyone Is Watching $39 Right Now
Video is Not Optional Anymore
If you’ve opened the app lately, you probably noticed the dedicated video tab. It looks a lot like Instagram Reels or TikTok, and for a professional platform, it feels a little jarring at first.
But here’s the thing: vertical video is currently the biggest "reach hack" on the platform. Specifically, videos between 20 and 45 seconds are the sweet spot. Anything longer and people drop off. Anything shorter and the algorithm doesn't have enough data to understand the context.
The CapCut Integration
One of the most practical parts of the LinkedIn updates September 2025 is the direct integration with CapCut. You can now edit your videos in CapCut and export them directly to LinkedIn without losing quality or dealing with weird aspect ratio issues.
LinkedIn is also pushing Video Carousels. It’s exactly what it sounds like: a slider where you can mix images and short video clips. These are currently outperforming static image carousels by a significant margin.
The AI Hiring Assistant is Everywhere
If you're a recruiter or a hiring manager, the world just got a lot weirder (and maybe easier). The AI-Hiring Assistant hit its global rollout this month.
It’s not just a chatbot. It’s a tool that can essentially "screen" candidates by understanding the nuance of a job description. It looks at more than just keywords; it looks at career trajectory.
For job seekers, this means your "About" section is more important than it has ever been. The AI is reading that section to see if your "vibe" and experience match the company culture. It's less about stuffing your profile with keywords and more about writing a narrative that an AI can actually parse.
The "Golden Window" Just Got Longer
We used to think the first 60 minutes determined a post's life. If it didn't "pop" in an hour, it was dead.
That’s changed. The 2025 algorithm update prioritizes relevance over recency. I'm seeing posts from three or four days ago show up at the top of my feed because they are still getting "Saves" and high-quality comments.
"High-quality" is the keyword there. A comment that says "Great post!" does almost nothing. A comment that is 15+ words and triggers a reply from the author? That’s gold. LinkedIn is actually punishing "bot-like" comments now. If they detect you're using an automation tool to leave generic comments on 100 posts a day, they will shadowban your engagement.
Practical Steps to Win in Late 2025
You don't need a 10-page strategy. You just need to tweak a few habits.
💡 You might also like: Equity in a company: What it actually is and why you should care
First, fix your profile. Since the "Talks About" hashtags are gone, make sure your first two sentences in your "About" section clearly state what problem you solve. This is what the AI is indexing.
Second, design for the bookmark. Before you hit post, ask yourself: "Would I save this to look at next Tuesday?" If the answer is no, add a checklist or a specific resource that makes it "saveable."
Third, embrace vertical video. Take your phone, record a 30-second tip while you’re walking to a meeting, and post it. Don't over-edit it. The "raw" professional look is actually trending higher than over-produced corporate videos right now.
Finally, stop ignoring your DMs. Direct messages are now a "visibility booster." If you have a conversation with someone in the DMs, the algorithm is significantly more likely to show them your next post. It’s LinkedIn’s way of rewarding actual networking instead of just broadcasting.
LinkedIn is becoming a place for specialists. The generalists who post "inspirational" quotes are seeing their numbers tank. But if you pick a niche, provide saveable value, and show your face on video, you're going to be just fine.
Start by looking at your last three posts. Which one had the most "Saves"? Double down on that format and ignore the "Likes" for a while. You'll see the difference in your leads soon enough.