Why Have Your LinkedIn Impressions Declined? Understanding Algorithm Changes and Maximizing Visibility in 2025

I'm a little embarrassed to admit this, but my LinkedIn impressions have taken a nosedive.

This isn't something that the average visitor to my profile would notice. I'm still getting the same number of likes and engagement that I have in the past. But when I look at my profile, where a post might have said "2,000 impressions" in the past...it's now saying something like 150.

What gives?

I create custom content that I hope people find helpful. I'm not just publishing digital noise. I engage with other people. I'm implementing the trend of long-form content.

Why did this happen?

It made me feel a little better the other day when I mentioned this to another colleague who has many more followers than I do. I regularly see her get a ton of likes on her posts. But she said the same thing has happened to her - her views have gone way down.

That made me feel a little better. But still - WHY???

John Espirian offers this explanation:

Most observers would say yes, post impressions are down in 2023 compared with stats from 2020 to 2022.

This stands to reason. Think about it:

• More people are joining LinkedIn all the time. About 25 million members join each quarter.

• The people who join LinkedIn now are often coming over from platforms where they may already have been creating content. So, the likelihood that a new member will create content on LinkedIn is higher than ever before.

This combination of more users and a greater chance of new users being content creators means that it’s no surprise if there’s a smaller slice of the pie for everyone already creating content on LinkedIn.

Changes to the LinkedIn Algorithm

LinkedIn, like most social media platforms, regularly updates its algorithm to enhance user experience and keep the platform relevant. Recent changes may include:

Prioritization of High-Quality Engagement: LinkedIn now values meaningful interactions over simple reactions. Posts that spark thoughtful comments and discussions are more likely to be shown to a wider audience.

Content Saturation: As LinkedIn’s user base grows, so does the volume of content being posted. With more competition, it’s harder for individual profiles and posts to stand out.

Penalties for Spammy or Overly Promotional Content: LinkedIn is cracking down on posts that feel inauthentic or overly self-promotional. Posts with excessive hashtags, engagement bait (e.g., “Like this if you agree!”), or irrelevant links may be penalized.

Focus on Personal Connections: LinkedIn is increasingly prioritizing content from users’ direct networks over content from extended or third-degree connections.

So, what should we do?

Tips for Maximizing LinkedIn Visibility in 2025

First, it's worth asking...does it matter? John Espirian brought up a good point:

Impression counts are a measure of how many times a piece of content has been loaded and could have been viewed.

But that’s far from the whole story. Consider this:

• Did anyone consume the content?

• Did anyone engage with the content?

• Did anyone remember the content?

• Did anyone take action on the content?

The impression count doesn’t answer these questions, making the raw number less meaningful than you might think.

But this is hurting my fragile ego. So, here are a few tips to get those numbers up:

Audit Your Profile: Ensure your LinkedIn profile is fully optimized with a professional photo, a compelling headline, and an updated “About” section that highlights your expertise.

Focus on Authenticity: Share content that reflects your unique perspective and experiences. Authenticity resonates with audiences and fosters engagement.

Prioritize Thought Leadership: Publish original articles or posts that offer valuable insights, industry trends, or actionable advice. Position yourself as an expert in your field.

Engage Meaningfully: Don’t just post—engage with others. Comment thoughtfully on posts, participate in group discussions, and share content from your network.

Leverage Video Content: Videos are highly engaging and favored by LinkedIn’s algorithm. Consider sharing short, informative videos to boost visibility.

Experiment with Post Timing: Post when your audience is most active. Experiment with different times and analyze the results to identify optimal posting windows.

Use Hashtags Strategically: Incorporate 3-5 relevant hashtags per post to increase discoverability, but avoid overloading your content with hashtags.

Network Consistently: Connect with professionals in your industry, attend virtual events, and follow relevant hashtags to expand your reach.

Monitor Analytics: Use LinkedIn’s analytics tools to track your performance and refine your strategy based on what’s working.

Stay Updated on Trends: LinkedIn’s priorities evolve over time. Keep an eye on platform updates and adjust your strategy accordingly.