How your business can achieve organic growth on LinkedIn in 2025

1. LinkedIn in numbers: Why should you be active on LinkedIn in 2025?

Statistics from ALGORITHM INSIGHTS 2024 5th Edition v1.0 highlight the latest LinkedIn trends:

Platform growth:

LinkedIn now has over 1.01 billion members, including 3 million users in Denmark.
The visibility of organic company content has dropped from 7% to 2%, while ads now occupy 11% of the feed.
Content from “Top Creators” comprises 31% of the feed — a significant increase.

Changing engagement patterns:

The “Silent Community” (users who passively consume content) has shrunk from 61% to 57%, indicating increased activity.
Live videos generate 12x more engagement than regular posts, making them an effective tool for real-time interaction.

2. Crafting effective posts: How to build organic reach

What Makes Good Content?

Good LinkedIn content combines relevance and creativity to deliver value to your audience. Here are some actionable tips:

Start with a strong hook: Capture attention with a teaser, a question, or a bold statement in the first three lines.
Keep text engaging:
- Optimal Length: 900–1,200 characters. Posts exceeding this limit risk reduced reach due to algorithm penalties.
- Use short sentences (max. 12 words) for better readability.
Incorporate visuals:
- Images featuring people—especially yourself—can boost reach by up to 60%.
- Vertical images work best, as 65% of users interact via mobile.
Leverage video content:
- Optimal Length: 1–2 minutes. Shorter videos drive better engagement.
- Consider LinkedIn Live for higher engagement and real-time interaction.
Document posts and polls:
- Document posts (carousels) achieve 1.6x more reach and are ideal for complex messages.
- Polls with three response options generate 1.99x more reach and foster dialogue.
Encourage dialogue:
- Ask questions or use CTAs like “What do you think?” or “Share your thoughts in the comments.”

Boost reach: Comments over shares

When engaging with LinkedIn content, small tweaks can significantly impact visibility. Instead of sharing posts, create your own with a unique perspective and tag your company or colleagues. Alternatively, comment directly on posts—comments are the most effective way to enhance reach, as they automatically extend the post’s visibility to your network.

Also, avoid placing links in posts; include them in the comments to prevent the algorithm from limiting your content’s reach.

3. Engagement and the algorithm: Keys to success

How does LinkedIn’s Algorithm work?

LinkedIn prioritizes posts that quickly generate engagement. Initially, your content is shown to a small test audience (about 6–8% of your connections) within the first two hours. Engagement levels determine its broader reach.

Tips to boost engagement:

Respond to comments quickly, ideally within the first 60 minutes.
Use a strong hook at the beginning of your post to prompt users to click “See more.”
Foster dialogue in the comments—active interaction is rewarded by the algorithm.

4. The silent community and other user segments

LinkedIn’s user base can be divided into four primary segments:

Silent Community (57%): Users who consume content but rarely engage.
Strategy: Use storytelling and visuals to keep them on your post longer.
Content Creators (7.1%): Users who actively create original content.
Strategy: Collaborate with relevant creators in your industry.
Content Ambassadors (23.1%): Users who like, share, and comment.
Strategy: Use polls and clear CTAs to encourage participation.
Top Creators (31% of the feed): The most successful creators dominating the feed.
Strategy: Learn from their consistency and leverage LinkedIn Live.

5. Posting frequency and timing

Frequency:

LinkedIn recommends posting 4–5 times a week for consistent visibility. However, adapt your schedule to fit your resources and goals. The key is consistent posting—weekly, biweekly, or at a manageable pace.

Timing:

The best times to post are Tuesday to Thursday between 8:00 AM and 11:00 AM.

6. What is Creator Mode, and why is it important?

LinkedIn Creator Mode is a feature designed to help content creators reach a wider audience. Activating Creator Mode:

Changes the “Connect” button to “Follow.”
Enhances the visibility of your posts on your profile.
Grants access to advanced tools like LinkedIn Live and newsletters.

Benefits of Creator Mode:

Increased visibility: The algorithm favors profiles with Creator Mode.
Higher reach: Profiles with Creator Mode enjoy up to 35% more reach.
Access to more tools, such as LinkedIn Live, which generates 12x higher engagement than standard posts.

7. Company page vs. Personal profile: Which is better?

A successful LinkedIn strategy requires a balanced effort between your company page and employees’ personal profiles.

Personal profiles:

Higher engagement: Personal posts typically reach more people and generate higher engagement.
Stronger connections: Content feels more authentic and personal.

Company pages:

Professional branding: Ideal for official updates, campaigns, and recruitment.
Employee support: An active company page can boost employees’ posts by sharing and engaging with their content.

How to balance:

Use your company page strategically for news and campaigns.
Encourage employees to share company posts with their perspectives, potentially tripling reach.
Prioritize storytelling and employee experiences for higher engagement.

8. The Test Panel and Social Selling Index (SSI)

How the test panel works:

When you post, LinkedIn shows it to 6–8% of your connections. Engagement within the first 60 minutes determines whether it’s shown to a wider audience.

SSI (Social Selling Index):

SSI is an indicator of your performance on LinkedIn. A high SSI score shows that you have strong interaction and a robust network. Use SSI to measure and improve your strategy.

Du kan tjekke dit Social Selling Index (SSI) på LinkedIn ved at følge disse trin:

1. Log in to your LinkedIn profile

Make sure you are logged into the LinkedIn account you want to check your SSI for.

2. Go to the SSI page

Use this direct link to LinkedIn’s Social Selling Index page: linkedin.com/sales/ssi

3. View your SSI score

When the page opens, you will see:

Your total SSI score (on a scale from 0 to 100).
A breakdown of your performance in four key areas:
- Establish your professional brand: How well you present yourself and your expertise.
- Find the right people: Your ability to reach and connect with relevant decision-makers.
- Engage with insights: How effectively you share relevant and valuable content.
- Build relationships: Your ability to develop and nurture strong connections.

4. Analyze and improve your score

Use your SSI score as a guide to identify areas for improvement. For example:

If “Establish Your Professional Brand” is low, optimize your profile and share more valuable content.
If “Build Relationships” is low, focus on expanding and strengthening your network.

Tips to improve your SSI

Optimize your LinkedIn profile with a professional headline and complete details.
Share relevant and engaging content regularly.
Interact with your network’s posts by liking, commenting, and sharing.
Add new connections within your industry and target audience.

Summary

To achieve organic success on LinkedIn in 2025, your business should:

Leverage Creator Mode and advanced tools like LinkedIn Live.
Craft engaging posts with strong hooks and clear CTAs.
Optimize posting frequency, timing, and content types to maximize algorithm impact.

By implementing these strategies, your business can strengthen its LinkedIn presence and drive sustainable growth.