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Two shifts are reshaping how B2B content performs on LinkedIn:
The rise of immersive video
Increased competition for visibility
These aren’t just algorithm tweaks. They’re changes in how content is surfaced, consumed, and remembered. And they’re impacting everything from format choices to posting cadence.
If you’re seeing lower reach or engagement, it’s not just you. But it’s also not random. There are patterns, and there are ways to adapt.
Here’s how to stay visible and relevant in LinkedIn’s current environment.
Prioritize mobile-native video
Video usage on LinkedIn is up 36% year-over-year. That growth is concentrated in the immersive mobile feed, where vertical, short-form clips are favored.
To show up in that feed, format matters.
What to do:
Use vertical (9:16) format
Keep videos between 15–60 seconds
Add captions (autoplay is silent)
Choose a strong thumbnail: faces, contrast, or bold framing help
Keep text away from borders (LinkedIn overlays can obscure it)
Even if you’re repurposing content from other platforms, reformatting for LinkedIn’s feed is worth the extra step.
Rethink what “visibility” means
Visibility isn’t just reach, it’s recognition. It’s being remembered, referenced, and re-engaged with. And that’s harder to earn when 2.16 billion posts are published daily.
LinkedIn’s algorithm favors early engagement, native formats, and content that feels relevant to the user’s professional context.
What to do:
Post natively (avoid external links when possible)
Use strong openers, first lines matter
Encourage interaction: ask for takes, reactions, or saves
Share insights, not just updates: educational content performs well
Post during business hours (especially mornings or lunch)
You don’t need to post daily. But you do need to post intentionally.
Use visuals to stop the scroll
Whether it’s video or static, visuals are your first impression. And LinkedIn’s feed is fast-moving.
What to do:
Use expressive thumbnails or cover images
Avoid generic stock visuals: faces and real environments perform better
Add on-screen text or progress bars to guide attention
Keep visuals clean and readable on mobile
If you’re not sure what works, test different styles and check your post analytics. Dwell time and saves are strong indicators.
Dwell time is the stat to track. It measures how long viewers pause on your video before scrolling or clicking away.
Longer dwell time signals stronger engagement, even if viewers don’t like or comment.
You can find this in LinkedIn Campaign Manager under engagement metrics, or estimate it by looking at average view duration and completion rate.
Build a repeatable content rhythm
Consistency helps the algorithm recognize your content, and helps your audience know what to expect.
What to do:
Choose 2–3 content formats you can sustain (video, carousel, text post)
Create a loose weekly rhythm (e.g., insights on Tuesday, video on Thursday)
Batch-create when possible, especially for video
Use templates or frameworks to speed up creation
You don’t need a rigid calendar. You need a repeatable system.
Tools to take it further
If you’re adapting your LinkedIn strategy this season, these resources can help:
Linkedin video optimization – tips for improving reach and engagement
LinkedIn content booster – format guidance, presentation tips, and performance indicators
Available to download free until mid August, then they’ll be exclusively part of the Mastering LinkedIn resource pack.
They’re designed to be practical, printable, and easy to share with your team. Grab them while they’re open access.
