Mastering the LinkedIn Algorithm: A Guide for Law Firms

With over one billion users and countless posts flooding the platform daily, it’s never been harder to cut through the noise on LinkedIn. But here’s the good news: unlike other social media platforms, success isn’t about going viral. Instead, the LinkedIn algorithm prioritizes relevance, expertise, and professional engagement.

In my view, this difference presents your law firm with a golden opportunity to build authority, attract clients, and showcase its thought leadership, provided you implement the right strategy.

So how can you master the LinkedIn algorithm and make it work for your firm? Let’s take a closer look.

Understanding LinkedIn’s Three-Stage Algorithm Process

LinkedIn’s algorithm relies on a three-step process to determine what a user will see in their feed:

1. Quality Assessment – Posts are classified as spam, low-quality, or high-quality content.
2. Initial Engagement Testing – Your post is shown to a select portion of your network to measure response.
3. Expansion and Relevance Ranking – High-performing posts are distributed to extended networks and relevant professionals.

Step 1: Avoiding the Spam Filter

LinkedIn’s first priority is filtering out low-quality content. To ensure your firm’s content make it past the spam filter, I suggest:

• Keeping hashtags between two to three per post
• Tagging only individuals directly relevant to your content
• Maintaining at least 12 hours between posts to avoid appearing overly promotional

Phase 2: The Critical First Hour

After passing quality checks, LinkedIn presents your post to a small segment of your followers. This initial hour—often referred to as “the golden hour”—determines your post’s future reach, with the algorithm prioritizing the following engagement types:

• Substantive comments from industry professionals
• Shares that spark additional conversations
• Extended reading time on your content

Posts that generate strong early engagement are promoted to broader audiences, including second- and third-degree connections.

Phase 3: Relevance Is Key to Expanded Reach

When LinkedIn confirms your content’s value, distribution expands based on:

• Network Connections – Regular engagers see more of your content automatically.
• Content Relevance – Original insights, industry analysis, and expert commentary receive priority.
• Profile Authority – Consistent posting on specific topics establishes you as a subject matter expert, increasing content visibility.

What’s Changed in LinkedIn’s 2025 Algorithm

LinkedIn’s algorithm is always evolving, and the updates made this year favor experts and meaningful engagement. Here’s what’s different:

• Thought Leadership Recognition – Consistently posting insightful content on specific legal topics are more likely to earn LinkedIn’s recognition, boosting your reach.
• Penalties for Engagement Bait – Posts that solicit engagement (“Comment YES if you agree”) are now penalized as clickbait, while genuine discussions are rewarded.
• Importance of the Golden Hour – Strong engagement in the first minutes will trigger faster distribution to broader audiences.
• Preference for Native – Text posts, carousels, and videos are favored over external links. If you need to share a link, place it in comments rather than the main post.

Content that Thrives on LinkedIn

Thought Leadership and Conversation Starters

Share legal expertise through thought-provoking questions, industry insights, and commentary on current events. Actively respond to comments to keep the discussion going.

Video and Visual Content

Video content generates five times more engagement than text alone, with live videos performing exceptionally well. In my experience, posts with images also receive significantly more comments than text-only content.

Value-Driven, Save-Worthy Resources

Content offering immediate value—legal checklists, compliance guides, industry trend analyses—performs consistently well on LinkedIn. Carousel posts are particularly effective for delivering actionable insights.

Optimizing Content for the LinkedIn Algorithm

• Start with a Strong Hook – Your first three lines determine whether users continue reading. Lead with bold statements or intriguing questions.
• Strategic Hashtag Selection – Choose three to five industry-specific hashtags to help LinkedIn properly categorize your content.
• Post at the Right Time – For law firms, Tuesday mornings before 10 AM and Thursday evenings after 6 PM typically generate the highest engagement.
• Encourage Engagement – Conclude posts with specific questions that encourage thoughtful responses.
• Leverage Employee Engagement – Encourage team members to share and comment on firm content to expand reach organically.
• Prioritize Consistency – Posting once or twice a week is better than posting daily without engagement.

Takeaways

LinkedIn’s 2025 algorithm rewards expertise, meaningful engagement, and valuable-driven content. Success won’t come from virality, but from building credibility and fostering genuine connections within your professional network. Law firms that consistently share original insights, drive conversations, and actively engage with their network can master the LinkedIn algorithm,   boosting their visibility and establishing their attorneys as legal industry thought leaders.Ready to transform your firm’s LinkedIn strategy? Contact our team today to learn how our social media experts can help take your LinkedIn presence to the next level.