How the LinkedIn Algorithm Works in 2025: A Guide for Law Firms

If your law firm uses LinkedIn for marketing, business development, or thought leadership, understanding how the LinkedIn algorithm works in 2025 is essential. Unlike other social media platforms, LinkedIn is not designed for virality—instead, it prioritizes relevance, expertise, and professional engagement.

With over one billion members, LinkedIn’s algorithm processes billions of posts daily to ensure users see content that helps them advance their careers. This means law firms need a strategic approach to ensure their content reaches the right audience. In this blog, I will cover everything you need to know to make LinkedIn’s algorithm work for you this year.

How the LinkedIn Algorithm Works in 2025

LinkedIn’s algorithm determines what users see in their feeds through a three-step process:

1. Quality Filtering – Posts are categorized as spam, low quality, or high quality.
2. Engagement Testing – LinkedIn shows your post to a small portion of your audience to gauge interest.
3. Network & Relevance Ranking – If your post gets strong engagement, LinkedIn expands its reach to second- and third-degree connections.

Step 1: LinkedIn Filters Out Spam

LinkedIn quickly categorizes posts based on their quality. To avoid getting flagged, your firm should:

• Limit hashtags to three to five per post.
• Avoid excessive tagging—only tag people directly relevant to the post.
• Space out posts at least 12 hours apart to prevent LinkedIn from limiting your reach.

Step 2: LinkedIn Tests Your Post’s Engagement

If your post passes the spam filter, LinkedIn shows it to a small group of your followers and tracks engagement. The first hour after posting—sometimes called “the golden hour”—is critical.

Engagement signals LinkedIn values the most include:

• Thoughtful comments from relevant professionals
• Shares that generate further discussion
• Dwell time, or how long users spend reading your post

Posts that perform well in this test phase will be pushed to broader audiences, including second- and third-degree connections.

Step 3: LinkedIn Expands Your Post’s Reach Based on Relevance

Once LinkedIn determines your post is valuable, it distributes it based on:

• Your network – People who engage with your content regularly will see more of it.
• Your content’s relevance – LinkedIn prioritizes original insights, industry trends, and expert opinions.
• Your profile’s authority – If you post about a specific topic consistently, LinkedIn identifies you as an expert and shares your content more widely.

Related: The Law Firm Guide to LinkedIn Advertising

New LinkedIn Algorithm Updates in 2025

LinkedIn is constantly evolving, and this year’s updates favor experts and meaningful engagement. Here’s what has changed:

• Greater visibility for thought leaders – If you consistently post insightful content on a specific topic, LinkedIn recognizes you as an authority and boosts your posts.
• Less engagement bait – LinkedIn now penalizes clickbait posts that ask for likes and comments (such as “Comment YES if you agree”) and rewards meaningful discussions.
• Emphasis on “the golden hour” – Posts that get strong engagement in the first 60 minutes now reach a broader audience faster.
• Preference for native content – LinkedIn prioritizes posts with text, carousels, and videos over those with external links. If you need to share a link, place it in the comments rather than in the main post.

What Types of Content Perform Best on LinkedIn?

Conversational and Thought Leadership Content

Law firms should focus on sharing expertise and starting discussions. Ask thought-provoking questions, share legal industry insights, and respond to comments to boost engagement.

Video and Visual Content

Video continues to dominate. LinkedIn videos receive five times more engagement than text posts, and live videos perform even better. Posts with images also tend to gain twice as many comments as purely text-based posts.

Value-Driven, Save-Worthy Content

Posts that offer immediate value—such as legal checklists, compliance tips, or industry trends—perform well. Carousels, LinkedIn’s version of slideshows, are particularly effective for delivering actionable insights.

How to Optimize Your Content for the LinkedIn Algorithm

• Start with a strong hook – The first three lines of your post matter most. Use bold statements or compelling questions to grab attention.
• Use three to five hashtags – Choose niche and industry-relevant hashtags to help LinkedIn categorize your post.
• Post when your audience is active – For law firms, the best times to post are typically Tuesday mornings before 10 AM or Thursday evenings after 6 PM.
• Encourage engagement in the comments – End your post with a call to action that invites discussion, such as “What do you think? Share your thoughts below.”
• Leverage employee advocacy – Get your team involved by resharing and commenting on firm-wide posts.
• Focus on consistency – Posting once or twice a week is better than posting daily without engagement.

Key Takeaways:

LinkedIn’s 2025 algorithm favors experts, meaningful engagement, and value-driven content. Unlike other social media platforms, it’s not about virality—it’s about credibility and connections.

By sharing original insights, fostering discussions, and engaging with your network, law firms can boost their visibility and establish themselves as thought leaders in their industry.Want help optimizing your law firm’s LinkedIn strategy? Contact us today to take your LinkedIn presence to the next level.