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You’re posting. You’re showing up.
But your reach? It’s not what it used to be.
Hint: You’re not alone.
We analyzed 3,000,000 LinkedIn posts from 30,000+ personal profiles to understand what is going on.
So, what’s actually happening to reach?
📉 It’s down for 95% of LinkedIn members.
And for many, it’s not a small drop - it’s a cliff.
After a quiet few months, the median reach started falling, and it hasn’t stopped. 📉
In June 2024, the typical post reached 1211 people.
By the end of May 2025, that number dropped to 636
That’s a more than 47% decline in a single year.
Look at the chart below:
- The blue line shows median reach from June 2023 to May 2024 (steady performance)
- The red line shows June 2024 to May 2025 (a sharp decline)
This is not a seasonal dip. It’s a structural change in how organic posts perform on LinkedIn.
Some content types crashed harder than others
What about different content types?
Every format is down. But not to the same extent.
- Video saw the most severe decline, over 72%. Dropping from 1,764 to 477.
- Documents dropped by 43%.
- Images fell by 45%.
- Text declined the least, down by 34%
This chart illustrates the median reach of different content formats in June 2024 compared to May 2025.
What this means for you?
If your impressions are down, it’s not because your content got worse.
It’s because the feed got more competitive, and LinkedIn got better at deciding who actually sees what.
The same post that reached 1,000 people last year is now reaching around 500-600, if you're lucky.
If you were averaging 5,000 impressions, expect 2,500 to 3,000 this year.
NOTE: This isn’t a failure.
It is exactly in line with what LinkedIn wants to optimize for: RELEVANCE.
The algorithm rewards posts that spark early interaction, including saves, comments, and reposts. Format doesn’t matter if the content doesn’t deliver.
What still works?
Some creators have figured out how to stay ahead of the algorithm. Here are 3 great strategies that still drive results:
1) Reverse-engineered success (step-by-step)
This is a typical kind of post that performs well in 2025. It shows a personal growth system with real numbers.
Why it worked:
- The process is unique. Not a repackaged “growth hack.”
- Ties each action to results ($149k closed, 2,430 leads)
- People trust Matt and want to replicate his strategy.
Main reach driver: Saves
Because people wanted to come back and follow the same method
How to implement it:
Think about something you tested that led to results.
Don’t focus only on self-promotion. Share your framework, process, and techniques.
2) In-depth industry insight
Most people want to stay informed, but they don’t have time to read long reports or follow every headline.
Here’s a post that does the heavy lifting for them.
Why it worked:
- Pulls from multiple sources
- Makes complex info readable without dumbing it down
- Doesn’t just summarize, it interprets and provides perspective.
Main reach driver: Reactions
Because people trust content that tracks real-world signals
How to implement it:
Pick a news or trend in your industry. Read a few sources. Then explain what matters and why.
3) A contrarian take
This type of post challenges a widely accepted belief and questions it with logic, data, or direct experience.
Why it worked:
- Doesn’t hedge - it picks a side
- Backed by logic, not just opinion
- It answers a real question people already have
Main reach driver: Comments
Because people either agreed, disagreed, or added nuance
How to implement it:
Point out something people in your space assume is true, but you’ve seen differently. Share the reasoning behind your take, not just the conclusion.
The bottom line
What do these posts have in common?
- They’re skimmable
- The hook is clear
- There’s a payoff for reading
- And they invite some kind of reaction - save, comment, or share
You can’t out-format the problem. You can’t brute-force reach. The only way forward?
Sharpen your content.
~∞~
So, what did you think about our first issue? What would you like to see more of?
And don’t forget to share your honest opinion, we can take it. 😅
See you again in two weeks! 👋