Why your LinkedIn engagement has dropped and what to do about it

If you post regularly on LinkedIn, you’ve probably noticed a dip in your impressions and engagement over the past few months.

You’re not imagining it, and you’re definitely not alone.

Impressions are down for most users. Reaching the same audience you once did has become noticeably harder. That’s due to a combination of algorithm changes and broader shifts in how LinkedIn is being used. Together, these forces have reshaped the platform, and we need to adapt accordingly.

For those using LinkedIn to grow professionally, secure new opportunities, or build a brand, this can feel like a major setback. So in this edition, I’ll explain what’s really happening, what LinkedIn wants, and how to position yourself ahead of the curve.

What’s going on?

LinkedIn has been repositioning itself as the trusted platform for authentic knowledge-sharing and meaningful professional connections.

That’s what drove its last algorithm overhaul, penalising clickbait and irrelevant posts, and prioritising content that reflects real expertise.

The intention was clear, promote thoughtful, high value insights from credible voices, and reduce the viral fluff clogging people’s feeds.

But it didn’t go quite as planned.

The vacuum left by low quality content was quickly filled by more creators, many without a clear message or authority. The platform became saturated and, in turn, more average.

To course correct, LinkedIn has now throttled reach again. This time, the gap between standout contributors and everyone else has widened even further.

And yes, there's a financial incentive too: LinkedIn is pushing harder for ad spend and post boosts, further limiting organic visibility.

What does LinkedIn want now?

In short - deep expertise, delivered authentically.

The platform wants content that is valuable, engaging, and credible, produced by people who clearly know what they’re talking about.

Right now, this is mostly the top 1% of content creators. They’re the ones gaining traction, because the algorithm is actively rewarding them.

For everyone else, especially those just starting out, this new landscape demands greater intentionality and strategic clarity.

What I’ve observed in my work with physicians and surgeons

I help physicians and surgeons build personal brands and grow their ventures, and I’ve seen this shift play out firsthand.

There is huge opportunity for healthcare professionals to become trusted authorities on LinkedIn and beyond. But even within this niche, there’s a clear divide between average content producers and those who are consistently getting results.

Those with bespoke strategies behind them aren’t struggling. Those who are posting without a plan, or just hoping for the best, are being hit hardest.

To avoid getting swept up in the algorithmic drag, you need to understand the rules of the game, and play to win.

Key rules for succeeding under the new algorithm

1. Speak from your lane of expertise - Make sure your content aligns with your professional background as presented on your profile.
2. Know your audience - Tailor your message to solve their problems. You need to be crystal clear on who you're speaking to.
3. Keep posts between 1,300 - 2,500 characters - This is the current sweet spot.
4. No hashtags - They no longer provide a boost and may even hurt your reach.
5. Avoid tagging unless necessary - Only tag people who will respond quickly. Delayed reactions can flag your post as spam.
6. No external links in the post - LinkedIn doesn’t want users leaving the platform. Put links in the comments instead.
7. Structure your posts for readability - Break your content into 10 - 20 word chunks. Use spacing for emphasis. Yes, grammar lovers, it’s not elegant but it works!
8. Simplify your language - Avoid jargon, acronyms, or complex phrasing. Clarity beats cleverness.
9. Use emojis for bullet points - They draw the eye and improve visual flow.
10. Engage within the first hour - Reply to comments. The algorithm rewards active discussion.
11. Nail your hook - Your opening lines should be bold, contrarian, or curiosity driven.
12. Use real images or practical visuals - Stock photos and AI art underperform. Real wins.
13. Ask a specific question at the end - Prompt longer, thoughtful comments, not just a “thanks”.
14. Best days to post: Thursday to Sunday - Sunday is now outperforming Tuesday. For physicians, Saturday sees strong engagement.
15. Best times: 11am or 10pm to midnight - But tailor this to your audience. Surgeons and clinicians have very different schedules from office-based professionals.
16. Consistency > frequency - It’s better to post twice a week every week than daily in fits and starts.
17. Avoid AI written posts - People can tell. AI editing is fine, but your voice matters.
18. Comment on competitors’ posts - This boosts your visibility with their audience, who are often your audience too.

Even if you follow every tip above, success requires a tailored strategy.

You need clarity on your goals, your audience, and the message you want to put into the world. And you need to make sure your content not only resonates, but protects your brand and your time.

When I work with physicians and surgeons, no two strategies are alike. Generic advice only gets you so far. If you don’t know where you’re going, it’s impossible to know how to get there.

When your career depends on your reputation, you can’t afford to leave your brand to chance.

If you’ve been thinking about building up your brand to boost your opportunities, grow your income and sustain your value into the future, now is the time to start.

I have three spaces coming up on my physician branding program as some clients complete their journey.

DM me if you are serious about your future and where you want to go.

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