LinkedIn has stopped pretending all content is equal. Posts that members report and that get confirmed as low effort AI writing are now getting roughly 40% fewer views. The platform has also started labelling AI generated images and video automatically, and added a colleague vouching feature so verified members can confirm someone really did work or study where their profile says.
The trust crackdown is real
This is not a minor tweak. LinkedIn is actively trying to clean up generic, obviously AI written posts, and it is using its own members to help flag them. If your content reads like it came out of a prompt with no edit, it is now working against you, not just failing to work.
What is actually winning
Native PDF carousels are the strongest format on LinkedIn right now, pulling around 7% engagement. Multi image posts follow at roughly 6.5%, and native video under 90 seconds sits around 6%. Text only posts trail at about 2% unless they are genuinely personal or deliberately contrarian.
Links are costing you reach
Posts with an external link in the body are seeing roughly 60% less reach than posts without one. If there is somewhere you want people to go, put the link in the first comment instead of the post itself.
Personal profiles are beating company pages
This is the one to sit with. Personal profiles are generating 237% more comments per post than company pages. If your founder or director is not posting personally, that is reach being left on the table.
What this means for your marketing
Turn what you already know into carousels, not more written posts. Get the people behind the brand posting personally, not just the brand account. Keep links out of the post body. And if you are using AI to help draft, make sure a real person edits it into something with actual opinion and voice before it goes anywhere near publish.
