What worked and what didn't on LinkedIn in 2025
Fewer people saw my content, but those who did loved it.
As we enter 2026 proper, here's what worked, what bombed, and what I plan to write in the year ahead.
Did you know: My post impressions dropped 5.8% in 2025 compared to 2024, when I had 15,000 fewer followers? Here's why, and what I will do next.
A quick introduction
First, a quick introduction. Trained in computers, I worked in IT before chance opened up a pathway as a tech storyteller. For the last 15 years, I've written for publications, marketing agencies, and large tech firms.
It's an interesting mix because I wrote editorially, crafted marketing materials, and penned thought leadership pieces, often in parallel for different parties.
Over the last three years, I've also experimented with establishing and maintaining multiple channels for engaging content.
What worked well
Flipping through my 300+ posts this year on AuthoredUp's calendar view, the following types of content did really well: site visits or events, posts about recent developments, and those with snackable learning points.
In fact, follower growth increased by 70% in 2025 compared to 2024, suggesting that while fewer people saw my content, those who did loved it.
The additional channels I set up on top of my newsletter also did well. My WhatsApp Channel now has over 1,200 subscribers while my Substack has over 450.
Finally, all that daily writing is paying off. I've noticed I'm getting significantly faster even on content types I'm less versed in, no AI involved.
What didn't work
I've noticed that deeper, analytical pieces tend to struggle on LinkedIn, while posts that hype things up tend to take off, regardless of substance.
And of course, there's been a flood of crowd-pleasing, recycled AI-written posts, often assisted by AI-commenting bots, that bump everything else off the feeds.
The drop in impressions? Likely a mix of my refusal to write crowd-pleasing content and increased gaming of the platform.
The road ahead
What next? I plan to continue writing content with genuine insights and grounded viewpoints, because I can't bring myself to do shallow and buzzy content, even if it feeds the algorithm.
Realistically, this means I need to move deeper content elsewhere. I'll still post daily here but will house my work on the appropriate platforms.
- Posts on my LinkedIn account will focus on the latest tech developments and events.
- ClearlyTech.co on Substack will be the home for my analyses and explainers.
- My WhatsApp Channel will offer links to my latest posts and informal updates.
- Finally, my email newsletter will feature a commentary of what happened that week.
Yet to sign up for some of them? Do add them so you don't miss out on anything.
Thank you for reading so far. Looking forward to an exciting journey with you in 2026.
