In 2025, LinkedIn’s algorithm is playing favourites, and B2B brands are seeing clear winners when it comes to post formats. The rules have shifted from simple recency to a more nuanced focus on relevance, expertise, and genuine engagement. Why Carousels Are Leading the Pack Carousel posts, uploaded as native PDFs, have become LinkedIn’s top-performing format for B2B. They invite swipes, which boosts dwell time, a signal the algorithm loves. More time on your post means more c