It’s Q3 of 2025, LinkedIn Impressions Still Not Impressing You?

Why Law Firms Are Seeing Less,

Not More, in Their 2025 LinkedIn

Social Media Metrics

For many law firms, LinkedIn once was a reliable engine for visibility. Post a carousel, share a blog, maybe publish a poll and impressions rolled in. Business development thrived and, let’s face it, we loved seeing the metrics soar. Remember how everyone starting to pitch to you that impressions were vanity metrics? (insert laugh) Well, I knew better…can’t have any impact (aka, potential new client or referral relationship going) unless you get an impression first. (I love being right…said humbly.)

So, you're not going crazy. In 2025, this whole reality shifted within LinkedIn. Law firm marketers are still posting with the same consistency yet seeing fewer eyes on their content. If your Q3 LinkedIn impressions feel flat (or worse, declining), you are not alone. I am there with you!

The good news: this isn't about you or your marketer doing something wrong. It's about LinkedIn changing what it values. But, like a bad relationship with poor communication going on, how would you even know? You can’t read minds, let alone, a social media platform algorithm intent.

So, let’s not blame your marketing department, let’s break it down so that it can make more sense, and, I’ll have some tips at the end for you to try out while still in Q3. We will find out the why behind impressions slipping, and how law firms can adapt to avoid further, costly sharing mistakes.

The Evolution of LinkedIn Strategy: 2023 → 2025

Between 2023 and 2024, LinkedIn heavily rewarded recency. Posting often meant staying visible. Carousels and polls were particularly effective because they drove interaction and shares.

So, what is recency? In the context of LinkedIn and most social media platforms, recency refers to how recently a post was published or activity occurred. When platforms use a recency-driven algorithm, they prioritize showing new or recent posts higher in users’ feeds, meaning that fresher content is more likely to be seen by others soon after it is posted.

But as LinkedIn’s platform matured, it began prioritizing quality engagement over sheer frequency. (Note for the cynics out there: These shifts respond to broader social media trends and user behavior rather than being tied to Microsoft’s 2016 acquisition.) And now, in 2025, several commonly used law firm social media strategies have become liabilities.

Here is a table that simplifies the “timeline” from 2023 to Q3 of 2025:

Period	What Worked	Why It Worked	Weakness Emerging
2023	Frequent posting (3–5x/week), leadership posts, links, carousels	Recency-driven, links had ok reach, professional blogging rewarded	Engagement signals weak, links early decline
2024 (early)	Carousels, polls, industry commentary, storytelling	Carousels were algorithm darlings, polls boosted interaction	Carousel oversaturation, outbound link penalties began
2024 (late)	Mixed media: carousels, videos, text leadership	Algorithm prioritized saves, comments, dwell time	Blogs/external links downgraded, carousel fatigue
2025 (now)	Native video, strong carousels (bold first slide), text insight, "save"/comment CTAs	Relevance & engagement depth now prioritized, links further suppressed	Carousels underperform if not highly engaging, outbound links buried, early engagement window critical

 Key Takeaway: For law firms, this means that relying on carousels, posts with links, or engineered “employee engagement” no longer drives reach.

Why LinkedIn Post Impressions Declined in 2025

LinkedIn’s algorithm is now more complex and restrictive, especially regarding who engages and how quickly. They are looking for people outside your workplace, friends, and immediate colleagues. How? They have the tech that can do it, so they can explain that one for you.

For now, here are the six factors you need to be aware of and what they mean:

Factor	Explanation
Algorithm shift	Posts show to a micro-audience first; if engagement is rapid (but organic), reach widens.
Deprioritization of carousels	Unless the first slide is exceptional, carousels get less reach.
Outbound links	Blog links direct users off-platform, slashing visibility.
Engagement threshold	Must get quality comments, saves/likes early—otherwise suppressed.
Rise of video/polls	Preferred formats as they keep users active on LinkedIn longer.
Internal/“pod” engagement penalty	Coordinated, clustered employee or “friends” comments/likes/shares are now penalized—algorithm restricts reach if it detects inauthentic, prearranged or mass same-firm engagement.

 Key Takeaway: Employee/colleague shares and bulk “support” can now hurt, not help. LinkedIn increasingly flags and limits the distribution of content that receives an obvious “team boost”—including likes and shares all from inside the same firm or group, all in the first 10–30 minutes.

How LinkedIn Now Detects and Suppresses Employee/Pod Engagement

What Triggers a Penalty	What Happens to Post Reach	Best Practice
Burst of same-company staff likes/comments	Post gets flagged, distributed less	Space out genuine, unique comments over hours
Multiple reshares from only firm employees	Limited to internal audience, then stalls	Focus on comments/discussion with external legal peers
Obvious pods or mass friend “support”	Suppression or “shadowbanning”	Encourage real, non-scripted engagement

Work-Around Strategy: Coach firm attorneys and staff to only comment/share when they have individual value to add, and to do so throughout the day, not all at once. Prioritize building engagement with clients, prospects, or legal-industry peers over internal likes/shares. 

Benefits of Continuing with a LinkedIn Strategy in 2025

While these changes can feel discouraging, they also provide opportunities. Law firms that adapt will find posts last longer and drive more meaningful interactions. When the digital boom began during the pandemic, social media platforms coached us legal marketers to get staff to share to boost metrics in order to boost the law firm’s business. “Free” advertising of your law firm across their network.

But, sadly, it is now like a hockey game – you are put in a penalty box for it, unless you know the work around. And, I can offer you a few suggestions that can help. One thing to keep in mind, digital and social media marketing never stays in one “frame,” it is always evolving.

Here are six benefits to ensure you focus on when building out your LinkedIn social media strategy:

Benefit	Key Insight
Longer content shelf life	Posts can resurface for weeks with ongoing engagement signals.
Quality > vanity metrics	Saves, comments, and shares now outweigh sheer impressions.
Professional branding	Still #1 B2B platform for authority and visibility.
Format diversity	Videos, carousels, text, polls—each can reach different audiences.
Richer analytics	Dashboards now show leads/conversions, not just vanity likes.
Targeted network expansion	Engaging with legal peers and clients builds meaningful reach.

Now, the Drawbacks of LinkedIn for Law Firms in 2025

With anything in life, one has to face the negatives, challenges, or, objections. And that means more focus on a channel than what was required before. LinkedIn requires more fine-tuning in your strategy approach. I would encourage you to consider this: knowing the problem helps you search for the solution.

As much as we don’t like to have one social media channel out of all that are being managed, keep in mind that these six drawbacks/limitations below will actually help you work smarter, not harder:

Limitation	Impact on Legal Marketers
External links penalized	Blog/SEO referrals decline.
Carousels less favored	Impressions down unless content is truly novel/high-value.
Higher content quality bar	More time investment for fewer but higher-value posts.
Early engagement dependent	Posts fade if no comments/saves in first 60–90 minutes.
Risk of sameness	Over-optimization breeds inauthentic, generic posts.
Internal engagement suppression	Employee/firm mass-support can now limit your post’s exposure.

3 Things Law Firms Should Do Now to Help Their LinkedIn Metrics (Q3–Q4 2025)

1. Avoid: Mass-coordinated staff “support,” group likes, and inauthentic reshares.

2. Encourage: Each attorney or employee to engage only when adding new, personalized insight that is timed apart from each other.

3. Prioritize: Engagement from non-employees: clients, external legal peers, and industry connections.

   
   

Here is a sample of how to set up your posts for the month:

Week	Post Type	Sample Content Idea	CTA for Engagement
1	Carousel	“The Silent Killer of Law Firm Growth? Intake”	“Save for intake review.”
2	Native Video (30–45s)	“How a Fractional CMO Saves Firms Time”	“Comment on your biggest marketing time-sink.”
3	Text-Only Insight	“Law firms don’t need more leads. They need better-qualified leads.”	“Agree or disagree?”
4	Poll	“What’s your firm’s biggest marketing roadblock?”	Encourage discussion beneath the poll.

Bonus! More 2025 LinkedIn Tips for Law Firms

Tip	Execution Guidance
Native-first content	Share full value within posts, not just links.
Compelling hooks	First lines/slides must spotlight a real legal pain point.
Attorney advocacy, not “brigades”	Single comments spaced hours apart, focused on insight—never simultaneous, generic responses.
Short-form, practical videos	30–45s on legal updates, industry trends, or FAQs.
Invite authentic conversation	“What’s your perspective?” beats “Like if you agree!”
External engagement is gold	Seed true discussion with other lawyers or clients, not team.
Rotate format and cadence	Video, poll, carousel, text: no more than one post every 2–3 business days.

Closing Thoughts

LinkedIn’s 2025 shift means reach is no longer won by internal “rallies” or coordinated staff activity. The law firms that foster real, external engagement through unique expertise, thoughtful conversations, and platform-native formats will earn deeper authority and future business.

If this landscape feels tough to navigate, there’s a path forward: strategy, creativity, and the courage to adapt. The real bottom line is this:  keep posting, be authentic, make the content relatable to your audience and continue carving out a niche for your law firm.

Law firms in general, very rarely see high engagements outside of award recognitions or a major legal win or community outreach activity. Even videos don’t get high engagements and viewers drop off sooner than you want.

Remember, everyone is trying to get engagement now, so keep in mind that social media is a slow-burn approach. The correct marketing term is Demand Generation Marketing.

Tossing in one last table for you lovely readers because this one is the #1 KEY TAKEAWAY to all things LinkedIn:

Demand Generation Component	How Social Media (LinkedIn) Supports It
Brand Awareness	LinkedIn helps law firms raise their profile and introduce services to targeted professional audiences.
Engagement and Education	Posts, videos, polls, and conversations nurture interest and educate prospects about legal pain points and solutions.
Lead Nurturing	Social media content drives prospects to take actions—visiting websites, downloading resources, or contacting the firm—progressing leads through the funnel.
Relationship Building	Sharing thought leadership and authentic engagement builds trust, credibility, and long-term professional relationships.

If your law firm could use some social media marketing strategy and management, Fisher Marketing Services offers it. With over seven years of experience within law firms and a Legal Marketing Association leadership role in their Social & Digital Media special interest group, I can bring value to your marketing efforts. Book a free introduction call with me and let’s discuss how contracted social media marketing services could boost your firm’s presence at an affordable price.

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Julie Fisher, CEO & Fractional CMO

Julie Fisher lives in Beaumont, CA, and is the founder of Fisher Marketing Services LLC, a leading fractional CMO and marketing agency. Julie's agency focuses on law firm marketing leadership and related counseling, with a strong focus on marketing strategy and planning. She serves solo, small to mid-sized boutique law firms nationwide. Julie has over 30 years of B2B and B2C account management, business development, and marketing experience that includes over 7 years of in-house law firm marketing leadership. You can reach her at juliefisher@fisher-marketing.com or follow her on LinkedIn: Julie Fisher - Fractional law firm CMO.