For accounting firms looking to expand their online presence, LinkedIn has always been a critical platform. However, the strategies that drove success just a few months ago are rapidly becoming obsolete. As algorithms shift, it’s imperative for accounting firms to adapt their content and posting schedule to maximize reach.
Here is a comprehensive breakdown of what is and is not working on LinkedIn right now for accounting firms looking to grow their visibility.
Part I: Why Your Old LinkedIn Strategy Is Failing
The first step toward maximizing your reach is understanding the current platform dynamics that are actively suppressing content.
1. Major Decline in Personal Profile Organic Reach
If you have been posting from your personal LinkedIn account and noticed a severe drop in likes, comments, and impressions, you are not alone. This decline in organic reach is widespread and well-documented by the biggest industry influencers.
The Observation: This platform-wide decline signals a shift in focus. LinkedIn appears to be increasingly prioritizing “pay-to-play” strategies, making it significantly harder to achieve widespread visibility without using paid advertising.
2. Why Posting on Weekends is Detrimental
Many accounting firms attempt to post content on Saturday or Sunday mornings, assuming their audience will catch up on posts over the weekend. This is a mistake.
The Reason: The professional audience of accounting firms is typically inactive on LinkedIn during off-work hours. When you post during these low-activity windows, the content receives poor initial engagement. The algorithm immediately detects this lack of interest and suppresses the post’s visibility. This negative performance can sometimes “torpedo” the reach of your subsequent content posted during peak weekday hours.
The Recommendation: Focus your efforts. Limit content scheduling to Monday through Friday to align with when your professional audience is actively engaged.
3. The Outbound Link Penalty
If your primary content strategy involves promoting external resources—such as linking to a new blog post, a Zoom webinar registration, or an outside article—you are intentionally making your life difficult.
The Reality: LinkedIn actively downranks posts that contain outbound links. The platform’s goal is to keep users scrolling within the LinkedIn ecosystem. When you post content with a link that directs users off the platform, you are penalized with lower reach.
The Takeaway: To achieve maximum visibility, your content must be consumed directly within the LinkedIn news feed.
Part II: The New Pillars of a Successful LinkedIn Strategy
With the challenges of personal profiles and link penalties established, here are the two most effective strategies that are currently performing well for accounting firms:
1. Leverage Company Pages
The good news is that, unlike personal profiles, the LinkedIn Company Pages of accounting firms are still seeing strong organic reach and engagement.
The Action: Continue to prioritize and regularly share content directly from your accounting firms’ company page. This is the primary channel where you can expect predictable and high visibility.
2. Pillar 1: People-Focused Content (The Soft Sell)
This type of content centers on the human element of your accounting firms and consistently delivers strong results.
What to Post: Share photos of your staff—whether they are at the office, volunteering, doing charity work, or giving a presentation.
Why It Works: LinkedIn’s algorithm favors content that promotes connection, and people connect with people. This “soft content” builds trust, reinforces culture, and the algorithm actively boosts it.
Pro Tip: Consider investing in professional headshots or team photos for your experts (tax, estate planning, etc.). These high-quality visual assets provide essential marketing material that will consistently resonate with followers and boost your reach.
3. Pillar 2: Carousels (The Technical Deep Dive)
For the more technical, procedural, or nitty-gritty material your accounting firms need to share, carousels are the ideal format.
Format Advantage: Carousels (typically 6–10 slides long) allow you to break down complicated accounting ideas into a bite-sized, easy-to-digest format. The hidden slides create a sense of curiosity that makes them almost irresistible for users scrolling their feed.
The Key Metric: Do not track likes or comments as your primary success indicator. The key metric for carousels is the click number. A high number of clicks indicates users are engaged and consuming your content silently, which is a powerful touch point with existing and prospective clients.
Conclusion: Adapt to Lead
As 2025 comes to a close, the digital landscape is clear: accounting firms must adapt to maintain their online edge. By focusing efforts on your company page, prioritizing people-focused content, and utilizing the powerful carousel format, your accounting firms can successfully navigate these platform changes and establish themselves as industry leaders.
The world of social media is always changing; the firms that commit to continuous testing and strategic shifts will be the ones that achieve sustained growth.
Spreadsheet Social 
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