Until recently, LinkedIn was perceived as a platform for resumes and job postings. But by 2025, it has evolved into a dynamic social network where memes and advertising campaigns are launched, personal blogs are written, and videos are posted. For those who still see it as just a job search tool, there’s news: it now runs native ads, promotes brands, and attracts customers just like Instagram or Facebook.
In two years, the site’s audience has grown to a billion active users, and the average time they spend on the feed has increased by a quarter. More and more often, company executives, marketers, and HR specialists are using the platform not only for business tasks but also for personal branding.
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Posts where CEOs honestly talk about their failures get more responses than reports on corporate achievements. The audience is tired of glossy images — today, live, unfiltered communication is what counts.
This article provides an overview of the key LinkedIn trends to consider in 2025. How can you adapt your strategy to a B2B audience and attract the attention of entrepreneurs or future partners? Which formats should you test first to stay relevant? The answers are below.
Video content deserves special attention. The platform, which used to be associated with long articles and text posts, is now betting on short videos. This is not a temporary trend, but a new language of business communication — for both companies and personal brands. Video is becoming a must-have element of strategy, helping to retain the audience’s attention in an information-overloaded space.
Why video is now essential on LinkedIn
The platform has undergone a remarkable evolution. Once dominated by formality and clichés, by 2025 LinkedIn has become a space for lively communication, emotions, and unconventional ideas. And it is video that has driven this change.
Statistics confirm that the trend is gaining momentum
In one year, video content views have grown by 36%, and video posts are twice as popular as posts in other formats. Companies, specialists, and HR managers are moving from text to video, and this is no longer an experiment.
According to LinkedIn, videos get 40% more reactions, comments, and reposts than text or carousels. The reason is simple: the format saves time, allows you to share your thoughts without embellishment, and creates a sense of personal presence. The viewer sees emotions, gestures, and intonation — this brings people closer together and builds trust faster than dry text.
How top brands are winning audiences through video
By 2025, even corporations like Adobe and BMW will have rethought their approach to social media. Instead of dry news, they will create full-fledged shows and live streams. LinkedIn no longer resembles a boring office — it is now a platform for creative experimentation.
BMW
The brand known for its cars has proven that efficiency is also important in the digital space. A series of videos about corporate leasing combined style, energetic music, and visual expression. The result? A 21% reduction in customer acquisition costs and a wave of inquiries from businesses.
Gong
Instead of intrusive promotion, Gong focuses on useful content. Excerpts from the Reveal podcast, where experts such as Monica Telles from Zendesk reveal the secrets of working with data, have become a hit. Short, to the point, no fluff — the perfect format for professionals.
Fullstory
The platform has reimagined content adaptation for LinkedIn. Their videos with catchy text inserts are easy to understand even without sound, which is convenient when you’re on the subway, for example. Their formula for success is to focus on specific solutions instead of abstract promises.
Hootsuite
The brand breaks stereotypes about monotonous reporting. Mini-stories with characters recognizable to SMM specialists and self-deprecating dialogues make complex metrics simple. Honesty and humor are their trump cards.
Goldcast
This company doesn’t just follow trends — it shapes them. On its LinkedIn account, the team shares live videos: event announcements, breaking news, and informal conversations with employees. Take, for example, an interview with the content director, where specific audience engagement strategies are revealed, without general phrases and templates. This approach turns ordinary posts into a valuable resource for viewers.
Slack
They’re not afraid to experiment here. Instead of standard videos, the brand releases ironic mini-sketches about everyday work life. Humor not only entertains but also subtly demonstrates how the service simplifies communication. This isn’t advertising — it’s a dialogue in the language of the target audience that builds trust in the product.
