Knowing LinkedIn trends is a goldmine for brand growth. With over 67 million businesses on the platform and over 1 billion users, you can tap into almost any type of buyer, no matter what you sell or who you sell to.
The key to success on LinkedIn is understanding that it is different from other social media platforms.
Here are 10 LinkedIn trends and how your brand can leverage them to grow in 2025.
1. Personal Brand
Try this exercise: Open your LinkedIn feed and look at 10-20 posts. What do you see more of? Posts from business accounts or from individuals? That’s right: from individuals.
Personal branding on LinkedIn began to gain popularity last year, coinciding with the introduction of the LinkedIn Top Voice feature, which rewards outstanding content creators on the platform.
In 2025, this trend is expected to become even stronger. Professionals at all levels are using personal stories, knowledge and experiences to build their brand or even to amplify the reach and credibility of their companies.
2. Narrative
We all love a good story with twists and emotions, including LinkedIn’s “professional” audience.
LinkedIn’s storytelling trends encourage brands to dig deeper, sharing their journeys, the obstacles they’ve overcome, and the successes they’ve celebrated in a way that resonates with their professional audiences.
Stories can bring your brand to life and, as a bonus, help you connect with your audience.
How can you incorporate storytelling into your LinkedIn content strategy this year?
- Create a series of posts that chronicle your brand’s biggest challenges or achievements.
- Use video content to share customer testimonials or show behind-the-scenes moments of your company culture, making your brand narrative engaging and relatable.
3. Founders Content
Much like the personal branding trend, founder content is also gaining ground. This trend sees founders and CEOs sharing personal perspectives, industry insights, and company news, adding a human touch to the corporate image and building trust with the audience.
If you are a founder or in an executive position, you should try to appear more on LinkedIn in 2025. Don’t miss the opportunity to humanize your brand.
4. Interactive content
Brands that are successful on LinkedIn engage with their audience. They don’t just post content for the sake of it, they seek to engage their audience in conversations.
You should not only post content, but also actively encourage engagement. Use LinkedIn polls to transform your audience from passive content consumers into active participants. Additionally, these polls can help you gauge your audience’s interest in new features or products and understand common challenges they face.
Social selling is becoming more and more important in LinkedIn trends. Instead of selling directly to their potential customers, companies are creating and sharing valuable content, participating in conversations and positioning themselves as trusted experts in their field.
Using this approach, businesses can attract and nurture leads in a more personal and effective way.
But as you can see, the common denominator here is still content. First, you need to educate your audience; then, demonstrate with your content how you can solve your ideal customers’ pain points, and finally, they will come to you without any hard sell.
6. Employee defense
If you’re not investing in employee advocacy on LinkedIn this year, you’re missing out on a huge opportunity. People are tired of corporate posts and have a hard time engaging with brands that don’t show their human face.
Brands that recognize the power of their employees’ networks and encourage them to share content are achieving better results. Content shared by employees receives greater engagement and helps the brand feel more relatable and real.
It’s a good idea to have a basic plan to guide your employees on what to post. You don’t need to oversee every post, but you do need to agree on the types of content that would be valuable to your audience.
7. Audio Events on LinkedIn
Introduced in 2022, LinkedIn Audio Events allow users to host conversations exclusively in audio format. While they weren’t hugely popular last year, in 2025 more brands are finding value in using them to connect more personally with their audiences.
The main advantage of these events is their simplicity to organize: they do not require presentations, slides or appearing on camera.
What kind of audio events should you consider hosting in 2025?
The possibilities are endless—from industry roundtables and AMA (Ask Me Anything) sessions to Q&As with experts in your field—whatever best suits you and your audience’s interests.
8. Authenticity
The era of perfectly crafted content is over. Now, being real is what matters most. Everyone wants authentic stories, honest conversations, and real facts.
You should present yourself as an authentic, transparent and honest brand. This will help you capture attention and connect with your audience in a more meaningful way.
9. Educational content
The professional audience is hungry for knowledge, so educational content has become a key pillar of LinkedIn. Webinars, how-to guides, industry analysis, and thought leadership articles are in high demand.
The easiest way to share educational content is through carousels, which studies show tend to receive more impressions and interactions.
Therefore, aim to provide value in a format that is attractive to your audience. This strategy will position you as an expert and attract your audience to you.
We all know the newsletters that land in our inboxes, but in 2025 LinkedIn newsletters are gaining popularity, especially in the B2B sector.
Consider launching a LinkedIn newsletter that brings together the latest industry news, insights from your company, and practical advice. This format is a great way to keep your audience informed and build a consistent connection with your brand.
11. Short videos will gain more traction
Platforms like Instagram, TikTok, and YouTube have proven the power of short videos. Now, LinkedIn is embracing the trend, and brands and professionals alike are quickly adopting this engaging format.
In LinkedIn trends for 2025, we will see more founders, CEOs, and brand leaders using short videos on LinkedIn to connect directly with their audiences. This format allows for sharing quick updates, insights, and glimpses of company culture, creating a more personal and relatable experience.
To take advantage of this trend, start posting regular, concise clips. For example:
- Showcases recent achievements.
- Provides valuable industry insights.
- Share behind-the-scenes moments.
