Metricool has released its annual study on LinkedIn trends for 2025. What are the most popular user behaviors, industries, and content? Find the answers below.
Every year, the social media management and analytics platform Metricool publishes its major LinkedIn study. The document traces, with supporting figures, the major developments observed on the platform in 2025 and presents numerous insights to boost its statistics. The study is based on the analysis of 577,180 publications from 47,735 LinkedIn pages, with three reference points: January 2023, January 2024, and January 2025.
LinkedIn pages are categorized into the following categories:
- Small: less than 1,000 subscribers,
- Medium: between 1,000 and 10,000 subscribers,
- Big: between 10,000 and 100,000 subscribers,
- Huge: over 100,000 subscribers.
LinkedIn Posting Rate and Impressions in 2025
On average, 12.74 posts are made on LinkedIn each month. Metricool observes a simple trend in this regard: the more followers an account has, the more photos and videos it publishes. For example, a Huge account posts an average of 43.48 times per month, compared to only 9.98 for a Small account. On the video side, while Small and Medium accounts publish roughly the same amount, the gap widens for accounts with more than 10,000 followers.
Unsurprisingly, it’s also the larger accounts that generate the most impressions, with a real surge for Huge accounts. Compared to previous years, Metricool also highlights generally positive trends in this area: while 2024 saw a sharp decline in the number of impressions (except for Huge accounts), 2025 saw an increase for all account types, with the exception of Big accounts. Once again, Huge accounts are the ones performing best.
User engagement on LinkedIn in 2025
Regarding engagement rates—a sacred metric for community managers—the report highlights a significant improvement for Medium, Big, and Huge accounts, which are now roughly at the same level. On the other hand, Small accounts, which generated the highest engagement rates on their posts in 2023, are now in last place.
In 2025, interactions are looking good, with a general increase across all account types: +5.12% for Huge accounts, +11.48% for Big accounts, +19.95% for Medium accounts, and +16.17% for Small accounts. According to Metricool, comments and clicks will increase the most in 2025, regardless of account size. On the other hand, likes and shares will decline most of the time, except for Huge accounts where they will see a slight increase.
Video: The Big Trend of 2025 on LinkedIn
In recent months, LinkedIn has been focusing on video. The platform has notably rolled out a vertical video feed inspired by TikTok. And the results are visible: the number of video publications increased by 53% between January 2024 and January 2025. This growth doesn’t stop at the quantity of videos published: in one year, Metricool notes a significant increase in the number of views on videos (+52.17%), the number of clicks (+159.61%) and even viewing time (+68.79%).
Based on many criteria, LinkedIn appears to be the platform that has seen the greatest evolution of its video format (see image below).
LinkedIn has found a huge opportunity in the video format, which is growing faster than any other platform. While this trend is incredibly positive, in absolute terms, LinkedIn is not yet among the leading video platforms. However, if this trend continues, it will soon reach similar figures, Metricool analyzes.
What formats work best on LinkedIn?
Is video necessarily the preferred format on LinkedIn? According to Metricool data, not necessarily. Carousels show the best overall performance on average per month: leading in clicks (770.27), interactions (791.12), and impressions (1,725.52). Multi-image posts also stand out, with a very good score in likes (22.11) and solid engagement. Polls, meanwhile, generate the most comments (1.22) and remain effective in terms of reach. Conversely, text posts are lagging behind on almost all indicators, proving that visual formats remain a more effective strategy.
What are the most popular industries on LinkedIn?
Among the most visible sectors on LinkedIn, the “Oil, Gas, and Mining” category dominates by far, with the highest number of impressions and interactions. It also boasts a very high click-through rate. Utilities and tech follow closely behind. The latter, while having a smaller number of followers, makes up for it with a very high publication frequency (6.57 posts/week).
In terms of engagement, financial services are performing well, with solid results, particularly in clicks. Conversely, sectors such as retail and manufacturing are showing more muted performance, particularly in terms of interaction.
