Digital platforms evolve at a pace that sometimes forces us to stop and ask ourselves: are we communicating in the best possible way? In the midst of so many innovations, some networks not only stand the test of time, but find new ways to surprise us. And LinkedIn, against all odds, has not been left behind: it is leading an unstoppable revolution that is already changing the way professionals and brands connect and converse.
Not so long ago, many thought that LinkedIn was doomed to be a corporate corner, a showcase for resumes and congratulations on work anniversaries. But the platform has shown that it knows how to reinvent itself: today it is one of the most vibrant scenarios of digital communication, driving trends such as the rise of professional videos, the boom of interactive carousels or the surprising success of surveys to generate conversation and reach.
These insights are from Metricool’s LinkedIn 2025 Study, with data from 577,180 posts from 47,735 LinkedIn pages.
Moreover, everything points to the fact that LinkedIn in 2025 will not only consolidate this growth, but will continue to evolve to become an essential ally for those who understand that communicating well is more important than ever.
LinkedIn in 2025 gets stronger
Far from being relegated to more visual or fast consumption platforms, LinkedIn maintains its relevance and, in fact, consolidates itself as a strategic space for digital communication.
Its commitment to formats that encourage interaction and niche analysis, together with an increasingly active and specialized ecosystem, has reinforced its role as an indispensable network for brands and professionals. The possibility of generating valuable conversations and connecting directly with segmented audiences is today one of its main strengths.
The network has experienced a generalized growth in interactions (+206%), in clicks (+28%) and, especially, in video consumption (+53%). However, it is not all good news: the “shares” of small and medium-sized pages fell significantly (-13.63% and -13.85%).
LinkedIn not only remains relevant, but has transformed into an environment conducive to active professional conversation and consumption of specialized content.
LinkedIn is a golden opportunity for the financial sector
In finance, LinkedIn remains an indispensable platform. Financial services are among the sectors that generate the most clicks per post. This indicates that technical content, analysis reports and niche publications work particularly well. Audiences are looking for relevant and specialized information, shying away from generic messages and preferring proposals that provide real value.
This behavior consolidates LinkedIn as a natural space for brands that want to position themselves as knowledge leaders, a trend that is especially reflected in the growing consumption of reports, sector studies and market analysis within the platform.
Successful content
Video is the main protagonist. Publications in video format not only increase in quantity, but also in engagement and impressions (+73.39% increase in impressions).
Carousels (documents in “page turn” format) also stand out as the type of content with the highest engagement (45.85%) and capacity to generate interactions. As opposed to static content or pure text, formats that favor interactivity and dynamic consumption are capturing the attention of professional audiences.
Until recently, LinkedIn was dominated by long text posts and traditional corporate updates. Today, however, the content that works best relies on visual dynamics, interactivity and rapid consumption, adapting to an audience that demands more immediacy and authenticity in every interaction.
New best practices. Innovate without fear
Contrary to popular belief, LinkedIn is no longer dominated by text-only posts or simple images. While traditionally those formats were the most prevalent, today the landscape has changed dramatically. Here are some of the best practices that are making a difference in 2025:
- Carousels. This format, common on Instagram, has found its place on LinkedIn. It favors visual storytelling and encourages user interaction by encouraging “slideshows,” which increases viewing time and improves reach.
- Video. Video posts generate higher engagement and benefit from a boost in the platform’s algorithm. Telling stories in motion and in an authentic way is key to capturing the attention of increasingly visual audiences.
- Surveys. Although they represent a very small part of the publications, polls achieve an exceptional reach (+206.33%). They invite direct audience participation and are an excellent resource for energizing the conversation and increasing visibility.
These trends demonstrate that LinkedIn rewards content that encourages real interaction, active participation and dynamic consumption, increasingly moving away from the traditional static model.
Is it easy to grow on LinkedIn?
The answer is clear: no. LinkedIn continues to be the platform where it is most difficult to grow in terms of number of followers. Only 17.68% of accounts managed to climb the ranks (e.g., from less than 1,000 to more than 1,000 followers) in the last year. However, this slower growth also implies a more engaged and active community, where each new follower tends to have a much higher value than on other platforms.
Outlook for 2025 (and beyond)
Digital communication on LinkedIn is moving towards a greater sophistication of formats and a clear commitment to valuable content. Videos, carousels and polls will be essential to stand out. Likewise, the segmentation of content according to audiences and the capacity for personalization will be decisive for success. LinkedIn is emerging as a space where quality takes precedence over quantity, and where the ability to generate meaningful conversations will be the key to winning over an increasingly demanding audience.
