LinkedIn® is evolving more than ever. The platform continues to reinvent itself, struggles with misuse and fake behavior, and works hard to remain the valuable platform its members love. As we did last year, we at Winger Academy are sharing our vision for the trends we expect in 2025.
In 2024, we already saw the rise of hyper-personalized marketing and the integration of AI. But what’s ahead for the coming year?
Let’s look at the seven key LinkedIn® trends we expect for 2025 and what they could mean for you.
1. Power to the People 2.0
For several years now, we’ve seen a clear shift: individual profiles receive more visibility and engagement than company pages. Scroll through your newsfeed today and remove the ads in your mind, you’ll notice that most organic content comes from individuals, and this gap is only widening. The algorithm plays a critical role by prioritizing content from people over companies because it aligns with what members want to see, other members.
What does this mean for businesses?
Company pages will need to strategically focus on:
Opportunity for businesses: Support employees in being more active on LinkedIn®. Aim for the golden triangle of brand association: their success reflects positively on your brand and company page.
The golden triangle of brand association
2. Personal Branding 2.0
From sales branding to recruiter branding, LinkedIn® is more than ever about people. Professionals are becoming increasingly aware of their personal brand and how it impacts their careers and enhances their company’s reputation.
For C-level executives, this means:
For recruiters, this means:
For sales professionals, this means:
Why? People do business with people. Personal branding will be a crucial factor in building trust and fostering long-term relationships for both individuals and companies.
3. Posting 2.0: From Content to Stories
Writing a post is already challenging, but creating an engaging story is even harder. In 2025, storytelling will become the most underrated skill.
A post informs, but a story:
Want to stand out? Learn how to craft your message into a compelling story. LinkedIn® is the perfect platform to embrace storytelling and set yourself apart.
4. Suggested Content: Be Inspired by Strangers
LinkedIn® is following the lead of other social platforms by making suggested content more prominent.
What is suggested content?
Content aligned with your interests but shared by people outside your network. A recently launched video feed is a good example. At first, this content may seem irrelevant, but the more you engage with it, the smarter the algorithm becomes. This creates new opportunities to reach unknown followers with your educational content.
5. Local Educational Short-Form Videos: A New Opportunity!
Video continues to grow, but 2025 will be the year educational videos in native languages truly take off.
There’s already an abundance of English-language content, but the demand for local videos is increasing. Companies that embrace this trend will:
Tip: Focus on short, impactful videos that offer value, 30 seconds to 1 minute maximum, and don’t forget subtitles for optimal mobile use.
6. AI Gets Smarter and More Usable
LinkedIn®’s AI tools were often disappointing in 2024. Generated texts lacked quality, and many tools were unaffordable for smaller businesses. However, we expect a breakthrough in 2025: smarter, higher-quality AI functionalities.
Examples:
The challenge? Many of these tools are still limited to expensive subscriptions. Hopefully, LinkedIn® will make these features more accessible, but they may remain a unique selling point for premium memberships.
Original post
AI optimizing my post
The AI-adjusted post
7. DEMAND FOR NEW SKILLS IN MARKETING: Posting, Blogging, and Vlogging
With these trends, companies in 2025 will look for employees who excel at content creation. Social media management is already one of the most in-demand marketing skills, and this will only grow.
The next generation of employees will bring fresh ideas and experiences from other platforms, while seasoned employees add proven strategies and expertise.
The key to success? A blend of young talent and experienced professionals.
Conclusion
The trends we predict offer opportunities for professionals and businesses to stand out and accelerate growth on LinkedIn®.
Want to make the most of these trends instead of just watching from the sidelines?
Here are a few actionable steps to get started:
At Winger Academy, we look forward to closely following these developments and helping you make the most of your LinkedIn® strategy.
Happy Holidays and Cheers to 2025! 🚀