LinkedIn in 2025: What’s Actually Working (And What’s Not)

If you’ve been wondering whether LinkedIn is worth your time in 2025, I’ve got some fresh data that might help you decide where to focus your energy.

Metricool just released their 2025 LinkedIn study based on a whopping 577,180 posts from nearly 48,000 LinkedIn pages. That’s a substantial sample size, so we should probably pay attention to what it tells us.

And what it tells us is actually quite interesting (no, really).

Videos Are Having a Moment

Let’s start with the headline news: video content on LinkedIn is absolutely crushing it right now.

Video impressions are up 73%, and video views have increased by 52% compared to last year. This isn’t just people scrolling past videos in their feed – they’re actually watching 36% more video content year-over-year.

What does this mean for you? LinkedIn is clearly prioritising video in its algorithm (much like every other platform desperate to compete with TikTok). If you’ve been resistant to creating video content for your “professional” LinkedIn presence, it might be time to reconsider.

However, there’s an interesting wrinkle here. While people are watching more videos, they’re sharing them less. This makes perfect sense when you think about it – I might watch a dozen professional development videos during my lunch break, but I’m not going to spam my connections by sharing them all. LinkedIn isn’t Instagram, after all.

The Surprising Power of Polls

Here’s the sleeper hit of LinkedIn in 2025: poll posts.

According to Metricool, “Despite being one of the least-used post formats, poll post reach has skyrocketed by 206%. It’s an untapped opportunity for visibility.”

A 206% increase in reach? That’s not just a slight uptick – that’s LinkedIn practically begging you to use this feature.

I tested this myself last month with a simple poll about brand strategy preferences, and it received triple the engagement of my typical text posts. The barrier to engagement is wonderfully low – one click and they’ve participated – which is exactly what the algorithm loves to see.

Size Matters (But Not How You Might Think)

One of the more revealing findings is around page size and engagement. Company pages with fewer than 1,000 followers are actually seeing decreased engagement, while all larger pages are enjoying higher engagement rates.

Let me translate that for you: The LinkedIn rich are getting richer.

Larger pages (10,000+ followers) post about four times more frequently than smaller pages, which likely contributes to this engagement gap. It’s the classic algorithm feedback loop – more activity leads to more visibility leads to more engagement leads to more visibility… you get the picture.

This doesn’t mean you should abandon LinkedIn if you’re just starting out, but it does suggest that consistency and patience are even more important than we thought. Building momentum on LinkedIn takes time, but once you cross certain thresholds, the platform starts working more in your favor.

What This Actually Means For Your Strategy

Based on this data, here are some practical takeaways for your LinkedIn approach in 2025:

1. Experiment with video content – Even simple talking-head videos sharing your expertise could significantly boost your visibility. They don’t need to be overly produced; authenticity often outperforms polish on LinkedIn.

2. Use polls strategically – With a 206% reach advantage, polls are the secret weapon that not enough people are using. Just make sure your questions are genuinely interesting and relevant to your audience.

3. Focus on clicks, not shares – Post clicks are up 31%, while shares are down. Design your content to encourage direct engagement rather than sharing. This might mean asking questions, including clear calls-to-action, or creating content that prompts people to read more.

4. Be patient if you’re under 1,000 followers – The data suggests breaking through on LinkedIn takes time. Focus on consistent posting (aim for 3-4 times per week if possible) to build momentum.

5. Consider LinkedIn ads if you’re just starting – Given the engagement advantage larger pages have, strategic advertising might help smaller brands break through more quickly.

When I look at my own clients’ LinkedIn performance, these findings align perfectly with what I’m seeing. Those who’ve embraced video content and interactive posts like polls are seeing substantially better results than those still relying solely on traditional text updates.

The bottom line? LinkedIn is still growing, engagement is up overall, and there are clear patterns showing what’s working in 2025. The platform rewards consistent activity, video content, and interactive posts that make engagement easy for your audience.

What’s your LinkedIn strategy looking like in 2025? Are you seeing similar trends with your own content? Hit reply and let me know – I’m genuinely curious how these benchmarks compare to your experience.