LinkedIn Marketing in 2025

LinkedIn holds something of a unique place among the larger social platforms, emphasizing professional connections and careers while still leaving space for more personal news and insights.

Marketing on LinkedIn is a balancing act. In a sense, everyone on the platform is busy selling; recruiters are selling businesses as fine places to work, job-hunters are selling their experience and expertise, and brand marketers are somewhere in between playing a part in the connective framework of it all. The nature of the platform can make it difficult to push through the noise — and incredibly rewarding to those brands successfully able to do so. 

With 82% of B2B marketers naming LinkedIn as their most effective platform, it has firmly established itself as the go-to channel for creating meaningful business connections and driving results.

So, how can your brand truly make an impression and build meaningful connections on a platform packed with professional activity? Read on to discover smart strategies to harness LinkedIn’s potential, elevate your brand, and drive measurable results that matter.

Learning LinkedIn Demographics and Usage

More than 830 million professionals, decision-makers, and industry leaders use LinkedIn accounts to connect with each other and promote ideas, brands and (at times) themselves. According to the platform’s own reports, that user base is split between 57% male and 43% female, with over 70% of users located outside the United States.

What makes LinkedIn distinct from most social platforms is its focus is on networking and professional growth. As a result, users tend to expect fewer memes and more insightful, industry-specific content — the type of content marketers can use to steadily build their brand’s credibility (although that doesn’t mean thought leadership content can’t be entertaining or humorous; more on that later).

While not strictly a job search site, 87% of recruiters reportedly use LinkedIn to source and vet job candidates. 

LinkedIn’s 2025 Marketing Toolkit

LinkedIn offers marketers a variety of tools to connect with their target audience. From sponsored content and paid ad targeting options to the Sales Navigator tool for personalized outreach, the platform equips you with all you need to engage effectively. Plus, its analytics help you track performance and refine what works best for your strategy.

It’s the evolving usage of these standard tools that makes LinkedIn such a rich resource for marketers. Video continues to be a popular format across social media platforms, with LinkedIn reporting weekly immersive video views increased 6x quarter-over-quarter in Q1 FY25. From short-form videos, such as LinkedIn Live, to polls, articles, newsletters, and more, brands that succeed on the platform understand how to leverage these features to foster a sense of community. By sharing authentic and insightful content that positions them as authorities in their fields, businesses not only engage LinkedIn users but also strengthen connections within their own teams.

And, at the risk of “thought leadership” sounding a bit like a buzzy term these days, it’s worth noting its place near the top of the food chain in terms of B2B content worth investing in.

Succeeding on LinkedIn 

This combination of thought leadership and employee advocacy helps businesses form a credible online identity — assuming brands are tuned into what works (and what doesn’t) in terms of content. Marketers treating their LinkedIn strategy as a simple game of frequency (i.e., posting once a day no matter what) may not get the results they’re hoping for without some extra game planning.

First, run a regular audit of your company’s LinkedIn page. Make sure the tone is locked in, the visuals are engaging, and any product descriptions, “about us” sections, or additional copy is SEO-friendly (without being robotic).

Next, check your content quality. The golden rule for sharing insights on LinkedIn is simple. Ask yourself “Is this information you wouldn’t be able to find elsewhere?” — the more expertise you can share, the more you’ll solidify brand authority and trust.

Remember to actively participate in discussions, and not just the ones you start on your own page. Responding to comments and joining relevant LinkedIn groups can significantly expand your reach, as the LinkedIn algorithm favors accounts who interact consistently.

Lastly, sponsored content, message ads, and conversation ads can be powerful tools when combined with the right targeting parameters. Experience tracking analytics and performance metrics on other platforms can help jump-start your efforts if this is a newer platform for your business, but be sure to stay flexible and allow the LinkedIn audience’s preferences to dictate how you move forward.

LinkedIn Marketing Best Practices

-LinkedIn posts will typically see a bump in organic reach if they draw engagement shortly after posting, particularly when that engagement comes from new users.
-Commenting on others’ relevant posts increases your brand visibility and helps you stay a part of the conversation.
-LinkedIn groups can be beneficial when connecting with niche audiences.
-Lots of brands neglect the platform’s wide range of formats in favor of text-only posts; experiment with polls, short-form video, live streams, motion graphics, and carousels.
-Always send personalized messages when networking; automated messages tend to be an instant turnoff.
-Aim for 3–5 high-quality posts per week (consistency does still matter).

Build Credibility Through Action, Not Just Words

High-quality content is always a worthwhile investment, but on LinkedIn it’s also how you can “show, don’t tell” when it comes to your brand’s credibility. You aren’t just selling a product; you’re demonstrating how closely your business holds to its values. Users are able to draw conclusions about the character of your brand based not just on what you post, but also on how you interact with others (including your direct competition).

This is a unique chance to practice your values in action, reinforcing the key messages and value propositions of your ongoing marketing campaigns through authentic interactions.

LinkedIn is a dynamic platform that empowers marketers to build meaningful professional connections, showcase expertise, and drive measurable results. By leveraging a strategy rooted in thought leadership, authentic engagement, and a diverse mix of content formats, brands can amplify their presence and stand out in a sea of professional activity. Success on LinkedIn requires intentionality, from refining your company profile to participating in industry discussions and staying adaptable to audience preferences. With the right approach, LinkedIn can be more than just a marketing tool; it can become a powerful engine for growth, credibility, and long-term business success.

                                                                    

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