LinkedIn is no longer about dry CVs, corporate greetings, and “happy to share my new role.” In 2025, it is a full-fledged social network with its own trends, memes, video content, and even personal bloggers. If you still thought LinkedIn was just a job exchange, here’s a surprise: it has long been used to sell, promote, build brands, launch native advertising, and collect leads as well as Meta.
And yet: there is no dancing on the background of a washing machine, but there are CEOs who sincerely share their fails. And these posts are more popular than corporate victories. People are tired of pathos – authenticity is working now.
In this article, we’ll tell you what trends are currently ruling LinkedIn, what to bet on, what to test, and how not to seem “old school” in the feed. If your audience is B2B, opinion leaders, business owners, or future partners, this is the place for you.
In 2025, LinkedIn is going through a real video revolution. The platform, which used to be associated with text posts and professional articles, is now actively implementing short videos. It’s not just a trend – it’s a new standard of communication for business and personal brands.
Why have short videos become a must-have on LinkedIn?
LinkedIn is no longer the same – and that’s cool. If earlier the platform was associated with officialdom and “concepts,” in 2025 it is rapidly transforming into a place where you can speak live, emotionally and unconventionally. And video is the main tool for this transformation.
Previews are soaring – and this is just the beginning
In the last year, the number of video views on LinkedIn has grown by 36%, and video content is created 2 times faster than any other post format. This means that brands, experts, and even HR are no longer just writing – they’re filming.
Figures from the platform itself: video posts receive 1.4 times more interactions than text or carousel posts.
And it’s logical: video is fast, sincere, “without water” and closer to a person.
Video = emotions + expertise + brand face
In 2025, attention is the main currency. If your post doesn’t catch the eye from the first second, that’s it, the user is already scrolling on.
This is where video comes into play. It allows you to:
Short videos are no longer an “option” but a key to engagement. Successful profiles and companies have already adapted: 30-second messages instead of long-form ones. Instead of formal press releases, they use energetic video messages.
Do you want your content to be not just seen, but interacted with? Start with a simple video on LinkedIn and watch your engagement, subscriptions, and trust grow.
Video on LinkedIn: not only serious, but also effective
In 2025, even giants like Adobe or BMW don’t just post “hello, we exist” – they host full-fledged video shows, hold live events, and tell stories. And LinkedIn has turned from a strict “business room” into a media room for bold decisions.
Everyone knows that BMW is about speed. But now it’s also about quick results on LinkedIn. The company launched a series of videos to promote corporate leasing, and they had everything: style, music, dynamics. The result was a 21% reduction in the cost of lead acquisition and a lot of interested businesses.
The Gong brand doesn’t just sell a B2B product – it creates content that you want to watch. On LinkedIn, they are actively posting slices from their podcast Reveal, where real pros share their experience. For example, Monica Telles from Zendesk shares how to use data to boost your sales team. Minimal staging – maximum benefit. Perfect if you want to look smart over coffee.
This is an example of how to adapt video for LinkedIn. They publish videos with massive, colorful text overlays – you can watch them in public transportation, at a rally, or in the kitchen with the sound off – and still understand everything. Plus, they demonstrate how the product solves customer problems without marketing fog.
If you thought social media metrics were boring, Hootsuite will prove you wrong. Their videos often feature characters, light humor, and scenarios that every SMMer has definitely experienced. They explain the complex in simple language – and it works. Plus karma for honesty.
This is the same company that is not just “in the know” about events – it creates them. On LinkedIn, they publish dynamic videos with updates, news, and conversations with the team. For example, an interview with the Director of Content gives insights into working with the audience – without water, as we like it.
Slack isn’t afraid to be a little freaky – and it shows in their videos. They make short sketches where they joke about workdays, team communication, and the constant “will we meet at 2pm?”. It’s not just funny – it also creates an image of a brand that you want to deal with.
How to adapt to the video trend on LinkedIn in 2025?
Going video is no longer an “option” but a must-do for those who want to be visible in the LinkedIn feed. But how do you do it right if you’re not a video blogger or a selfie camera fan? Here are a few tips to help you get into the game without stress – and get results.
Create short videos – up to 60 seconds
We live in the age of TikTok thinking – even on LinkedIn. The optimal video length is 30-60 seconds. This is the time when you can convey the main idea without losing the viewer’s attention. Formats can be different: express advice, micro-interviews, quick “how-to”. Even a slideshow with a voiceover is already a video!
Life hack: start with the most interesting thing. The first 3 seconds are your chance to hook.
Be authentic
No need for perfect lighting, a studio, or 5-page scripts. On LinkedIn, live speech, real expert experience, and simple explanations of complex things go down well. Viewers want to see not a polished picture, but a real person with real cases.
Example: record a short video after the event with your impressions or a review of a new feature from the platform you use.
Add subtitles
Up to 70% of users watch videos without sound – in the subway, office, or just sneaking in line. Without subtitles, you lose most of your audience. Subtitles can be made automatically via LinkedIn, CapCut, Descript, or even Canva.
Plus: subtitles are not only accessible, but also SEO-friendly. Platforms index the text – more chances to get into the search.
Publish regularly
The LinkedIn algorithm is like a capricious plant: water it regularly and it will grow. One video post per week is a great start. This allows you to build an audience, show expertise, and keep interest.
Authenticity and personal stories
Authenticity is the new must-have on LinkedIn. Forget about glossy “success stories”, dry releases, and photos in a suit with a rollup. In 2025, people don’t want to see a polished version of you, but the real you. With nerves, failures, humor, and even breakdowns – that’s what makes a difference.
Gloss is tired – it’s time for the truth
A few years ago, LinkedIn used to keep a “facade”: the right tone, the right numbers, successful cases. But something went wrong. Algorithms have changed, and so has the audience itself. People no longer want to see a perfect picture because… well, because it’s not interesting. The reality with its “screwed up but got up” is much closer and arouses real interest.
Stories that work
Here’s what’s “coming in” on LinkedIn today:
- CEO who shares how he screwed up his first product launch – and what he learned from it.
- A creative who posted a fake presentation and wrote: “here’s what you shouldn’t do, but I did.”
- The founder who admits that at one point he wanted to quit – and why he stayed.
These are not just stories. This is trust that cannot be bought through targeting or promotions.
An example from life
Once upon a time, the CEO of SaaS company Gong shared a public failure: they spent a lot of time integrating with a client who never signed a contract. The post without ads got thousands of likes and hundreds of comments. And a post with a case study about ROI of +300% received only a few dozen reactions.
What does this mean? Authenticity sells better than numbers.
And what should you post?
- Real stories from launches – not just the ones that “worked.”
- Personal impressions after conferences, not template reports.
- An account of the ups and downs, with the conclusions that I made from it.
- Photo without filters, text without marketing fog.
Today, the winner is the one who is not afraid to show themselves without a presentation background. So if you’ve been thinking that LinkedIn is a place for restrained case studies and professional phrases, it’s time to say, “No, bro, it doesn’t work anymore.” And just tell your story.
In 2025, being a top without a personal brand is like launching a target without creativity. Something seems to be happening, but it doesn’t catch on very well. If you are a C-level, agency head, or company owner, and your LinkedIn is just a CV and a Happy New Year… we need to talk 😅.
Personal brand is your new business card
Forget about the days when it was enough to just “be a great specialist”. Today, your reputation is formed not only in the office, but also in the feed.
LinkedIn is a new stage for the tops, and your activity here = trust, visibility, sales, recognition.
And yes, we are talking about LinkedIn-influencing. This is when a CEO writes not only about stock markets, but also about his experience with his team, fails, personal lessons, and inspirational books. And it works.
Why do experts and tops need a personal brand?
People want to buy from people. When the CEO of a SaaS company shares his views on automation, it’s not just a post. This is a sale without a sale. Because when a request comes up, they will remember him.
Your personal profile is a mirror of your corporate culture. A strong leader’s brand attracts strong players. HR has long been reading not only the company’s page, but also your personal one.
The brand opens doors. Investors, media, events – everyone is interested in people they know.
How companies use the personal brands of the tops
- Launch campaigns on behalf of the CEO: interviews, articles, webinars.
- Bring the CEO to events as a speaker.
- Add a link to the profile in the presentation because it works better than cold leads.
What should you do?
- Start simple: one post a week – about experiences, thoughts, or even doubts.
- Share stories from the life of your team, product, conferences.
- Use video (yes, even on LinkedIn).
- Don’t be shy about being yourself – LinkedIn is no longer just about ties and templates.
If you still think that personal branding is for bloggers, not executives, then spoiler alert: this tool works even better in B2B. Because in the end, people do business – and they are the ones we subscribe to.
Expert advice: what to do this week?
- Record a short video for LinkedIn – share your experience, opinion or insight from work. Camera, 60 seconds, subtitles – done.
- Update CEO/CMO/founder profile – add a photo, banner, description, publications. This is your platform, not an archive.
Write a post with a story or fake – show the human face of the brand. It can be either a joke or an experience that will teach others.