3 LinkedIn Trends Every B2B Marketer Needs to Know (2025)

Does anyone remember the break they just had over the new year? No? Me neither.

As this year starts at a crazy pace, I wanted to give B2B Marketers a quick heads-up on the LinkedIn trends you need to know for 2025 to ensure your strategy drives business growth.

It will be interesting to see how they change over the course of the year. Be sure to subscribe so you can stay up to date.

This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.

• Listen on Apple Podcasts

Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ

Trend 1 - AI Content and Tools - Friend or Foe?

Artificial Intelligence tools are transforming B2B marketing on LinkedIn, offering new ways to save time and produce content. However, caution is advised. Not all that glimmers is gold, and we are certainly seeing both sides of AI play out on the platform.

The Good:

• AI tools like ChatGPT and Perplexity can be game-changers when used smartly. From brainstorming ideas to refining content and converting long-form posts into bite-sized formats, these tools help you work smarter, not harder.
• Descript , in particular, simplifies video and audio editing and generating transcripts, making it accessible even for beginners. Try Descript today (using this affiliate link helps me out).

The Risks:

• Quality content trumps quantity. Just because you can create content at volume doesn't mean you necessarily should.
• Some AI tools promise automation for comments, connections, and relationship-building, but they come with a hidden danger: violating LinkedIn’s user agreement.
• Misusing these tools can lead to account suspension, a risk no marketer can afford for themselves or their teams.

Actionable Tip:?Start by streamlining your processes with tools like ChatGPT and Descript, but always read the fine print before integrating new software. Ensure compliance with LinkedIn’s policies to protect your team's accounts.

Find out more about the details of the LinkedIn User Agreement.

Trend 2 - Short Form Vertical Video - A Mixed Bag

LinkedIn’s TikTok-inspired video feed is here, but is it right for your B2B marketing strategy?

What’s New:

• With Gen Z making up 65% of LinkedIn’s audience, short-form videos aim to capture this demographic.
• Despite its buzz, short-form video has yet to deliver consistent results in follower growth or tangible business outcomes.

The Challenges:

• Pushing your team to create video content they’re uncomfortable with can backfire, reducing engagement and morale.
• Much of the content on LinkedIn’s video feed lacks originality, blending into the background instead of standing out.

Actionable Tip: Mix video content into your strategy only if it aligns with your team’s strengths and resources. Prioritise authenticity and quality over chasing trends. Tools like Descript can help ease the process.

Trend 3 - Page Advocacy: The New Era of Employee Engagement

Forget traditional employee advocacy. In 2025, it’s all about Page Advocacy, using your LinkedIn Company Page to uplift your team.

Why It Matters:

• Encouraging employees to create content can be met with resistance. Instead, flip the script. Use your Company Page to celebrate their achievements, share their content, and amplify their voices.
• By positioning your Company Page as a cheerleader, you foster a culture of engagement and inspire employees to explore LinkedIn’s potential.

The Benefits:

• Increased visibility for your team.
• Greater engagement on your Company Page.
• Accelerated follower growth.

Actionable Tip: Start by liking, commenting, and reposting employee content from your Company Page. Make their contributions a focal point, and watch your LinkedIn presence grow.

Listen to me speak on Page Advocacy at these upcoming events.

Final Thoughts: LinkedIn Strategy Beats Trends Every Day of the Week

LinkedIn trends come and go based on what LinkedIn determines is the right for the platform. But this may not be aligned with your business goals.

Just like they get things wrong or sunset features, eg LinkedIn Stories (I miss them), LinkedIn Audio (almost gone completely), ??Comments (bring this one back), we always need to stay true to a solid B2B Marketing strategy.

Need help? Reach out, and let's set your B2B business up for success.

Cheers!

Michelle J Raymond

Book an intro call here.