The Cost of Boring: How B2B Brands Can Win on LinkedIn in 2025

The brand that gets remembered gets bought! Let that sink in for a minute...

As we move into 2025, LinkedIn's crowded landscape presents challenges and opportunities for B2B marketers. With over a billion members and increasing competition, standing out is essential. In this article, we’ll explore how B2B brands can break free from boring content and succeed on LinkedIn in the year ahead.

Let’s explore how to break out of the ordinary and get your brand noticed, remembered, and chosen.

This article is inspired by the recent Social Media for B2B Growth Podcast episode hosted by Michelle J Raymond, with expert guest Robin O Connell , LinkedIn .

• Listen on Apple Podcast
• Watch on YouTube

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

Why 2025 Will Be More Competitive on LinkedIn

LinkedIn has grown immensely, and with this growth comes more competition. But despite this, there’s still a lot of “white space” for brands willing to push creative boundaries.

Key Trends Impacting LinkedIn in 2025

• Gen Z is LinkedIn's fastest-growing user base: Younger professionals are increasingly turning to LinkedIn, bringing a shift in content preferences.
• Video content is rising: LinkedIn’s focus on video, especially vertical formats, is only growing. Expect video to become a cornerstone of content strategy.

The Cost of Playing It Safe on LinkedIn

Many B2B brands fall into the trap of playing it safe—adopting professional tones that mimic competitors and blending into the background. This means most brands create content that doesn’t stand out or leave a lasting impression.

The True Cost of Dull Content

• Higher ad spend: You need to spend more on paid media to make an impact when your content doesn’t engage.
• Lost opportunities: Content that fails to resonate can leave future customers unimpressed and disengaged.

According to research from System1, 75% of B2B ads fail to drive long-term business impact.

Stand Out on LinkedIn in 2025

It’s time to flip the script and break away from boring content on LinkedIn. Here are some practical tips to help your B2B stand out on LinkedIn in 2025:

1. Don’t Copy Competitors

Brands often unintentionally replicate competitors' strategies. This is a trap! Instead of blending in, take a different approach:

• Audit your competitors: Use LinkedIn’s ads library to check what they’re doing. (LinkedIn Ads Library )
• Do the opposite: If everyone is going left, go right. Look for gaps and opportunities they’re missing.

2. Focus on Building Memories, Not Just Leads

While lead generation is essential, focusing solely on short-term actions can stifle your creativity and reduce long-term effectiveness.

• Balance lead generation with brand-building: Aim for content that leaves lasting impressions, even for future buyers who aren’t in the market today. (LinkedIn 95-5 Rule )
• Simplify your message: Narrow down your content to one key takeaway. Make it memorable so your brand sticks in people’s minds.

3. Inject Emotion and Creativity

B2B marketing doesn’t have to be dry. In fact, the most memorable content often stirs emotion and tells a story.

• Use humour: Humour is a powerful tool for creating engaging and memorable content.
• Create emotional connections: Studies show people remember how content made them feel, not just what it said.

Here are two ads that Robin mentioned as great examples of using humour in the episode.

4. Get Creative with Brand Assets

Your brand assets—logo, tagline, colours—are crucial for recognition, but how you use them matters.

• Early, Regular, Creative (ERC): Integrate your brand assets early in your content, repeat them regularly, and use them creatively.
• Learn from MailChimp: MailChimp turns its name into a verb, like "Google," to ensure brand recognition.

Learn more about future-proofing your brand with distinctive brand assets within this podcast episode with Jenni Romaniuk .

https://socialmediaforb2bgrowthpodcast.com/episode/future-proof-your-brand-identity-with-distinctive-brand-assets-with-professor-jenni-romaniuk

5. Embrace Video Content

With Gen Z driving the growth of video on LinkedIn, it’s time to up your video game:

• Use short-form videos: Keep it engaging with concise, punchy videos that tell a story.
• Experiment with vertical formats: Vertical videos are becoming more prominent, especially on mobile.

Actionable Steps for B2B Marketers

It’s one thing to talk about avoiding boring content, but how do you implement these changes in your LinkedIn strategy? Here are three actionable steps to start today:

1. Conduct a Competitor Audit: Use LinkedIn’s ad library to see what your competitors are doing, then look for ways to do something different.
2. Create Content with a Single Key Message: Simplify your messaging so your audience remembers one clear idea. Build your content around this key point to increase brand recall.
3. Test Emotion in Your Content: Inject humour, storytelling, and emotion into your posts. Try short-form videos or even memes to break through the noise.

Some great company pages that do this well - SURREAL , NZ Police , I-O Psych Memes , The Marketing Millennials , Dreamdata

Bonus Tip: Don't Be Afraid to Have Fun!

"Be yourself and have fun with it. Only you can create content that is authentic to you." Robin O Connell

Winning LinkedIn Content Strategy

Standing out on LinkedIn in 2025 means being bold, creative, and authentic. With creativity and courage, your brand can be the one that gets remembered—and gets bought!

What are you doing today to break free from boring? Need help?

Cheers!

Michelle J Raymond

Book an intro call here .

Follow B2B GROWTH CO - Get Your Business Active on LinkedIn?? for Growth for more LinkedIn tips and strategies.