LinkedIn has over 1 billion members in over 200 countries (LinkedIn, 2025) with over 67 million companies on the site (Social Shepherd, 2025) which demonstrates its importance and dominance in professional networking. For marketing purposes, when finding leads on social media in the B2B sector, 80% are generated from LinkedIn (LinkedIn, 2024). This means it is a key platform for businesses and staying active and abreast of the ever-changing marketing trends and strategies is imperative. In 2025, LinkedIn is set to introduce new tools and features that will enhance and impact the marketing capabilities of the platform. Understanding these in advance will put your marketing in the best position for the year ahead.
Trend 1: AI generated content
AI is expected to contribute to over $15.7 trillion to the global economy in 2030 (PwC) which showcases the strong influence of this content type within the industry. This increase in usage is due to efficiency in cost and productivity of these tools. Content creation can be time consuming and require an extra role in a company or use of an external resource. Consistency plays a large role in engagement, having ready-to-go content and media is an advantage in social media marketing on any platform. For this reason, its now more likely you’ll be seeing AI-generated content than original content by 54%! We can expect this to continue and developing the optimal content creation strategies to achieve minimal cost and efficiency. However, it should be noted that overuse of this content type can lead to a decline in engagement (LinkedIn).
Trend 2: Video Content Dominance
Mostly due to the influence and rapid growth of TikTok, video content has been on the rise in popularity. With easy to digest information and visual aids, consumers have shown a preference for this media type with 92% of mobile video consumers sharing videos in 2023. According to a 2024 LinkedIn study, posts with videos attract 20-30% more comments and five times more engagement than posts without videos. This year, 80% of global web traffic is expected to be video and definitely a trend that LinkedIn will follow too.
Trend 3: Smart Networking Tools
AI tools are also benefitting networking in a digital format. These possibilities will assist in finding the most relevant connections, more specific position openings and maximising networking ROI. Suggestions for hyper-personalised connection suggestions on the platform will reach new heights in 2025 which will consider professional goals, engagement behaviour, location, qualifications and career aspirations to build meaningful networks. This will also be powered by engagement with regular use of the platform assisting the reduction of “cold outreach” and increasing likelihood of accepted invitations.
Trend 4: Virtual Networking Events
LinkedIn is expected to introduce immersive virtual events features that include 3D spaces and interactive panels. These technologies will build on Augmented Reality (AR) and Virtual reality (VR). This could allude to features of avatars, virtual spaces as well as real time discussions. Last year it was predicted that in 2025, 75% of professionals will be attending virtual events because they are more flexible than in person. Due to this rise in demand and popularity, event organisers are planning to expand their technologies to cater for all (in fact 63% of event organisers plan to integrate AR and VR into their future events!). This trend and tool will be beneficial as networking can occur more frequently with the ease of virtual set up. This will benefit businesses and indivuals as the need for travel is eliminated. Furthermore, this will mean that global reach to events can be established which will benefit companies and individual’s trajectories.
Trend 5: LinkedIn as a Creator Platform
Tools to build a personal brand will allow users to create more personalised portfolios and pages that include video introductions and other dynamic interactive and realistic content types. This will help both individuals seeking job roles to come across authentically and not just through text as well as hiring managers as they can achieve a deeper dive into personality without the needs for interviews. For marketing, this can help individuals with their own smaller businesses and brands who want to highlight personality to help brand identity and in turn, growth.
Conclusion
In conclusion, the trends highlighted in the article reflect the ongoing transformation of digital networking and content creation. AI-generated content, video dominance, and smart networking tools are revolutionizing how individuals and businesses engage online, offering greater efficiency and personalization. Virtual networking events and LinkedIn's shift towards a creator platform further enhance the flexibility and authenticity of professional connections. As these technologies continue to evolve, they promise to reshape how we network, create, and build our personal and professional brands in the digital landscape.
For further reading about how to best integrate LinkedIn into your social media strategy in 2025 see the below articles:
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