LinkedIn has become the go-to social network for professionals and B2B brands. But how is the platform evolving? What type of content is working the best right now? Is it still possible to grow your presence on the platform without spending money on ads?
Metricool’s new study analyzed over 577,000 posts and 47,735 company pages from 2023 to 2025, diving into these questions with solid data and eye-opening insights.
Metricool’s latest report shows that LinkedIn is doing better than ever. Engagement is up 28.13% compared to 2024. Clicks are up 17%, and video posts have jumped by 53%. On average, pages are posting 12.24 times per month, resulting in steady, ongoing activity across the board.
Some formats like link shares are down, but overall engagement is still climbing, especially for pages with over 1,000 followers, where it's up 13.75%. People aren't just browsing—they’re interacting.
The more followers a page has, the more often it posts. Pages with over 100,000 followers publish an average of 43.5 posts per month, while smaller ones (with under 1,000 followers) post about 5.5 times a month.
That being said, lesser-known pages are gaining ground. Their post impressions have increased 22.39%, while impressions on large accounts have dipped slightly. That tells us LinkedIn’s algorithm values relevance over audience size, which is great news for growing brands.
Engagement is up across the board—except among the smallest pages, which saw a 5% drop. Meanwhile, mid-sized and larger pages saw engagement gains ranging from 13% to 45%.
This reinforces LinkedIn’s strength as a platform where brands can build meaningful relationships, especially once they pass the 1,000 follower mark.
Videos are booming on LinkedIn. Not only are people posting 13.77% more videos, but video impressions are up 73.39%, and engagement has skyrocketed by 87.32%.
LinkedIn is boosting video content in both its algorithm and user experience. While it’s still not quite competing with TikTok or YouTube in terms of volume, the shift toward visual content is undeniable, and video is proving to be a smart format if you want to stand out.
One of the most surprising findings was that polls, despite making up just 0.00034% of posts, have the highest reach of any format (+206%). Meanwhile, Carousels lead the pack in engagement (45.85%) and interactions (791 on average).
Knowing this opens the door to new opportunities. Few people are using these formats, and LinkedIn rewards the ones that do, making them perfect for storytelling, education, or sparking conversation.
Sharing links doesn’t hurt your reach. In fact, posts with links see 4.9% more impressions and 13.57% more interactions than those without them.
That’s great news for brands using LinkedIn to drive traffic to websites, blogs, or campaigns.
Highlights by sector:
Tech and media lead in how often they post.
Finance and energy get the most clicks per post.
Manufacturing (despite smaller followings) has some of the highest overall engagement.
Thus, if your content hits the mark, even less flashy industries can see big results.
Metricool also shared five best practices based on real-world case studies:
Strive to Increase Visibility: Add new tactics to boost visibility, like newsletters, and even memes if they fit your brand voice.
Post More Videos: Create platform-specific videos or try reposting those that you’ve already posted on other platforms.
Use Carousels for Storytelling: LinkedIn loves the swipeable format.
Double Down on What Works: If a post performs well, repurpose it in different ways.
Segment by Audience Type: Tailor your content to different buyer personas within your network.
LinkedIn is evolving into a hybrid network. It is home to:
Classic pro content like reports, whitepapers, and case studies
More dynamic formats like videos, carousels, and memes
Interactive features like polls and threaded conversations
Remember that what really counts here is engagement, not just volume.
LinkedIn is full of opportunities for B2B brands looking to blend smart strategy with creativity. With video on the rise, carousels driving deep engagement, and polls offering huge reach, the playbook is changing.
It’s not just about showing up—it’s about understanding how the platform is shifting and staying one step ahead.