LinkedIn in 2025: What the Latest Data Tells Us About Getting Seen (and Heard)
If you’ve ever wondered whether LinkedIn is still worth the effort especially when your audience might be scattered across Instagram, TikTok, and Facebook the answer from Metricool’s latest 2025 study is a loud, data-backed “Yes.”
This is LinkedIn’s moment. And if your brand isn’t making the most of it, this is your nudge.
Metricool analysed over half a million posts from nearly 48,000 company pages. Whether you’re a growing consultancy, a sports business, or a creative freelancer, there are valuable takeaways you can use right now to get better results from LinkedIn.
Interactions are up. Clicks are up. Video views are through the roof.
Let’s break it down…
Video content is exploding
Video usage on LinkedIn is up 53%.
But the real win? Impressions are up 73%, and engagement has jumped 87%.
If you’re already using Reels or TikTok, now is the perfect time to start repurposing that content for LinkedIn. Think: behind-the-scenes footage, short tips, or real-talk insights.
Try this: Share a quick video introducing your team, showing how something works, or reflecting on a recent challenge. It doesn’t have to be polished just real and relevant.
Carousels and polls are LinkedIn gold
Carousels (those swipeable document-style posts) are delivering the highest engagement of any format. Polls are used by just 0.45% of accounts but they earn 206% more reach than the average post.
What to do: Repurpose a blog post or guide into a carousel. Or spark a conversation with a poll. These are low-effort, high-impact tools and still underused.
Links don’t hurt your reach surprise!
Metricool’s study puts the old myth to bed: posts with links are actually getting more impressions (+4.9%) and more interactions (+13.5%).
So if you’ve been avoiding links in fear of being “punished,” it’s time to rethink.
Tip: Share value in the post itself and use the link as a helpful next step not the whole point.
Consistency wins (even if you have a smaller audience)
The average company account posts around 12 times a month, and engagement has increased across nearly all account sizes especially smaller ones.
Smaller pages even saw a 22% increase in impressions this past year.
Reminder: You don’t need to post daily to see results. You need to post consistently and with clarity about what matters to your audience.
Comments and clicks are up. Shares? Not so much.
It’s worth noting: shares are down, but comments are up and so are clicks. And that’s a good thing.
LinkedIn wants conversations. People are spending more time engaging directly with content.
Action step: Invite conversation. Ask questions. Show up in the comments yourself.
Final thought: Your content does matter here
From video and carousels to links and polls, the data is clear: LinkedIn is a platform that rewards value-led, engaging content.
So whether you’re a solo consultant, run a growing business, or work in sport and well-being it’s time to rethink how LinkedIn fits into your strategy.
If you need help showing up more strategically, that’s what I do. Let’s chat.