LinkedIn boasts over 67 million businesses and over 1 billion people on the platform, which Later has dubbed a “goldmine for brand growth” that provides access to nearly every kind of buyer.
The social media and influencer marketing platform revealed the five key trends to success and how brands can take advantage of developing growth on the social media network for professionals.
This comes as LinkedIn reported 75% of buyers say thought leadership content on the platform and other networks influences shortlisting decisions for vendor, making it a “powerful place for business-to-business (B2B) sales.”
LinkedIn Video
Later said that video is growing in popularity on LinkedIn, with uploads rising by 34% year-over-year and video posts seeing 1.4x more engagement than other content on the platform.
The platform noted prioritising connection and engagement as the top way to make content stand out. This can be done by showcasing expertise, filming vertically, producing short clips, accompanying the video with a strong caption and addressing the camera as if you were speaking to a single viewer.
Work-Based Humor & Authenticity
Laughter, authenticity and satire helps make people pay attention and break through the noise by creating a genuine and relatable connection.
Later said that by bringing humour into posts engages your audience and creates a genuine and relatable connection that resonates with people personally and professionally.
‘This can be positive, neutral, or negative—the key is to tell the truth.”
Storytelling is a key trend to cultivating a professional image this year.
Databox revealed 64% of people believe personal and employee-led posts drive brand engagement. The Brand Box said 92% of consumers want story-focused ads, with 68% saying brand stories influence their buying choices.
Later suggested being brave to show the reality of your life and added: “This can be positive, neutral, or negative—the key is to tell the truth.”
Employee Advocacy
Getting employees to advocate your brand’s message across LinkedIn, was highlighted as a trend on the platform in 2025.
Later noted that 86% of Databox survey respondents say their company has an advocacy program, but it’s only mandatory in 38.5% of cases.
Some tips to consider when getting employees to advocate your brand is growing their own personal brands, providing a variety of posts they can share that works for them, and allowing them to edit their posts to match their voice and style.
Camp Out In The Comments
Rounded out Later’s top trends is encouraging your team to engage and respond to comments on LinkedIn.
This can be done by providing tips on comments and offer do’s and don’ts. However, Later also noted the importance of knowing when not to comment, particularly when it comes to a “highly nuance subject”.