If you’re a brand looking to grow, LinkedIn is an important platform to understand and leverage for your business. As a leading social media platform for businesses, there is incredible potential to reach your target audience with the right content and messaging, helping your organization hit your goals in 2025.
Is LinkedIn the best social media platform for B2B?
LinkedIn is the number one lead generation for B2B brands when it comes to social media platforms. While we steer clear of jumping on every trend without a clear strategy, it’s important to acknowledge the evolution of LinkedIn as well as its current state. Let’s talk about statistics you should know and important updates for LinkedIn. These statistics convey how valuable LinkedIn can be for business when used the right way.
LinkedIn stats you need to know
- LinkedIn was rated the top platform for B2B lead generation.
- 90% of B2B business professionals with decision-making authority value thought leadership from brands they work with.
- 75% of potential buyers say that when a brand shows expertise with new content, it helps their chance for partnership.
- Approximately 50% of C-suite level professionals engage with LinkedIn content weekly for at least an hour.
*Stats from LinkedIn and Edelman
2025 LinkedIn Platform Updates and Feature Changes
- LinkedIn removed the ‘Pinned comment’ feature. However, when an author comments on a post, it is automatically pinned.
- LinkedIn added a short-form video feature on mobile. Platforms are catching on to TikTok’s success through video content, and LinkedIn is testing video features on its own platform to increase engagement.
- Direct messaging on the platform vastly increases the content visibility of the recipient’s content by 70%.
- LinkedIn posts preview only the first three lines of each post. The rest of the post is hidden until the user clicks to expand the post.
According to Edelman, “Poorly executed thought leadership, however, can have an equal and opposite effect, leading decision-makers to remove a potential vendor or partner from consideration altogether.”
Did you catch that? Not only should brands create content on LinkedIn to increase lead generation, brand reputation, and ROI, but it’s essential to create the right content to effectively leverage this platform.
What is the “right” content? We’re glad you asked. While your content should be unique and aligned with your brand, we’ll guide you through an effective LinkedIn content strategy that is applicable to any brand.
As an award-winning digital marketing agency, Never Settle has helped over 12,000 brands reach their full potential with strategy, branding, SEO, and marketing. Let’s dive into effective LinkedIn strategies for 2025!
LinkedIn Audience
If you’re an established business, then you likely know who your audience is. If you don’t, now is a great time to create an audience persona, gathering demographics and data-driven insights to inform your target audience. This may seem like an obvious first step, but it’s often overlooked.
You’ll find it difficult to succeed without having your target audience in place. Don’t get distracted by all the other players on the platform. Speak directly to your audience’s needs, offering them value that connects with your brand and offerings.
When it comes to members on the platform, LinkedIn shares their member stats and distribution for advertising:
- Asia-Pacific: 277 million users
- Europe: 257 million users
- North America: 233 million users
- Latin America: 156 million users
- Middle East & Africa: 60 million users
LinkedIn Post Structure
According to LinkedIn Coach and Corporate LinkedIn Trainer, Jasmin Alić, he has found success with content creation in the following post format:
- 1-liner hook (must be one line. If it takes up two lines, LinkedIn will hide the rest of the content)
- Empty line
- Supporting sentence that ties to the hook and tells the reader the value they’ll gain from the full post.
End the post with a simple, engaging question to encourage comments on the post.
Example post:
LinkedIn Content Pillars
Lead Generation, Conversion, & Retention
We’re going to look at creating content with content pillars from the lens of these three goals:
- Generating demand
- Converting those leads into sales
- Returning customers / Brand loyalty
Content that generates demand
This content focuses on brand awareness. This type of content is often one or more of the following: aspirational, disruptive, qualifying, shareable, relatable, or 'point-of-view'. Through compelling messaging and/or visuals, you can increase your reach with relevant content.
KPI metrics cheat sheet: Measure reach, shares, and follows for these posts.
For LinkedIn advertising, you’ll want to run A/B testing to see what content your audience responds best to. Alternatively, you can promote existing organic content with the highest engagement. Expand your reach by pushing your proven content to new audiences with similar demographics as your existing audience.
We’ll use Hubspot’s content as an example of demand generation on LinkedIn:
This falls into the 'point-of-view', connecting a problem their target audience may have experienced or can at least relate to. It's not a high-quality image or overly curated visual, which makes it approachable and charming for this type of post.
Content intended to convert
This type of content is the money-making content. It’s where you make sales and start to see that ROI. It’s offer-focused, clickable, analytical, promotional, and/or shares your unique value proposition.
So why didn’t we start with this? In order to convert, you first need to build trust through the demand generating content above. If you skip that step, you’ll miss the opportunity to build relationships and open doors to make the sale.
KPI metrics cheat sheet: Measure sales, clicks, traffic, and post saves.
If advertising on LinkedIn, you would push this type of content to people who have engaged with your content or account in the last 30, 60, or 90 days. Because they have already come into contact with your content, engaged with it, and are now primed for conversion.
This example of Adobe’s content showcases a post that’s optimized for conversion:
It discusses the features and benefits of the product with a link to the product landing page, encouraging the sale.
Content to Increase Retention
The goal is to keep people coming back. It looks like return customers or word-of-mouth (WOM) referrals. Depending on your product of offering, you may not have repeat customers. In this case, it would be aiming to build brand loyalty, which would result in referrals to new customers.
This content overlaps with the first content pillar, except that it’s geared towards who you are as a brand rather than who the customer is. Retention content could mean sharing your mission and values, behind the scenes, thought leadership, enhanced value, etc.
It strikes an emotional chord, strengthening your relationship and building loyalty. You want your WOM customers to share this content with their colleagues, friends, and family members that could benefit from your brand as well.
KPI metrics cheat sheet: Measure comments, average order value, and customer lifetime value.
For LinkedIn ads, you can promote this category of content to your existing customers and their connections. Keep that top of mind and reach others in their sphere of influence.
Apple created a ‘Life at Apple’ series on LinkedIn, sharing their brand values.
The content retains their audience who aligns with their mission and values, building brand loyalty.
How to create content for LinkedIn
With text only posts, all you need is your keyboard! While there are tools like ChatGPT and Creaitor AI, we recommend only using it for ideation. They aren't great content creation tools; users generally recognize and sometimes fully reject AI written content.
When it comes to producing visuals, there are plenty of tools available to help you with content creation. If you don't have a graphic designer, Canva is a user-friendly tool that makes graphic design accessible to everyone. A more advanced option is Photoshop. For videos, you can use Canva's video editing feature or apps like InShot to edit your videos. We recommend adding subtitles or text to help users understand what the video is about without the volume on.
Can you schedule posts on LinkedIn?
Yes, there are scheduling tools for LinkedIn. These tools help you plan ahead and post consistently. However, we encourage you to regularly show up on the app and engage with your content. Block out time on a daily, weekly, or monthly basis to engage on LinkedIn.
Tools for Scheduling LinkedIn posts
- Sprout Social
- Buffer
- Hubspot
- Hootsuite
- Later
- LinkedIn: You can schedule a post directly in the platform
How to Schedule a Post on LinkedIn:
- Start Your Post
- Click Start a post at the top of your LinkedIn homepage.
- A pop-up window titled Create a post will appear.
- Compose Your Content
- Enter your message or content in the field labeled, What do you want to talk about?
- Schedule Your Post
- Click the clock icon in the bottom-right corner of the pop-up.
- In the Schedule post window, choose the desired date and time for your post to go live.
- Posts can be scheduled within a 10-minute to 3-month range from the current time.
- You can manually enter an exact time or select from the dropdown options (in 30-minute intervals).
- Note: Scheduled times are standardized in UTC, based on your device’s time zone.
- Finalize the Schedule
- Click Next to review your scheduled date and time, which will appear above your post.
- Click Schedule to confirm.
- A confirmation pop-up will appear at the bottom-left of the page.
Adjusting or Canceling Scheduled Posts:
- To modify the scheduled time before confirming, click the clock icon, update the time, then click Next and Schedule again.
- To cancel scheduling and post immediately:
- Click Edit next to the scheduled time above the post.
- In the Schedule post window, click Clear time to remove the schedule details.
- Click Post to publish instantly, or click the close icon in the upper-right to discard the post entirely.
- Once a post is scheduled, you can reschedule or delete it as needed.
Viewing and Managing Scheduled Posts:
- Access Scheduled Posts
- Click Start a post on your homepage.
- Click the clock icon in the bottom-left corner of the pop-up.
- In the Schedule post window, select View all scheduled posts from the lower-left corner.
- Manage Scheduled Posts
- Preview: Click any post to view its details.
- Delete: Click the delete icon next to the post. Confirm deletion in the pop-up window by clicking Delete again.
- Edit or Reschedule:
- Open the Scheduled posts page.
- Click the More icon in the upper-right corner of a specific post.
Choose Modify schedule or Edit post to make changes.
6 tips for commenting on LinkedIn
Building community and engagement is a two-way street. If you’re just starting out, you’ll likely have to initiate the interactions most of the time. If you’re an established brand with high engagement, show generosity and reciprocate the engagement.
- Stay online after you post, and interact with your audience in the comments. This builds engagement, which in turn boosts your content’s visibility.
- Ask questions in the comments to create a conversation. Making statements is the quickest way to shut down a conversation.
- Respond to both positive and negative feedback. Avoid the temptation to become defensive. You have an opportunity to create brand loyalty, even if you believe the comment is unfair. A kind, helpful comment can repair trust. Others will be paying attention to your response as well, determining if you’re the type of person to do business with. Responding to comments is a form of customer service.
- Comment on other member’s content. Support your network by engaging with their comments. This also encourages them to reciprocate, building community and increasing engagement on both their content and yours.
- Position yourself as an authority in your industry by contributing thought leadership in other creator’s comments. This puts you in front of their audience, expanding your reach and increasing your account’s visibility.
- Comment with genuine, original thoughts. Avoid using AI bots for commenting as it’s often seen as disingenuous, and they don’t add value. Additionally, it may create a negative perception of your brand. People crave real connection and community.
Monitor, Adapt, and Evolve
Monitor the performance of your organic and paid content. Track the associated metrics for each type of post, and use that data to inform your future posts. This data is also valuable for stakeholder communication and buy-in.
Make adjustments based on the insights you gain. Once you find what works, you’ll likely get into a rhythm and increase the efficiency of your content production.
With any platform, remain flexible and evolve with the market. Innovation and marketing go hand in hand. If you get too set in your ways, you may turn into Blockbuster. Markets, platforms, and competitors often disrupt the status quo. We encourage you to see this as an opportunity to grow!
At Never Settle, we strive for perpetual improvement. If you’re interested in partnering with us, connect with our team to learn how we can help you reach your goals in 2025. We’d love to learn more about you and see if we’re a good fit!
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