The LinkedIn Glow-Up: Why you need a new strategy for the Gen Z era

With Gen Z stepping in, the rules of LinkedIn are shifting to something more than business. Bold ideas, human stories, and Next-Gen strategies will define the brands that stand out in 2025.

Unless you have been living under a rock lately, you surely noticed that LinkedIn has become much more than a platform for CVs. It is now the heartbeat of professional influence, innovation, and decision-making. With a global audience of 1.15 billion monthly active users as of 2025, a 15% growth from the previous year, LinkedIn drives conversations that shape entire industries. 70% of marketers say that LinkedIn has resulted in a positive ROI for their organization. 

And it is getting personal. Posts from CEOs globally have surged by 23% year over year, driving four times the engagement of typical LinkedIn posts. Leadership posts aren’t just content, they are catalysts for influence. According to LinkedIn, CEOs who share their vision on the platform often see a 39% boost in followers, transforming their networks into power hubs for brand visibility.

Success in 2025 will be driven by a new wave of professionals who see LinkedIn as more than just a career platform. As Gen Z enters the workforce — and LinkedIn, the lines between work, lifestyle, and personal branding are blurring. The platform is evolving into a space where career moves intersect with culture, fashion, and collaboration. To stay relevant, brands must rethink their approach, embracing bold ideas, authentic storytelling, and employee-driven content that feels as dynamic and engaging as the people shaping the future of work.

LinkedIn Trends for 2025

In 2025, the scroll-stopping content isn’t coming from faceless corporations. It’s coming from brands with a strong voice, a personality, and an engaged network that fuels organic reach. So what’s working? What’s dead? And what’s about to dominate the feed this year? Here’s the trends you need to know.

1. Thought leadership that actually has a point of view

No one’s clicking on another “5 Ways to Improve Workplace Productivity” post. That’s background noise. In 2025, the best content is hot takes, fresh perspectives, and industry-shaking ideas that make people think, comment, and share. The best thought leaders on LinkedIn aren’t just reporting trends—they’re challenging assumptions, calling out inefficiencies, and offering solutions that no one else is talking about.

2. Personal storytelling that feels real, not scripted

People follow people, not company pages. And they definitely don’t engage with posts that sound like they were run through five layers of approvals. The LinkedIn feed in 2025 belongs to brands that feel human. Brands that let employees share honest takes, lessons learned the hard way, and behind-the-scenes moments that make work feel personal.The best-performing LinkedIn posts are ones that spark emotion, teach something valuable, or make people feel seen.

3. Short-form video as your brand’s secret weapon

Video is taking over, and LinkedIn is no exception. But forget high-production, corporate-sounding promo clips—that’s not what people want to see in their feed. The best LinkedIn videos are raw, straight to the point, and feel like a one-on-one conversation. Video uploads grew by 36% year-over-year, with video posts generating 1.4 x more engagement than static content.

What works in 2025?

• A founder breaking down an industry trend in under 60 seconds.
• A product expert answering a hot LinkedIn comment with a quick selfie-style video.
• A team member sharing an insight from a conference they just attended.

4. Visuals that make complex ideas click

People want to process insights at a glance. If a post takes too long to understand, people will scroll past it. Infographics that break down complicated topics, carousel posts that tell a compelling story slide by slide, and data-driven visuals that highlight key takeaways are another important currency of engagement. A well-designed visual can turn a complex concept into something digestible, memorable, and shareable. If your content can teach and engage in just a few seconds, it will dominate the feed.

5. Micro-networks and LinkedIn communities

The biggest shift on LinkedIn in 2025 isn’t happening on the main feed. It’s happening in private, niche communities where real conversations thrive. As the algorithm gets more crowded, brands that want deep engagement and high-value connections are moving into LinkedIn Groups and micro-networks. These spaces build trust, create exclusivity, and foster deeper conversations than the endless sea of main-feed content.

What this looks like:

• A B2B SaaS brand running a private LinkedIn group for AI startup founders.
• A creative agency hosting a niche community for brand strategists.
• A CMO building a micro-network of other marketing execs, where insights and opportunities are shared first.

6. Live content that feels interactive

Brands that want real engagement in 2025 are leaning into LinkedIn Live, real-time Q&As, and interactive sessions that turn passive audiences into active participants. Live panel discussions where experts debate industry trends, AMA (Ask Me Anything) sessions with leadership teams, or product demos with live audience questions are redefining how brands connect. These formats make companies feel more accessible, knowledgeable, and genuinely interested in their audience.  

7. Growth hacking with AI

The companies that embrace AI in their LinkedIn strategy will see massive benefits.AI-powered tools can, for example, help suggest post topics based on industry trends, recommend the best times to publish, and help employees refine their messages without losing authenticity. Employees will be able to post more frequently without the stress of creating content from scratch. The key is to use AI as an enhancer, not a replacement for real voices.

Best Practices: Brands that get it

Spotify

Spotify’s LinkedIn feels less like a corporate page and more like a backstage pass to the brand. It’s a mix of industry leadership, cultural relevance, and human connection. From highlighting new playlists and podcast innovations to championing diversity and employee well-being, their content feels fresh, relevant, and personal. Behind-the-scenes glimpses into their offices, team spotlights, and stories about music’s impact make the brand feel alive. But the real power of Spotify’s presence? Their employees. With a high number of engaged team members actively posting and sharing insights, the brand’s message spreads organically, making their influence feel authentic rather than manufactured.

Patagonia 

Patagonia doesn’t just post on LinkedIn, it rallies a movement. Their feed isn’t filled with corporate fluff or sales pitches. Instead, it’s a mix of striking visuals, powerful stories, and straight-up activism, all reinforcing their mission to protect the planet. They go beyond talking about sustainability, they show it in action. Employees, ambassadors, and even CEO Ryan Gellert contribute to the conversation, making the brand feel less like a company and more like a collective of people who care. Gellert’s personal LinkedIn posts don’t just echo Patagonia’s values—they amplify them, creating a natural link between leadership and brand purpose.

Adobe

Adobe’s LinkedIn presence is exactly what you’d expect from a brand built for creatives—vibrant, dynamic, and full of inspiration. They mix thought leadership with hands-on tutorials, industry insights, and deep-dive case studies that cater to both B2B professionals and individual creatives. But what really sets them apart is their ability to turn the spotlight outward. Instead of just talking about their own innovations, they showcase the artists, designers, and brands that bring their tools to life. Employees add another layer, sharing behind-the-scenes content and personal takes that make the brand feel more like a community than a corporation.

How to build a LinkedIn ecosystem that drives growth in 2025

To further elevate your LinkedIn game, stop thinking of it as just a platform for posting content. Instead, view it as a living, breathing ecosystem where every element—your brand page, your employees, and your content—functions as part of a larger network designed to multiply your influence.

A LinkedIn ecosystem is a strategic network. Your brand page becomes the authority hub for big ideas, while employees act as the trusted human faces that bring those ideas to life. This collaboration creates a ripple effect of engagement, trust, and influence. A well-designed ecosystem connects your brand page, employees, and content strategy into one cohesive network that multiplies impact. 

Here’s how to create your framework:

1. Start with a strong core

Your LinkedIn brand page is the foundation of your ecosystem. It should deliver bold, industry-leading ideas that spark meaningful conversations. Use it as a hub for authority-building posts, data-driven insights, and content that positions you as a leader.

2. Amplify through employees

Your team is your most underutilized asset. Empower employees to share personal stories, professional insights, and thought leadership that aligns with your brand’s mission. Authentic employee content builds trust and extends your reach into untapped networks.

3. Create content synergy

Your ecosystem thrives when your brand and employee content align. Build campaigns where brand posts provide the big picture, while employees share personal perspectives that add depth and relatability.

4. Stay future-ready

Invest in tools and technologies that enhance your content and fuel your ecosystem with a future forward appearance. AI can help employees create posts, track engagement trends, and optimize content strategies. Experiment with videos, LinkedIn Groups, live streams, and other emerging features to stay ahead.

5. Engage and iterate

A LinkedIn ecosystem is a living thing. Use analytics to track what works and double down on strategies that create the most engagement. Again, experiment often, and don’t be afraid to adjust as trends evolve.

Stop posting, start building. 

By rethinking LinkedIn as an ecosystem, structuring it with a clear strategic framework, and adopting future-forward content for the new generation of LinkedIn members, you’re not just staying relevant, you’re creating a future-ready growth engine that will set your brand apart in 2025 and beyond. At LOOP, we help brands amplify their impact: From managing brand accounts to empowering employees, we develop strategies to maximize your LinkedIn presence. Ready to own the LinkedIn conversation? Let’s make it happen.