LinkedIn has transformed from a traditional professional networking site into a vibrant, content-driven platform, as highlighted in Metricool’s 2025 LinkedIn Study. Analyzing over 577,000 posts from nearly 48,000 pages, the study reveals significant shifts in the platform regarding video content and how brands can tap into underutilized formats to drive engagement.

To facilitate the comparison and page benchmarking, we organized the analyzed accounts by number of followers, ranging from ‘Tiny’ to ‘Huge’. See the full breakdown in the graph below:

Metricool creates monthly social media reports to monitor emerging trends, platform shifts, and benchmarks for marketers, SMMs, and creators to analyze and enhance their marketing approaches. What key takeaways did this report uncover?

The Rise of Video Content

Video content on LinkedIn has seen a remarkable 53% increase in usage, outpacing growth rates on platforms like TikTok, Instagram Reels, and YouTube. This surge underscores LinkedIn’s evolution into a dynamic space for creators and brands. Despite this growth, video has not yet surpassed other formats in engagement.

In the graph below, almost all video content metrics are on the rise, save average shares. This indicates a growing demand for video content on the network. Its rapid growth suggests a promising avenue for future content strategies. Before competition floods, creators and brands should experiment with video content to see what sticks best with their niche audience.

Carousels: The Engagement Powerhouse

The report found carousel posts are LinkedIn’s top-performing format, driving an impressive 45.85% engagement rate. These multi-slide posts facilitate storytelling and in-depth content sharing, making them highly effective for audience interaction. Carousels also lead in click-through rates and shares, indicating their strong appeal and effectiveness in driving user engagement.

Polls: An Underutilized Opportunity

Despite a 206% increase in reach, polls remain underused on LinkedIn, utilized in only 0.00034% of analyzed content. This presents a significant opportunity for brands to engage audiences through interactive content. With Metricool’s new poll scheduling feature, marketers can seamlessly integrate polls into their content calendars, enhancing engagement strategies and audience feedback.

External Links in Posts: Yes or No?

Despite popular belief that links limit posts’ reach, the report found that the opposite is true. A little over 30% of posts contain links to external pages, and posts with links saw a 4.9% increase in impressions and a 13.57% increase in interactions. LinkedIn is not off the table if you’re looking to drive external traffic from posts.

LinkedIn’s shifting landscape offers unique opportunities for brands willing to diversify their content strategies. By embracing video, experimenting with carousels and polls, and driving traffic to external sites, brands can maximize their performance and engagement on the platform.
For a more detailed analysis, refer to Metricool’s full report here.

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