Creativity isn’t the problem on LinkedIn. Visibility is. That might sound surprising. The platform is thriving, with more users, more video, and more content than ever.
But here’s the catch. More content means more noise, and many brands are still relying on the same tired formula: write a caption, drop in a link, and hope the algorithm does the rest. That approach no longer works. The LinkedIn algorithm doesn’t reward activity. It rewards value.
It surfaces content that holds attention and drives interaction, and it pushes down content that doesn’t. So if your posts aren’t sparking a reaction, they’re likely being buried.
At PR Agency One, we manage LinkedIn accounts for a wide range of executive and brand profiles. One thing has become clear over the last few months:
The algorithm has evolved.
It now prioritises:
- Comments over likes
- Saves over shares
- Time spent engaging over raw impressions
It’s not about how many people click. It’s about how long they stay and whether they get involved.
Which means:
- “Like if you agree” prompts are no longer effective
- Posting a link with no context won’t drive reach
- Ignoring replies reduces visibility
You have to earn your place in the feed.
That means showing personality, not just expertise.
It’s not just thought leadership, it’s thought that leads somewhere.
The most underused tactic? Commenting
Posting less could actually lead to greater reach.
LinkedIn now displays comment impressions, showing how many people have seen what you write in response to others.
A relevant comment on a trending post can be seen by hundreds, sometimes thousands, even if it gets no likes.
If you want to grow your presence without posting every day, start here:
- Comment daily on relevant posts
- Share a stat, short insight, or experience
- Avoid empty praise – offer something of value
- Join conversations outside your own content
This is still the most overlooked tactic in B2B LinkedIn strategy, and one of the most effective.
What’s performing well on LinkedIn in 2025?
1. Short, real video
Video continues to gain traction on LinkedIn. Uploads have increased by more than 30% year-on-year, and total views are up 36%, driven largely by mobile-first, short-form content.
LinkedIn now prioritises vertical video, reflecting a shift to mobile-first design.
But performance depends on quality, not production value, but relevance.
If your video doesn’t stop someone mid-scroll, it won’t deliver results.
Best practice:
- Keep videos under two minutes
- Start with a bold statement or question
- Always include subtitles (most people watch without sound)
- Upload directly (not via a YouTube link)
Live video is also gaining ground – it now generates 7x more reactions than standard posts.
2. Carousel posts that educate
Carousels remain one of the best-performing formats, especially when used to break down useful information clearly.
They’re ideal for:
- Industry myths vs. facts
- Case studies (one insight per slide)
- Step-by-step frameworks
- Lists or how-to guides
That said, carousels are structured content, more like a textbook than a conversation. If you aim to build an emotional connection, consider using video.
End with a clear call to action:
- “What would you add?”
- “Save this for later”
3. Polls with a purpose
Polls continue to drive interaction, especially since LinkedIn added the fifth response option.
But the real value comes after the votes.
Use polls to:
- Test opinions for a future post or campaign
- Crowdsource sector insights
- Spark debate in the comments
Encourage replies, not just clicks.
Five quick visibility wins
- Open strong – Your first line must earn the “see more” click.
- Post when your audience is active – We often see peak engagement in the UK at 9am on Tuesday and noon on Thursday.
- Tag carefully – One or two people maximum. Over-tagging feels forced.
- Use 3 – 5 hashtags – And make them specific.
- Get internal traction early – Likes and comments in the first hour can extend reach significantly.
Don’t fall into these traps
Avoid the common pitfalls that hold back reach and credibility:
- Overusing the same post format (e.g. polls-only)
- Ignoring replies – engagement requires follow-through
- Repurposing Instagram or X content without adapting it for LinkedIn
- Using “engagement pods” – LinkedIn detects inauthentic behaviour
Should you promote content with paid support?
If a post is performing well organically, especially a video or carousel, a small paid boost can help you reach the right audience.
Targeting by job title, sector, or company is particularly effective.
But don’t try to rescue underperforming content with budget.
If it didn’t land organically, it won’t land with spend.
Final thought: engagement is effectiveness
At PR Agency One, we believe in Creative Effectiveness, the idea that great ideas should deliver results.
LinkedIn is where that principle comes to life.
You don’t need to post daily.
But you do need to show up with something to say.
- Share content that adds value
- Speak like a real person
- Take part in relevant conversations
- Use your analytics to learn what’s working
The brands that stand out in 2025 won’t be the loudest. They’ll be the clearest, most consistent, and most responsive.
