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LinkedIn offered five strategies to enhance your content marketing approach on their platform in 2025. These insights are particularly relevant for professionals and businesses aiming to strengthen their presence on LinkedIn.
1. Embrace Short-Form Video Content
LinkedIn is evolving into a more dynamic platform, encouraging the use of short-form videos akin to those on TikTok and Instagram. This shift caters to a younger audience and promotes the sharing of concise, engaging content. In fact, video has become the fastest-growing format on LinkedIn, with uploads increasing by 34% year over year.1 LinkedIn video specifications
2. Showcase Authentic Leadership
Executives and business leaders are increasingly expected to maintain an active presence on LinkedIn. Authentic and personal content from CEOs garners higher engagement, fostering trust and connection with audiences. Notably, posts from chief executives receive four times more engagement than other content from LinkedIn members.1 In the past, asset managers ran into numerous compliance hurdles regarding social media. But, as times have evolved, so has compliance.
3. Leverage Employee Advocacy
Encouraging employees to share company content can significantly expand reach and engagement. Employee advocacy adds a personal touch to corporate messaging, enhancing authenticity and trustworthiness. Check with your firm's compliance officers first to familiarize yourself with what is and is not allowed.
4. Prioritize Thought Leadership
Sharing insightful and industry-relevant content positions individuals and companies as thought leaders. This strategy attracts a targeted audience and fosters meaningful engagement.
5. Engage in Societal Issues Thoughtfully
Addressing societal matters can resonate with audiences and demonstrate corporate responsibility. However, it's crucial to approach such topics with authenticity and preparedness, as 66% of business leaders do not feel equipped to speak confidently on societal issues.1
For asset managers and financial advisors, these strategies underscore the importance of adapting to LinkedIn's evolving landscape. By incorporating short-form videos, promoting authentic leadership, leveraging employee advocacy, and engaging thoughtfully in societal discussions, businesses can enhance their content marketing efforts. Implementing these approaches can lead to increased engagement, a stronger brand presence, and more meaningful connections with target audiences on LinkedIn.
Read the full piece from LinkedIn here.
1Source: Financial Times
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