Metricool, a global social media management platform, today unveiled its annual 2025 LinkedIn Study. The report provides a comprehensive overview of LinkedIn users' social post performance and content trends from the past year, offering an in-depth look at the platform’s evolving content landscape. The data reveals the top-performing format is video posts — having grown by 53% and engagement up by 87% in the past year — signaling a major shift in how users are choosing to connect, engage, and share ideas on the social platform, as LinkedIn prioritizes video as a key part of its content strategy

Video wasn’t the only standout; engagement metrics across LinkedIn are on the rise:

• Poll reach skyrocketed by 206%, despite being one of the least-used post formats— it’s an untapped opportunity for visibility.
• Carousels lead in engagement by 46%, making them ideal for storytelling and educational content.
• Clicks rose by 28% compared to 2024, showing stronger calls to action and higher-quality traffic potential.
• Interactions increased by 24%, underscoring a growing appetite for conversation and content participation.

“Metricool’s LinkedIn study demonstrates a clear shift in how professionals engage with content; specifically, video is no longer an option, it's a must, " said Juan Pablo Tejela, CEO and Co-Founder of Metricool. “The surge in video posts reflects critical dynamics—LinkedIn’s algorithm now prioritizes video, professionals want dynamic and authentic content, and engagement patterns are evolving. As businesses and creators adapt, those who embrace this transition are seeing stronger reach and deeper connections with their audiences.”

Metricool’s research also shows a consistent rise in overall post volume and one of the top networks that drive traffic to external websites. The average LinkedIn account now publishes 12 times per month. With accounts of more than 10,000 followers posting even more frequently—up to 43 times monthly for those with the biggest followings. Notably, even smaller accounts with under 1,000 followers experienced a 22% increase in post impressions, proving that reach is achievable across the board.

To help social media managers, marketers, and creators leverage these changes, Metricool has recently integrated LinkedIn polls as an option for users to schedule directly through its Planner tool. This will help with flexibility, efficiency, and time savings in planning and scheduling content on LinkedIn.

The full 2025 LinkedIn Study, including detailed platform analyses and strategic recommendations for social media strategies, is available at: https://metricool.com/linkedin-trends-study/.