LinkedIn hasn’t slowed down in releasing new features and changes as we approach 2025. I’ve summarised the key ones you need to know and why they matter.
Spoiler: some of these changes hint at a future where LinkedIn is increasingly “pay to play.”
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which goes into more detail.
Thanks to our podcast sponsor Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ
1. The End of LinkedIn Audio Events as We Know Them
LinkedIn has moved audio events native within the platform and now requires third-party tools like StreamYard, signalling a shift away from in-platform audio functionality. What does this mean?
- Upsides:Events can now be recorded and repurposed more easily, opening doors for creative content reuse. This is a win.
- Downsides: Without third-party tools, you can no longer host audio events on LinkedIn. The simplicity of raising a hand to join a conversation is gone, replaced by clunky backstage setups.
Why it matters: If you’re invested in audio events, explore tools like StreamYard and experiment to maximise engagement. Keep an eye on evolving best practices.
2. LinkedIn Accelerate: AI Meets Ads
LinkedIn’s new AI-powered ad tool, Accelerate, promises to improve campaign set-up, targeting, ad creative, and bidding. It’s designed to automate the heavy lifting for advertisers.
- What it does: Optimises ad performance by leveraging AI for setup and targeting.
- Michelle’s take: Be cautious. While AI can simplify processes, LinkedIn will unlikely prioritise delivering higher ROI over encouraging higher ad spend.
Why it matters: Test Accelerate if it fits your strategy, but always review results critically. Tools won’t replace understanding your audience and overlaying your market intelligence with analytics to understand the results better. Don’t put the process on auto-pilot.
3. Rotating Profile Banners: A Premium Perk
LinkedIn Premium users can now showcase up to five rotating profile banners, each displaying for three seconds.
- Opportunities: Promote multiple services or showcase your personality in dynamic ways.
- Challenges: Most users struggle to upload even one good banner—will they embrace five?
Why it matters: Use this feature strategically if you’re on Premium. For company pages, similar options are coming soon, likely as part of the paid subscription – Company Pages Premium.
4. Boosting Personal Posts: A Mixed Bag
You can now pay to boost personal posts to a broader audience, just like on LinkedIn Company Pages.
- Pros: A chance to increase visibility in a crowded feed.
- Cons: It may create a “pay-to-play” divide, disadvantaging those without budgets.
Why it matters: Be wary that a boosted bad post is still a bad post and just a waste of money; focus on quality first. Do the work to understand your audience and what resonates. A strategy-first approach is always the answer.
5. The Shift to Pay-to-Play Features
Across the board, LinkedIn’s newest features, from AI tools to rotating banners, highlight its push towards premium services.
- Reality check: Free accounts now have more limitations, pushing users towards paid options.
- Michelle’s perspective: We’ve had a good run with free tools, but the landscape is changing. Adapt to stay competitive.
Why it matters: Assess whether investing in Premium features aligns with your LinkedIn goals. Don’t resist change. Embrace it strategically.
Final Thoughts: Embrace the New Rules
There will always be changes on LinkedIn that we may or may not agree with. At the end of the day, it is what it is. The mindset in which we approach these changes will influence our success.
“It’s LinkedIn’s sandbox, and we choose to play in it. The rules will change, but our focus remains the same – building relationships, speaking to our buyers, and growing our businesses.”
Stay curious, test new features, and adapt as LinkedIn evolves. The only constant is change, so let’s go into 2025 with an open mind and curiosity to discover new ways to do business on Linkedin.
Want help navigating these changes? Reach out.
Cheers
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Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
