LinkedIn has been busy behind the scenes, rolling out new features and changes for Q3 2025.
I’ve pulled together the top 10 you need to know. Not every update is “the next big thing,” but each one is a signpost. If you’re serious about LinkedIn for B2B, you can’t afford to ignore them.
Let’s walk through what’s new, why it matters, and what it means for your LinkedIn marketing strategy.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
LinkedIn Company Page Updates Q3 2025
LinkedIn Company Pages are my favourite topic, but the updates here are limited. Two worth noting:
- Search Appearances: A new metric that tells you how often your Page shows up in search results. It’s not earth-shattering, but it’s LinkedIn telling us to stop obsessing over impressions and start thinking about discoverability.
- Company Page Verification: If you didn’t already apply, you’ll now need LinkedIn Page Premium to verify your Page. I was lucky to get mine verified early, but plenty of admins missed out. This is LinkedIn moving further into pay-to-play. Learn more about the details here – https://www.socialmediatoday.com/news/linkdin-expands-access-to-company-page-checkmarks-verification/760330/
Tip: Don’t treat impressions as your only KPI. Look at whether people are actually finding you and whether your Page is set up to convert when they do.
Verifications Get a Makeover
For years, anyone could claim to work anywhere on LinkedIn. That’s changing. If you list yourself as a CEO or senior exec, a new feature is on its way that you’ll be forced to verify through your company email.
This is a big deal for Company Page admins who are tired of random “employees” showing up on their Pages. It’s also good news for trust. You want people to know that when someone says they’re part of your team, they actually are.
To remove rogue employees, you will need to contact LinkedIn Company Page help – https://www.linkedin.com/help/linkedin/ask/cp-primary
Tip: Check that your current employees are verified. A little clean-up now will protect your brand reputation later.
Collaborative Articles Officially Retired
Remember the hype around LinkedIn collaborative articles? Everyone was chasing badges, then quickly realised they were training LinkedIn’s AI more than building credibility. They’ve now been officially shut down.
And honestly? Good riddance. One less distraction, one less “hack,” and more reason to focus on creating your own content that builds your authority.
New Game on LinkedIn
Yes, you read that right. Mini Sudoku is now built into the app. I’ll be honest, this isn’t why I spend time on LinkedIn. But for some, it might keep them engaged??
Help me out here – if you like LinkedIn games, what am I missing?
Tip: If games aren’t your thing, don’t worry. Stay focused on why you’re really there: networking, content, and business opportunities.
Video Tools Made Easier with CapCut
LinkedIn’s push into video continues. Their new integration with CapCut means you can edit and upload straight to LinkedIn without the extra step of downloading and re-uploading.
If you’re already a CapCut user, this is a time-saver. If not, it’s a good excuse to explore it. Video remains one of LinkedIn’s priority formats, even if results vary in B2B. The key is to experiment and find what works for your audience.
Tip: Even if you’re not ready to go “all in” on video, try repurposing your existing content into simple video snippets. The integration makes testing easier.
Analytics Are Growing Up
This is where things get exciting. For too long, impressions were the metric that ruled LinkedIn. That’s changing.
- Third-Party Analytics: Tools like Metricool now pull in personal analytics if posts are scheduled through them. This makes it much easier to spot what’s actually working and double down.
- New Engagement Metrics: You’ll now see Saves, Sends, Reposts, and Profile Visits. These are the KPIs that actually tell you if your content resonates. If someone saves or sends your post, that’s powerful; it means your ideas are travelling.
Tip – Think of these as signals of depth, not just reach. If you’re reporting to leadership, these are the numbers that prove value.
The Big One: Crackdown on Pods and Bots
This is the update I’m most hopeful about. LinkedIn has announced it’s tackling engagement pods, AI auto-commenting, and automated tools.
Why does this matter? Because pods distort the playing field. It’s demoralising to create better content yet watch pod users rack up fake engagement. If LinkedIn genuinely cracks down on this, it levels the field for authentic creators.
I’d love to see LinkedIn go even further by targeting the companies selling these tools, not just the users. But even this first step is a big deal. It signals that LinkedIn values genuine interaction over manufactured engagement.
My question is – will they be able to deliver?
Final Thoughts
So there you have it, 10 LinkedIn updates that will shape how you approach the platform for the rest of 2025.
Here’s the reality check:
- LinkedIn is moving away from vanity metrics.
- Pay-to-play is becoming the norm for credibility features.
- And authenticity is being protected (finally 🫰) with action against pods and bots.
My advice? Take this as your cue to tighten up your strategy. Focus on quality content, track the metrics that matter, and make sure your Profile and Page are ready for new eyes.
If you’ve got homework after reading this, that’s a good thing. It means you’re adjusting in real time, and those who adapt early will be the ones who win big in 2026.
Want to work with me? Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
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.
