Critical Updates to Build Your Brand on LinkedIn In 2025

As we settle into the new year, it’s a great time to reflect on the changes we saw on LinkedIn near the close of 2024—and how those shifts set us up for growth. Just like we refine our personal and professional goals, LinkedIn has been evolving to help us do the same. Over the past few months, we’ve seen some game-changing updates from the platform that will transform how we show up and connect with others.

In this newsletter, I’m sharing some of the most important LinkedIn updates that you’ll want to leverage in your personal brand strategy. With these changes, it’s the perfect time to take a fresh look at your LinkedIn profile, refine your message, and make sure you’re positioned to stand out and make an impact in 2025.

Let's dive in!

1. Community Top Voice is no more.

LinkedIn recently made a surprising move: it's retiring its "Top Voice" badges for contributions to Collaborative Articles, a popular feature introduced last year.

The yellow badges, which provided a credibility boost for users sharing their expertise on AI-prompted topics, have helped drive a 4x increase in member contributions.

Why the change?

Feedback suggested the badges were often awarded to users who didn’t demonstrate genuine expertise, simply for participating in AI-generated posts.

The problem? Automatically handing out recognition doesn’t guarantee quality, and many users felt the badge didn’t accurately reflect true thought leadership. By removing this incentive, LinkedIn may see less interest in Collaborative Articles, but it’s a step toward prioritizing authentic expertise.

Bottom Line: AI continues to help drive quantity but not quality and LinkedIn is hip to the game.

2. More CEOs than ever are flocking to the platform 🏃🏻♀️

LinkedIn usage is climbing, and C-suite engagement is leading the charge. According to Social Media Today, the platform has seen a 35% increase in U.S. C-suite professionals and a 23% rise in CEO posts globally year over year. Even better: CEO content gets 4x the engagement of regular posts.

Why the boost in executive activity? For years, many claimed they were too busy for social media. Now, with AI tools simplifying content creation, more CEOs are finding time to share insights. And it’s paying off—LinkedIn reports a 39% increase in followers for CEOs who post consistently.

As LinkedIn’s COO Dan Shapero highlights, people trust people more than brands. Executives are using this to their advantage, building trust and connection directly with their audience.

Bottom line: With more CEOs joining the conversation on LinkedIn, there’s a growing opportunity to connect with top decision-makers and influential voices. If you’re serious about your LinkedIn strategy, it’s time to step up and engage.

3. Post reach is down - Eek! 😰

The drop in LinkedIn impressions isn’t just because of more creators or shifting algorithms—AI is the real culprit. The latest "Update Algorithm Report" from the social selling company, Just Connecting shows AI-generated content is flooding the feed: 180% more fully AI-written posts, and AI-generated comments have jumped 340%.

Here’s the issue: When users scroll through what feels like endless, AI-created posts, it loses the human touch that drives true engagement. The result? Audiences disengage, and impressions plummet. People come to LinkedIn for real conversations, not content that feels mass-produced by bots.

Bottom Line: If you want to stand out and get seen, lean into authentic, human-centered content. The LinkedIn algorithm might adapt, but human connection will always win.

4. Video reach is up 🎥

In the same report, the latest LinkedIn update shows a clear shift: video content is dominating the feed. Native video reach was up 25% in 2024, thanks largely to LinkedIn’s new mobile video feed and a push toward short, TikTok-style clips. Traditional, longer videos, on the other hand, are underperforming—down 5% year-over-year.

What’s driving this change? Users are increasingly drawn to fast, engaging content that grabs their attention quickly. Vertical video is outperforming other formats by 2.2x, indicating a shift in how people want to consume content on the platform.

Bottom Line: If you want your content to get noticed on LinkedIn, it’s time to embrace short, mobile-friendly videos. The platform is prioritizing quick, vertical clips that resonate with busy, on-the-go users. Adapt your strategy now to ride this wave of increased reach.

5. LinkedIn Newsletters will continue to gain traction 📰

LinkedIn newsletters are gaining traction—and fast. The "Update Algorithm Report of October 2024" from Just Connecting showed a 28% rise in engagement with LinkedIn newsletters over the past year, and now LinkedIn is doubling down on this momentum with a new feature: sponsored newsletters.

Here’s what’s changing: Brands can now sponsor newsletters created by thought leaders across the platform, not just company page newsletters. This means larger companies can attach their branding to an existing, high-engagement newsletter in the industry niche and extend its reach through paid promotion.

The timing couldn’t be better. LinkedIn reports over 184,000 newsletters hosted on the platform (still less than .02% of members), with a 47% increase in user engagement. This isn’t just about more creators jumping in—readership is rising, making newsletters a top-performing format in 2025.

Bottom Line: Newsletters on LinkedIn aren’t just a content play—they’re a strategic growth lever for your personal brand.

The Recap

1. LinkedIn is ditching its "Top Voice" badges. The platform is prioritizing authentic expertise over AI-driven contributions.

2. CEOs are flocking to LinkedIn like never before. With more executive voices joining, there’s a big opportunity to engage directly with decision-makers.

3. Post impressions are down—blame the bots. AI-generated content is flooding the feed, making authentic, human-centered posts more critical for visibility.

4. Video is king. Native video reach is up 25%, with short, vertical clips performing best. Shift your content strategy accordingly.

5. Newsletters are a strategic win. Engagement is rising, and sponsored newsletters now offer brands a powerful tool to reach targeted, engaged audiences.

Ultimate Bottom Line: LinkedIn is evolving fast. Focus on authenticity, video content, and newsletters to make 2025 your strongest year yet.

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