LinkedIn is the go-to platform for B2B marketing, boasting over 1 billion members and being used by 89% of B2B marketers for lead generation. For CMOs in mid-market and enterprise companies – especially in tech and travel – the challenge in 2025 is cutting through a crowded feed with content that truly engages professional audiences.

The good news: LinkedIn’s professional users are highly active (about 25% of users interact with brand content daily), and they want to hear from businesses in their feed. To help you tap into this opportunity, here are five research-backed strategies to maximize engagement with your B2B LinkedIn content this year.

1. Share Insightful Thought Leadership Content

B2B decision-makers crave thought leadership that educates and informs. In fact, 73% of decision-makers say an organization’s thought leadership content is more trustworthy for assessing its capabilities than traditional marketing materials. Senior audiences will engage with content that provides real value – think industry insights, trend analyses, and strategic advice – over product pitches. Per the Edelman-LinkedIn B2B Thought Leadership Impact Report, 7 in 10 decision-makers are more likely to positively view a company that consistently produces high-quality thought leadership, and 75% say that when thought leadership is done well it can convince them to consider a product/service they weren’t even evaluating.

How can you leverage this? Publish content that tackles pressing industry challenges and offers a unique point of view or data-backed insight. For a tech CMO, this might be a LinkedIn article unpacking the ROI of AI adoption in your field; for a travel sector CMO, perhaps a report on emerging business travel trends post-pandemic. The key is to educate and spark conversation – for example, pose a bold insight (“Sustainable travel tech will be a revenue driver, not a cost center”) and invite others to weigh in. Over time, this positions your brand as a trusted voice. Remember that thought leadership works best when it’s authentic and human. Recent trends show a shift away from overly polished, corporate tone toward more genuine, experience-driven content. Encourage your executives and experts to share personal experiences, case studies, or even lessons learned from failures. This not only builds credibility but also earns engagement in the form of comments, reshares, and saves as readers find real value in your content.

2. Turn Employees and Influencers into Advocates

Your company’s own people can be your engagement superstars on LinkedIn. Content shared by individuals – whether employees or industry influencers – tends to draw significantly more interaction than content posted from a brand page. For example, 76% of people trust content shared by individuals over content from companies, and employee-shared posts receive up to 8× more engagement than posts from official brand accounts. It’s no surprise then that nearly 30% of all LinkedIn engagement comes from employee-generated content. Empowering your team to amplify your message not only extends your reach but also adds authenticity (people like hearing from people).

Start an employee advocacy program to get your staff involved. This could mean simplifying the process for employees to share company updates (provide them with ready-to-go posts or visuals) and, more importantly, encouraging them to create their own content around company initiatives, industry talking points, or workplace culture. For instance, a software engineer at your tech firm posting about a innovative solution they worked on, or a sales manager at your travel company sharing a success story of how they helped a client, can generate genuine interest and discussion. Such posts put a personal face on your brand and often resonate more deeply with peers.

Don’t overlook executive thought leadership here as well – when your C-suite leaders (from the CEO to the CMO) regularly share insights or engage on LinkedIn, it boosts your brand’s visibility and credibility. According to LinkedIn’s B2B benchmark data, 72% of enterprise companies work with their internal executives to grow thought leadership presence, knowing that a leader’s post can garner outsized attention.

Finally, consider extending beyond employees to industry influencers or creators. B2B influencer marketing is on the rise – 61% of B2B marketing leaders plan to increase spending on influencer partnerships in the near future. This might involve partnering with a well-known tech blogger, a respected travel industry consultant, or niche “micro-influencers” who have loyal LinkedIn followings in your field. When an influencer or satisfied partner talks about your brand or shares your content, it acts as a trusted third-party endorsement and can spur engagement from new audiences. The takeaway: by turning your people (and your industry’s influencers) into brand advocates, you multiply the touchpoints for engagement far beyond what your company page alone could achieve.

3. Go Short-Form with Video and Visual Content

It’s 2025 – the era of scrolling professionals with short attention spans – and nothing stops a thumb like compelling visuals. One of the most effective ways to boost engagement is to incorporate short-form videos into your LinkedIn content mix. In LinkedIn’s own 2024 B2B Benchmark Report (we read it so you didn't have to - it's 100 pages long!), over half of B2B marketers reported that short, social videos produced the highest ROI of any video format. In other words, those sub-60 second clips aren’t just for TikTok – they deliver real results on LinkedIn, too.

More than half of B2B marketers say short-form social videos deliver the best ROI, making it the most effective video format on LinkedIn.

LinkedIn users increasingly expect video in their feed, but the key is to keep it short and snappy. A recent analysis found that videos under 15 seconds earn the most engagement on LinkedIn. Think quick-hit content: a 15-second thought leadership tip from your CTO, a bite-sized case study clip with a client talking about results, or a brief demo teaser of a new feature. These kinds of videos are long enough to pique interest but short enough that busy professionals will watch to the end. And importantly, always optimize for sound-off viewing (use captions or on-screen text) since many users scroll through LinkedIn in quiet environments.

Visuals beyond video can boost engagement as well. While LinkedIn is a rare platform where text posts often outperform imagery in pure clicks and likes, an eye-catching visual paired with strong copy can make your content stand out. For example, infographics or data charts relevant to your industry tend to get saved and shared by B2B audiences who love insightful data points. In the travel sector, a striking photo from a destination or an illustration of travel stats can draw in corporate travel managers. In tech, a simple graphic illustrating a before-and-after of a process can quickly communicate value. LinkedIn also allows PDF uploads that display as swipeable carousel posts – consider using this document post format for things like “top 5 insights” or mini case studies; users have to click through slides, which is an engagement action in itself.

Crucially, mix up your media to keep things interesting. A content calendar that rotates between text-only thought pieces, short videos, single-image posts, and the occasional poll or carousel will appeal to different consumption preferences. And whenever you use visuals, prompt interaction: e.g., “Watch this 30-second customer story and let us know your thoughts in the comments,” or “Check out the chart below – do you agree with this trend?”. Research shows video, in particular, is highly shareable – it’s the most shared content type on LinkedIn – so a compelling video can exponentially increase your reach as people repost it with their own commentary.

4. Humanize Your Brand with Authentic Storytelling

B2B content doesn’t have to be dry. In fact, a conversational and authentic tone can significantly boost engagement by making your content more relatable. Remember, behind every business is a person – and even on LinkedIn, people connect with stories and emotions.

A great case study is HubSpot. The marketing tech SaaS giant famously switched up its LinkedIn strategy to be far more informal and personality-driven. HubSpot’s social team started posting humorous and candid content (what their director called “shower musings” – those casual, relatable thoughts on work life) and saw an 84% year-over-year increase in LinkedIn follower growth as a result. Their secret? They stopped sounding like a faceless corporation and started “turning HubSpot into a person” by discussing what their audience (marketers and sales folks) were actually thinking and feeling day-to-day. The content was still professional at its core, but it was delivered with a witty, human touch that invited engagement.

You can take a page from that playbook. Adopt a more conversational voice in your posts – as if you’re speaking with a colleague, not writing a press release. For example, instead of a typical corporate update: “Our cloud solution version 5.0 has officially launched, offering improved performance metrics,” try a human-centered approach: “Ever had your software crash right before a big client demo? We have – which is why we built a sturdier version 5.0 that won’t let you down at crunch time. 🙌 Here’s what we’ve improved…”. The latter paints a picture and strikes a chord (who hasn’t felt that frustration?), prompting people to nod along, comment, or share their own experience.

Storytelling is powerful on LinkedIn. Tech leaders might share a personal anecdote about a project that failed and what it taught the team, or a travel industry executive might recount a story of going the extra mile to support a client during a travel emergency. These narratives humanize your brand. They aren’t just selling something – they’re sharing an experience and a lesson. Such posts often get comments like “Thanks for sharing this, very insightful” because they provide value beyond a product pitch and feel genuine.

Also, don’t shy away from showing some personality or humor when appropriate. A light-hearted post about a common workplace scenario in your industry can get reactions (and yes, LinkedIn now has emoji reactions for Support, Funny, etc., which indicates people appreciate even B2B content that makes them smile). The key is to keep it tasteful and relevant to your audience’s context. A bit of levity can make your content more engaging and shareable, as long as it aligns with your brand values.

Finally, authenticity builds trust. If your brand takes a stand on something important (maybe a tech company advocating for data privacy or a travel company championing sustainable tourism), talk about it sincerely. Share behind-the-scenes looks or employee spotlights that celebrate the humans behind the brand. When your audience feels like they know your company’s people and mission, they’re far more likely to engage – because now there’s a relationship, not just a transaction.

5. Foster Community Through Engagement and LinkedIn’s Features

Engagement is a two-way street. To maximize how others interact with your content, lead by example and engage with them. This means actively responding to comments on your posts (a simple “Thanks for the insight – great point about X” can encourage a continued dialogue) and even going out and commenting on others’ relevant posts. LinkedIn’s algorithm rewards conversations; it looks at engagement signals to decide how many people to show your post to. If your post sparks a flurry of comments and replies, it’s more likely to be boosted into others’ feeds. So, ask questions in your content to invite opinions, and when people answer, keep the conversation going. For example, a travel tech company might post “What’s your #1 pain point in corporate travel management right now?” – and when the comments roll in, the post author should weigh in on a few responses, validating and adding perspective. This kind of community interaction not only pleases the algorithm but also builds relationships with prospects and peers.

Another way to build community is by leveraging LinkedIn’s interactive features. Polls are a quick win – LinkedIn users love to share their vote on industry questions. A well-thought-out poll (e.g., a tech firm asks, “What’s your biggest IT budget priority for 2025?” with a few options) can generate hundreds of votes and comments as people justify their choices. It’s an easy form of engagement that can then lead to deeper discussion in the comments. Similarly, consider hosting LinkedIn Live events or webinars. Live video events saw a 15% increase in engagement on LinkedIn in just one quarter recently, showing that audiences are eager to attend live discussions, panels, or Q&As. You could host a live 20-minute “Ask the Expert” session with your CIO, or live-stream from a conference with industry panelists. These events let attendees ask questions in real time (driving tons of comments) and you can respond on the spot, mimicking the feel of a community meetup. Post-event, the recording remains on your feed, continuing to attract views and comments.

Don’t forget the power of LinkedIn Newsletters and groups to nurture a community. Launching a LinkedIn newsletter allows you to deliver long-form content directly to subscribers who opt in – essentially creating a dedicated audience segment that regularly engages with your articles. Thanks to LinkedIn notifications, company pages that start newsletters often see an immediate surge in subscribers (for instance, The Wall Street Journal’s LinkedIn newsletter amassed 1 million subscribers in its first month). Those subscribers are notified of each new edition, inviting consistent engagement through reads, reactions, and comments. It’s a great way to build a loyal content community on LinkedIn. If you operate in a niche, LinkedIn Groups (while quieter than they once were) can still serve as forums for discussion among customers or industry aficionados – consider starting a private group for, say, CIOs in hospitality tech or for corporate travel managers, where you moderate discussions and occasionally drop your content to spur conversations.

Finally, optimize your posting cadence and timing using data. Regular posting (e.g., a few times a week) keeps you on your audience’s radar, and consistency builds trust. Pay attention to when your followers are most active online. Overall engagement on LinkedIn tends to peak mid-week; studies find that Tuesdays through Thursdays, especially mornings around 9–11 a.m., see the highest activity.

Aligning your posting schedule with when your audience is online maximizes the chance of early engagement, which in turn boosts visibility via LinkedIn’s algorithm.

While you don’t need to post only at 10 a.m. on Wednesdays, using these insights as a starting point is wise. If your tech audience tends to engage late night (perhaps engineers scrolling after hours) or your travel audience checks LinkedIn early Monday to plan their week, tailor to that. Use LinkedIn’s analytics on your page to see engagement patterns and refine timing.

In summary, treat LinkedIn not just as a content distribution channel but as a community hub. Engage genuinely with your audience – respond, ask, listen – and use the platform’s tools (polls, lives, newsletters) to create touchpoints beyond the basic post. By doing so, you’ll deepen relationships and convert a passive following into an active community that likes, comments on, and shares your content regularly.

TL;DR

Driving strong engagement on LinkedIn in 2025 is absolutely within reach for B2B marketers who apply these strategies. It comes down to knowing your audience and giving them content worth interacting with.

For a tech CMO, that means blending authoritative insight with human tone, and leveraging your army of experts to spread the word. For a travel marketing leader, it means telling compelling stories of experiences and innovation, while building a community of industry professionals around your brand. In all cases, make your content valuable (thought leadership and data that inform decisions), authentic (human, transparent voice), and interactive (invite participation and dialogue).

LinkedIn is a platform where business minds come to connect and learn. If you consistently provide content that helps them do that – whether via a riveting industry statistic, a relatable anecdote, or a question that gets everyone talking – you’ll see your engagement metrics climb. More importantly, you’ll be nurturing relationships with potential clients and partners.

By implementing these five approaches and iterating based on your analytics, you’ll turn your LinkedIn presence into a lively forum that advances your brand’s reputation and influence in the market.