The social media landscape keeps evolving, and April brought some game-changing developments for B2B marketers. Let’s break down what matters and why.

LinkedIn’s Video Push Gets Serious

LinkedIn’s doubling down on video with their new “Video Trends” feature, prompting users to “add to this trend” – think TikTok-style engagement, but make it professional. The platform’s clearly betting on video as the next frontier for B2B engagement. If you’re still sitting on the video sidelines, you might want to reconsider your position.

Learn more: https://www.socialmediatoday.com/news/linkedin-tests-video-trends-feature-US/744564/

The Numbers Don’t Lie: LinkedIn’s Evolution

Metricool’s 2025 Social Media Study confirms what we’ve been seeing: LinkedIn isn’t just a recruiter’s playground anymore. It’s transforming into a full-fledged social platform where the lines between professional and personal content continue to blur. Here’s what’s working:

• Multi-image posts (aka professional photo dumps) are leading engagement
• Carousels are close behind (each swipe counts as engagement)
• Video performance remains strong, though results vary significantly by creator

An interesting twist: Search Engine Journal reports that including links in post bodies (not just comments) can actually boost engagement. This challenges years of conventional wisdom about LinkedIn’s link penalty.

Get the study: https://metricool.com/social-media-study/

The Influencer Marketing Reality Check

Linqia’s recent campaign promoting “sea moss for marketers” (yes, really) highlighted both the potential and pitfalls of influencer marketing. While it demonstrated how creator content can fuel entire marketing campaigns, it also raised important questions about authenticity in B2B marketing.

The irony? UGC gained popularity because consumers were tired of inauthentic brand messaging. Now we’re seeing sponsored content trying to mimic authentic UGC. The key takeaway: balance promotional content with genuine trust-building.

Learn more: https://www.youtube.com/shorts/16ZbXHnw4hs

LinkedIn’s Premium Features: Growth vs. Authenticity

LinkedIn’s new premium company page feature lets you automatically ask followers of similar pages to follow yours. While automation might seem tempting, authentic growth still trumps artificial inflation. Pro tip: Don’t overlook the monthly follower invites you already have – they’re your low-hanging fruit for organic growth.

Here’s the update: https://www.linkedin.com/posts/maryheyang_a-year-ago-we-introduced-premium-company-activity-7320476521259749376-7j-u/

Owned vs. Rented Land: The Platform Independence Warning

Instagram’s launch of Edits, their standalone reels editor, serves as a timely reminder about platform dependency. With TikTok’s uncertain future (and CapCut’s ownership), it’s crucial to maintain platform independence. Consider this your quarterly reminder to build your email list and owned channels.

The Growth Reality Check

LinkedIn’s introduction of BrandLink for creator monetization comes alongside reports of “record engagement.” The catch? While existing follower engagement remains strong, new audience growth is becoming more challenging. Success now requires strategic partnerships and creative audience-building beyond traditional content creation.

Algorithm Insights Worth Noting

Richard Van Der Blom’s latest algorithm analysis reveals that user actions significantly impact feed content. The key isn’t just creating engaging content – it’s encouraging meaningful interaction through saves, comments, and sustained engagement.

And in a surprising twist, pre-scheduling posts no longer carries a penalty. However, you’ll still need to be actively engaging around your scheduled post times. It’s a classic case of “yes, but…” that characterizes so many platform updates.

More info: https://www.youtube.com/shorts/YZbrU4V8iWY

Looking Ahead

As we move further into 2025, the B2B social media landscape continues to emphasize video, authentic engagement, and strategic growth. The key to success? Staying adaptable while maintaining authentic connections with your audience.