Our best tips and how-tos for maximizing LinkedIn in 2025

+ pressure tested by our clients

Dec 12, 2024

Tips and best practices for LinkedIn heading into 2025, including a new MTD Guide for paid subscribers
Cultural gems for your to-read list, including Google’s Year in Search, there’s a new top podcast in town, how Amex is connecting with Gen Z consumers and more.
Inspo for the last few weeks of the year

Getting the most out of LinkedIn

We know you’re in the thick of 2025 planning - same!

The platform we’re talking about most with clients is LinkedIn. That’s why we’re coming to you today with some inspo and, for our paid subscribers, a new M.T. Deco guide on how to win on the platform. We’ll have more of these guides in the new year, so subscribe today to make sure you have access.

LinkedIn wants more people on the platform using video, and the video does not need to be overproduced. So if you’ve been wanting to do more on LinkedIn but struggle with the idea of writing long, high quality posts, now is the time to get on-board.

Although video posting has been available on LinkedIn for years, the famed pivot to video is happening now. The company says that video posts get 5x more engagement on LinkedIn, and live videos get 24x more.

Especially with the news that so many LinkedIn posts are being written by AI, we expect to see the company continue to push in this direction and favor real, helpful content that users most respond to.

If you’re ready to prioritize LinkedIn as part of your 2025 strategy, we’ve got a few people for you to follow for inspiration:

Every week, Dorie Clark shares career advice and insights in short form videos and a newsletter. She also utilizes the live video feature to host conversations with other thought leaders.
Zach King is a content creator who is giving the audience what they want when he breaks down how he makes specific videos. He also shares the full picture of his business with posts on leadership and creativity.

The Atlantic CEO Nicholas Thompson is a perfect example of someone who isn’t putting a lot of budget into videos but still seeing success. He started his own video franchise, posting daily, direct-to-camera videos about “the most interesting thing in tech.”

To get started - or just up your game - here are a few resources from the MTD team.

Your 2025 LinkedIn Strategy: In this special guide for MTD paid subscribers, you’ll get a complete look at how to plan posts, build your audience, and use AI to your advantage.

The case for getting your C-suite on LinkedIn: The proof is in the pudding, and in this case, the pudding is this MTD Substack on the numbers of execs finally prioritizing social media.

So you want to be a thought leader - we’ve got a digital strategy for that: For anyone who has the expertise, but needs a more strategic way of sharing it.

Identifying your content pillars: Crucial to anyone posting on LinkedIn, so you can stay on message and be more effective over time.

💎cultural gems💎

The cultural moments and news that caught our attention this week:

GOOGLE RELEASES IT’S ‘YEAR IN SEARCH’ REVIEW FOR 2024, fortune

Donald Trump, Kate Middleton and Algerian boxer Imane Khelif top the people category.

CRUMBL’S MASSIVE EMPIRE WAS NEVER ABOUT COOKIES, vox

“There’s no denying that Crumbl has harnessed the power of social media to grab — and, so far, hold on to — people’s precious attention. The question is whether it’s sustainable to be a dessert chain that’s entirely about pushing new trends and offering something ephemeral.”

KYLIE KELCE KNOCKED JOE ROGAN OFF THE TOP PODCAST SLOT, IN JUST ONE EPISODE, vanity fair

“The debut of Kylie’s new podcast, Not Gonna Lie, has unseated Joe Rogan’s The Joe Rogan Experience from its long-held perch atop the most-listened charts on both Apple and Spotify.”

HOW THE AMERICAN EXPRESS CMO TURNED CREDIT CARDS INTO GEN Z’S PASSPORT TO CULTURE, fast company

“What Rutledge calls Amex’s ‘expansiveness of access and experiences’ has been informed by the fact that well over half of Gen Z consumers describe themselves as ‘superfans’ of music, sports, or entertainment. To deliver for those superfans—and justify the $325 and $695 they spend on annual fees for Gold and Platinum cards, respectively—Rutledge and team try to ‘bring them as close to their passions as possible.’”

WHY SOFIA RICHIE GRAINGE DANCING FOR A NANOSECOND IS THE BIGGEST THING ON TIKTOK, glamour

"‘This feels ICONIC,’ reads one of the top comments on TikTok. Many praise her smooth, shiny hair and smooth, shiny personality. Others note that they’ve watched the video every day since it’s been up. As of this writing, it has 1.5 million likes.”