REDMOND, Wash. — LinkedIn advertising is gaining momentum in 2025, with new tools and formats designed to amplify B2B marketing, as outlined in a report from Social Media Today on August 22, 2025. The platform, now boasting 1.2 billion users, introduced First Impression Ads and expanded Connected TV (CTV) Ads, enabling marketers to capture attention with high-impact video placements. These updates, rolled out this month, address the 91% of marketers concerned about audience engagement, per Swipe Insight.
LinkedIn advertising now includes BrandLink, a feature allowing brands to sponsor creator content and exclusive shows, boosting video completion rates by aligning with top publishers, according to Social Media Today. “Video is 20 times more likely to be shared on LinkedIn, driving 1.4 times more engagement,” a platform spokesperson noted, emphasizing the growing role of short-form content. The platform also earned MRC accreditation for video ad metrics, ensuring accurate measurement of impressions and clicks, a move praised by industry leaders for enhancing transparency.
Key updates to LinkedIn advertising include:
- First Impression Ads: Secures the first ad slot for maximum visibility.
- Company Attribution: Tracks revenue impact via CRM integrations like Salesforce.
- Predictive Audiences: Uses AI to target high-value users based on CRM data.
Posts on X, such as from @Digitalwillow, highlight LinkedIn advertising’s Flexible Ad Creation, which auto-generates up to 64 ad variants to optimize performance. However, some users, like @mredstone, warn of a “pay-to-play” shift, suggesting algorithm changes favor promoted content. With 96% of B2B buyers researching on LinkedIn, per @blinklabs_ai, these tools position the platform as a critical channel for reaching decision-makers, though marketers must navigate rising costs, averaging $5-$8 per click, per Aimers.
