Content Trends We’re Paying Attention to

If you’ve been wondering whether LinkedIn has changed lately, you’re right.

But it’s not changing in the ways most people assume.

We’ve been managing content and personal brands for years — for CEOs, founders, and industry leaders. And what we’re seeing across accounts, conversations, and performance data right now is worth paying attention to.

Here’s a breakdown of the trends worth knowing, with the evidence to back it up.

1. Video is rising, but not always rewarded

Video gets attention (when done well). But it’s not being pushed as hard by LinkedIn’s algorithm as some think.

Yes, the numbers show a 36% year-on-year increase in video viewership on LinkedIn, and video posts still generate 1.4x more engagement than static formats (The Australian).

But we’ve noticed: when video is posted just to follow a trend, it often underperforms.

Why? Because production without purpose feels flat.

What still performs consistently well? A clear thought.

Said simply.

With sincerity.

2. Carousels are levelling out.

Carousels were hot — and still can be, when used well. But their reach is dropping.

Engagement is still there (on average, 1.6x higher than static posts, per Circleboom). But overall reach has declined by 45% since June 2023 (AuthoredUp).

The takeaway?
Templates alone won’t carry you. What matters now is insight.

People are scrolling past anything that looks like it’s been churned out.

3. Text posts are back — especially the real ones

We’re seeing more wins with text-based posts again, not the SEO-flavoured “how-to” ones, but the raw, intentional kind.

Where it’s one message. One feeling. One story.

There’s something powerful about sharing in your voice, without gimmicks. 

The data supports it, but honestly, so does the human reaction.

4. Less noise. More depth.

Some of the most respected voices on LinkedIn aren’t posting every day anymore.

They’re choosing depth over frequency. Relevance over rhythm.

Quiet consistency is becoming a mark of leadership.

This doesn’t mean saying less. It means saying what matters — with clarity and conviction.

So what should you focus on right now?

✔ Create with intention — not to impress the algorithm
✔ Say one true thing, and say it well
✔ Don’t just follow trends — observe what actually aligns with your audience and voice
✔ Double down on what feels real — because your audience can feel it too

We help leaders do this every day.
No generic fluff.

Just content that’s honest, intelligent, and built to last.

P.S. Want help building a presence that feels aligned and gets results?

 Hit reply and let’s talk. Or forward this to someone who needs it.