"At the start of the year, we asked 11 experts to share their social media predictions for 2025. They pointed to big shifts - world-building, private communities, AI in everything and everywhere, LinkedIn's rise, and a creator economy moving toward more sustainable businesses. Now that the year is behind us, it's a good moment to pause and check the tape. Some predictions held up almost perfectly. Others played out more slowly or looked different than expected."
"That shift did happen, and it showed up in both platform features and creator behavior. Over the year, LinkedIn expanded video-first formats, rolled out more creator-focused analytics, and made it easier to publish consistently. At the same time, brands grew more comfortable partnering with creators on the platform, and employees used LinkedIn more intentionally to build personal and company brands."
Eleven expert forecasts for 2025 anticipated big shifts: world‑building, private communities, ubiquitous AI, LinkedIn's rise, and a more sustainable creator economy. Several predictions aligned with outcomes: LinkedIn became more creator-focused, expanded video formats, introduced creator analytics, and saw video uploads and viewership climb 36% year‑over‑year. Creator-brand partnerships increased significantly, with one agency reporting a threefold rise in monthly campaign volume and creator payouts between August 2024 and April 2025. Employee-generated content gained momentum as a trust and reach strategy. Other predictions unfolded more slowly or in altered form, revealing actionable lessons for 2026 planning.
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