3x3 Special: 2024 Recap and 2025 Preview

The Just Connecting team reflected on the trends and highlights of 2024 while providing insights into what’s ahead for 2025. Participants included Nurjesa, a social media design expert; Ieva, a LinkedIn and personal branding expert; Martijn, a LinkedIn and productivity expert; and I, a LinkedIn strategist. The conversation explored key moments from 2024, anticipated shifts in 2025, and practical advice for professionals.

2024 Key Highlights

Employee Advocacy Resurgence

Martijn noted a revival of employee advocacy. Companies began to recognize their employees as brand ambassadors, emphasizing authentic representation over generic messaging. The focus shifted to value-driven content instead of pure engagement metrics.

The Role of Video

Ieva highlighted video content as a cornerstone for engagement. She emphasized the challenge and reward of creating relatable videos for specific audiences. Video’s ability to humanize brands was echoed throughout the discussion.

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Company pages can be fun—they don’t just grow followers but drive real engagement. — Ieva

Humor and Storytelling

Participants emphasized the effectiveness of humor and storytelling. Authentic, emotionally engaging narratives often outperformed practical advice in capturing attention.

The most valuable ship isn’t made of gold or silver; it’s leadership. — Ritchie

AI’s Dual Role

The team discussed AI as both an enabler and a potential disruptor. Tools like ChatGPT streamlined content creation but raised concerns about maintaining authenticity.

You can’t rely on AI entirely; you need to make it your own. — Martijn

Challenges in 2024

Balancing Quality and Engagement

Content creators struggled to maintain authenticity while navigating an algorithm-driven environment. The rise of engagement bots created a perception of inflated success, discouraging genuine creators.

LinkedIn’s Video Strategy

The platform’s push for video content faced mixed reactions. While videos increased engagement, their random selection in feeds created challenges for relevance.

LinkedIn shouldn’t try to be TikTok but focus on serving niche audiences. — Nurjesa

Predictions for 2025

AI Evolution

AI will become more integrated into content workflows, but creators must focus on using it as a tool rather than a crutch. Real-time avatars and deepfakes may introduce new challenges in authenticity.

Niche Content for Scaled Impact

The team predicted a rise in niche content tailored for specific audiences. Employee advocacy will shift towards empowering individuals to connect with their unique networks rather than pushing generic company narratives.

The magic lies in being relevant to your own bubble, then scaling starts. — Ieva

Longer-Form Content

LinkedIn may double down on longer, more educational content. This aligns with its identity as a professional platform rather than a purely entertainment-based one.

Strategies for Professionals in 2025

Building Outside LinkedIn

Panelists stressed the importance of creating communities outside LinkedIn to reduce dependence on a single platform. Strategies included newsletters, dedicated websites, and offline meetups.

Social media is rented ground. Build your own audience. — Ritchie

Energy Management Over Time Management

Martijn emphasized energy management for consistent content creation, advocating for systems that align with personal energy levels rather than rigid schedules.

Focus on Intentional Engagement

Rather than chasing metrics, professionals should prioritize meaningful interactions. Intentional commenting and niche content will strengthen relationships and drive deeper connections.

The discussion reinforced the importance of adaptability and authenticity in navigating the evolving digital landscape. As LinkedIn continues to grow, professionals must stay grounded in their core values while leveraging tools and trends strategically.