Welcome to the latest edition of At the Forefront: Fintech Conversations!
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In this special CMO Edition, Forefront VP and Head of Content Sam Belden sits down with Amanda Perrucci, Forefront’s Head of Digital, to discuss the latest updates to the LinkedIn algorithm and how B2B companies, particularly those in the fintech space, can leverage these changes to drive engagement and visibility.
To begin the discussion, Amanda explains how, historically, social media platforms have largely been secretive about the inner workings of their algorithms, but that LinkedIn has recently been more transparent about the content it values. The platform has made it clear that it wants to become a publisher, favoring native content that keeps users on the platform rather than redirecting them to external sites.
One important update for B2B companies need to be aware of in 2025 is LinkedIn’s treatment of third party links. Posts that include full-size images with link previews are now de-prioritized in the feed. What once appeared as a full-size link card now shows up as a small, less engaging thumbnail. To avoid this, Amanda recommends posting a native image directly to LinkedIn and placing the link within the post copy, rather than relying on the platform to pull in a preview. This simple shift helps maintain a strong visual presence while still directing traffic to key content like case studies, thought leadership blogs or press releases hosted off-platform. For B2B marketers, this adjustment is essential for ensuring external content doesn’t get lost in the algorithm.
The conversation then shifts to different types of LinkedIn engagement and strategies for crafting posts fine-tuned for the algorithm. One frequently debated topic within our own agency has been the ideal length of a post. It has now been revealed that LinkedIn’s algorithm rewards posts with longer copy if the audience engages by clicking “See More”, as this action counts as a form of engagement. Therefore, it’s more beneficial to include impactful, extended copy than to truncate a message so that the full text is visible. In B2B fintech, Sam mentions, it’s important to strike the right balance between creating eye-catching posts that generate reactions and maintaining professionalism and brand integrity. The key to building engagement is sparking thoughtful comments and conversation while avoiding clickbait tactics.
Amanda and Sam also discuss LinkedIn’s “golden hour” for engagement, the period immediately after a post is shared – this is when the algorithm closely tracks how many likes, comments and reshares it receives. For optimal results, it’s essential to encourage your firm’s employees to engage in this first hour after publishing. Another factor that plays into engagement in 2025 is tagging individuals in posts. LinkedIn tracks whether people engage with the posts they’re tagged in; if tags are flagged as unwarranted or unengaged, it could hurt your post’s performance. Sam mentions how this mirrors Google’s stance on SEO keyword stuffing, which penalizes the overuse of keywords and instead prioritizes high-value content that resonates with the target audience.
Amanda mentions how Forefront’s own digital strategy is a great example of the power of consistent posting. Amanda shares that above all else, LinkedIn values regular posting across a variety of content types – helping companies increase touchpoints with potential prospects. At Forefront, we intentionally vary our posting cadence and content strategy and post multiple times per week, which has enabled us to grow our following by over 100% since 2022.
Next, Amanda discusses the rise of LinkedIn’s native publishing tools, such as newsletters, which have exploded in popularity. Today, over 184,000 unique newsletters are being published regularly on the platform. This tool offers several benefits to the user via pre-set functionality. When a company publishes the first edition of a newsletter, LinkedIn provides push notifications to all followers with a one-click subscribe option, direct inbox delivery and even the ability to amplify newsletters with paid ads. Sam and Amanda suggest repurposing existing blog content via the LinkedIn articles tool, as it’s a great way to get content in front of your audience in a format that the platform rewards. These articles appear natively on LinkedIn, giving companies another avenue for boosting content visibility without redirecting users elsewhere.
Lastly, Amanda and Sam explore how video is reshaping the LinkedIn landscape. LinkedIn is increasingly focusing on vertical video content, aligning itself with the trends seen on mobile-first platforms like Instagram and TikTok. Many companies are already repurposing existing content – like podcasts, webinars and interviews – into video format for LinkedIn. This shift is particularly important as LinkedIn begins rolling out video to desktop as well. By incorporating video into their content strategy, B2B fintechs can connect with the next generation of decision-makers who increasingly consume video content via social media. If video isn’t currently part of your strategy, Amanda recommends trying short, on-brand videos – even a one-minute snippet can make an impact and be an excellent way to maintain brand authenticity in the evolving media landscape.
See below for a breakdown of what was discussed. Happy listening!
Timestamps:
1:00 – 2025 LinkedIn algorithm highlights
4:15 – Ranking the types of engagement on LinkedIn
8:30 – Key considerations when tagging individuals in a LinkedIn post
12:30 – New LinkedIn publishing functionality and tools
15:35 – How LinkedIn is leaning into video content in 2025
