Earlier this year, when enterprise software company ServiceNow released its quarterly financial results, Chief Financial Officer Gina Mastantuono did not stop at the usual earnings call with investors and analysts, but instead went through aLinkedIn videoto personally walk through the data.

This approach reflects a broader role shift among finance executives: more and more CFOs are using LinkedIn to supplement traditional earnings calls and investor presentations, taking on more public-facing communication responsibilities.

"People consume information in more ways than ever before, which requires leaders to rethink how they communicate," Mastantuono said in an email.

According to data provided by LinkedIn, the number of video posts published by U.S. CFOs on LinkedIn in 2025 increased 38% year over year, while engagement with CFO-related content rose 15%.

"CFOs have truly risen from back-office operators to front-facing communicators alongside CEOs," Devin Banerjee, senior managing editor and head of news growth at LinkedIn, said in an interview. "They are shaping the narrative of their companies' performance in real time."

Banerjee noted that this role has grown in importance as macroeconomic uncertainty, geopolitical tensions, and other challenges make earnings communication increasingly complex.

"Where the money is"

Jack McCullough, founder and president of the CFO Leadership Council, believes CFOs are under growing pressure to appear publicly, and LinkedIn has become a key platform for reaching a broad range of stakeholders, including investors, customers, employees, and potential candidates.

"Willie Sutton once said, 'Because that's where the money is,' when asked why he robbed banks," McCullough wrote in an email. "There is a similar logic between CFOs and LinkedIn."

He said the shift also reflects changing expectations for executive authenticity—video is more direct than written statements that may have been polished by PR teams or artificial intelligence.

McCullough added that LinkedIn has become an important channel for CFOs to maintain visibility with headhunters and senior finance recruiters.

In addition to ServiceNow, other public company CFOs who have recently posted on LinkedIn includeWalmart、PayPalandCoca-Cola. The trend also extends to high-profile private companies such as OpenAI and Anthropic, which are seen as potential IPO candidates.

"The modern CFO has a truly enterprise-wide view, which creates an opportunity—and a responsibility—to communicate beyond financial results," Mastantuono said. "Stakeholders need that context and perspective. Video is a powerful tool for delivering it, so I don't see this trend slowing down."

Akeem Anderson, head of digital at communications firm H/Advisors Abernathy, believes the rise in CFO social media activity reflects a broader reshaping of corporate storytelling.

"CEOs are no longer expected to carry that responsibility alone—they can now bring other leaders along to tell the company's story to specific stakeholders," Anderson said. "CFOs are increasingly involved in communications strategy, which helps humanize the executive team, enhance authenticity, and broaden the company's collective voice."

In January, Mastantuono highlighted the company's "strong finish to 2025" through a LinkedIn post and accompanying video. The company reported fourth-quartertotal revenue of $3.57 billion, up 20.5% year over year. The finance chief tied the results to the company's overall AI strategy.

"The response has been very positive," she told CFO Dive. "I think people appreciate hearing directly from me and value the combination of business insight and authenticity. That matters because whether it's employees, investors, or peers, people need clarity—but they also want to feel a human connection behind the information."

Not just in strong earnings periods

The trend is not limited to earnings seasons with strong results.

"It can go both ways," Banerjee said. "When companies face difficult times, they may also want to proactively control the message and try to put a positive spin on it."

Two months ago, Jaguar Land Rover CFO Richard Molyneux described the company's fiscal third quarter of 2026 as "genuinely challenging" in aLinkedIn videovideo. He cited obstacles including the ongoing impact of a major cybersecurity incident disclosed last year and disruptions caused by U.S. tariffs.

Molyneux said these headwinds led to lower revenue and a quarterly loss. But he added that vehicle production has returned to normal levels and the company is now "fully focused" on recovering from the difficult period.

Mastantuono advises CFO peers who are experimenting with LinkedIn as a communication channel to focus on clarity and authenticity.

"Start with what you know, talk about what matters, and be yourself," she said. "People will resonate with that."