According to the Content Marketing Institute, LinkedIn is moving away from superficial signs of engagement and towards relevance, content quality and personal expertise. Likes, followers and traditional keywords still count, but they are no longer what matters most.

Factors such as how much time people spend on a post, whether they save it and whether the content matches their professional interests are becoming more important.

More advanced AI models

That ties in with how LinkedIn itself explains its new feed. The platform now uses more advanced AI models to better understand what a post is really about and how it fits someone’s work context, interests and previous behaviour. So it isn’t just about “who is following whom?”, but rather, who is this content relevant to right now?

For brands, that changes things a lot. A company’s LinkedIn page is still important, but more so as a credible foundation than as an engine of organic reach. See it as a second website: fully completed, clearly positioned, with strong cases, vacancies, news and clear messages. The Content Marketing Institute also refers to LinkedIn data showing that complete company pages receive 30% more weekly views.

The people behind the brand

But the real strength is increasingly found in the people behind the brand. Employees, experts, consultants, sales profiles and managers with a clear vision can often build more trust than a post from the brand itself ever will. Especially when they do not simply copy a company post, but tie it to their own experience.

This isn’t to say your goal should now be to turn everyone in your organisation into a LinkedIn influencer. Quite the opposite. Start with the people who are already active on the platform, who have something to say and who are in contact with your target audience. Often, that isn’t necessarily the CEO, but profiles closer to the work itself – strategists, project leads, consultants, researchers or specialists.

Trust

The reason for that is simple – B2B decisions are increasingly made based on trust. The Edelman and LinkedIn B2B Thought Leadership Impact Report 2025 shows that thought leadership helps build trust, influence internal buying committees and reach hidden decision-makers. This last group is often not visible in your CRM, but they do read, review and help shape perception of your brand.

That is why the question to ask before creating LinkedIn content should be less focused on “what do we want to post?” and more concerned with “how can we help our target audience move forward?”. Think sharp insights, lessons from on the ground, concrete views, customer questions, mistakes you have learned from, or strong but short explainer videos.

Video

Video and personal voices are also becoming increasingly important in B2B: LinkedIn reports that 78% of B2B marketers use video and that more than half want to increase their video investment.

The conclusion? Anyone still treating LinkedIn as a distribution channel to share company updates is missing the point. The platform is evolving into an expertise platform. Reach doesn’t come from more posts, but from better cues: substantive consistency, credible people, clear themes and content that genuinely adds something.

For B2B brands, that means, don’t build your LinkedIn planning around the algorithm. Build it around expertise. The algorithm will follow.