LinkedIn continues to play a central role in how organizations and people connect with fellow professionals, share expertise, build credibility, and participate in industry conversations. According to Linkedin, “89% of B2B marketers use LinkedIn for lead generation, and 62% say it generates them leads, over two times more than the next-highest social channel.” Because the platform is so large, with more than 1.15 billion active users each month, it is vital to optimize posts.
New guidance shared by the premier B2B social platform highlights a shift in how content is evaluated. For companies using LinkedIn to support PR and marketing efforts, these changes reinforce the importance of clarity and relevance.
In 2026, LinkedIn’s algorithm will favor organizations that consistently share thought leadership, write with specificity rather than promotion, focus on publishing quality (and quantity), encourage meaningful conversations, and use short-form video to communicate insights.
Build Thought Leadership Among Your Executives and Organization
Posts featuring subject-matter experts’ and trusted influencers’ (content creators’) experience perform best because businesspeople want to stay current, even ahead of trends. This reinforces the value of thought leadership on LinkedIn. When professionals share their knowledge and perspective, they build credibility on this highly credible social channel.
Thought leadership content may include commentary on industry news, bylined articles, and lessons learned through experience. This promotes engagement because content is focused on educating stakeholders rather than promotion. When quality content is shared consistently, it positions an individual or organization as a reliable, expert resource.
Partnering with a thought leadership PR agency helps identify internal key opinion leaders, refine their perspectives into clear messaging that resonates, and ensure thoughtful viewpoints are shared consistently in ways that builds authority.
Create Posts with Non-promotional, Non-generic Language
LinkedIn clearly states that vague, overly commercial content performs poorly on its platform. In fact, its algorithm penalizes it. Posts that lack a clear point of view or rely on broad statements also struggle to gain traction in the feed.
Instead, LinkedIn prioritizes usefulness, originality, and relevance to the reader. Posts that communicate one clear idea, explains why the communique matters, and gives supporting points or evidence, are more likely to be featured.
Organizations are wisely beginning to adopt the 90/10 rule, with 90% or more of their content being educational, smart, and provocative. This means sharing context, data, and (logical) perspective, while reserving a much smaller portion (10%) for organizational announcements or business news/updates.
Focus on Post Quality and Quantity
According to Gyanda Sachdeva, VP of Product Management at LinkedIn, members who publish at least twice a week, “see up to 5x more profile views on average.” Spacing content out is also important. Sharing multiple posts in a short timeframe does not equate to expanding reach or visibility on LinkedIn. It is important to allow posts room to breathe so each one can reach the most relevant audience.
While publishing cadence influences performance, quality ultimately drives engagement. Posts that are timely, relevant, and smart with details are more likely to hold attention and prompt interaction. When organizations focus on publishing fewer, stronger updates rather than simply filling the feed, they are more likely to produce higher engagement and remain present in conversations that matter to their stakeholders.
Prioritize Posts that Spark Conversations
LinkedIn prioritizes posts that generate discussion threads. For example, content that invites reflection or response performs better than announcements. Comments, replies, and intelligent conversations signal to the LinkedIn algorithm that it is resonating with users.
According to Forbes, “Posts that spark meaningful discussions see a 437% increase in views compared to those that generate few comments. Therefore, it is wise to include thoughtful questions in LinkedIn posts to keep the engagement flowing.” This shift reinforces LinkedIn’s role as a conversation platform rather than a broadcast channel.
Produce More Short-Form Video Content
Short-form video is far more likely to be shared and generate higher engagement than non-video posts. This content performs best on LinkedIn when it runs longer than 15 seconds but under two minutes, includes a relevant description that sets context, and intentionally prompts sharing or comments to drive engagement.
Video also allows organizations to communicate context more effectively than text alone. This may include explanations and reactions to industry news, expert commentary on trends or policy changes, or reflections on lessons learned from recent projects or milestones. Simple Q&A clips, which address commonly asked stakeholder questions, also perform well. Pairing this with a clear caption helps viewers understand why the video is worth watching.
For organizations, this reinforces the value of short-form video as part of the 2026 PR and thought leadership approach.
What this will Mean for PR and Marketing Professionals in 2026
LinkedIn’s guidance reinforces a clear direction for organizations planning their 2026 communications strategies. Content that reflects expertise, communicates a clear perspective, and invites conversation will outperform generic or self-promotional posts.
Companies that treat LinkedIn as a multi-dimensional thought leadership and credibility platform, rather than just a marketing platform, will be better positioned to maintain relevance and engagement as activity on the platform continues to grow.
National PR Agency Credentials
Rosica Communications is an award-winning, national PR and social media agency that helps nonprofits, education organizations, schools, and animal health companies strategically optimize their digital presence. We integrate PR with SEO, content marketing, stakeholder communications, tradeshow PR, thought leadership, and social media marketing to elevate share-of-voice and brand recognition across earned, owned, paid, and social media channels.
To thoroughly measure PR and thought leadership programs, Rosica developed the most comprehensive PR and thought leadership measurement tool available today. The Thought Leadership Matrix™ assesses more than 20 indicators to benchmark influence and category/sector rankings over time.
To learn more or schedule a conversation with CEO and President Chris Rosica, visit https://calendly.com/rosica/30min.