What’s Changing On LinkedIn: Strategy Insights for 2026

As the number one platform for networking and building business connections, LinkedIn has established itself as essential for creating authentic professional authority and growing your brand's online presence. No matter the size of your business or your role within it, LinkedIn can provide key B2B opportunities. Just like business world itself, LinkedIn is constantly adapting and developing to keep up with its environment. Let’s take a look at what’s changing in 2026… 

2026 Strategy

Recent algorithm changes mean there are significant things to look out for. Your profile is key to signalling your authority and bookmarks are more important than ever. Rather than posting at specific times, prioritise consistent posting and varying your content types. 

Short-Form Video

Building on the success of rivals such as TikTok, LinkedIn has developed a heavy emphasis on short-form video. With video creation on LinkedIn growing faster than all other post types, the network has rolled out new video features, including a “Videos For You” section for brands to take advantage of. Video averages the highest rate of engagement among content types on LinkedIn, so make sure you’re incorporating short-form video into your LinkedIn strategy. Examples could include behind-the-scenes looks and how-to content. 

Audience Research

LinkedIn Analytics provide in-depth metrics of your audience, giving you the perfect opportunity to get to know your online following. You can see what industries your followers are in, their job functions, seniority, location and company size. You can also research competitors and analyse their performance on LinkedIn. Tap into what your audience wants to see and provide content that suits the demographic. 

Knowledge Sharing

The LinkedIn algorithm rewards deep, insightful content that demonstrates true expertise rather than engagement-baiting. Providing key information, insights and solutions for your audience can help you to create a loyal and engaged community on the platform. You may not want to give away everything for free, but if you can feed your audience with small bits of advice, they’re more likely to come back to you for further solutions and services. 

Personal Authority

Individuals on LinkedIn gain 10x more engagement than company pages, reinforcing the need for personal branding and professional thought leadership. Utilise key voices in your business through their individual LinkedIn pages and share important posts through the brand page. This will help to establish the link between the brand and individual, as well as humanising the brand for audience members. 

what's trending?

Human-Centric Content

Unpolished, real videos and personal stories are currently outperforming over-produced content on LinkedIn. By focusing on authentic, human-driven content you can place your brand at the centre of the conversation. In an online world overwhelmed by AI content, human-centric posts, such as meet-the-team or instructional videos can help your brand to stay focused. 

AI As a Thinking Partner

While AI is integrated into LinkedIn to personalise feeds, content that demonstrates your product/service and human experiences over purely automated posts, is performing better with users. While brands may use AI as a tool, it shouldn’t be prioritised over human content. 

Carousel Dominance

Carousel posts for quick, swipeable educational tips, as well as long-form thought leadership articles are favoured by the platform for engagement. LinkedIn users are more likely to engage with content that they can swipe and interact with, but they’re also business-minded and looking for thought-leadership and advice. Ensure you vary your content to get the right mix for your audience. 

Updates

AI-Powered Systems

LinkedIn is incorporating more artificial intelligence-powered systems in order to broaden the scope of its interest signals and display more relevant updates. AI-powered systems are now driving LinkedIn’s whole recommendation ecosystem, which means results are assessed more quickly, which should drive improved relevance and engagement. 

TikTok goes search-first with Google

The LinkedIn algorithm is now heavily rewarding content that is “saved” and shared, rather than just “liked”, prioritising posts that hold user attention for longer periods and that users plan on returning to. Advice type posts will work well for this as users will save/favourite them to refer back to at a later date.

Ready to boost your LinkedIn strategy?

Discover how your brand can make the most of B2B opportunities on LinkedIn. The OCOCO Media team are here to help. Contact us today to book your complimentary consultation and discover how we can help you achieve long-term results.