Most B2B brands are still writing LinkedIn posts for an algorithm that may be on its way out. The company page that posts polished announcements every Tuesday was already losing the room. Now LinkedIn might be closing the door on it.
I recently spoke with Tech Crams about LinkedIn’s Network tab and what it means for companies that depend on the platform for reach.
The test itself is simple. LinkedIn confirmed in September that it’s trialing a feed showing only posts from people you’re connected to or follow. No suggested content from strangers, no viral posts from accounts you’ve never interacted with. Just your network.
That sounds like a small product tweak. It isn’t. The data was already moving this way before the test started. Company page engagement has been sliding year over year across likes, comments and shares, while personal profiles are pulling much stronger engagement and more than three times the comments per post. People respond to people. A network-only feed just makes that official.
This is why I keep pushing founders to publish under their own names. It doesn’t take a content team or a viral formula. It takes knowing what you want to say and saying it on a steady rhythm. Speed without clarity is chaos, but clarity without speed is just a nice idea that never happens. It’s the same thinking behind my 90-day launch approach, applied to a LinkedIn feed.
The bigger opportunity, and the one most B2B brands leave on the table, is employee reach. A mid-sized company might have a few thousand page followers and tens of thousands of combined connections across its team. In a network-first feed, those personal networks become the main road to clients and prospects. That only works if employees share their own observations, not corporate posts copied word for word. Everyone can spot the copy-paste version.
The metrics have to change too. Impressions matter less when your audience is people you already know. I’d rather see a dozen replies from decision-makers at target accounts than thousands of passive views. It’s the same reason we’ve been telling Pabs Marketing clients to start mining dark social instead of chasing public feeds.
Read the full article on Tech Crams →
LinkedIn may change the test or pull it tomorrow, but the brands that win this shift will be the ones that invested in the people behind the logo.
