There’s a quiet frustration running through LinkedIn right now. Marketers, creators, and business owners are all asking the same questions.
“Why is my reach dropping?”
“Why is engagement so unpredictable?”
“Is LinkedIn even working for business anymore?”
LinkedIn certainly feels like it has changed more in the past year than it has in the last five. Big creators are seeing smaller reach, smaller creators are getting unexpected boosts, and the platform has started shifting into pay-to-play territory.
But before you panic, take a breath. You can still win on LinkedIn. You just need to understand the new landscape and adjust your strategy to match it.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, with guest Michaela Alexis which discusses this topic in more detail.
LinkedIn Truth Bomb 1: Big followings don’t guarantee big reach anymore
There was a time when having a big following on LinkedIn guaranteed strong reach. That era is over. Right now, creators with huge audiences are seeing some of the lowest numbers they have ever had, while smaller or newer creators are being pushed into more feeds.
“Even with a large audience, some posts reach two thousand people and the next reaches one hundred. Same creator. Same quality. The algorithm has shifted.” Michaela Alexis
This means you cannot rely on follower count alone. The playing field is flatter, and the edge goes to those who stay relevant, not those who are simply well-known.
If your reach feels unpredictable, you’re not failing. The platform has changed.
LinkedIn Truth Bomb 2: Pay-to-play is here… but paying won’t fix weak content
LinkedIn has quietly shifted into pay-to-play territory with boosted posts for personal profiles. It sounds appealing. Spend some money and get more eyeballs. But here is the truth: boosted posts often push content to people who don’t care, don’t click, and don’t convert.
Impressions go up while impact stays flat. Paid reach is a tool, not a shortcut. If the message isn’t strong, no amount of spend will fix it.
“Boosting a post might give you impressions, but impressions aren’t impact. Paid reach doesn’t replace relevance.” Michelle J Raymond
Before hitting the boost button, tighten your positioning, sharpen the hook, and make sure you know exactly who the post is for.
LinkedIn Truth Bomb 3: Comments outperform posts more than ever
This is the part most people underestimate. Smart commenting is outperforming posting for many creators. The algorithm rewards meaningful engagement because it signals relevance, expertise, and genuine participation in the community.
A strong comment can show up on feeds far beyond your own network, bringing you visibility without the pressure of crafting a brand-new post.
“I’ve had comments reach more people than my posts. Fifteen minutes of smart engagement beats another draft you never publish.” Michelle J Raymond
If you’re limited on time or struggling to post consistently, this is your growth lever. Use comments to share insights, challenge ideas, add depth, and show personality. It’s one of the most efficient strategies on LinkedIn right now.
LinkedIn Truth Bomb 4: Perfect content loses to consistent content
LinkedIn is not rewarding perfect. It is rewarding presence. The days of perfectly polished posts dominating feeds are fading, and human, relatable, slightly-messy content is winning. The people on the sidelines waiting for flawless phrasing are being overtaken by those who hit publish and learn as they go. Perfection is slow and heavy.
“If you wait until it’s perfect, you’ll never post. Publish the thing that feels 15 per cent braver than normal. That’s where connection starts.” Michaela Alexis
Consistency is light and compounding. If you want to grow, aim for 15 per cent outside your comfort zone instead of 100 per cent polished. That’s where your audience finally sees you, and where real traction begins.
LinkedIn Truth Bomb 5: Visibility isn’t vanity. It’s protection
This might be the most important truth of all. Too many people wait until they lose a job, face a restructure, or hit a career crossroads before deciding to become visible. But visibility is not just about attention; it’s also about safety.
“You don’t build career insurance when things fall apart. You build it long before you need it.” Michelle J Raymond
Your network and personal brand are the things that follow you when your job title doesn’t. They are your career insurance.
You build it when things are stable, so it’s there when things are not. And with the job market shifting, AI reshaping roles, and industries changing fast, the smartest thing you can do is show up now, not later.
Final Thoughts
You don’t need perfect posts or giant follower counts to win on LinkedIn right now. You need clarity about who you help, confidence to show up 15 per cent braver, and the willingness to focus on conversations over vanity metrics.
The shifts we’re seeing aren’t a sign to pull back. They’re a sign to get smarter about how we show up. The algorithm will keep changing. Features will come and go. But the things that matter most stay the same. Your voice. Your relationships. Your consistency.
LinkedIn isn’t broken; it’s evolving, and we need to do that, too. 😀
Book a time here to discover how we can help your B2B grow – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
Michelle J Raymond is the Founder of B2B Growth Co and has made her mark as the world’s leading authority on LinkedIn Company Pages, offering comprehensive strategies and training to brands eager to harness LinkedIn for business growth through thought leadership, content marketing or social selling techniques.
With 20+ years’ experience in B2B sales, and almost a decade of social selling on LinkedIn, Michelle stands out for her significant LinkedIn contributions as the co-author of two globally acclaimed books: “Business Gold,” the first book exclusively dedicated to LinkedIn Company Pages, and “The LinkedIn Branding Book,” and her insightful podcast Social Media for B2B Growth. Follow her YouTube channel @MichelleJRaymond for helpful how to’s.
