LinkedIn looks the same, but it’s not.
If your impressions have tanked, your posts are showing up weeks later, and you’re wondering whether to switch to Premium or boost your content, then read on.
I break down what’s really happening with the platform right now and what savvy B2B marketers should do next.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond.
If you want to know all the details invest under 20 mins and listen or watch the episode.
LinkedIn Is Now Pay to Play (Quietly)
I don’t think LinkedIn was ever truly “free,” but over the past six months, it’s clear that we’re heading into pay-to-play territory.
Here’s what I’ve noticed:
- New features are locked behind Premium or Sales Navigator
- Company Page Premium helps with follower growth (not visibility)
- Personal posts can now be boosted as ads
- Thought Leadership Ads gain popularity for brands to sponsor individual content
We’ve had a great run, and I understand why LinkedIn wants to monetise. But here’s the deal: If you’re serious about using LinkedIn for business growth, a paid account is no longer optional.
Just don’t jump into Sales Navigator unless you have a proper social selling process in place. Most don’t.
The Algorithm Shift That No One Saw Coming
When I came back from a short break in June, something felt off. Posts from two or three weeks ago were clogging up my feed. I assumed it was a glitch in the matrix, but it turns out, it’s by design.
- LinkedIn’s moving away from vanity metrics like impressions and likes.
- They’re prioritising relevance over recency. So, timing isn’t as important as whether your content aligns with what someone cares about.
I go into this more in the podcast. Invest 20 mins in listening to the episode. 😀
So, What Features Are Actually Worth Paying Attention To?
Honestly? It’s been a quiet year on the new features front, especially compared to 2024. But here’s what’s worth testing:
- Profile analytics now show follower growth and profile views post-by-post.
- Newsletter video covers are here; small, but a nice touch for brand builders.
- LinkedIn’s AI tools. They’re not there yet. I’ll stick to my off-platform tools for now.
- Company Page Premium is improving, but still not a magic wand.
I’ll be retesting Premium Pages soon, but if you think paying guarantees reach, it doesn’t. 😢
The Real Fix? Back to Strategy
None of these changes matter if your strategy is broken.
And for most businesses I speak to, that’s the real issue. They’ve skipped the fundamentals. No clear audience, no internal alignment between teams, no point of difference, no Game Plan. Just post, hope, and repeat.
Here’s what actually works:
- Define a LinkedIn strategy aligned to business goals
- Create content that serves your audience (not just promotes yourself or the brand)
- Stay consistent, even when impressions dip
- Align your internal teams: sales, marketing, employee advocacy, leadership, all on a shared mission
If your current LinkedIn strategy is “three posts a week”… it’s time to regroup.
Final Thoughts
Let me be clear: the algorithm isn’t your lifeboat. New features won’t save a broken content strategy.
We can’t do what we did six months ago and expect the same results. LinkedIn has changed, and if you want to grow your business here, so should you.
Take a moment. Step back. Sit with your team. Figure out what needs to change.
And if you need help building a real LinkedIn growth strategy that works now, reach out. You know where to find me.
Book a time here – https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins
Cheers
PS Want to hear my LinkedIn updates first? Subscribe to b2bgrowthco.com/newsletter
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.
