LinkedIn 2025 sure was full of changes. These weren’t focused so much on the usual feature upgrades or new features, but rather LinkedIn changed the rules again and again, often with no warning.
Those plot twists weren’t random. They were signals. As we head into 2026, they’ll shape how B2B brands show up, get seen and stay relevant.
Let’s break down the five twists (and one bonus twist) that matter most for B2B marketers.
This article is inspired by the recent episode of the Social Media for B2B Growth Podcast hosted by Michelle J Raymond, which discusses this topic in more detail.
Plot Twist 1 - The Reach Rollercoaster
Reach dropped hard, and for many of us, the shift felt brutal (myself included!!!!).
LinkedIn told us it was about “relevance, not impressions”. Posts might reach fewer people, but supposedly more of the right people. I still haven’t seen evidence that those “right people” suddenly started buying.
Some days, my posts took off for no clear reason, and other days, the most strategic content barely moved. Even I had moments where I wondered if I still knew what I was doing. 😂
What I have seen are two things:
- Saves and sends matter more than ever
- Personal, human posts still get bigger reach than anything brand-led
If you want to win in 2026, you need to mix both:
- Create content people save because it helps them, and
- Create content that allows people to connect with you as a human being.
The thing I worry about most is that KPIs will still focus on post impressions and B2B marketers will still be measured against last year’s numbers.
I’d love to hear whether your organisation has made changes to align with LinkedIn’s new focus.
Plot Twist 2 - Comments Became the New Currency
For years, I’ve told clients that posting is only half the job. Commenting builds visibility faster. But I could never prove it. Now we can.
LinkedIn gave us comment analytics, and the results are wild. Comments are delivering more impressions than posts for many users. And if you run a Company Page, commenting may be the only way anyone sees you organically.
Your 2026 strategy needs commenting baked in:
- Comment as your Page
- Comments by the individuals in your team
- Comment wide and deep within your industry, not just in your bubble
- Comment to contribute
If you want reach, relationships, and relevance, comments are the lever.
Plot Twist 3 - Premium Went From Optional to Advantage
This is the year LinkedIn made “free vs paid” a very different conversation.
For individuals? I still say stay on free until you hit a roadblock.
For Company Pages, Premium may be a necessity for 2026. (I’m not referring to solopreneurs or microbusinesses here – you should focus on your personal content as a priority).
Why?
- Better analytics
- More visibility tools
- Verified status
- Landing page–style features
- Audience insights you simply can’t get elsewhere
The shift is clear. LinkedIn wants Pages to pay to play. For those who do this, it could be a significant advantage.
Unfortunately, it won’t help you get more organic impressions. 😭
Plot Twist 4 - Social Selling Got Harder
And we can thank automation for that.
AI tools. Mass DMs. Engagement pods. Spammy cold outreach. It has created a barrier between buyers and brands. People are exhausted before you ever show up in their inbox.
If you want conversations that convert, you must:
- Build rapport first
- Personalise every message
- Lead with value, not a pitch
- Have empathy for the person on the other side
The higher your buyer’s seniority, the more noise they deal with daily. If you’re not making their life easier, you’re adding to the noise.
This is the part where I climb down off my soapbox… but only just and only for today 😉.
Plot Twist 5 - Video Didn’t Become the Hero We Were Promised
I had clients ready to pour huge resources into LinkedIn video, and given LinkedIn’s 2024 messaging, it made sense.
Except the results never came.
The video feed changed, then vanished. Formats shifted. Reach dropped. Most videos performed worse than standard posts and required much more effort.
Should you abandon video completely? No. Should you go all-in on a video-first LinkedIn strategy? Not unless you enjoy disappointment.
Test. Don’t assume.
Bonus Plot Twist - LinkedIn Isn’t Just A Networking Platform Anymore
It’s a discovery platform too. Your content is no longer just for nurturing your network. It’s for being found by people who don’t yet know you.
Which means:
- Your profile must be optimised
- Your Page must act like a landing page
- Your content must speak clearly to one audience
Discoverability is the new competitive edge.
So What Do We Do With All of This?
These changes forced all of us to become better marketers. Not louder. Not trendier. Better.
If you’ve taken a step back this year, I get it. Truly.
But 2026 will reward the marketers and brands who do three things exceptionally well:
- Know their audience deeply
- Show up consistently
- Create content that solves real problems
The algorithm will keep shifting. But fundamentals never stop working.
Final Thoughts
LinkedIn didn’t break this year; it evolved. Evolution always feels uncomfortable before we adapt and grow.
If 2025 knocked you off your game, take a breath. Reset. Come back to what matters.
If you want support to rebuild your 2026 strategy, book a Power Hour with me and I’ll get you pointed in the right direction.
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.
