Another article is doing the rounds saying LinkedIn’s algorithm killed Company Pages.
It didn’t.
You know who did?
Marketers.
It’s a bold statement, and yes, a little clickbaity, but if I’m being honest, I actually think it’s true.
Now, before anyone gets defensive, hear me out…
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.
Company Pages Were Never Meant to Behave Like Profiles
Let’s start here, because this is where a lot of the confusion comes from. Company Pages and personal Profiles are not the same. They never have been. They never will be.
LinkedIn is a member-first platform. So it makes complete sense that content from people performs better in the feed than content from Pages.
That’s not a flaw. That’s the design.
But too many marketers are still measuring their Page as if it should behave like a Profile. And when it doesn’t, the conclusion is that it’s broken.
It’s not broken. It’s being misunderstood.
Because there is more to building a brand than just posting content.
Your Company Page is often where people land. It’s where they check you out, validate what they’ve seen, and decide whether you’re worth paying attention to.
So dismissing it completely misses the role it actually plays.
Where Things Have Actually Gone Wrong
I’ve done enough Page Audit & Strategy sessions to know that most Company Pages didn’t suddenly stop working. They drifted. What started as a strategy became reactive. A request comes in, so you post it. Another update is needed, so that goes out too.
Over time, the Page becomes a collection of internal priorities rather than something built for the audience.
You see it everywhere:
- Announcements, no one is waiting for
- Updates that make sense internally but not externally
- Content with no clear point of view
- Posts that look like every other brand in the feed
And if you’re honest, you probably wouldn’t stop for most of it either.
When content doesn’t get engagement, LinkedIn doesn’t keep showing it. That’s not the algorithm working against you. That’s the platform doing exactly what it’s meant to do.
Why ManyChat Caught My Attention
This is why Manychat stood out to me this week.
They didn’t just adjust their content. They changed how they showed up.
They said their Page wouldn’t behave like a typical Company Page anymore. Less polished announcements. Less “we launched something”. More focus on conversations, opinions, and what people are actually dealing with right now.
And importantly, they backed it up.
They showed up in comments. They engaged with people. They sounded like humans, not a carefully filtered version of the brand.
That’s what made the difference.
The Part Most Teams Are Dealing With
When I shared my thoughts on this, one comment stuck with me.
“I’d love to do that, but I’d probably get the sack.”
That’s the reality for a lot of B2B teams. You can see what would work. You might even have tried it. But without internal support, those ideas don’t last.
So you default to what feels safe and safe usually ends up looking like everything else.
I’ve seen genuinely engaging Pages pulled back because they felt “too different”. Over time, the content gets watered down, and so does the performance.
This Is Where The Conversation Is Shifting
I read a LinkedIn post by Molly Hopkins, and she made a really important point .
Company Pages aren’t dying, but how content gets distributed has changed.
Employee voices will naturally outperform corporate ones in the feed. That’s always been the case. What’s different now is that more organisations are finally recognising it and investing in it.
And they should.
But that doesn’t mean Company Pages are no longer relevant. It means the role of the Page needs to evolve alongside it.
Because the strongest brands don’t choose, they use The Power of Two – the company and employee brands working together.
Molly’s full post 👇
You Don’t Need To Copy Manychat
This isn’t about copying what another brand is doing.
You don’t need to be loud. You don’t need to be controversial. You don’t need to try to be funny if that doesn’t fit your brand.
But you do need to stand for something.
If you’re in a technical or more traditional industry, lean into that. Be the most useful voice in your space. Go deeper than your competitors. Explain things properly. Share what’s actually happening in your industry.
That’s how you build credibility.
Being knowledgeable and being human are not mutually exclusive!
The Opportunity Most Pages Are Missing
The biggest shift I’d encourage you to make is this. Stop thinking about your Company Page as a place to post. Start thinking about it as a way to participate, or as i call it, Page Advocacy.
That might look like:
- Commenting on posts from customers and industry peers
- Supporting employee content in a meaningful way
- Joining conversations where your expertise is relevant
- Showing up consistently beyond your own posts
Because visibility doesn’t just come from what you publish. It comes from how you show up around it.
Final Thoughts
Company Pages aren’t broken. But the way most marketers are using them is.
If your Page is only there to broadcast messages, it will continue to struggle. If it becomes part of the conversation, things start to change.
This isn’t about blaming the LinkedIn algorithm.
It’s about taking responsibility for how your Page shows up and maybe, just maybe, having a crack at doing things differently.
Because the brands that are getting results right now aren’t the ones playing it safe.
They’re the ones who are clear, useful, and willing to show up properly.
So here’s my question for you: “Is your Company Page built to grow…or just built to post?
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
