LinkedIn keeps rolling out new tools, buttons, filters, feeds and AI updates. Some are genuinely useful. Some are fun. Some are over-hyped. Some feel like they exist more for LinkedIn’s goals than yours.
So I’m ranking 10 new LinkedIn features from “who cares?” through to “this has my attention”, and sorting them into three simple buckets: what to ignore, what to watch and what to act on.
Because your job isn’t to use everything LinkedIn releases. Your job is to work out what helps your brand, your business and your buyers. The mistake is assuming every new feature needs to change your whole LinkedIn approach, when embracing new features isn’t actually a strategy.
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.
Some Features Are Distractions, Not Priorities
Not every new feature deserves your time. Some are useful for LinkedIn’s engagement goals, but they don’t automatically help your brand build trust, reach buyers or create demand.
#10: WEND, LinkedIn’s latest puzzle game, might help LinkedIn bring people back to the platform. Great for LinkedIn. But I’m very confident; it’s not going to help your Company Page become clearer, help buyers trust you faster or move a buying committee closer to choosing your business.
#9: Expanded in-app mobile post boosting is the one I’d be most careful with. It feels easy because it’s right there on your phone. Tap a button, spend a little money, and the post gets more reach.
But if the post is unclear, the targeting is limited, and the goal is fuzzy, you’re not solving the problem. You’re just making a donation to LinkedIn to show average content to more people.
#8: Verification filters also sit in the “nice, but not urgent” bucket. In theory, filtering search results by verified people sounds useful. In practice, most of us can already spot the fake accounts that shouldn’t be there in the first place. It’s not a bad feature. It’s just not a feature I think will have that big an impact.
Ask these questions before you spend time or money on new LinkedIn features:
- Does this help us reach a more relevant audience?
- Does this support a clear business goal?
- Does this build trust, or just more impressions?
- Does this fix the real problem?
- Would a better strategy be a smarter investment?
👉 Don’t let easy buttons make strategy decisions for you. If a feature doesn’t support your goals, resources or buyers, leave it alone.
Some Features Show Where LinkedIn Is Heading
Some updates are not urgent, but they are worth watching because they show where LinkedIn is putting its attention.
#7: LinkedIn limiting AI slop is one to watch. No one wants more lazy AI comments, generic posts or fake engagement clogging up the feed. The idea is good. The question is whether LinkedIn can distinguish between useful AI-assisted content and empty AI content with no human thought behind it.
That matters for B2B brands. Using AI isn’t the problem. Publishing content that could have come from anyone is.
84% of respondents in my recent poll didn’t believe LinkedIn could stamp this out. Your thoughts?
#6: LinkedIn Creator Marketplace is another signal worth watching. It may be limited, invite-only and focused on the US and Canada for now, but the direction is clear. LinkedIn is taking creators, founder-led visibility and brand partnerships more seriously.
For B2B marketers, that points to a future where trusted voices become an even bigger part of the demand conversation.
#5: The video feed returning to Australia, the UK and Canada also belongs in the watch category. LinkedIn may push video harder again, and some brands will benefit. But don’t rebuild your whole strategy just because LinkedIn turns up the video dial. If video suits your message, your buyers and your team’s resources, test it. If it doesn’t, the world won’t end.
👉 Watch what LinkedIn is investing in, but don’t mistake LinkedIn’s priorities for your business priorities. I’m yet to see this paying off in reality.
Some Features Can Strengthen A Clear Strategy
The features worth acting on are those that help you make better decisions or move buyers closer to taking action.
#4: Consultant booking and payment links are worth watching closely. Right now, they’re free, which makes them attractive to consultants, founders and service-based businesses. But let’s be realistic. LinkedIn is unlikely to build this kind of feature out of pure generosity, so don’t be surprised if fees, percentages or paid options appear later.
For now, the user experience is the interesting part. Someone can consume your content, visit your profile, book a session and pay through LinkedIn. That’s a much smoother path from visibility to action.
I’d love to see more tools for Company Pages that reduce friction between brand trust and buyer action. I’ve always loved the Product Page layout and wish some of that functionality were available on normal Company Pages.
#3: GIFs in comments may sound small, but they still tell us something. LinkedIn doesn’t always need to feel so stiff. A smart, well-timed GIF can be a human way to join a conversation.
Maybe this is a sign that even LinkedIn says we can have fun on the platform?? 😀
#2: Post performance insights are also worth paying attention to. Being able to see whether your content is reaching people inside or outside your network is useful because it moves the conversation beyond basic impressions.
Are we reaching relevant people beyond our existing bubble? That matters because LinkedIn is trying to connect people through topics, expertise and relevance.
If your content is scattered, LinkedIn has less to work with. If your point of view is clear and repeated over time, you give both the platform and your buyers stronger signals. Michelle J Raymond
The Biggest Shift Is How LinkedIn Connects Everything
The most important change on LinkedIn isn’t a single feature. It’s the way LinkedIn is learning from everything you do. It may not be called 360Brew anymore, but it still fundamentally changes how things work.
#1: Generative recommenders, or LinkedIn’s new algorithm shift, means your Profile, Company Page, posts, comments, clicks, topics and engagement are no longer separate parts of LinkedIn. They’re all signals. LinkedIn is learning what you care about, what you avoid, who you interact with and what topics you show up around.
That means your LinkedIn presence needs to function as a single, connected system.
This is where the Power of Two matters more than ever. Your Company Page is the brand anchor. Your people create trust and expand the conversation. When the Page, leaders and employees are all pointing in the same direction, the signals are stronger for LinkedIn and clearer for buyers.
For B2B teams, this means:
- Keep your core topics clear
- Align your Company Page, Profiles And Employee Content
- Use comments to build relevant relationships
- Update your Page and Profile so buyers know what you do
Branding is a Team Sport. And with LinkedIn moving further towards a connected ecosystem, disconnected activity will become harder to justify.
👉 Stop treating your Company Page, employee advocacy and personal profiles as separate projects. Build one clear LinkedIn game plan.
Final Thoughts - Hype or Helpful?
New LinkedIn features will keep coming. Some will be useful. Some will be over-hyped. Some will disappear before most of us even get access to them (miss you pinned posts 😔)
Your job isn’t to chase every shiny update. Your job is to decide what will work best for your brand, your business and you, based on your goals, your resources and where you’re trying to get to.
✅ Ignore the features that distract you from the real work.
✅ Watch the features that show where LinkedIn is heading.
✅ Act on the features that support clearer strategy, stronger trust and better buyer action.
Confused about how this applies to your LinkedIn strategy? 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
