As of 2026, while LinkedIn was historically a social networking website targeting professionals, the platform has evolved into much more than this; today, many companies use LinkedIn as an essential tool for Marketing, generating leads and establishing trust in their brands through LinkedIn’s vast audience (over 1B users), which tend to be found on LinkedIn, has high purchasing power. Thus, LinkedIn is an increasingly important channel for businesses looking to reach B2B and B2C customers.
What’s New in LinkedIn Marketing in 2026
One of the biggest changes on LinkedIn is the strong push toward video content. Video views have increased by 36 percent year over year, and short-form videos are growing faster than any other post type. LinkedIn now offers a full-screen video experience on mobile, a personalized video feed, and easy video editing through CapCut integration.
LinkedIn has also introduced BrandLink, an upgraded video advertising program. This allows brands to run in-stream video ads before trusted publisher content and well-known creators. Early results show higher video completion rates, better engagement, and improved lead generation compared to traditional video ads.
Smarter Ads and AI-Powered Tools
Campaign Manager has received major upgrades in 2026. Marketers can now forecast reach and impressions before launching campaigns, duplicate high-performing ads, use dynamic UTMs, and access AI-powered performance insights. These tools help businesses spend their ad budgets more efficiently and measure results more accurately.
LinkedIn is also using AI to improve content quality. New moderation systems review posts before they appear in feeds. Content that feels generic, copied, or low effort is pushed down, while original ideas, real expertise, and personal insights are rewarded with better reach.
How to Build a Strong LinkedIn Marketing Strategy
A successful LinkedIn strategy starts with clear goals. For many businesses, LinkedIn works best for B2B lead generation, brand authority, and relationship building. Understanding your audience through LinkedIn analytics and audience insights helps you create content that truly resonates.
Optimizing your Company Page and leadership profiles is essential. Complete pages get more views, and active executive profiles help build trust. Your content should focus on sharing value, industry insights, lessons learned, and real stories rather than constant promotion.
Best Practices That Work in 2026
LinkedIn’s algorithm now favors meaningful conversations over likes and shares. Posts that ask questions, encourage thoughtful comments, and share honest perspectives perform better. Short, human-sounding posts and early weekday publishing still deliver strong results.
Most importantly, people want to connect with people. Highlighting employees, founders, and team members makes your brand more relatable. In 2026, successful LinkedIn marketing is built on authenticity, consistency, and real engagement.