While Facebook reach has collapsed and Instagram has become increasingly pay-to-play, something interesting is happening on LinkedIn: organic reach is still real.

A good post from an individual with a few hundred connections can reach thousands of relevant readers without spending a penny. It is an opportunity most SMBs and professionals are leaving on the table.

Who should prioritise LinkedIn?

LinkedIn is not right for everyone. The platform is strongest for:

B2B businesses If you sell to other businesses (services, software, consulting, recruitment) LinkedIn is where the buyers are. Decision-makers in companies use LinkedIn far more than Instagram or TikTok.

Professionals and consultants LinkedIn is the natural platform for building personal professional authority. Share knowledge and insight regularly and you build trust and visibility with your target audience.

Businesses that are hiring A strong LinkedIn presence makes it easier to attract good candidates. Job seekers evaluate the company profile and content as part of their decision to apply.

Businesses with a clear professional point of view LinkedIn rewards opinions and insight. Taking clear positions on professional questions earns posts more reach.

Company page vs. personal profile

This is where many businesses make a classic mistake: they invest in the company page and neglect personal profiles.

The LinkedIn algorithm favours content from individuals over company pages. A post from a managing director with 500 connections will typically reach far more people than the same post published from the company page.

The strategy that works: active personal profiles from key people in the business, with the company page as the backdrop and destination for more information.

What should you publish?

Professional insight and opinions "Here is what we are seeing in the market right now" and "this is our experience with X" performs far better than company news and product updates.

Experiences from projects What did you learn? What did not go as expected? Genuine stories from daily work are more engaging than polished success stories.

Questions that invite dialogue The LinkedIn algorithm rewards comments. Posts that end with a genuine question to the network earn higher reach.

Short format works well LinkedIn supports long posts, but short, direct posts with one clear point often perform better. The first two to three lines are decisive: they are all people see before clicking "see more."

Consistency is the key

The LinkedIn algorithm favours profiles that publish regularly. One to three times a week is a good starting point. Start and stop after two weeks and you build nothing.

LinkedIn advertising

LinkedIn ads are more expensive than Facebook and Instagram, typically £6–15 per click for B2B audiences. That is expensive for volume, but appropriate for reaching specific job titles, industries or companies.

For most SMBs, organic content is the right first step. Once you understand what engages your audience, ads can amplify what is already working.

Want to know whether LinkedIn is right for your business and what kind of content will work? Get in touch.