LinkedIn's report on 2026 small business trends uses "predictive" and "hopeful" language. This isn't just an analysis of the past; it's a signal to creators about the type of content (like video) and behavior the platform wants to promote, effectively revealing their future algorithm priorities.
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In the AI era, a creator's job will evolve from producing content to architecting their community's digital ecosystem. This involves tweaking a custom algorithm to guide AI-generated content, ensuring it aligns with the community's values and delivers specific, positive outcomes for members.
Company pages can achieve more significant growth in impressions, likes, and follows by leaving well-crafted, entertaining comments on posts from industry thought leaders, rather than solely focusing on creating original in-feed posts.
The traditional goal of winning hearts and minds is now a two-step process. Marketers must first win over the "machines"—search algorithms and LLMs—that control 85% of content discovery, treating them as an influential, gatekeeping audience.
When a social platform like LinkedIn introduces a new feature, such as "comment impressions," it's a direct signal of what behavior the algorithm will now favor. Prioritizing and testing these new features immediately can lead to outsized reach as you align with the platform's strategic goals.
LinkedIn now shows impression metrics for comments, signaling their importance. Strategically leaving thoughtful, entertaining comments on others' posts can drive more page growth and followers than original feed posts. Treat comments like mini-posts to test content ideas.
The paradigm is shifting from Search Engine Optimization (SEO) to Generative Engine Optimization (GEO). The content you post now on platforms like LinkedIn will be consumed by AI models to answer future user queries, making it a critical asset for long-term visibility and authority.
Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.
Use comments on others' LinkedIn posts as a low-risk testing ground for new content formats or edgier ideas. If a comment flops, the impact is minimal. If it succeeds, it validates the idea for a future post on your company's page, bypassing initial brand guardrails.
LinkedIn reported double-digit growth in video uploads but notably omitted data on video engagement or watch time. This suggests that while marketers are following the platform's advice to post video, it may not be yielding results. Marketers must analyze what platforms *don't* report.
The context in which content is consumed matters. Users browse LinkedIn with a professional and business-oriented mindset, making them far more receptive to listings, deals, and industry insights than when they are on entertainment- or family-focused platforms.
