Guys, I am going to hold your biceps and look deeply into your eyes when I tell you this: Your LinkedIn brand page is getting lapped and the call is coming from inside the house.
And you’re not imagining it. The numbers match what you’re seeing in your feed. Company page reach is down roughly 60 to 66 percent since 2024, while individual profiles are seeing significantly more distribution, in some cases up to 561% more reach. It’s a tough time to be in corporate brand marketing.
So yes, somewhere inside your company is a product lead, an operator, or an executive casually outperforming your entire content strategy with a post they wrote in five minutes, likely between meetings, possibly without rereading it, and definitely without running it through five rounds of approvals.
This is how LinkedIn is working right now. The platform is prioritizing posts that people actually interact with. Comments, replies, real back and forth. When that happens, LinkedIn keeps pushing the post.
When someone close to that posts about it, people have something to react to. They agree, disagree, add context, send it to someone else. It turns into a conversation, which is exactly what the platform is trying to surface more of.
There is also a trust layer here that makes this even more lopsided. The Edelman Trust Barometer continues to show that individuals inside a company are seen as more credible than the company itself.
At the same time, getting attention has become more competitive across every channel. Paid media costs are up. Feeds are crowded. Organic reach is tighter than it used to be.
So when something starts getting engagement early, LinkedIn leans into it. And posts tied to a person tend to get there faster.
This is not an abandon-your-company-page moment. You still need that. It is your flagship. It is where everything lives. It is where people go when they want the full picture. It cannot be the only place you are telling your story. If anything, it should be the hub, not the entire strategy. But you do need to cast a wider net.
You don’t need to reinvent the wheel, just redistribute what you already have. Have your C-suite post the updates you would normally push through the company page. Let them deliver quarterly-earnings takeaways in their own voice. Have product leads talk about what they are building. Have operators share what they are seeing in real time. Then reshare that content back to the company page and amplify it.
Same message, completely different reach.
You don’t need to post more, you need to let the right people post, because like everything else on the internet, it has a funny way of not rewarding the people trying the hardest and instead rewarding the ones people actually want to hear from. Which I acknowledge is mildly offensive, but also extremely useful information. Godspeed.
