5 Tips to Build a Stronger Brand Presence on LinkedIn

As brands prepare their strategies for the second half of 2026, many marketers are re-evaluating outdated social media playbooks. LinkedIn, the platform some consider the original professional network, has seen renewed engagement in recent months, prompting fresh guidance on how businesses can strengthen their presence there.

Researching Trends and Target Audiences

Marketers are encouraged to explore LinkedIn’s Top Content tool and its conversational AI search feature to identify what’s resonating within their industry. Rather than simply copying popular formats, brands are advised to lean into their own expertise and offer distinct perspectives. Building a focused list of key decision-makers to track, based on role and region, can also help marketers understand what content and conversations matter most to their audience. From there, noting recurring themes, formats, and pain points—since carousels and video reportedly perform best—can sharpen a brand’s approach.

Leaning on Trusted Voices and Clear Goals

Influencer marketing on LinkedIn looks different than on other platforms, prioritizing subject-matter credibility over follower counts. LinkedIn’s own research suggests buyers are notably more likely to choose vendors recommended by other customers. Tools like the Creator Marketplace and Thought Leader Ads can help brands identify and amplify credible partners, including employees and executives.

Ultimately, LinkedIn recommends avoiding vanity metrics in favor of outcomes like profile visits, lead generation, and conversions. As LinkedIn’s Gina Kleiner put it, effective strategies are built by “building credibility with the audiences that matter most.” Recurring formats such as newsletters and event series, rather than one-off posts, are seen as key to sustaining that credibility over time.