LinkedIn Content And Ads

LinkedIn wants you to make more video. The data says stop. Socialinsider analyzed 1.3 million posts in their 2026 benchmarks report. Video views dropped 36% year-over-year across every page size. Per-video engagement only ticked up 7%. Document posts are pulling a 7% engagement rate, nearly 4x what video delivers. Text-only posts saw the biggest YoY engagement jump at 12%. The reason has a name: 360Brew. LinkedIn new 150-billion-parameter AI model replaced the entire ranking system in March. It no longer rewards autoplay impressions. It measures dwell time, saves, and comment depth. A carousel someone actually swipes through registers as a stronger signal than a video that autoplayed for three seconds. The company page picture is even worse. Organic reach has fallen to roughly 1.6% of followers. Company pages now make up about 5% of the feed, down from 7% in 2021. Posts with external links or sales language lose up to 40% reach under LinkedIn's April 2026 update. Paid content already fills an estimated 40% of the feed. One stat that should change how you think about format. LinkedIn is now the second most-cited domain across ChatGPT Search, Google AI Mode, and Perplexity. The content getting picked up is text-heavy articles and expert commentary. Video doesn't get indexed by AI search. It doesn't get cited. If buyers are using AI tools to build shortlists, your polished video series is invisible to them. The gap between what LinkedIn says and what LinkedIn's algorithm actually does is where budget gets wasted. Read the data, not the press releases. Read the full article on State of Brand here: https://lnkd.in/gNh5_uYW

🚨New year, new scam on LinkedIn I had just hit post this morning when a “LinkedIn security” comment appeared under my post minutes after it went live. It looked official (see screenshot) It said my post violated policy and my account might be deactivated permanently. And it hits a very real fear for many of us: 👉 “What if my account gets taken down?” I clicked 🤦♀️🤦♀️🤦♀️ It took me to what looked like a LinkedIn page… but it wasn’t. If you click on Verify your identity, it leads to a phishing page designed to steal passwords. That’s how they hack into your accounts. 🚩 What to look out for ❌ Links that are NOT linkedin.com ❌ Threats like “immediate deactivation” ❌ Accounts called “LinkedIn security” with 0 followers ❌ Urgent / fear-based language ❌ Claim they represent LinkedIn in the comments If you see this appear under your posts: 1. Don’t click 2. Report the comment If you DID click and entered your password, do this immediately: 1. Change your LinkedIn password 2. Check that no new email was added: Settings → Account preferences → Email addresses 👉 Remove any email you don’t recognise 3. Check who’s logged into your account and sign them out: Settings → Sign in & security → Where you’re signed in 👉 End any session that isn’t you (“Sign out of all sessions” if unsure) 4. Turn on two-step verification: Settings → Sign in & security → Two-step verification 5. Take other necessary steps to secure your device such as running a scan Scammers are getting smarter, and they know active LinkedIn users care about protecting their accounts. Stay safe out there in 2026 💙 🔄 Save this for future reference and repost to spread awareness to your network

Just got off another audit call. The third one this month where I had to tell a marketer that the thousands they'd spent on LinkedIn Ads over the past month were, basically, 100% wasted. Honestly, it probably would've been more entertaining to light the cash on fire. The culprit? LinkedIn Audience Network (LAN) was left on with no blocklist or allowlist. This case was especially painful. They had healthy daily budgets and were using Max Delivery bidding. When I checked the placement breakdown, only $0.03 had been spent on LinkedIn itself. But many thousands went to LAN. 🤦♂️ (I would've expected Max Delivery to bid high enough to at least win some LinkedIn inventory. Instead, it happily spent the entire budget on LAN traffic at around $5 CPCs, most of which looked like bots or spam. That one hurt.) I love LinkedIn Ads. I've spent the last 15 years building my career around the platform. So when I see things like this, I usually try to defend LinkedIn. I can't defend this one. The platform shouldn't quietly spend your budget on low-quality placements because you didn't know enough to disable a default setting. If you're wondering whether this might be happening in your account, here are a few warning signs I always look for: • News Feed CTRs above 2% (unless you're intentionally running Engagement or Brand Awareness campaigns) • Landing page CPCs below about $6 • Hundreds of website visitors with little or no conversion activity Those three together are often a dead giveaway. If you want to test LAN, I recommend treating it like its own experiment: 1) Run it in a separate adsdet that's LAN-only. 2) Bid it down to around $3 CPC or less. 3) Use a strict blocklist or allowlist to eliminate low-quality apps and publishers. (I shared mine in the resources section of Episode 150: https://lnkd.in/gSMGMrpA) Or, just turn it off. What's been your experience with LinkedIn Audience Network? Have you seen it drive quality traffic, or has it mostly burned budget? #LinkedInAds #B2BMarketing #LinkedInMarketing

I’ve helped 100+ clients craft 1,000s of LinkedIn posts in the past 4 years and still never run out of content ideas for any profile. The solution is simple- By asking the right questions. Often, the best posts come from asking the right questions. Here are 20 questions our of the 200 that I ask myself (and you can too): - What’s one challenge I’ve faced recently, and how did I overcome it? - What’s a common misconception in my industry that I can clarify? - What’s something I wish I knew when I started my career or business? - What’s one trend I’m noticing that no one’s talking about yet? - What’s a mistake I’ve made, and what did it teach me? - What’s a question I get asked all the time, and how can I answer it better? - What’s one piece of advice I’d give to someone entering my field? - What’s something I learned from a recent failure or setback? - What’s a small win I achieved this week, and why does it matter? - What’s a habit, tool, or mindset that’s made a big difference for me? - What’s something I saw today that challenged how I think about my work? - What’s a story from my past that shaped how I approach my work today? - What’s a piece of advice I received that I didn’t follow—and why? - What’s one thing people overcomplicate that can actually be simple? - What’s something I’ve changed my mind about recently? - What’s a framework or process I use that others might find helpful? - What’s a moment that made me feel proud of the impact I’m creating? - What’s one way my industry could improve, and how I am contributing to that? - What’s a surprising insight I’ve gained from talking to my customers or team? - What’s something I’m still figuring out, and how am I approaching it? Let these be your guide the next time you’re staring at a blank screen. Pick one, dive deep, and see where it takes you. Because content creation isn’t about waiting for inspiration, it’s about knowing where to look for it. Which question will you start with today? #linkedin

Organic reach is down 65% on LinkedIn. And the feed gets more crowded every day. More people posting, more ads and a new algorithm. Despite the headwinds, some creators are still crushing it... because the fundamentals of good writing haven't changed. Here’s how they’re making it work: 1/ Create an “Aha” Moment An insight that makes the reader go, “I hadn’t thought of that.” 2/ Make People Feel Seen Make the readers think, “that’s so true”, or “I can’t believe she said that out loud!” 3/ Lead with Personal Experience Real experience and authority hooks earn trust right off the bat. 4/ Begin with a Negative People care more about avoiding pain than improving. 5/ Make Your Reposters Look Good People share content that makes them look smart, kind, or virtuous. 6/ Show Before–After Transformation Show where you started AND where you are now. 7/ Use More White Space Keep 2–3 lines per paragraph - and let your ideas breathe. The algorithm keeps changing but principles like being clear, speaking with authority and talking to emotions always work. Learn why your content works because when you do, you never run out of ideas. 📌 Start posting. Here is your free playbook: https://saywhat.ai/course/ ♻️ Repost to help your network win on LinkedIn. ➕ Follow me (Will McTighe) for more like this.

How to Start Posting on LinkedIn (Even if You Feel Like You Have Nothing to Say) A lot of people tell me they want to start posting but feel nervous. They worry they only have a few ideas, or that they won’t be able to keep up a regular rhythm. They wonder if posting even matters for their career (spoiler: it definitely can). The truth is, you already have plenty to say, and LinkedIn is one of the easiest places to share it. Here are some practical ways to begin: 1. Share what you’re learning Talk about a course you’re taking, a podcast that gave you an “aha” moment, or a new tool you just tried. People like hearing about things they can use themselves. 2. Reflect on your work Did your team hit a small win? Did you face a challenge and learn from it? Even the behind-the-scenes of your day can be interesting. 3. Offer practical advice Post a tip that makes your job easier, or a mistake you made that others can avoid. Quick, actionable insights resonate. 4. Highlight people and relationships Celebrate a colleague, thank a mentor, or share wisdom you picked up from a recent conversation. Recognition posts build goodwill. 5. Comment on your industry React to a news story, event, or trend in your field. Share your perspective on why it matters. 6. Share your personal story How did you get into your career? What pivot shaped you? Lessons from your first job are often more relatable than you think. 7. Ask questions Invite discussion with prompts like: “What’s the tool you can’t live without at work?” or “What’s one piece of advice you’d give to someone starting out?” 8. Reuse and remix Turn a slide deck into a few posts, pull takeaways from a talk, or repost an old note with an update. You don’t always need something brand new. 9. Just have fun Tell a story about your kids, share a game you love, post about a hobby outside of work, or even something zany that made you smile. People connect with the human side of you just as much as the professional side. A lot of people say, “Posting on LinkedIn won’t get me a job.” I understand the skepticism, but here’s what I’ve seen: posting helps you get visible. Visibility leads to connections. Connections lead to opportunities. The majority of jobs are filled through networks, not cold applications, which are deadweight in this environment. Posting is not the only step, but it is a proven way to stay top of mind, alongside commenting, calls, events, and more. You don’t need to post daily. Even starting with once a week is enough. Collect ideas in a notes app as they come to you, then pick one to share. It doesn’t need to be perfect, it just needs to be real. It helps me to imagine every post is just for a single close friend or loved one rather than hundreds of thousands reading it. If you post weekly, that’s 52 chances a year for people to see your voice, your ideas, and your story. That is worth it. So here’s my question: What’s one idea from this list you could turn into a post this week?

Day 3 of teaching A to Z of Linkedin .Today is “C for Content that goes Viral” Let’s get real if profile is the body of your LinkedIn, then content is the soul. I’ve been creating content on LinkedIn for over 3 years now and here’s what I know for sure: ✔️ Content builds visibility. ✔️ Content builds credibility. ✔️ Content builds community. But wait, not all content performs equally. Let’s break it down: 📌 What kind of content works on LinkedIn? ✅ Personal Experiences with Professional Learnings Posts that start with “I failed at...” or “I learned this the hard way...” often get 3x more engagement. Vulnerability + Value = Viral. ✅ Carousels with Clear Value People love to learn. Give them step-by-step guides, templates, or tips. Tools I’ve used? ChatGPT, Canva, and Notion. ✅ Contrarian Opinions Don’t be afraid to question the norm. My most viral posts? When I said, “Don’t romanticize overworking in your 20s.” Be bold, but respectful. ✅ Industry Breakdown & Trends Whether you're in finance, design, tech, or marketing ,educate your audience about what's changing. Format it like “What’s new in ___ this week?” or “X things I wish I knew before joining ___.” 📌 How often should you post? There’s no one-size-fits-all answer. But here’s a solid starting point: Beginner: 2x a week Intermediate: 3–4x a week Advanced/Creator: Daily (5x a week is ideal) More than consistency, clarity and relevance matter. 📌 Structure of a High-Performing LinkedIn Post: 1. Hook (Line 1–2): Grab attention. Make people stop scrolling. Example: “I was rejected 17 times before I landed my dream job at AmEx.” 2. Story or Insight (Lines 3–8): Tell a story, share context, add emotion or lessons. Make it relatable. 3. Value/Framework (Lines 9–12): Give something they can use. A mindset, a tip, a list, or a reflection. 📌 CTA : End with: “What’s your take?” “Would you do this differently?” “Comment below with your experience.” 📌 Common Mistakes to Avoid: 🚫 Posting only when you need something 🚫 Turning your post into a CV 🚫 Using too many hashtags (3–5 max) 🚫 Copy-pasting viral templates with zero originality 🚫 Not engaging with comments on your post 📌 My 3-Post Challenge for You: If you’re just starting out , here's your content roadmap for the next 7 days: 📌 Post 1: Talk about a challenge you faced & what you learned 📌 Post 2: Share 5 tools that help you be more productive 📌 Post 3: Reflect on a book, podcast, or reel that changed your mindset Any guesses or suggestions for tomorrow's word :D ? Let’s build your voice, one post at a time. #LinkedInTips #ContentStrategy #PersonalBranding #riyagadhwal #linkedin

A week ago today, I had the opportunity to speak to a few hundred leaders in Davos about what great content looks like on LinkedIn. ICYMI, here are a few quick-hit tips you can incorporate into your next post: 1️⃣ Ground your post in knowledge or advice you're uniquely qualified to share. This could be insights from a recent industry conference, a timely career lesson, or your perspective on company news. One great question I ask myself as I create: "How will this content help someone feel more productive or more successful?" 2️⃣ Focus less on hashtags and more on your hook. While hashtags still have a place on LinkedIn, your time is far better spent crafting a pithy, scroll-stopping hook. Those first two lines of text—or first few seconds of video—are critical to catching attention and driving engagement. 3️⃣ Include eye-catching visuals—like the photos in this post! Great visuals help stop the scroll. They don’t have to be photos, either. Infographics and short-form vertical videos work well, too. 📹 A quick note on video: Short-form video is one of the most effective ways for leaders to stand out on LinkedIn right now. And it doesn't need to be professionally produced - we saw plenty of leaders at Davos pulling out their smartphones to record quick clips. So, if you haven’t yet, grab your phone, find a bright, quiet space, and turn your next post into a video (and tag me when you publish)! For more content tips, you can rewatch the entire event recording from The Female Quotient's page: https://lnkd.in/ebCVw_aP

Struggling with what to write on LinkedIn? Here are 6 places to find inspiration: 1️⃣ Your Past Experiences: They say “Experience is the greatest teacher” but this doesn’t only apply to you. Your experience also serves as a lesson for others. Reflect on university days, internships, early career struggles, or recent work challenges. Whether the outcome was positive or negative, someone in your network could benefit from your story and it could serve as prime content to share on LinkedIn. 2️⃣ The Holy Spirit: The first person in the Bible filled with the Spirit of God wasn’t Abraham, Moses, or David—it was Bezalel, a craftsman and creative (Exodus 35:30-35). Many of my posts come from moments of prayer and worship because God, the ultimate Creator, empowers creatives with wisdom and excellence to produce content, business strategies, campaigns, designs and more. If you’ve never tried it, ask the Holy Spirit for LinkedIn post ideas—you’ll be amazed at what flows in. 3️⃣ Daily Conversations: Some of my best posts started as casual chats—whether with friends, coworkers, or managers. Pay attention to discussions that spark insights worth sharing. (Shoutout to my friends - Ntua Edia, Oluwapamilerin Ayo-Fisher, Bochola Sara A. who’ve unknowingly inspired posts! 😆) Just remember: respect confidentiality. If a conversation was private, either anonymize it or ask permission before posting. 4️⃣ Books, Podcasts & Other Media: Every book, podcast, or YouTube video you engage with is potential content fuel. Share key takeaways, how you’ve applied lessons, or why a particular idea resonated with you. Bonus: Credit the source so others can learn from it too. 5️⃣ Other Content Creators: Follow creators at different stages—established experts, peers at your level, and beginners. This mix exposes you to diverse perspectives that can spark your own ideas. When inspired by someone’s post, reference them and add your unique spin. Start with 3 creators in your niche, engage daily, and let their content ignite yours. 6️⃣ Events, Webinars & Conferences: Industry events are goldmines for content. Share keynotes that shifted your thinking, networking takeaways, or how a panel discussion changed your approach. Even if you didn’t attend live, summarizing a recorded session with your insights adds value. Your turn: Which of these will you try first? Or do you have another source of inspiration? Drop it in the comments! 👇 ———- Follow me for more personal branding tips 😉 #personalbranding #breakintotech #earlycareer #linkedincontent

𝗪𝗶𝗻𝘁𝗲𝗿 𝗶𝘀 𝗰𝗼𝗺𝗶𝗻𝗴.' 𝗧𝗼𝗻𝘀 𝗼𝗳 𝘁𝗮𝗹𝗲𝗻𝘁 𝗮𝘁 𝗵𝗼𝗺𝗲 𝗶𝗻 𝗙𝗠𝗖𝗚-𝗹𝗮𝗻𝗱. 𝗙𝗲𝗮𝗿 𝗶𝘀 𝗱𝗿𝗶𝘃𝗶𝗻𝗴 𝘁𝗵𝗲 𝗮𝗴𝗲𝗻𝗱𝗮. 𝗣𝗮𝗻𝗶𝗰 𝗶𝘀 𝗲𝘃𝗶𝗱𝗲𝗻𝘁. → Nestlé is cutting jobs. Unilever "simplifying" structures. → So are P&G, Heineken, Campari and others. → Top talent watching LinkedIn. Waiting. Every FMCG exec asks the same question: "How do we show we're responding to pressure?" ↳ Wrong question. Instead, ask: What's actually driving results? ↳ Fear-based decisions compound problems. ↳ Activity doesn't equal progress. ↳ Mere motion isn't momentum. 𝗧𝗵𝗲 𝟲 𝘀𝗶𝗴𝗻𝘀 𝗳𝗲𝗮𝗿 𝗶𝘀 𝗿𝘂𝗻𝗻𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗙𝗠𝗖𝗚: 𝟭. 𝗖𝗼𝗻𝘀𝘁𝗮𝗻𝘁 𝗿𝗲𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘀𝗮𝘁𝗶𝗼𝗻 = 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗽𝗮𝗿𝗮𝗹𝘆𝘀𝗶𝘀 ↳ Plans revised monthly. Sometimes weekly. ↳ Called "agile." Actually panic. ↳ Teams exhausted from pivoting. Nothing lands. 𝟮. 𝗢𝘃𝗲𝗿𝗽𝗿𝗼𝗱𝘂𝗰𝘁𝗶𝗼𝗻 𝗼𝗳 𝗶𝗻𝗶𝘁𝗶𝗮𝘁𝗶𝘃𝗲𝘀 = 𝗙𝗮𝗸𝗲 𝗽𝗿𝗼𝗴𝗿𝗲𝘀𝘀 ↳ 47 workstreams. 23 taskforces. 15 "sprints." ↳ Volume of PowerPoints ≠ Value creation. ↳ Everyone busy. Nothing moving. 𝟯. 𝗢𝗯𝘀𝗲𝘀𝘀𝗶𝗼𝗻 𝘄𝗶𝘁𝗵 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 𝗺𝗼𝘃𝗲𝘀 = 𝗥𝗲𝗮𝗰𝘁𝗶𝘃𝗲 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 ↳ "P&G just launched..." "Unilever is testing..." ↳ Consumer insight? Commercial logic? Secondary. ↳ Following, not leading. Always one step behind. 𝟰. 𝗦𝗵𝗶𝗳𝘁𝗶𝗻𝗴 𝗹𝗮𝗻𝗴𝘂𝗮𝗴𝗲 = 𝗖𝗼𝗻𝗳𝗶𝗱𝗲𝗻𝗰𝗲 𝗰𝗿𝗶𝘀𝗶𝘀 ↳ "We just need to land something." ↳ "Can't afford to wait." ↳ Urgency without clarity. Speed without direction. 𝟱. 𝗢𝗽𝘁𝗶𝗰𝘀 > 𝗢𝘂𝘁𝗰𝗼𝗺𝗲𝘀 = 𝗧𝗵𝗲𝗮𝘁𝗿𝗲 𝗻𝗼𝘁 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 ↳ Dashboard perfection. Executive deck obsession. ↳ 40% of time on presentations. 10% on execution. ↳ Looking busy > Being effective. 𝟲. 𝗕𝘂𝗱𝗴𝗲𝘁𝘀 𝗶𝗻 𝗹𝗶𝗺𝗯𝗼 = 𝗪𝗶𝘀𝗵𝗳𝘂𝗹 𝗽𝗹𝗮𝗻𝗻𝗶𝗻𝗴 ↳ December. Still no approved budgets. ↳ "Do more with less" = Do nothing well. ↳ Relying on hope isn't a strategy. 𝗧𝗵𝗲 𝟯 𝗺𝗼𝘃𝗲𝘀 𝘁𝗼 𝗯𝗿𝗲𝗮𝗸 𝘁𝗵𝗲 𝗳𝗲𝗮𝗿 𝗰𝘆𝗰𝗹𝗲: First: Stop the initiative avalanche. ↳ Better to nail 3 things than fail at 30. ↳ Clear focus beats complexity. Second: Make fear explicit. ↳ Name it. "We're afraid of X." Third: Protect your talent. ↳ A toxic culture, fueled by fear, eats strategy for breakfast. 𝗧𝗵𝗲 𝗵𝗮𝗿𝗱 𝘁𝗿𝘂𝘁𝗵: Winter IS coming. That's a fact. But companies die from panic, not cold. The talent sitting at home? They're not the problem. The fear driving your agenda? That's the killer. 𝗜𝗳 𝘆𝗼𝘂'𝗿𝗲 𝗶𝗻 𝗮𝗻 𝗙𝗠𝗖𝗚 𝗹𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗿𝗼𝗹𝗲: Which of these 6 signs hit closest to home? ___________ 👋 Hi, I am Filiberto. Follow me for sharp FMCG strategic insights. If you like this post, you are going to love my newsletter: https://lnkd.in/dFwbrjwG