3 min read
LinkedIn, Old vs New: What Works Today?
Some of the tactics that worked on LinkedIn a few years ago no longer deliver the same results. The feed has changed, the type of content that stands out has changed and, most importantly, what professionals expect from the platform has changed. In this article we put “then” and “now” side by side and explain how brands can update their LinkedIn plans.
What has changed on LinkedIn?
LinkedIn is no longer just a showcase for company announcements. It is a place where people look for knowledge and learn from experts, and where business relationships begin with trust. Below we compare the old and the new approach in six areas.
1. Not as often as possible, but consistently and thoughtfully
Posting every day is not a strategy in itself. On LinkedIn, fewer but regular posts that genuinely say something leave a longer-lasting impression.
2. Not just company news, but real expertise
In recent years LinkedIn has said it gives more room in the feed to content that shares knowledge and advice. Instead of announcing a new office or an award, sharing a lesson learned on the job or answering a question clients often ask attracts more interest.
3. Not only the company page, but the people behind the brand
People connect with people more than with companies. When founders and team members share their own experience, it also supports the reach of the company page.
4. Not a long intro, but two lines that earn the “see more”
On LinkedIn, only the first few lines of a post are visible. Those lines decide whether the reader clicks “see more”, so the key idea belongs at the very start.
5. Not likes and impressions, but comments, reposts and saves
Impressions tell you how many people saw a post, not how much value it created. Meaningful comments, reposts and saves show that the content truly worked.
6. Not only your connections, but the right people for the topic
LinkedIn also distributes content based on interests and topics. Publishing consistently within a clear area of expertise is the most reliable way to reach the right people beyond your own connections.
A short checklist for brands
- Do you have a regular LinkedIn posting rhythm you can sustain?
- Alongside company news, do you share real expertise and lessons from the field?
- Are founders and team members encouraged to become a voice for the brand?
- Do the first two lines of your posts make the key idea clear?
- Do your reports track comments, reposts and saves alongside impressions?
We cover the shift on Instagram in a separate article: Instagram, Old vs New.
What does Edda Creative do here?
At Edda Creative we treat LinkedIn not as individual posts but as part of a brand’s growth system. From positioning and content rhythm to team and founder profiles and reporting, we build the structure your team can use every week. For brands working between the Netherlands and Türkiye, we adapt the message to the language and business culture of each market.
We build the system. Your team drives the growth.
Frequently asked questions
How often should I post on LinkedIn?
There is no fixed number. What matters is a regular rhythm you can sustain and posts that offer the reader real value.
Is a company page or a personal profile more effective?
They work best together. The company page is the brand’s official voice, while founder and team profiles build trust and reach.
Which metrics should I track on LinkedIn?
Alongside impressions, tracking comments, reposts and saves shows more clearly whether content creates real value.
What type of content gets more attention on LinkedIn?
Content that shares knowledge and experience: lessons from the field, answers to questions clients often ask and clear perspectives on the industry.
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