LinkedIn: A business trend in 2026

In recent years, LinkedIn has undergone a quiet but powerful transformation.From a social network seen only as a” resume bank, the platform has become an ecosystem of business, connections and opportunities.

Today, with 1.2 billion members and 480 million active users, LinkedIn is one of the best places to build your personal brand, strengthen your reputation, and attract strategic customers or partners.

As I emphasize, LinkedIn was born for business and personal and business work. However, after the COVID-19 pandemic, this content agenda infected Instagram. Now, with algorithm blocks and direct dispute with TikTok, Instagram tends to reposition itself in entertainment, while LinkedIn reassumes its original role as the most suitable social network for business, authority generation and strategic content.

Some brands have already realized this and their sales content is being more subtle and generally using influencers, no longer following a classic advertising posture. 

For brands and professionals who want to excel, the issue is not just “estar” on the platform, but using it strategically to generate high-value connections and real opportunities.

And here's a warning: being on LinkedIn is not enough. If your profile is stopped, or if you only appear when you are looking for a job, you are missing great opportunities. LinkedIn is not just a wall; it is a living space, which rewards those who appear, interact and build authority constantly.

A recent Buffer study published by Social Media Today analyzed more than 2 million LinkedIn posts from 94 thousand accounts and showed that posting frequency directly impacts reach, a simple rule that many professionals still do not apply.

The study found that posting two to five times a week generates, on average, more than a thousand impressions per publication; increasing to six to ten weekly posts raises this number to about five thousand; and those who publish more than eleven times a week can gain more than sixteen thousand additional impressions per post.

In other words, the greater the constancy in the publications, the greater the visibility and engagement. But this does not mean posting anything. Strategic content, aligned with your positioning, is what builds authority and attracts the right connections.

Therefore, professionals and companies that want to use LinkedIn with real results need to go beyond having an updated profile. It is essential to make a diagnosis of the digital presence, plan content aligned with the desired positioning, interact consistently, track metrics and turn reach into concrete opportunities. LinkedIn should not be just an online business card, but an active business generation tool.

I have seen entrepreneurs close partnerships that have changed the course of their business and professionals gain recognition in the market because they decided to use LinkedIn consistently and strategically. This proves that the platform is not just about vacancies or resumes.

Then reflect:

What does your LinkedIn profile communicate today? Are you showing up frequently to the audience that matters?Your digital presence reflects the brand or professional you want to be a year from now?

LinkedIn is in a historic moment of engagement.Small actions can open big doors.Start today: show up, share your ideas, tell your story.With the right planning, you can increase your visibility, build authority and turn connections into real results.

Vinicius Taddone is the marketing director and founder of VTaddone www.vtaddone.com.br