LinkedIn: A business trend in 2026

In recent years, LinkedIn has undergone a quiet but powerful transformation. From a social network seen solely as a "resume database," 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 clients or strategic partners.

As I've emphasized, LinkedIn was created for business and personal and corporate achievements. However, after the COVID-19 pandemic, this content agenda spread to Instagram. Now, with algorithmic restrictions and direct competition from TikTok, Instagram is likely to reposition itself in entertainment, while LinkedIn reassumes its original role as the social network best suited for business, authority building, and strategic content.

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

For brands and professionals who want to stand out, the issue isn't just "being" on the platform, but using it strategically to generate high-value connections and real opportunities.

And here's a warning: being on LinkedIn isn't enough. If your profile is dormant, or if you only appear when you're looking for a job, you're missing out on great opportunities. LinkedIn isn't just a bulletin board; it's a living space that rewards those who consistently show up, interact, and build authority.

A recent study by Buffer, published by Social Media Today, analyzed more than 2 million LinkedIn posts from 94,000 accounts and showed that posting frequency directly impacts reach—a simple rule that many professionals still don't apply.

The study found that posting two to five times a week generates, on average, more than a thousand impressions per post; increasing to six to ten posts per week raises that number to around 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 more consistent you are in your posts, the greater your visibility and engagement. But that doesn't mean posting just 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 to achieve real results need to go beyond having an updated profile. It's essential to assess your digital presence, plan content aligned with your desired positioning, interact consistently, track metrics, and transform reach into concrete opportunities. LinkedIn shouldn't just be an online business card, but an active business-generation tool.

I've seen entrepreneurs form partnerships that changed the course of their businesses, and professionals gain market recognition because they decided to use LinkedIn consistently and strategically. This proves that the platform isn't just about job openings or resumes.

So, reflect:

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

LinkedIn is at a historic moment in 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.

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