LinkedIn: A business trend in 2026

In recent years, LinkedIn has undergone a quiet yet powerful transformation. From a social network once viewed merely as a "resume database," the platform has evolved into 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 emphasized, LinkedIn was born for business and the achievement of personal and corporate work objectives. However, after the COVID-19 pandemic, this type of content spread to Instagram. Now, with algorithm restrictions and direct competition with TikTok, Instagram tends to reposition itself toward entertainment, while LinkedIn reclaims its original role as the most suitable social network for business, authority building, and strategic content.

Some brands have already realized this, and their sales content has become more subtle, often leveraging influencers rather than following a classic advertising approach. 

For brands and professionals who wish to stand out, the issue is not merely "being" 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 stagnant, or if you only appear when you’re looking for a job, you’re missing out on major opportunities. LinkedIn is not just a bulletin board; it’s a living space that rewards those who show up, interact, and consistently build authority.

A recent study by Buffer, published by Social Media Today, analyzed over 2 million posts on LinkedIn from 94,000 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 per week generates, on average, over a thousand impressions per post; increasing to six to ten weekly posts raises this number to around five thousand; and those who post more than eleven times per week can achieve over sixteen thousand additional impressions per post.

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

Therefore, professionals and companies that wish to use LinkedIn for tangible results must go beyond having an updated profile. It is essential to conduct a digital presence audit, plan content aligned with the desired positioning, interact consistently, track metrics, and convert reach into concrete opportunities. LinkedIn should not be just an online business card but an active tool for generating business.

I have seen entrepreneurs secure 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 is not just about job openings or resumes.

So, reflect:

What does your LinkedIn profile communicate today? Are you appearing frequently to the audience that matters? Does your digital presence reflect the brand or professional you want to be one year from now?

LinkedIn is at 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, it is possible to increase your visibility, build authority, and turn connections into real results.

Vinícius Taddone is Marketing Director and Founder of VTaddone® www.vtaddone.com.br