2025 was an exceptional year for the social media game, and as experts, we were truly tested! AI tools began to dominate copywriting and content creation, Australia banned children under 16 from accessing social media and LinkedIn surpassed 1.2 billion followers.

Last month, Building Relations PR launched the first of its brand-new ‘BRilliance Sessions’. The first workshop, led by Rachel Colgan, Hollie Moore and Erin Roberts, focused on best practice for LinkedIn covering the 2026 algorithm, tips for personal & business pages and the key to shift text content to visual graphics and videos.

LinkedIn saw a boom of engagement during COVID-19 due to increased content consumption, working from home arrangements and career shifts. Since then, the platform has seen a cultural change from a boring, B2B recruitment platform to a creative, engaging tool which should be central to every PR & Marketing strategy.

Feeling like you need a refresh on your LinkedIn game for 2026? Let’s delve into some key points we ran through in the session.

Relevance beats reach

The best posts on LinkedIn don’t win because they’re loud, it’s because they’re interesting, good quality and useful. In a bid to combat the AI takeover on the platform, LinkedIn is upping its game to ensure humanised user-generated content is rewarded rather than AI slop.

LinkedIn acts as a digital CV, so ensuring that your posts are in line with your personal brand is key! Think of your posts as your own personal PR & marketing strategy. Ensure your expertise, passions and interests shine through on every interaction. Personalisation is your best friend!

Attention is the gatekeeper

In line with the ‘quality’ narrative, LinkedIn rewards the pause, so make content that stops people scrolling. If users pause for longer than 12 seconds on a post, LinkedIn will automatically mark this as valuable.

This is a key driver to why videos and carousels perform exceptionally well and often rank in the top performing posts during reporting. The human brain is incredibly lazy, often having 1 – 3 seconds to decide whether something is interesting or not. If users are scrolling and see a boring text post, with no creativity, people will simply ignore it.

Why not create an engaging carousel to crunch down meaty information such as policy announcements? Videos are also becoming commonplace on LinkedIn (thank you, TikTok), ensure these are still interesting and remember show, don’t tell!

Alignment of personal and business pages

You can absolutely tell when businesses encourage their people to post and create a positive environment for this to genuinely work. The best engagement comes from a strategy that is aligned across businesses!

The LinkedIn ‘algorithm’ includes many moving parts, and to be successful, users must engage in all aspects of the platform. This includes posting on personal pages, commenting on colleagues’ posts, and engaging with business pages, too.

There is no end to options of engagement on LinkedIn. Users can choose to spread positive industry news, congratulate a colleague on a promotion or simply share a video of a recent event. You will get so much out of posting on LinkedIn, and anyway, what’s the worst that could happen?!

If you are interested in growing your social media services in 2026 in the property PR space and beyond, please contact Erin today on erin@building-relations.co.uk.