Last week, it was confirmed that collaborative posts are coming to LinkedIn.
The update marks one of LinkedIn’s biggest organic updates in recent years, allowing users to publish a single post with other individuals or company pages. Once collaborators accept the invitation, the post appears across each profile, with everyone sharing the same likes, comments, and engagement.
It’s a feature Instagram users will already recognise, but for LinkedIn, it has the potential to reshape how businesses approach partnership marketing, employee advocacy, and joint campaigns.
WHAT THIS MEANS FOR CREATORS
LinkedIn announced the feature by saying:
“Great ideas love company. Whether at work or in life, some of the best moments of success and creativity come from collaboration. Think of new product launches, executives breaking major business news, creators sharing brand partnerships, or teammates celebrating company milestones. There’s almost always multiple people working behind the scenes to make magic happen.
For creators specifically, collaboration often fuels the creativity that’s needed to make big moments come to life. Some of the most interesting ideas on LinkedIn aren’t coming from a single voice – they’re coming from people building something special together. That’s why today, we’re starting to test the ability for members to collaborate when publishing content on our platform.
In time, members and LinkedIn pages will be able to share posts together on LinkedIn, and people will see all collaborators listed at the top of the post.”
For creators, this opens the door to more authentic partnerships, shared audiences, and collaborative storytelling. Rather than relying on reposts, creators and brands will be able to publish together from the outset, creating one shared conversation instead of multiple versions of the same content.
CAN YOU COLLABORATE ON LINKEDIN POSTS?
If you’ve been asking, can you collaborate on LinkedIn posts, the answer is yes – but only if your account has access to the beta rollout.
At the moment, the feature is only available to a small number of users.
LinkedIn said:
“We’re testing this experience with a handful of creators and brands on the ground at Cannes starting today, and we’ll plan to roll this out further over the next few months.”
MORE THAN JUST ANOTHER LINKEDIN UPDATE
LinkedIn doesn’t often introduce entirely new ways to publish content. That’s why we think this feature deserves attention.
For years, businesses have relied on reposts, employee advocacy, and partner shares to increase the reach of important announcements. While these tactics can work, reposted content rarely performs as well as the original.
The new collaborative post LinkedIn feature changes that.
Instead of asking a partner to share your post after it’s has gone live, both organisations become part of the original publication. One post, one conversation, and one combined audience.
For businesses, this could be particularly powerful. Imagine launching a new partnership – rather than splitting engagement across multiple versions of the announcement, every interaction contributes to one conversation.
A SHIFT TOWARDS COLLABORATIVE CONTENT
We also believe this update reflects where LinkedIn is heading as a platform.
Over the past few years, LinkedIn has consistently rewarded authentic conversations, professional expertise, and meaningful business relationships. Collaborative Posts fit naturally into that strategy by encouraging businesses to create content together rather than simply amplifying it afterwards.
That opens up exciting opportunities for:
- Industry collaborations
- Client success stories
- Joint webinars and events
- Partnership announcements
- Podcast collaborations
- Employer advocacy
- Product launches
WHAT HAPPENS NEXT?
As with most new LinkedIn features, early adopters are likely to benefit the most.
If LinkedIn gives Collaborative Posts additional organic visibility – as it has done with previous feature launches – we could see them become a key part of B2B content strategies over the next year.
The feature won’t replace good content. Businesses will still need something worthwhile to say. But for organisations that regularly work with partners, clients, and collaborators, this could become one of the most effective ways to maximise organic reach.
As LinkedIn continues to evolve, businesses will need to adapt their organic strategies to take advantage of new opportunities. Working with a social media marketing agency can help ensure you’re making the most of features like Collaborative Posts as they become more widely available. Contact us to find out more at [email protected].