LinkedIn, to introduce a Collaborative Posts feature to allow several accounts and brands to jointly publish updates. This move is similar to Instagram’s Collab feature which has been beneficial for the brand creators.
According to the platform, this feature shows several users in the title of a single post. By using this approach, both users are ensured to benefit from the expanded opportunities provided by their combined professional networks.
LinkedIn is currently testing it with selected creators and brands at the Cannes Lions International Festival of Creativity this week, with a rollout planned over the coming months.
Over the past two years, LinkedIn has pushed creators by introducing features like creator mode, video feeds, and newsletters. Despite these additions, the platform previously lacked a structured system for brands and creators to co-author updates.
Currently, sponsored content on LinkedIn is restricted to either a brand’s organisational page or a creator’s individual profile, with no existing functionality for simultaneous hosting and mutual attribution. The introduction of Collaborative Posts is intended to resolve this technical limitation.
A fintech brand and a personal finance creator can co-publish a campaign post. Two founders announcing a partnership can share a single update that surfaces across both their networks.
The bigger play: sponsored content
How this shift impacts LinkedIn’s market for sponsored content is perhaps the more consideration. Instagram’s Collab feature helped normalise paid partnerships on that platform by making brand involvement visible rather than multiple hashtags.
If LinkedIn’s version works similarly, it could accelerate brand spending on creator content particularly in B2B categories like SaaS, consulting, and financial services, where LinkedIn is already the dominant professional channel.
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A Hard Audience to Reach Any Other Way
LinkedIn creators are mostly industry specialists, including founders and executives, which differentiate them from the entertainment- influencers on other social networks. A collaborative format offers brands a more seamless and authentic method for co-creating content aimed at reaching professional decision-makers.
No monetisation mechanics have been announced alongside the feature. The coming months will determine whether LinkedIn pairs this with any formal paid partnership tools or leaves creators to negotiate deals independently, as they currently do.
