If you’ve felt like LinkedIn has become harder over the past year, you’re not imagining it.
Many businesses have noticed declining impressions, slower follower growth, and fewer viral posts. But that doesn’t mean LinkedIn is becoming less valuable. In fact, it’s becoming more selective about the content it chooses to promote. You might feel like the algorithm has become impossible to understand, but the biggest shift I’ve seen is that it’s become much better at identifying content that provides genuine value.
Here are some of the biggest trends I have seen in 2026 and what they mean for professional services firms.
Reach Is Harder to Earn
One of the most talked-about changes this year is the decline in overall reach. Industry analysis suggests that impressions and follower growth have fallen significantly compared to previous years, meaning it’s simply harder for posts to gain widespread visibility than it was a year or two ago.
That might sound discouraging, but there’s another side to the story. While fewer people may see your content initially, those who do are often far more relevant to your business. LinkedIn is increasingly prioritising content that creates meaningful professional conversations rather than simply attracting passive views.
Comments Matter More Than Likes
Likes are still useful, but comments have become a much stronger signal as LinkedIn increasingly rewards posts that spark genuine discussion. Even more importantly, your own comments on other people’s content can significantly increase your visibility across the platform. Instead of treating commenting as something to do after posting, it should become part of your overall LinkedIn strategy. You can introduce your expertise to entirely new audiences by adding thoughtful contributions to industry conversations.
Original Insights Beat Generic Advice
We’ve all seen the posts.
“Five lessons I learned…”
“Three tips for success…”
“The future belongs to…”
The problem isn’t the format; it’s that thousands of people are writing almost identical content. LinkedIn is rewarding originality more than ever. That doesn’t mean every post needs groundbreaking research, but it should offer a perspective that only you can provide.
For law firms, that could mean:
- Explaining recent legal developments
- Sharing practical client insights
- Discussing trends you’re seeing in your sector
- Reflecting on real experiences from practice
Your expertise is your biggest competitive advantage.
AI Is a Tool, not a Content Strategy
Artificial intelligence has become part of almost every marketing discussion, and LinkedIn is no exception. While AI is incredibly useful for brainstorming, structuring ideas, or improving grammar, many users have become increasingly aware of overly polished, generic AI-written posts.
Recent reporting has highlighted concerns about the growing volume of AI-generated content on LinkedIn, with many creators finding that authentic, human-written posts generate stronger engagement than heavily AI-produced copy. The lesson isn’t to avoid AI entirely. It’s to ensure your expertise, opinions, and personality remain at the centre of every post.
Video and Carousels Continue to Perform
Video and carousel posts remain two of LinkedIn’s strongest performing formats. Whether it’s a short interview, an educational video, or a carousel breaking down a complex topic, both encourage users to spend more time engaging with your content while showcasing your expertise in an accessible way.
Employee Advocacy Is Becoming Essential
I think the biggest trend isn’t about content at all, but about who shares it. More evidence suggests that LinkedIn gives greater visibility to content shared by individuals than content published solely from company pages. That doesn’t make company pages unimportant. Instead, firms should see employees as an extension of their brand. When attorneys, Partners, and leadership teams regularly share insights from their own perspective, they increase both their personal credibility and the firm’s overall visibility.
What Should Law Firms Focus On?
For law firms, the priorities are clear:
- Share genuine expertise instead of generic marketing.
- Encourage your people to build their own professional presence.
- Create content that starts conversations, not just broadcasts announcements.
- Use video and carousel posts where they add value.
- Stay consistent, even when every post isn’t a viral success.
The algorithm will continue to evolve, but one principle has remained remarkably consistent: content that helps people, teaches something new, or starts meaningful conversations will always outperform content created to fill a posting schedule.
Want to Get More From LinkedIn?
At Fellows Social, we help IP and legal firms build a stronger LinkedIn presence through social media management, content creation, and professional video production.
If you’re looking to increase your visibility and share your expertise more effectively, get in touch to see how we can help at [email protected]
-Carys Bello