21st January 2026
By Oliver
With over 1 billion members and 1.8 billion monthly visitors, LinkedIn is firmly established as the go-to platform of choice for business professionals.
For B2B companies, being visible on LinkedIn isn’t optional, it’s essential as it can help drive brand awareness, demand, trust, customer retention and recruitment.
However, a study by Refine Labs found that when posts on LinkedIn come from a company page, they get roughly one-third the number of impressions and only 20% the engagement of posts from employees. This is because people like to engage with people, not companies, and LinkedIn’s algorithm prioritises what people will engage with when choosing what content should appear in someone’s feed.
The trouble is that most people don’t post very often on LinkedIn. This research from LinkedIn Marketing Agency ClickPop found that only around 5% of LinkedIn members have posted in the last 30 days (excluding likes, reposts and comments). But crucially, there is a clear correlation between participation on LinkedIn by commercial teams and the growth of those businesses.
And data from Buffer found that video posts achieved an average of 7% more engagement than images and 84% more than text posts on LinkedIn.
Busy professionals don’t struggle to post on LinkedIn because they lack opinions or experience. They struggle because they’re not sure what to post about, worry about how they’ll come across and lack the time to produce high production content.
But there is a solution. Co-creating great content for the brand, featuring the real, authentic experience of some of their people, and encouraging them to share the content on their channels. This is the approach we took when producing a series of films for Baker McKenzie, such as this one, which was shared by and featured one of their partners.
In fact, a single, well-planned filming session can create a full content library for key people, for example:
If an employee was posting once a week (a massive increase on the average person’s participation), that’s months worth of content. Instead of asking your team to “think of something to post”, you’ve created a bank of content that’s already aligned, already high quality, and already usable.
If you’d like to turn one shoot into months of LinkedIn content, get in touch for a quote.