I’m a big believer in content marketing – especially when it’s done right, with purpose and the right resources behind it.
But let’s be honest: who’s actually figuring it out these days? Nothing seems to work like it used to.
Recently, while doing a classic doom-scroll on LinkedIn (can we still call it that if it’s on LinkedIn?), I came across a post by Jeffrey Zhao. He made a bold claim:
Company pages on LinkedIn are basically invisible.
His point is backed by LinkedIn’s own 2025 Algorithm Insights report, which states:
- Company posts now make up just 1–2% of the feed
- Engagement on those posts continues to decline
Meanwhile, creator content is on the rise again.
I talk with social media managers almost weekly. They’re working hard to keep their company pages alive—chasing reach, engagement, and visibility. But most of them feel like they’re shouting into the void.
(And yes, I’m a fan of The Next Avengers too.)
As I was reading Jeffrey’s post, one thing became crystal clear to me:
The solution is simple – cultivate in-house creators.
I left a comment about that. Nothing fancy. Just one clear thought. It got over 35 likes and 11,770 impressions.
Not bad for a single sentence, right?
But more importantly, it validated the core insight: in-house creators are the new power play for B2B brands.
Let’s face it: people don’t follow logos anymore.
People follow people.
And audiences are getting smarter—they know when a company page is just vying for their attention without offering real connection or value.
That’s why brands like ClickUp are winning.
They get that their users are overwhelmed by spreadsheets, emails, and to-do lists—and when they open social media, they’re not looking for another sales pitch.
They’re looking for relief, relevance, and maybe a laugh.
ClickUp has redefined what B2B social media can look like.
Yes, some marketers dismiss their funny, dancey, meme-first content—but if it’s working (and the numbers say it is), why not?
Chris from ClickUp told me firsthand: it works.
So, back to our original question:
Are LinkedIn company pages still struggling?
Yes.
Is there a solution?
Yes – invest in cultivating in-house creators.
If you want to learn how to do that, I sat down with Chris Do and talked about it in detail.
You can check out the video here.
Leave a Reply