LinkedIn Collaborative Posts: everything you need to know
- OneFifty Consultancy
- Jul 30
- 2 min read
As of July 23, LinkedIn Collaborative Posts are being rolled out globally. Think Instagram collabs, but with up to five individuals AND with company pages.
For brands, it provides a gateway to paid influencer marketing, facilitates greater organic distribution, and streamlines company page and executive posting.
Read on for how to create them, why this matters right now, and whether you should be utilising this feature.
How do LinkedIn collaborative (collaboration) posts work?
Important: It should be noted the feature is rolling out gradually and may not be available to you yet. If you do have access, you’ll be able to follow the below steps:
On the LinkedIn home feed, create a post through clicking ‘start a post’ at the top of your feed - this allows you to enter copy and any assets
If you have access to this feature, you’ll see an ‘add collaborators’ dropdown next to ‘comments’
If you don’t yet have access, you’ll see the following (no collaboration option next to ‘post to anyone’)
Click ‘add collaborators’, you’ll then be given a dropdown where you can search for users to post in-collaboration with - click the appropriate individuals
Hit post! Once live, the collaborators will receive a notification to accept the invitation - if the individuals accept, the post will be shared in-collaboration with those users
Why does it matter?
Greater organic distribution: your content is pushed to the feeds of other collaborators - typically, the only way to improve distribution was through encouraging engagement from other users i.e. tagging and comments
Streamlines company page and executive activity: LinkedIn’s algorithm pushes individual over brand page posts (OneFifty, 2024). In-line with this, company pages are typically used for amplification of (the stronger performing) individual content. Collaborative posts offer a format that more meaningfully activates the brand page network (vs reshares), along with providing more coherent comms with executives
A gateway to influencers: working with third-parties on LinkedIn is under-utilised vs other social platforms. The newly formalised relationship between individuals and organisation means greater credibility for creators and business partners
Considerations & data capture
Currently, the post analytics of a collaborative post are not split by different parties i.e. you’re unable to attribute post metrics to the individual collaborators.
With this format only released to selective users, it suggests there’s more iterations and refinements to come.
Should you 'collab'?
Like all things, there’s not one answer for all scenarios. But there’s a strong case to test the distributional benefits of this new feature.
What could this look like?
Amplifying an announcement: a new team hire - collaborators with the brand page and the senior leader within a given team
Event distribution: been at a recent event with a colleague? Don’t just post the selfie, utilise their network more effectively through a collaboration post
Streamlining communications: rather than promoting a new report through reposts, collaborate with a) the brand page b) the individual who is the face of the report
See below for some recent examples of what this looks like:
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