LinkedIn has long been a valuable platform for small businesses to connect with prospects, demonstrate expertise and generate leads. Where relationships and credibility matter, the platform’s reputation as a space for professional engagement has made it a cornerstone of many marketing strategies.
But more recently, small businesses are starting to question its impact. Impressions are down. Conversations are fewer. And the same posts that used to spark activity are now being met with silence.
So, what’s changed?
LinkedIn’s focus is shifting
Microsoft, LinkedIn’s parent company, recently published this breakdown of how the platform earns its revenue:
“LinkedIn revenue is mainly affected by demand from enterprises and professional organisations for subscriptions to Talent Solutions, Sales Solutions and Premium Subscriptions offerings, as well as member engagement and the quality of the sponsored content delivered to those members to drive Marketing Solutions.”
Notably absent from this list: everyday creators.
What this tells us is simple. LinkedIn is prioritising the needs of big businesses because that’s where the money is. Sponsored content, subscription tools, enterprise hiring platforms—these are the revenue engines. Individual creators and small brands, while essential to the platform’s culture, are not the commercial priority.
And that’s now becoming visible in how the platform behaves.
Declining reach
More and more SMEs are noticing:
• A drop in impressions, even with consistent posting
• Engagement that feels muted or limited to their immediate network
• A sense that their content is being seen less, no matter how relevant it is.
This isn’t about poor quality. It reflects a shift in how LinkedIn manages visibility. More sponsored content is appearing in feeds. More of the platform’s promotional space is given to large enterprise campaigns. And as always, paid posts are prioritised over organic reach.
For businesses using LinkedIn social media marketing, these are signs of a maturing platform monetising its feed space. For small business owners, it’s a reason to pause and reassess how to make best use of LinkedIn.
The rise of Thought Leader Ads
LinkedIn now offers Thought Leader Ads, a type of sponsored post where companies can promote content shared by individuals—such as employees, customers or trusted experts. These posts appear in the feed with the original person’s name and face but are labelled as “Promoted by [Company Name].”
They feel more authentic because they are—the words, tone and content are entirely from the individual. No added CTA buttons. No headline edits. Just personal content with paid reach behind it.
For larger organisations, it’s a way to combine trust with scale. But it also means organic personal content from smaller creators is now competing directly with sponsored personal content from enterprise-level players.
The implication? Visibility is increasingly paid for, even when it appears to be personal.
Rethinking LinkedIn social media marketing in 2025
Earlier this year, LinkedIn published a 22-page guide to working with B2B influencers, encouraging companies to co-create content with respected voices in their industries. The document outlines how to identify creators, build partnerships and amplify campaigns through paid channels—including Thought Leader Ads.
It reflects a growing shift:
• Thought leadership is still effective, but rarely free
• Creator marketing is being formalised as a paid strategy
• LinkedIn itself is promoting these tactics as best practice.
For SMEs, this reinforces the challenge. Where creator-led content was once a way to rise above the noise, it’s now part of the monetised model.
The rise of the B2B influencers
The past two years have seen a wave of self-styled B2B influencers emerge. Some offer valuable insights. Others share algorithm tips or post daily for reach.
But here’s the reality:
• There are no secrets to growth
• Creator reach is being reduced by design
• Real influence now comes from reputation, not frequency
LinkedIn may encourage influencer-style posting, but it’s also limiting how far those posts go—unless there’s money behind them. For small businesses, that creates a paradox: you’re told to be personal and authentic, but if you want real visibility, it helps to pay.
How to gain visibility now
Some businesses are adapting by combining traditional posting with smarter tactics:
• Working with respected expert voices (creator marketing)
• Joining conversations on other people’s content
• Using events or panels as content drivers
• Boosting select posts that already perform organically.
These approaches aren’t magic bullets. But they reflect a realistic view of how LinkedIn social media marketing works in 2025: it rewards relevance, consistency and, increasingly, budget.
How SMEs can respond: involving employees in visibility
Many companies are now turning to their employees as part of their communication strategy. Waypoint provides LinkedIn training, helping individuals feel confident posting about their work, engaging with industry conversations and representing their business online.
This approach turns team members into natural advocates. By supporting employees to share updates about projects, wins and day-to-day insights, companies benefit from broader, more human visibility. The result is greater reach, stronger credibility and more opportunity for inbound engagement—without relying solely on paid campaigns.
This also lays the groundwork for future amplification. Companies can now sponsor high-performing employee content through Thought Leader Ads. Starting with employee-driven posts gives SMEs a stronger foundation to grow reach—organically at first, and potentially through paid promotion later.
This is where smart LinkedIn social media marketing becomes essential.
Final thoughts: adjust expectations, not ambition
LinkedIn is still important for B2B visibility, especially for SMEs looking to build reputation and generate leads. But its rules are changing.
If you’re a small business struggling with reach, you’re not alone—and you’re not necessarily doing it wrong. You’re working within a system increasingly geared toward large advertisers and corporate subscriptions.
The key now is to adjust expectations. Organic reach alone may no longer be enough. But with the right mix of relationships, content and strategy, it’s still possible to build authority, stay visible and generate leads.
Whether that means encouraging your team to post on LinkedIn, or involves creators, partnerships or paid promotion, what matters is recognising what’s shifting and deciding how (or whether) to respond.
When done thoughtfully, LinkedIn social media marketing still offers a way forward for SMEs.
Ready to rethink your LinkedIn strategy?
If your business is struggling with reach or unsure how to move forward, we offer practical LinkedIn training and strategic support tailored to SMEs. Whether you’re based in Hampshire or beyond, get in touch to find out how we can help you stand out.
FAQs: LinkedIn social media marketing for SMEs
Why is my company getting fewer impressions on LinkedIn?
LinkedIn is prioritising sponsored content and enterprise accounts, meaning unpaid posts from smaller businesses often receive less visibility.
What are Thought Leader Ads?
They’re a type of LinkedIn ad where businesses sponsor individual posts (from employees or trusted voices) to appear as promoted content in users’ feeds.
Is organic content still worth it?
Yes—especially when it’s consistent, relevant and backed by employee involvement. But results take time, and reach is often limited without budget.
How can employees improve our company’s visibility?
Employees who post authentic, professional updates can boost brand reach significantly. Training helps them understand how and what to share.
Is LinkedIn still useful for small businesses in 2025?
Absolutely—but expectations must change. To see results, you may need to mix organic activity with strategic partnerships or paid support.
