LinkedIn's Rebuilt Feed: Company Page Growth Slows, Video Views Fall as Engagement Holds Up

LinkedIn is harder to game in 2026 than it was two years ago, and the change is showing up in the numbers. Company pages are still getting engagement, but their audiences are growing much more slowly and their video views are down. Individual creators, meanwhile, report steep drops in reach even as the people who do see their posts engage more.

For agencies running LinkedIn for B2B clients, the question is no longer how to beat the algorithm. It is what the rebuilt feed actually rewards.

A Feed Rebuilt Around Interests

On March 12, 2026, LinkedIn Engineering published "Engineering the next generation of LinkedIn's Feed," by Hristo Danchev. The post describes replacing several separate retrieval systems with "a single, unified retrieval system powered by LLM-generated embeddings," and a new ranking model, a Generative Recommender, that "processes more than a thousand of your historical interactions" rather than scoring each post on its own.

LinkedIn's own framing is useful for marketers: "The most valuable content is timely, relevant to their professional goals, and grounded in trust." The company also says the system is aimed at "discovering content from authors you don't follow, on topics you care about."

In practice, that means distribution depends less on who follows a page and more on whether the content matches a reader's long-running professional interests. A brand that posts about everything will have a harder time than one that consistently covers a narrow set of topics.

What the Company Page Data Shows

The largest public dataset on brand pages comes from Socialinsider, a social analytics vendor. Its LinkedIn benchmarks, published March 16, 2026, cover 1.3 million posts from 16,645 business pages between January 2024 and December 2025. Socialinsider notes that its "2026" figures are 2025 values, because there was not yet enough 2026 data.

Engagement held up. Socialinsider puts the average engagement rate for business pages at 5.20%, up 8% year over year. By format:

• Native documents (PDF carousels): 7.00%, up 14%
• Multi-image posts: 6.45%
• Video: 6.00%, up 7%
• Images: 5.30%
• Text posts: 4.50%
• Polls: 4.20%
• Link posts: 3.25%

Reach and growth tell a different story. Page audiences grew far more slowly. Pages with 1,000 to 5,000 followers saw follower growth fall from 40.75% to 24.50%, and pages with 100,000 to 1 million followers fell from 21.60% to 6.40%. Video views fell 36% year over year across page sizes. Pages with 100,000 to 1 million followers averaged 2,430 views per video in 2025 and 1,380 in 2026.

At the same time, brands posted more. Socialinsider found monthly image posts per page rose from five to seven and video posts from two to four between 2024 and 2025. More supply competing for the same attention helps explain why views per video fell.

For smaller pages (under 50,000 followers), multi-image posts produced the most impressions. For larger pages, polls led on impressions.

Individuals: Less Reach, Better Engagement

The main independent dataset on individual posting is Richard van der Blom's annual Algorithm Insights report. In a June 2, 2026, Creator Science podcast episode, van der Blom described the 2026 edition as based on 1.3 million posts from 50,000 creators. He reported that reach is down about 60% for active creators over two years, while engagement fell only 20% to 25%. Fewer people see each post, but more of them respond.

He also said the best-performing posting frequency for an average creator has fallen from five or six posts a week to two to four. According to the podcast summary, suggested posts from outside a person's network now make up 9% of the feed. And standalone LinkedIn articles get about 0.4 times normal reach, while newsletter editions perform much better.

Van der Blom also pointed to AI-written engagement. Describing the first few minutes of comments on his own posts, he said "80% of them are AI written." He also reported that LinkedIn detects engagement-pod participation with 97% accuracy. These are his figures and have not been independently verified, but they fit LinkedIn's stated push toward relevance over raw activity.

Video Is Growing, Mostly Through Paid

LinkedIn keeps investing in video, but the clearest growth numbers are for paid video. GeekWire reported on January 28, 2026, that Microsoft CEO Satya Nadella told investors paid video ads on LinkedIn grew 30% year over year. That was in the same quarter LinkedIn passed $5 billion in quarterly revenue for the first time.

Put that next to Socialinsider's 36% drop in organic page video views and a pattern appears. Brands are making more video, organic views per video are shrinking, and LinkedIn is making money from video on the paid side. The engagement rate on organic video is still healthy at 6.00%, so video is not failing. It is just not a shortcut to organic reach.

Where the Evidence Is Thin

Two limits apply. First, Socialinsider and van der Blom both sell products and services built on this analysis, and neither dataset is audited. Second, they measure different things: one looks at company pages, the other at individual creators. Neither gives a clean like-for-like comparison of the same content posted by a page and by a person. Claims circulating online that personal profiles get several times the reach of company pages are widely repeated but hard to trace to a primary source. Treat them with caution.

What This Means for Your Business

• Reset client expectations for page reach. Engagement rates on company pages are stable, but follower growth and video views are falling. Report engagement rate, saves and sends, and qualified clicks instead of raw impressions.
• Favor documents and multi-image posts for pages. In Socialinsider's data, these formats lead on engagement, and multi-image posts lead on impressions for pages under 50,000 followers. Link posts come last.
• Narrow the topics. LinkedIn's interest-based ranking rewards consistency. Pick three or four subjects each client can credibly own and stick to them.
• Post less, but better. Van der Blom's data suggests two to four strong posts a week beat daily filler for individuals. Brand pages that doubled their video output did not get more views per video.
• Budget for paid video if video is a priority. Organic video views are falling while paid video is growing. Plan a small amplification budget instead of relying on organic distribution alone.
• Avoid engagement shortcuts. AI-written comments and engagement pods are now a known problem that LinkedIn says it can detect. Real replies from real people are what the new feed is designed to reward.