LinkedIn just quietly became one of the most important platforms for experts like you. Here's what's shifting: the algorithm is now favoring topical authority over network size. Topical authority just means the platform recognizes you as a consistent, reliable voice on a specific topic. The more you show up around one or two things with depth and intention, the more LinkedIn connects you with people who are actually looking for what you do. And right now, posts and articles from people with topical authority are being pulled directly into AI search results as source material. If you've been showing up consistently around your core topics, your content is working harder than you think. If you've been sporadic, now's a good time to tighten the focus. Not a trend to chase. Just a good reason to keep doing the work with intention. Are you active on LinkedIn right now, or is it more of a background platform for you?

As today seems to be a LinkedIn heavy day, let's cap it off by sharing your LinkedIn profile below. Connect if you'd like, no pressure to do so. Here's my personal profile. I don't have a business page as I already manage 6 for my clients 😄

This question came up in the community yesterday and I thought it deserved its own post. Personal profile or business page on LinkedIn? My original take: if you are a solopreneur and you are the brand, your personal profile is enough. A business page makes more sense when you have a team, want to run ads, or are building something separate from your name. But then @Liisa Reimann dropped this in the comments and it changed my thinking a little. If you have your business or services listed on your personal profile and you do not have a business page claimed, that little logo next to your listing is a generic blue graphic. People click it. And when they do, they land in search results for others doing similar work. Not you. Your competitors. So at minimum, claim your business page. Even if you rarely post on it. It closes that gap and keeps people in your world instead of sending them elsewhere. Next week I'll be attending Michelle Raymond's session on LinkedIn Company Pages That Convert: The 5 Strategies Everyone Else Misses to brush up on my LinkedIn skills. And of course I'll be sharing more here from all my sessions Now I want to hear from you. Do you have a business page set up?

This popped into my inbox today The 2026 LinkedIn Study is here! 👤💛 We’ve analyzed over 673,000 posts so you know exactly what works on LinkedIn this year. And there are a few things that might surprise you. Some interesting sneak peeks: ✨Carousels generate 17x more engagement than images… and yet images are still posted 6x more often. ✨Posts that include a question get 77% more comments. ✨Nearly 40% of a post’s engagement happens on the first day. If you want to dive deeper, you can download the full study for free here👇 https://metricool.com/linkedin-trends-study/?utm_source=instagram&utm_medium=social&utm_campaign=20260421_linkedin-study-2026-broadcast_en&utm_content=post&utm_term=q1

Okay I have to share this before I head to Social Media Marketing World in Anaheim next week. One of the keynotes I am most excited about is Shannon McKinstrie and if you don't already follow her, go do that right now. She is one of the people I actually trust when it comes to talk to camera video. Not the trending stuff. Not the "post this audio and go viral" advice. The stuff that actually works and has worked for a long time. She shared her 30 second Reels formula recently and it applies to TikTok and YouTube too. Here it is: 0:01-0:03 — Start with an authority hook Answer "why should I listen to you?" before they scroll. Fast. Try something like "Please tell me I'm not the only one who ___" or "You've been asking for this so today's the day." 0:03-0:26 — Give quick context This is the meat. Keep it human and real. A story, a moment, something that sounds like you talking to a friend. 0:26-0:28 — Deliver a simple payoff Don't overteach. Just reassure them. "So let this be your sign to ___ too." 0:28-0:30 — Close with a CTA And this is where I want you to go back and read my last post. Because a good CTA is not asking for a favor. It is giving someone a reason to take action that actually benefits them. Shannon's formula sets this up perfectly. Your CTA should feel like the natural next step for them, not a pitch for you. Find Shannon on Instagram at @shannonmckinstrie. What part of talk to camera trips you up the most? Tell me below.