Do company pages no longer matter on LinkedIn?

I’ve been getting many questions about how to approach LinkedIn for businesses lately, like this one from a busy solopreneur:

“I saw a post about LinkedIn’s algorithm changes and now I’m confused about my strategy! The report said company pages only make up 1-2% of the feed now. I’ve been debating whether I should build up my company page social presence (though I can’t even get my own socials down pat, lol).

What’s your opinion on this? (Cause I know you’ve got one. 😉 And I luv ya for it!)”

Here’s my advice for her and other solopreneurs on LinkedIn:

I like to think of company pages on LinkedIn a bit like websites: it’s best to have one, as it gives your business credibility and legitimacy. You want to make sure it shows some level of activity so it doesn’t look like a ghost town (because a page that hasn’t posted in months sends a message, and not a good one).

But here’s the truth: without advertising dollars OR a comprehensive employee advocacy strategy, your LinkedIn business page isn’t going to get meaningful organic reach.

The 2025 algorithm has made this crystal clear.

According to recent studies, personal content engagement has increased by 43% year-over-year, while company page engagement has declined by 27% in the same period. The shift is undeniable: LinkedIn is moving to a pay-to-play model and prioritizing individual voices over organic branded content.

For solopreneurs I recommend a practical approach:

Focus your energy on your personal profile.
This is where the magic is happening now. Personal profiles get dramatically better engagement, we’re talking 3-5 times higher reach than company pages. People connect with people, not logos. Investing in your own personal brand is always going to pay off!

Maintain a minimal company presence. 
Create content for your personal profile first, then share (always with thoughts! Just add a line or two to give context) it to your company page to give the appearance of activity without doubling your workload.

A simple maintenance plan for your company page might look like:

• Post original content just once a month (case studies, client reviews, company milestones and news work well)
• Share your personal profile’s most successful and relevant posts occasionally
• Ensure your page information and branding stay current
• Respond promptly to any comments or messages

Think of your company page as more of a digital business card or portfolio than a primary engagement channel. When prospects check it out after connecting with you personally, they should see signs of life and professionalism.

The strategy would be different for larger organizations with multiple team members, but for solopreneurs, personal-first is definitely the way to go.

The good news? This approach actually saves you time while maximizing your impact on the platform. By focusing your limited social media energy on your personal brand, you’ll build more meaningful connections and generate better results.

Have a marketing question? Send it to me !