Seven shifts that will shape visibility and opportunity
Read time: 6 minutes
Final reminder: the LinkedIn Authority Accelerator starts this week, 13 January! It’s a 5-part live programme for professionals who want to build a visible, credible personal brand on LinkedIn through a clear, repeatable system. If this is the year you want to be more intentional about your visibility, you can find out more and enrol here.
I’ve only been posting on LinkedIn for two years, and in that time it’s completely changed my trajectory.
It’s opened doors to speaking, consulting, partnerships, and opportunities I couldn’t have predicted. Most importantly, it’s given me leverage: people understand what I care about and where I can add value before we’ve even spoken.
Because of that, I pay attention to how the platform is evolving.
And I think there's going to be a lot of evolution this year.
Here are seven shifts I believe will really matter in 2026, and why getting ahead of them now could make a big difference.
1. Trust will matter more than distribution
As the volume of content increases, people are becoming more sceptical. I see that scepticism on my feed all the time. What will matter most is credibility. Smaller audiences with depth and expertise will outperform big audiences with generic ideas.
This aligns with broader trends too: people increasingly trust individuals more than institutions, and that shift is accelerating.
2. Organic reach will continue to decline
LinkedIn is already nudging users towards paid visibility, and that will only increase. So, alongside great content and organic posts, there will be more emphasis on outbound networking, deeper relationships, and a multi-channel presence. Content still matters, but it won’t be enough on its own.
3. Human perspectives will outperform AI
AI-generated content is everywhere, and because everyone has access to the same tools, the advantage has disappeared. What stands out is lived experience and opinion. The ability to be human, tell real stories, and share nuanced perspectives will become the differentiator.
4. The traditional career path will lose appeal
The gap between what ambitious professionals want and what many organisations offer keeps widening. People value autonomy, flexibility, and meaningful work over bureaucracy, politics, and rigid structures.
Entrepreneurship or portfolio careers are starting to feel like the more stable path rather than a risky one, and that shift will accelerate this year.
5. More people will build leverage, not just careers
Relying on a single employer almost feels outdated. More professionals will share their expertise across multiple projects through consulting, advisory work, coaching, and fractional roles.
From a risk perspective, earning from five clients instead of one employer makes a lot of sense. Visibility makes that transition so much easier.
6. Real relationships will move offline
After years of Zoom calls, people are craving connection. Dinners, retreats, and curated communities will matter more. In my experience, trust and growth happen much faster when you’re actually in a room with others.
Online presence will become the gateway to offline opportunity, with the two working together rather than competing.
7. Thought leadership will go mainstream inside companies
For a long time, content creation was dismissed as unimportant by companies and senior leaders. That’s changing.
More executives and teams will write publicly as part of sales, recruitment, and brand strategy. Entire departments will build thought leadership and leads through LinkedIn. And the earlier organisations start, the bigger the advantage.
The takeaway
2026 won’t be won by posting more or chasing reach. The winners will be those who are clear on what they stand for, consistent in how they show up, and intentional about building trust over time.
The opportunity on LinkedIn isn’t disappearing. It’s just evolving.
Those who recognise that shift early will have a meaningful advantage.
Speak soon,
Dupé
PS: Don't forget to sign up to the LinkedIn Authority Accelerator, a 5-part live delivered course, starting January 13th, designed for busy leaders who want to grow their visibility.
And, as always, if you’d like deeper support in showing up confidently and growing your personal brand, reply to this email to explore 1:1 coaching.
And finally, if you' like to book me to speak make an inquiry here :)
