LinkedIn Collaborative Posts give brands a new way to create content with customers, partners, creators, and other professionals. Instead of publishing a post from one account, brands can work with collaborators on a shared post that can appear across their audiences.
LinkedIn began expanding Collaborative Posts globally in July 2026 for professionals and brands. Company Pages can also create and co author posts with customers, partners, and creators.
For brands, this creates an opportunity to rethink content distribution.
Your audience does not have to come only from your own followers.
A strong collaborator can introduce your brand to a relevant audience while also adding another perspective to the conversation.
What Are LinkedIn Collaborative Posts?
LinkedIn Collaborative Posts allow members and Pages to invite other members or Pages to collaborate on a single public post.
When a collaborator accepts, the post appears on their profile or Page with them listed as a collaborator. LinkedIn currently allows up to five collaborators on one post. The feature supports several formats, including text, images, videos, links, documents, polls, and events.
This makes the feature useful for more than simple announcements.
Brands can use it to share customer stories, launch partnerships, discuss industry trends, highlight projects, or create educational content with experts.
The key difference is simple.
Instead of talking about collaboration, brands can create content through collaboration.
LinkedIn Help: Collaborate on a LinkedIn post
Why LinkedIn Collaborative Posts Matter for Brands
Company Pages have traditionally had to build their audiences through their own content.
Collaborative Posts introduce another path.
A brand can work with someone who already has credibility with the audience it wants to reach. That person might be a customer, industry expert, creator, partner, or another business.
As a result, the content can feel more relevant and less like traditional brand promotion.
For example, a software company could collaborate with a customer to share how they solved a specific workflow problem.
The software company provides expertise.
The customer provides real experience.
Together, they create a more useful story.
That can be more compelling than a post simply explaining why the software is valuable.
LinkedIn Collaborative Posts With Creators
One of the biggest opportunities is reaching people outside your existing audience.
Suppose a brand has 10,000 followers and collaborates with an industry expert who has a highly relevant professional audience.
The collaboration gives both sides a reason to participate in the same conversation.
However, reach should not be the only goal.
The best collaborator is not necessarily the person with the largest audience.
Instead, look for someone whose audience overlaps with your target customers.
A smaller audience with strong relevance can be much more valuable than a large audience with little connection to your business.
Use LinkedIn Collaborative Posts With Customers
Customers can be some of the strongest collaborators because they bring real experiences to your content.
A brand can talk about its product all day.
A customer can show how that product helped solve a real problem.
That difference creates credibility.
Consider a post such as:
How We Improved Our Content Workflow: A Customer and Brand Perspective
The customer can explain the challenge.
The brand can share the strategy or solution.
The audience gets a practical lesson instead of another promotional message.
Customer collaborations can also become a source of future content.
Questions from the comments can inspire new posts.
A successful customer story can become a case study.
A useful insight can become a newsletter topic.
One collaboration can therefore create more than one piece of content.
Use LinkedIn Collaborative Posts With Creators
Creators are another strong opportunity.
LinkedIn has been investing more heavily in creator marketing. In June 2026, LinkedIn introduced Creator Marketplace to help B2B brands find and work with creators and trusted voices.
Collaborative Posts give brands another way to work with those creators.
Instead of asking a creator to publish a traditional sponsored post, a brand can develop an idea together.
The creator brings their perspective and communication style.
The brand brings expertise, resources, or a product.
The result can feel more natural to the audience.
For example, a marketing company could collaborate with a creator on:
- A social media trend analysis
- A marketing prediction
- A behind the scenes campaign
- A practical industry guide
- A discussion about a common business challenge
The content becomes more valuable when both sides have something meaningful to contribute.
Work With Partners to Create Better Content
Business partnerships can also become content opportunities.
Think about companies that serve a similar audience without directly competing with your brand.
Those businesses may have expertise that complements your own.
For example, a social media agency could collaborate with a design platform to discuss better content workflows.
A marketing software company could work with a CRM company to discuss how content can support lead generation.
A consulting firm could collaborate with a technology company to explain how businesses can adapt to a new industry trend.
These partnerships introduce your brand to a relevant audience while giving both companies something useful to discuss.
Give Collaborators Creative Freedom
One of the biggest opportunities is reaching people outside your existing audience.
Suppose a brand has 10,000 followers and collaborates with an industry expert who has a highly relevant professional audience.
The collaboration gives both sides a reason to participate in the same conversation.
However, reach should not be the only goal.
The best collaborator is not necessarily the person with the largest audience.
Instead, look for someone whose audience overlaps with your target customers.
A smaller audience with strong relevance can be much more valuable than a large audience with little connection to your business.
Use LinkedIn Collaborative Posts With Customers
Customers can be some of the strongest collaborators because they bring real experiences to your content.
A brand can talk about its product all day.
A customer can show how that product helped solve a real problem.
That difference creates credibility.
Consider a post such as:
How We Improved Our Content Workflow: A Customer and Brand Perspective
The customer can explain the challenge.
The brand can share the strategy or solution.
The audience gets a practical lesson instead of another promotional message.
Customer collaborations can also become a source of future content.
Questions from the comments can inspire new posts.
A successful customer story can become a case study.
A useful insight can become a newsletter topic.
One collaboration can therefore create more than one piece of content.
Use LinkedIn Collaborative Posts With Creators
Creators are another strong opportunity.
LinkedIn has been investing more heavily in creator marketing. In June 2026, LinkedIn introduced Creator Marketplace to help B2B brands find and work with creators and trusted voices.
Collaborative Posts give brands another way to work with those creators.
Instead of asking a creator to publish a traditional sponsored post, a brand can develop an idea together.
The creator brings their perspective and communication style.
The brand brings expertise, resources, or a product.
The result can feel more natural to the audience.
For example, a marketing company could collaborate with a creator on:
- A social media trend analysis
- A marketing prediction
- A behind the scenes campaign
- A practical industry guide
- A discussion about a common business challenge
The content becomes more valuable when both sides have something meaningful to contribute.
Work With Partners to Create Better Content
Business partnerships can also become content opportunities.
Think about companies that serve a similar audience without directly competing with your brand.
Those businesses may have expertise that complements your own.
For example, a social media agency could collaborate with a design platform to discuss better content workflows.
A marketing software company could work with a CRM company to discuss how content can support lead generation.
A consulting firm could collaborate with a technology company to explain how businesses can adapt to a new industry trend.
These partnerships introduce your brand to a relevant audience while giving both companies something useful to discuss.
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