University of Kwazulu-Natal

How Linkedin Shapes Its Media Strategy To Win In The Era Of Ai Search

Bonisiwe Shabane
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how linkedin shapes its media strategy to win in the era of ai search

For decades, public relations professionals focused on landing media placements that connected directly with human readers. Around Asheville, NC and within our broader agency work, that meant building relationships with outlets our clients loved — and tracking the growing footprint of SEO as Google became central to every PR push. But with 2025 in full swing and AI shaping how news is discovered, the choices agencies make about which outlets to pitch have never carried more weight. The rise of AI-driven search—sometimes called generative engine optimization (GEO), answer engine optimization (AEO), or simply AI SEO—means that major language models now play a hands-on role in choosing whose stories appear in response... For LinkedIn’s global consumer communications team, AI has become a factor they can’t afford to ignore when plotting out their next earned media move. Catherine Fisher, serving as LinkedIn’s vice president of global consumer communications, describes AI visibility as an integral, though not overriding, part of the media selection process.

Her team balances traditional goals—reaching a trusted, relevant audience—with ensuring that published stories are accessible to AI crawlers powering tools like ChatGPT or Google’s AI Overviews. Fisher won’t rule out working with outlets that aren’t indexed by AI. Yet she’s clear: in 2025, ignoring the interplay between earned media and LLMs would be a mistake. AI isn’t the whole game, but it’s now a central piece on the board. This change shapes how LinkedIn—and agencies across the country—craft their blended outreach strategies. Let’s dig into how this approach played out in the wild, with LinkedIn’s own “Top Colleges” story as a case in point.

LinkedIn hasn’t meaningfully evolved since 2016 — the year Microsoft acquired it for $26.2 billion. At a time when video has reshaped the internet, creators have transformed how professionals learn, and agentic AI is reimagining the future of work, LinkedIn still looks, feels, and behaves like the product we... For a platform with more than one billion users, the stagnation is striking. What makes LinkedIn uniquely powerful is not just its scale but its authenticity. It is the only major social platform where most people are verifiably real — not bots, not burners, not pseudonyms. It holds the cleanest, most trustworthy identity graph on the internet: a network tied to real employers, real skills, real locations, and real career histories.

This should have been LinkedIn’s greatest advantage. It is the foundation every modern professional platform wishes it had. Yet LinkedIn has never built the product layer that fully unlocks that value. Authenticity is treated as table stakes — a security measure — rather than the engine for innovation. Yet LinkedIn has never built the product layer that fully unlocks that value. Authenticity is treated as table stakes — a security measure — rather than the engine for innovation.

Meanwhile, the rest of the internet has reorganized itself into specialized ecosystems built for speed, creativity, learning, and AI-native knowledge — and LinkedIn didn’t move with it. It has the richest data, the highest integrity, and the most durable network effects — but lacks the product ambition to match. LinkedIn’s New Reality: How to Win in the Age of Noise, AI, and Pay-to-Play (Daniel Disney’s Blueprint for 2026) LinkedIn isn’t the same platform you built your brand on two years ago. AI has flooded the feeds. Algorithms have tightened their grip.

And the “free organic reach” gold rush? It’s over. But here’s the truth Daniel Disney dropped on Mastering Modern Selling , Episode 150: In other words — LinkedIn didn’t get harder. The bar just got higher. If you’ve noticed a drop in your LinkedIn post reach, you’re not alone.

The platform is evolving—more ads, more competition, and an algorithm that favors engagement depth over mass visibility. It’s no longer just about showing up; it’s about how well you connect, how much value you provide, and how you build conversations that matter. For businesses and brands, LinkedIn in 2025 isn’t just another social media channel—it’s a content ecosystem, a recruitment hub, a thought leadership stage, and a powerful lead generation tool. The challenge? Standing out in a crowded space where everyone is trying to do the same. So, how do you play the game right?

Let’s break it down. The days of posting and reaching thousands effortlessly are over. LinkedIn is prioritizing engagement quality over sheer reach. LinkedIn is pushing visually engaging, high-value content over plain text posts. LinkedIn, reaching 1 billion members, offers immense growth potential despite AI-generated content. To thrive, focus on authentic reintroductions, consistent value-driven posts, thoughtful commenting, and targeted DMs.

Embrace experimentation and consistency to leverage your unique expertise for significant business and account growth. LinkedIn passed 1 billion members in 2025. The platform grew its revenue by 10% year-over-year, reaching over $16 billion. While AI-generated comments flood the feed and algorithmic changes frustrate creators, your opportunity to stand out has never been bigger. Stop doing what everyone else is doing and find your own groove. Fall in love with experimenting on LinkedIn.

Detach from outcomes so you post without overthinking. Don’t fall into the trap of procrastination and perfectionism. None of this really matters, so you might as well play the game. I've added 15,000 followers to my LinkedIn in 2025 by focusing on what makes me different. Your expertise combined with strategic LinkedIn optimization creates an advantage nobody can copy. Send a new post about who you are and what you care about, not just what you do.

It doesn’t matter if you’ve been posting for a while. A reintroduction is great at any time. Use any excuse. A birthday, work or business milestone. Even a follower milestone. Galvanizing your followers for better outcomes.

Marques Wilson is account supervisor, corporate impact, at The Bliss Group. According to the 2025 Bentley University–Gallup poll published in May of this year, 51% of U.S. adults now believe companies should take a public stance on current social and political issues, a significant jump from just 38% in 2024. This is an interesting development at a time when companies face heightened scrutiny around sustainability and social commitments. However, a SmartNews survey released earlier this year shows that 90% of respondents question corporate messaging at least some of the time and 36% think company statements feel inauthentic. This inflection point may be why many companies have shifted their storytelling to LinkedIn, specifically via their executive voices, which LinkedIn actually rewards over company content.

I. Benchmark Intelligence: Search, AI, and Digital Behavior Today II. Why LinkedIn is Becoming the Primary B2B Growth Platform III. Strategic Adaptation: Mastering LinkedIn Ads in the AI Era

IV. Dreamdata LinkedIn Ads Benchmarks 2025: Key Trends V. Action Plan for B2B Marketers on LinkedIn Discover how international PR professionals can break into the African media landscape by shifting from generic PR tactics to locally informed strategies. Learn what technical SEO is and how to fix common site issues.

Improve crawlability, speed, and security so your website ranks higher and runs smoother. Africa’s AI moment is real, and the foundations are being built. But technology alone won’t decide the future—people will. In today’s digital age, leveraging LinkedIn Content Strategy is crucial for businesses and professionals aiming to boost their online presence. As a platform designed for professional networking, LinkedIn offers unique opportunities to create meaningful content that drives engagement and brand visibility. In this article, we will explore how LinkedIn Content Strategy can be transformed with the power of AI.

AI technologies can enhance every aspect of content creation, from optimizing the user experience to ensuring that your posts reach the most relevant audience. The goal of any LinkedIn Content Strategy is to craft content that resonates with your target audience, and AI has made it easier to refine and optimize this approach. Here are 10 game-changing facts about AI in LinkedIn Content Strategy that you absolutely must know. AI-driven tools can help create high-quality content faster, allowing marketers to focus on strategy rather than spending time writing. These tools use natural language processing (NLP) algorithms to generate text that is contextually relevant and engaging for the LinkedIn audience. They can even help to create personalized headlines, summaries, and posts tailored to your specific industry or niche.

One of the biggest challenges of content strategy is ensuring your content reaches the right people. AI can help segment your audience more effectively by analyzing behaviors, interests, and professional backgrounds. This allows for laser-focused targeting, ensuring your content resonates with individuals who are most likely to engage with your posts. AI algorithms can analyze past post data and identify the best times to post on LinkedIn for maximum engagement. By understanding when your target audience is most active, AI can optimize your posting schedule, ensuring that your content has the greatest chance of visibility and interaction. One of the most effective ways to engage your audience on LinkedIn is through personalized content.

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