LinkedIn is rolling out Collaborative Posts, which let individuals and Company Pages publish a post together.
The obvious benefit is reach. One post can potentially reach both audiences. But I think the bigger value is credibility.
If an executive volunteers with a nonprofit, for example, a collaborative post lets them tell that story together instead of each side publishing its own version. The same could work for two executives from different companies working on the same effort.
The connection becomes part of the story and that can make the post feel more credible because both sides are standing behind it.
I would still use the feature selectively. The collaboration should make sense to the reader, not just be a way to borrow someone else’s audience.
I’d also be more careful with influencers. A brand can’t control who else they work with or what they may post later, and a collaborative post creates a more visible association.
For me, the best question is not, “Who can help us reach more people?” It’s does seeing these two people or organizations together make the story stronger or more credible?
If the answer is yes, that’s where I think Collaborative Posts could be most useful.
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