LinkedIn Is Testing Boosted Personal Posts — Here's What You Need to Know

LinkedIn is testing something new, and it’s worth paying attention to if you’re building your personal brand.

You can now boost your personal posts—not just business page updates—to get more eyes on your content.

LinkedIn’s Boost button has been around for business posts for a while, helping brands get more eyes on their updates without the hassle of running a full-blown ad campaign.

Now, LinkedIn’s testing it for personal posts like text, images, articles, videos, and newsletters. (For now, job posts, events, polls, and documents don’t make the cut.)

How it works:

• Tap Boost on your post.
• LinkedIn uses the content of your post to target the right audience.
• Your update gets pushed to more people.

This isn’t like Thought Leader Ads, where company pages sponsor someone else’s posts. Boosting lets you decide which of your posts you want to amplify which means you're in control.

Why does this matter? According to Refine Labs,

Personal LinkedIn profiles drive 2.75x more impressions and 5x more engagement than company pages

People connect with people far more than they do with brands. If you’re looking to build your presence and share your insights, this could help your best content reach the right audience—faster.

My take on organic reach.

LinkedIn has always been one of the best platforms for organic growth which is what I like about it. You don't have to pay to play to get great results and to create value for your audience.

Compared to other social media platforms, it’s still possible to build a strong personal brand here without spending a cent. The algorithm rewards genuine, high-quality content that encourages engagement—and that’s something we don’t see as much on platforms like Facebook or Instagram anymore, where paid reach often dominates.

So, in saying that I'm not yet sure how I feel about this new Boost feature. But it's my duty to give you all the facts so you can make up your own mind.

Here are both pros and cons to the new feature:

The Pros:

• It’s a quick way to potentially get more eyes on your best-performing posts and get them in front of more people who matter = more growth (if it works)
• You’re in control—you decide which posts are worth putting money behind.

The Cons:

• There’s always a risk that paid reach could start to overshadow organic content. If boosting becomes the norm, will it make it harder to get seen without paying?
• Relying too much on paid might take away the focus from creating quality, authentic content that performs well on its own.

For now, LinkedIn’s only testing this with Premium Business subscribers in the U.S., so it’s not something we all have access to just yet. And if all goes well, it will be

Organic reach on LinkedIn is still alive and well, and that’s what makes it a great platform for personal branding. But if boosting helps the right people see your message when organic reach is down—and you use it strategically—it could be a tool worth adding to your mix.

Would you boost a personal post to get it in front of more people, or are you all about keeping it organic?

As always, I’d love to hear your thoughts! Drop a comment or DM me about your personal brand or anything LinkedIn-related. Or just to say hi ??

?? Hi, I’m Abbey Naylor. I help founders increase their influence and generate leads on LinkedIn.

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