LinkedIn Collaborative Posts: what they are and how your Murcia business can use them

For years, LinkedIn posts had a single author: one profile or one Page. If you wanted to show you had done something with a customer, a partner or a colleague, the only option was to tag them and hope they shared it.

That changed on 23 July 2026, when LinkedIn announced the global availability of collaborative posts for members and Company Pages, following a testing phase with creators and brands in June. For businesses in Murcia that use LinkedIn to win customers, recruit or raise their team’s profile, it’s a change that deserves a plan.

What collaborative posts are

A collaborative post is a piece of content signed by more than one account. Whoever creates it invites other collaborators, and once they accept, the post is associated with all of them. LinkedIn presents it as a way to show who you work with, share learnings and celebrate results, broadening the reach and credibility of the message.

The key points from the official announcement:

• Up to five collaborators per post, who can be other members or Company Pages.
• It’s switched on with the “Add collaborators” option in the post box.
• Each invited person or Page gets a notification and decides whether to accept being listed as a collaborator.
• The usual formats are supported: text, image, video, links, documents, polls, events and celebration posts.

How to create a collaborative post, step by step

• Write your post as usual, from your profile or from the company Page.
• Click “Add collaborators” and search for the people or Pages you want to sign the content with.
• Publish. Each invitee gets a notification and, once they accept, they appear as a collaborator.

A practical tip: warn the people you plan to invite beforehand. An unexpected invitation takes longer to be accepted, and until it is, the post doesn’t reach their audience.

Why it matters for a local business

The value lies in combined reach. A collaborative post doesn’t depend only on your Page’s followers: it also draws on the networks of the profiles that collaborate. According to data cited by Metricool, personal profiles achieve 63% higher engagement than Company Pages. When a brand signs alongside real people, that effect works in its favour.

For a small business in Murcia, where trust and word of mouth carry a lot of weight, that shared credibility is especially useful: people recognise the customer, the supplier or the colleague who appears next to your brand.

Ideas for businesses in Murcia

• Case studies with your customer. Publish a project’s results alongside the company that lived it. Their team will see it in their network, and the testimonial stops being yours alone.
• Leadership and company together. An important announcement signed by the Page and by the founder or CEO tends to circulate more than one signed by the brand alone.
• Events and conferences. Organiser, sponsors and speakers can publish the poster, the write-up or the summary together.
• Supplier and partner alliances. A collaboration, a joint launch or a new shared service.
• Recruitment. A job offer signed by the Page and by the team member who best explains what it’s like to work at the company.
• Creators and experts. An interview or an educational piece made together with someone who already has an audience in your sector.

Limits and caveats worth knowing

New features always come with small print. According to early industry analysis, such as PPC Land’s:

• Collaborative posts must be public: a post restricted to your connections can’t carry collaborators.
• Only the person who creates the post can edit it and manage the collaborators, and they are also responsible for it complying with LinkedIn’s policies.
• Company Pages added as collaborators reportedly don’t get access to the post’s engagement metrics; members do see reactions, comments and shares. If you’re going to measure results, it’s best if the creating account is the one able to analyse them.

These details may change as LinkedIn expands the feature, so check LinkedIn’s official help before building a campaign around it.

Mistakes to avoid

• Collaborating for the sake of it. Inviting five accounts with no real link to the content doesn’t add credibility; it takes it away.
• Not deciding who creates the post. Since the creator controls editing and metrics, agree it beforehand.
• Posting without a clear idea. The format doesn’t replace the content: what works is still a useful, specific, well-explained message.
• Forgetting links and measurement. Define what you want to achieve (visits, enquiries, applications) and how you’ll check it.

Frequently asked questions

Keep reading

• Social media agency or freelance community manager
• How much does a social media agency cost in Murcia?
• How to choose a marketing agency in Murcia

Sources: LinkedIn’s official announcement, PPC Land and Metricool.