Write Wai’s guide to what’s changed, what’s working and what to focus on as we head into 2026.
As the year winds down and the Christmas lights start appearing in windows, it’s the perfect moment to pause, look back, and review what truly worked for your business in 2025 and what hasn’t.
Most of you will have noticed how the online marketplace is noisier than ever before. LinkedIn alone has seen the number of users rise from one billion at the end of 2024 to a reported 1.2 billion today. It’s like the digital equivalent of Christmas shopping crowds, everyone’s here, and everyone’s talking.
What’s even more interesting is how people are using LinkedIn. I’ve observed people being more intentionally. It’s not just to look professional, nor to “stay visible,” but to build their authority, share expertise, and create meaningful opportunities, often with less content, but smarter more thoughtful posts and articles.
Understanding these trends will help you stay aligned, relevant and effective as we head into the 2026. Here are the strongest trends I’ve observed.
AI and Automation
AI has been the main topic of many conversations online this year. Digital tools are helping business owners speed up content creation, analyse data, and streamline processes. But the posts that performed best weren’t AI alone. They were:
Your stories.
Your experience.
Your perspective.
We’ve also seen a significant rise in skills-based hiring with professionals demonstrating their capabilities, not just showing their credentials. People want to see what you can do, not just what you say you can do.
If you read my last Pulse article, ‘GEO vs SEO and Why You Need To Know About It’, you’ll know that Generative Engine Optimisation (GEO) is reshaping visibility. Just like Christmas traditions evolve, so should your content strategy. To read it, click: https://www.writewai.com/blog/geo-vs-seo-and-why-you-need-to-know-about-it/-
Being Real Matters More Than Ever
One of the strongest trends I’ve seen is the move toward content that reflects authenticity and genuine experience. Not oversharing. Not vulnerability for the sake of reach. Just straightforward, grounded honesty.
People are sharing lessons learned from their projects, observations about their industry, practical advice, and day-to-day challenges. These posts do well because they’re useful, relevant and human. They offer value, not spectacle.
Conversations around wellbeing, boundaries, and sustainable work practices also continue to grow, and are still professional, but refreshingly honest.
Thought Leadership and Niche Community Building
LinkedIn is increasingly becoming a place for substance over noise. Instead of trying to appeal to everyone with broad, generic profiles, professionals are being much clearer about what they do, for example:
“I specialise in X for Y businesses.”
“I break down trends from Gen Z perspective.”
“I help people tackle A, B, and C challenges.”
Just like every stall in a Christmas market has its own theme, this clarity helps small businesses and solo professionals stand out without shouting.
At the same time, niche communities, - especially around AI, hybrid work, HR changes, leadership, and industry trends - are becoming lively hubs of conversation, collaboration and visibility.
Inbound Authority Is Replacing Outbound Pushing
There’s been a decline in cold messages and mass outreach on LinkedIn. Most people are fatigued by them now, and conversion rates are low.
Instead, businesses are leaning towards inbound authority, focusing on:
✴️ High-quality posts
✴️ Consistent, recognisable messaging
✴️ Clearly communicated expertise
✴️ A steady, reliable content rhythm
This approach is generating more genuine enquiries for small business owners than any high-volume outreach tactic. When your content clearly shows what you do and who you help, LinkedIn starts working as a magnet — not a megaphone.
Let Your USP Shine
To summarise, I think a compelling unique selling proposition (USP) clearly defines what sets your product or service apart, helping your business stand out from the competition.
In a saturated marketplace, you need to glow to draw in customers and keep them loyal. Without a well-defined USP, your brand can easily get lost among similar options, making it more difficult for people to pick out your star quality over anyone else. Learn more about USP in my Pulse article 'The Importance Of Having A Strong USP'. To read it, simply click: https://www.linkedin.com/pulse/importance-having-strong-usp-sally-anderson-wai-kifkf/
🎅 If you’d like help unwrapping these trends and applying them to your own LinkedIn strategy, feel free to message me.
In the meantime, I'd like to wish you and your family a Merry Christmas and a Happy New Year.
Share this post: