LinkedIn is testing a collaborative posts feature that allows multiple users and company pages to co-author and jointly publish content on the platform. The feature rolls out initially to select creators and brands, with wider availability expected in coming weeks.

Collaborative posts address a persistent gap in how professionals share knowledge at scale. Currently, a single person authors a post and owns the engagement metrics. The new feature enables teams to contribute jointly, with each contributor visible and credited. This structure fits how knowledge work actually happens—through conversation and collaboration—rather than singular authorship.

The rollout began at Cannes Lions, the annual advertising and creativity festival, where marketing leaders and brands tested the feature in real time. Early feedback suggests adoption interest is strong, particularly among agencies, consulting firms, and cross-functional teams that want to amplify content through multiple networks simultaneously.

The mechanics work simply: an author initiates a collaborative post and invites other users or company pages to contribute. Contributors can add comments, edit sections, or propose additions. Once published, all contributors appear at the top of the post, and engagement accrues to each member’s profile simultaneously.

This structure creates interesting incentives. Traditional posts benefit a single person’s personal brand or a company’s institutional presence. Collaborative posts distribute the benefit, which might reduce freeloaders but increase participation from those who see mutual value.

LinkedIn’s competitive position in content distribution is nuanced. The platform dominates professional networking and recruitment, but content creation gravitates toward personal blogs and other platforms where single creators retain full control. Collaborative posts might nudge more multi-author content toward LinkedIn.