Are company social media pages becoming redundant?
It’s a fair question. Open LinkedIn and some of the best business content isn’t actually coming from businesses anymore.
It’s coming from the founders. The employees. Marketers & Sales teams. The person on the shop floor who knows more about the product than anyone sitting in the marketing meeting ever will.
They’re sharing opinions, telling stories, explaining things, showing what actually happens in the processes. And people are listening!
Meanwhile, the company page is over in the corner posting ‘We are pleased to announce…’
We need to talk about that. Because personal branding has exploded. AI has made creating content ridiculously easy. Social platforms are putting more emphasis on real perspectives and expertise. And suddenly, asking whether businesses even need their own social media pages anymore doesn’t seem quite so dramatic.
…But we’re not ready to chuck company pages in the bin just yet. Their job is changing, and that’s a much more interesting conversation, so make sure you have a cuppa in hand and get comfy!
People Have Become The Front Door To Businesses.
There’s a reason personal branding has taken off lately. People like hearing from people (revolutionary stuff, we know).
But for years, plenty of businesses approached social media completely the opposite way. The company did the talking. Employees occasionally shared it, or interacted with it. If ‘Dave’ from sales dared to have an opinion of his own, somebody from HR probably got marketing to appear with a brand-guideline document.
But now that relationship is starting to flip.
LinkedIn’s own 2026 B2B marketing guidance points towards a much more people-powered model. It says the combined networks of employees are around 12 times larger than a company’s own following. More importantly, it highlights employees, internal experts, and executives as some of the most credible voices a business has. And it makes sense!
Compare:
‘We pride ourselves on delivering exceptional customer service.”
With someone actually telling you about the customer problem they dealt with that morning.
One is a claim, the other is evidence.
People can talk from experience. They can disagree, tell stories, answer questions, and explain why something matters.
They can have personality!
That can sometimes be harder to replicate with a logo in the profile picture.
Maybe Company Pages Aren’t Boring…Maybe We’ve Just Been Writing Them That Way.
Here’s where we’ll defend the poor company page for a minute…
There’s nothing inherently boring about company social media pages. We’ve just spent years making them boring!
Somewhere along the way, businesses decided that sounding professional meant removing almost every trace of personality.
So we ended up with:
“We are delighted…”
“We are thrilled…”
“At [insert company name], we are committed to…”
“Our dedicated team strives to…”
You know the ones. Perfectly correct, polished….yet, forgettable.
The rise of personal branding hasn’t necessarily proved people don’t want to hear from businesses. It might simply have exposed how differently businesses talk when they’re hiding behind a company logo. Because the second the same person posts from their own profile, suddenly opinions appear. There’s a story. Maybe even a joke.
Funny that.
Then AI Walked Into The Room
And made this whole conversation even more interesting…because creating content has never been easier.
Need 20 LinkedIn posts? Done.
Ten blog ideas? Done.
A month’s worth of captions? Done.
A vaguely inspirational thought-leadership post about leadership being a journey rather than a destination? Unfortunately, also done.
AI is an incredibly useful marketing tool. We use it. We’re not going to sit here dramatically clutching a notebook and pretending every idea needs to be written in candlelight.
But there’s a difference between using AI to help you think and using AI instead of thinking.
And social media platforms are beginning to care about that difference too.
In June 2026, LinkedIn said it was actively tackling low-effort AI-generated content that lacks genuine perspective or substance. The platform says generic content that appears AI-generated is less likely to be distributed widely beyond someone’s immediate network. Its message isn’t “don’t use AI”, it’s that the value still needs to come from the human behind it.
More recently, LinkedIn has also introduced ways for users to report content that appears to be ‘AI slop’ (about time right? It was getting completely saturated with the stuff!) and they also retired its own AI post-enhancement feature as it tries to reduce generic, mass-produced material.
That’s quite a shift! AI has made it easier for everyone to create content, and weirdly, that’s exactly why simply creating content isn’t much of an advantage anymore.
However! (Playing the devil’s advocate….) What’s going to stop competitors, influencers, or just people in general from abusing the feature? How well has this been thought out for people who will abuse it? (and they will abuse it, we know they will).
We guess time will tell…
So, Now That Everyone Can Create Content, Having Something Worth Saying Becomes The New Advantage
That matters for personal brands. But it also matters for company pages.
Personal branding isn’t a ‘look at me, look at me!’ exercise.
“Build your personal brand!” has become marketing advice in the same way “Post consistently” did. Everyone’s apparently supposed to have one now! Along with:
Three content pillars. A posting schedule. A professional photoshoot. A newsletter, etc, etc. Please don’t.
Personal branding isn’t turning your teams into influencers, at it’s best, it’s much more simple…
Make The Knowledge Already Inside Your Business Visible.
Engineers knows things your customers would find fascinating. Your salesperson answers the same questions every week. Your managing director has probably learned a thing or two from actually running a business. Production teams know why things go wrong.
There are a number of opinions, stories, lessons and expertise sitting inside businesses everywhere! Personal branding simply gives those things somewhere to go.
And in B2B, that expertise can have a genuine commercial impact.
Personal branding isn’t ‘Look at me’, it’s ‘Here’s what I know’… BIG difference!
So…What Are Company Social Media Pages Actually For Now?
This is where it gets a little messy…
If personal profiles are brilliant for opinions, expertise, and conversations, businesses sometimes assume the company page has lost its purpose.
It hasn’t. It just shouldn’t be trying to do the exact same thing. Think about what happens when you discover a business through a person.
You see an interesting LinkedIn post, check out their profile, then click the company social media page. What do you do? You have a nose around! Of course you do!
You want to know whether the business is legit. What they actually do, who else works there, what their work looks like, whether they’re active, whether they’re experienced in their field. And whether other people trust them.
That’s where the company presence starts earning its keep.
LinkedIn itself positions company pages as a way for businesses to be discovered, establish credibility, engage potential clients, showcase what they offer and give people insight into their culture and jobs. So perhaps the roles now look something like this:
Personal profiles = creating conversations
Company pages = building the bigger picture
Personal profiles can carry opinions, experiences, and individual stories. Whilst company pages can carry customer stories, case studies, projects, capabilities, company news, and collective expertise.
Neither needs to stay rigidly into its little box, but they shouldn’t be mirror images of each other either.
Please Stop Copying Personal Posts Onto The Company Page
You know what we’re talking about!
Someone posts something interesting from their personal profile, and it does well. Then the company account posts:
“Our MD [insert name here] recently shared their thoughts on….”
No.
Same conversation? Absolutely! Same post but wearing a company-logo moustache? Probably not!
If it’s a personal opinion about something, the company page could expand that topic with data, a story, a client example, or practical advice.
One idea, but two separate perspectives.
That’s much more useful than simply repeating yourself. And it gives people reason to follow both!
There’s A Problem With Building Everything Around One Person Too
This is where we’re going to upset the personal branding evangelists slightly… Building an enormous founder brand isn’t automatically the answer either.
Because… What if the founder stops posting?
What if an employee leaves?
What if the business gets sold?
What if the person everyone associates with the company changes direction?
Or if they simply decide they don’t want their face on LinkedIn five times a week anymore?
People leave businesses. The brand needs to survive them. That’s why personal brands should strengthen the company brand, not replace it.
If all the trust, audience and recognition belong to one individual, you haven’t necessarily built brand equity for the company. You might have just built a very influential employee. And that’s not quite the same thing.
Not Everybody In Your Business Needs A Personal Brand Either
While we’re here, can we stop doing this too? Not every employee needs three content pillars and a LinkedIn strategy.
Some people will love creating content, others will have brilliant stories, and some will naturally enjoy sharing what they know.
And then there’s some that would rather crawl underneath their desk than film a talk to the camera reel…That’s fine.
Personal branding works best when there’s actually a person in it.
Forcing employees to become “brand advocates” usually produces exactly the kind of content we’re trying to get away from.. awkward, generic, and obviously written by someone else.
Find the people who want to contribute, give them support, help them turn what they know into something useful. And then, let them sound like themselves.
The Company Page Isn’t Dead, But The Old Strategy For It Might Be.
Are the company social media pages redundant now that personal branding is everywhere? No. But expecting the company page to do all the work probably is. The social media strategy of the next few years looks much less like brand > audience, and much more like an ecosystem. People build relationships, experts share knowledge, employees show what really happens inside the business. The company page brings those people, projects, proof, and ideas together.
The website gives everything more depth, search helps people find it, and the brand gives people something recognisable to connect it all back to.
The businesses that get this right won’t be choosing between personal branding or company branding. They’ll make the two strengthen each other.
So don’t delete your company social media page, and don’t just have it as a place holder!
And if you need a hand with personal branding or company branding and working out how they fit together, you know where we are! Drop us a message!
