As the year comes to a close, it’s the perfect time to reassess your LinkedIn strategy, refine your positioning, and set yourself up for success in the months ahead.

To help you do just that, Linkedist hosted an insightful LinkedIn Live event on October 30, “Stand Out & Scale Up on LinkedIn”. The event brought together industry experts to share practical strategies and tactics for LinkedIn growth.

Featured speakers included:

• Arijus Žakas, Former CEO of advertising agencies and Substack content creator;

• Tarmo Virki, Head of PR at PowerUP and Host at NatureBacked;

• Simona Jazdauskaitė, Project Manager at Linkedist.

The event offered practical, actionable insights into LinkedIn growth tactics, helping attendees refine their approach, stand out in a crowded space and stay relevant well into 2026.

Relevance in LinkedIn strategy: why it’s key to success

The key takeaway from the session was clear: relevance is everything. Both Arijus and Tarmo agreed that creating relevant content is the foundation of any successful LinkedIn strategy.

Arijus pointed out that if your content isn’t interesting or timely, no strategy or posting frequency will make it perform well. "If the information is interesting and relevant, the content will naturally go viral," he said. Tarmo, building on this, emphasized the importance of dealing with the information you have at hand and acknowledged that, especially in slower periods, it's important not to over-post just to stay visible. "When nothing is interesting every day in your industry, it’s okay to scale back your posting frequency," he noted.

This highlights the importance of understanding your audience and providing them with content they find valuable. It's not enough to post just for the sake of posting – your content must resonate with your audience’s needs and interests.

Common LinkedIn mistakes to avoid

One of the most common mistakes brands make on LinkedIn is focusing on consistency for the sake of consistency. Tarmo highlighted the need for balance and pointed out that posting without a clear message or purpose can hurt your engagement. "Consistency is important, but it's the quality of your message that matters most," he said. Similarly, Arijus warned that relying too heavily on an outdated strategy can be counterproductive. He emphasized that strategies should be flexible and adaptable to the ever-changing LinkedIn landscape.

Both speakers agreed that consistency is important, but it must be paired with relevant, valuable content. Don’t simply post to keep the algorithm happy – make sure each post adds something meaningful to your audience’s feed.

“Consistency for the sake of consistency isn’t a strategy.”
- Tarmo Virki

The problem with generic advice

A recurring theme in the discussion was the frustration with generic advice from consultants or AI-driven strategies. Arijus and Tarmo both emphasized that every brand has a unique voice and audience, and the key to success on LinkedIn is experimentation.

“The best advice is not to follow someone else’s path but to create your own,” said Arijus. Tarmo agreed, noting that the advice people typically receive often comes from a “one-size-fits-all” playbook, which rarely works for every brand. Instead of relying on cookie-cutter strategies, brands should experiment with different approaches to find what truly resonates with their audience.

AI tools can be helpful for generating ideas and streamlining content creation, but Arijus noted that AI can’t replace authenticity. Tarmo agreed, adding that while AI can offer inspiration, it should be used as a tool, not a crutch. “AI can help you think outside the box, but it’s up to you to make sure the content stays real and relevant,” he said.

“There’s no secret recipe - your unique voice is your best strategy.”
- Arijus Žakas

Stay true to yourself

When discussing LinkedIn strategies for different career stages, Arijus and Tarmo agreed that the core principle is the same: stay true to yourself. Whether you’re a junior just starting out or a senior leader with years of experience, authenticity and relevance are essential. The difference, however, lies in your goals and objectives.

Arijus highlighted that senior leaders should leverage LinkedIn to share insights and build credibility, while juniors should focus on networking and growing their professional connections. Tarmo added that LinkedIn strategies for companies also need to evolve based on business goals, whether it’s finding investors, gaining new clients or building brand recognition.

Content formats: what works on LinkedIn

Both speakers emphasized that relevant content always triumphs over trends. Tarmo mentioned that while LinkedIn often pushes video content, his experience showed that posts with a compelling narrative and a clear hook tend to perform better. “The human approach – telling a real story with a meaningful message – is what truly engages the audience,” he said.

Arijus also shared his own experience with provocative topics. He recounted a post he made about OnlyFans, which generated significant engagement because it was both timely and relevant to his audience's interests. This reinforced the idea that the content's relevance is more important than the format. Tarmo agreed, stressing that it’s not about chasing trends, but about being authentic and focused on what’s truly valuable to your audience.

LinkedIn vs. Instagram: the platform shift

As LinkedIn evolves, many wonder if it’s becoming more like Instagram. Arijus and Tarmo agreed that while LinkedIn is becoming more versatile, it remains a business network, not just a social platform. Tarmo emphasized that personal stories can be compelling, but they should always stay relevant to the professional context, striking a balance between personal insights and professional content.

Final thoughts: start, experiment and learn

The overarching advice from the event was to start experimenting. Tarmo’s key message was simple: “Don’t wait for the perfect strategy, just start posting, see what works and learn from it.” He emphasized the importance of experimenting with different content formats, tones, and messages to discover what truly resonates.

Similarly, Arijus reiterated the importance of finding your own voice and adapting your strategy based on what works. "The best advice is not to follow someone else’s path but to create your own," he reiterated.

In summary, LinkedIn success isn’t about chasing trends or following a one-size-fits-all strategy. It’s about staying relevant, authentic and flexible in your approach. Experiment, learn, adapt and your LinkedIn presence will grow, just like your business.

Didn't get a chance to join us live?

Catch the full LinkedIn Live session on growth tactics here ⬇️