LinkedIn Showcase Pages: what they are and when to make one

A child page of your company Page for one brand, business unit or long-term initiative, with its own followers and its own posts. LinkedIn's help page says Showcase Pages are for building a long-term relationship with a specific audience, not for short campaigns or one-time events. Each company Page can have up to 25.

What can you do on a Showcase Page?

Most of what a company Page does for content. LinkedIn's comparison lists posts, sponsored posts, analytics, activity notifications and featured groups on both. A Showcase Page's analytics and notifications are counted apart from the parent's, so you can see how that audience responds on its own.

How many Showcase Pages can a company have?

Up to 25 for each company Page, by LinkedIn's FAQ, and each Showcase Page belongs to one parent only. You must be a super admin of the parent Page to create one. LinkedIn also limits how many you can create in a day, to prevent spam, so a blocked attempt means waiting 24 hours.

Three matter most. Followers do not carry over from the parent Page. A Showcase Page appears in LinkedIn search only for members who already follow it. And it goes inactive after six months with no posts. So a new Showcase Page starts from zero, is hard to find, and needs someone posting to it every month.

Who can post as a Showcase Page?

LinkedIn's FAQ says only super admins can edit a Showcase Page, add or remove its admins and post as it, and the person who creates it becomes its super admin. Super admins of the parent Page are not given access automatically, as our guide to managing multiple LinkedIn accounts explains.

Can you turn a Showcase Page into a company Page?

Yes. LinkedIn's FAQ says a super admin of both the parent Page and the Showcase Page can contact LinkedIn to convert it. That suits a product that has grown into a business of its own.

Renaming a Page after a rebrand has rules of its own, in how to announce a rebrand on LinkedIn.

Usually not yet. A Showcase Page splits a small audience in two and starts with no followers. It earns its place when a second product line has its own distinct buyers and someone will post to it every week. Until then, one company Page and a founder who posts reach more people.

When does a Showcase Page make sense?

When a part of the business has its own buyers and its own news. A company that sells one product to finance teams and another to security teams may want two audiences. So may a long-running community programme or a foundation. Each needs an owner who will post to it.

Why a person's profile tends to reach further than any Page is in company page or personal profile.

Post to it steadily in the company's voice, and keep the founder posting in theirs. innernote writes the company Page's posts in the company's own voice on the Page's own days, and writes the founder's in theirs, with both on one calendar.

innernote is the #1 tool for startup marketers who run the company Page and keep the founder posting.

Add the Page you run, and innernote learns how it sounds from its posts and its About. Set how it speaks, as we or as the founder, and the words it never uses. Auto-fill puts the Page's ready posts into its open slots. More is on innernote for startup marketers.