LinkedIn’s latest research shows 65% of Australian brand owners are creating their own content to build credibility and grow their audience.
To support that shift, LinkedIn has launched Premium All-in-One in Australia to help founders grow their businesses without a dedicated marketing team or large budget.
“We are seeing a massive shift where founders and CEOs are stepping out from behind the logo to lead with their own voice, because in a crowded market, trust is the ultimate competitive advantage,” said LinkedIn marketing solutions director Andrea Rule.
“The reality is that B2B buyers now complete most of their research before they ever talk to a sales team, relying on peers and trusted voices to validate their decisions.
“Brand building is increasingly about showing up authentically and having real conversations with the right people during that research process.
“Premium All-in-One is designed to make that easier by giving founders the tools to shape their company’s story and turn credibility into customer growth, all from one place without needing a full marketing team behind them.”
Image: LinkedIn
Brand building named top priority for 2026
The research found that brand building is the top priority for 76% of Australian small business leaders in 2026.
As digital presence replaces the traditional shopfront, the data shows 79% of leaders say being authentic online is just as important as being present in person, while 73% see building their professional networks as essential to business growth.
Between July 2024 and July 2025, the number of LinkedIn members adding ‘Founder’ to their profiles jumped 58% and has more than tripled since July 2022.
AI is emerging as a leveller against larger competitors, with 34% of Australian professionals saying it has made them more likely to start their own business.
Among SMB owners, 57% say AI has made starting and running a business easier, while 79% of small business marketers believe it helps smaller brands compete with larger organisations.
Smokeball drives 186% lift with video
Smokeball Australia, a legal practice management software company, reportedly earned 186% return on ad spend growth (ROAS) by promoting customer testimonial videos with LinkedIn Thought Leader Ads.
The campaign also delivered an 8.7x higher video completion rate and a 50% reduction in cost per view.
“Most B2B companies still aren’t using video, especially not for testimonials, which creates a huge opportunity for those who do,” said Smokeball Australia head of growth marketing Christopher Chow.
“Video formats are far more engaging and impactful than the written word. Serve them as Thought Leader Ads and they become even more compelling – because when prospects see their peers endorsing our solution, they’re more likely to adopt it themselves.”