What is a LinkedIn Showcase Page?
Quick Answer: A LinkedIn Showcase Page is a sub-page connected to your Company Page that lets you highlight specific brands, business units, products, or initiatives to targeted audiences.
A Showcase Page functions as an extension of your main LinkedIn Company Page, allowing you to create dedicated spaces for different aspects of your business. Think of it as having specialized storefronts under one parent brand—each with its own followers, content strategy, and target audience.
Table of Contents
- What Are Showcase Pages For?
- Showcase Page vs Company Page
- How to Create a Showcase Page
- Best Practices
- Examples
What Are Showcase Pages For?
Create content, post everywhere
Create posts, images, and carousels with AI. Schedule to 9 platforms in seconds.
Start your free trialCommon Uses for LinkedIn Showcase Pages:
Who Should Use Showcase Pages?
Ideal for:
- Companies with multiple distinct product lines
- Businesses serving different customer segments
- Organizations with separate business divisions
- Brands launching new initiatives
- Companies targeting multiple industries
Skip if:
- You have a single product/service
- Your audience is homogeneous
- You lack resources to maintain multiple pages
- Your content doesn't vary by segment
Showcase Page vs Company Page
Understanding the difference helps you decide which you need:
Key Differences:
Company Page:
- Your primary LinkedIn business presence
- Shows employee connections and company culture
- Hosts job listings
- Represents your overall brand
Showcase Page:
- Sub-page for specific focus areas
- Has its own follower base separate from Company Page
- Cannot post jobs
- Inherits brand credibility from parent Company Page
When should you create a LinkedIn Showcase Page instead of posting on your Company Page?
💡 Tip: Think carefully before selecting your answer!
How to Create a LinkedIn Showcase Page
Prerequisites:
- Active LinkedIn Company Page
- Super admin or Content admin access
- Clear purpose for the Showcase Page
Step-by-Step Creation:
On Desktop:
- Go to your Company Page as an admin
- Click "Admin tools" in the top menu
- Select "Create a Showcase Page"
- Enter Page details:
- Page name (include brand/product name)
- LinkedIn public URL (customize your URL)
- Description (up to 2,000 characters)
- Industry selection
- Website URL
- Add visual assets:
- Logo (300 x 300 pixels recommended)
- Cover image (1128 x 191 pixels)
- Click "Create Page"
Showcase Page Settings:
LinkedIn Showcase Page Best Practices
Content Strategy
Do:
- Post content specific to that product/segment
- Maintain consistent posting schedule (3-5x per week)
- Use segment-appropriate tone and messaging
- Cross-promote with Company Page strategically
- Engage with followers' comments
Don't:
- Duplicate Company Page content
- Neglect the page after creation
- Mix messaging from different segments
- Forget to include calls-to-action
Follower Building
Organic growth strategies:
- Announce Showcase Page creation on Company Page
- Include Showcase Page link in relevant marketing materials
- Have segment-specific employees follow and engage
- Use relevant hashtags for discoverability
- Create valuable, shareable content
Optimization Tips
Profile optimization:
- Complete all profile fields (100% completion)
- Use keywords in description for LinkedIn search
- Update cover image for campaigns/seasons
- Add relevant skills and specialties
Content optimization:
- Native videos tend to outperform link posts
- Document posts (PDFs) get strong engagement
- Polls increase interaction rates
- Tag relevant people and companies
Showcase Page Examples
Successful Showcase Page Strategies:
Microsoft:
- Separate pages for Azure, Office 365, Dynamics 365
- Each targets different IT decision-makers
- Specialized content for each product ecosystem
Adobe:
- Creative Cloud for creatives
- Experience Cloud for marketers
- Document Cloud for business professionals
IBM:
- Industry-specific pages (Healthcare, Finance)
- Technology-focused pages (Watson, Cloud)
- Initiative pages (Sustainability)
Managing Multiple Showcase Pages
Organization Tips:
When to Consolidate:
Consider merging or removing Showcase Pages if:
- Engagement is consistently low
- Content overlaps significantly with Company Page
- Resources are stretched too thin
- Business structure has changed
Showcase Page Analytics
Key Metrics to Track:
Follower analytics:
- Follower count and growth rate
- Follower demographics (industry, seniority, location)
- Comparison to Company Page followers
Content performance:
- Engagement rate per post
- Click-through rates
- Video views and completion rates
- Best-performing content types
Visitor analytics:
- Page views
- Unique visitors
- Visitor sources
Benchmarking:
Common Mistakes to Avoid
Strategic Mistakes:
- Creating too many pages - Start with 2-3, scale based on success
- Inconsistent posting - Inactive pages hurt brand perception
- Wrong segmentation - Align with how customers think, not internal structure
- Ignoring analytics - Data should drive content decisions
Tactical Mistakes:
- Poor naming - Names should be instantly recognizable
- Weak descriptions - Missing keywords hurts discoverability
- Generic content - Must differentiate from Company Page
- No cross-promotion - Leverage Company Page audience
Showcase Pages for Different Industries
B2B Technology:
- Product line pages (SaaS products, platforms)
- Industry solution pages (Healthcare tech, FinTech)
- Integration partner pages
Professional Services:
- Practice area pages (Tax, Audit, Consulting)
- Industry specialty pages
- Geographic region pages
Consumer Brands:
- Product category pages
- Lifestyle/interest pages
- Campaign-specific pages
Frequently Asked Questions
How many Showcase Pages can I create?
LinkedIn allows up to 25 Showcase Pages per Company Page. However, most companies succeed with 3-5 well-maintained pages rather than many neglected ones.
Can Showcase Pages post jobs?
No. Only the parent Company Page can post job listings. Showcase Pages are for content and audience building, not recruitment.
Do Showcase Page followers see Company Page content?
No. Showcase Pages and Company Pages have separate follower bases. Followers must follow each page individually to see its content.
Can I convert a Showcase Page to a Company Page?
No. Showcase Pages cannot be converted. If you need a full Company Page, you must create a new one and migrate followers through organic growth.
Who can admin a Showcase Page?
Company Page super admins can manage all Showcase Pages. You can also assign separate admins specifically for individual Showcase Pages.
Should every product have a Showcase Page?
Not necessarily. Only create Showcase Pages for products or units with distinct audiences, sufficient content, and dedicated resources to maintain them.
How do I delete a Showcase Page?
Super admins can deactivate Showcase Pages through Admin tools → Settings → Deactivate page. This removes the page and all its content permanently.
Next Steps
After creating your Showcase Page:
- Announce the launch on your Company Page
- Set up a content calendar specific to this segment
- Invite relevant employees to follow and engage
- Create a posting schedule you can maintain
- Review analytics monthly and adjust strategy
Related Resources
LinkedIn Strategy:
- LinkedIn Company Page Management
- Best Time to Post on LinkedIn
- How to Grow LinkedIn Followers
- How to Add Resume to LinkedIn