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LinkedIn allows companies to create up to 25 Showcase Pages attached to a single Company Page, yet most organizations use fewer than five.
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A Showcase Page is a subsidiary page tethered to your LinkedIn Company Page that isolates attention on a specific product, service line, business unit, or customer segment. Unlike your main Company Page—which speaks to your entire organization—a Showcase Page builds its own follower base, maintains its own content feed, and runs independent analytics and ad campaigns.
The structure works like a hub-and-spoke model. Your Company Page sits at the center. Showcase Pages branch out as spokes, each one visible in the “Affiliated Pages” section of your main company presence. People can follow your Showcase Page without following your Company Page, and vice versa. This separation matters when your target audiences have competing interests or when different product lines require distinct messaging strategies.
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How Showcase Pages Differ from Company Pages
The core distinction between a Company Page and a Showcase Page comes down to scope and audience precision.
- Scope: A Company Page represents your entire organization and all it does. A Showcase Page represents a single product, service line, or customer segment.
- Audience targeting: Showcase Page followers chose to engage with that specific offering, not your company broadly. This creates a more homogeneous follower base—people who actually care about what you’re promoting on that page.
- Content feed: Each Showcase Page has its own feed. Followers see only content relevant to that page’s topic, eliminating noise from unrelated company announcements.
- Following independence: Users can follow one without the other. Someone interested in your enterprise software product can follow that Showcase Page while ignoring your main Company Page.
- Advertising capabilities: You can run LinkedIn Sponsored Content and ads directly from a Showcase Page, targeting campaigns to the specific audience that follows that offering.
- Feature availability: Showcase Pages do not include job listings, Products tabs, or Services tabs. They focus exclusively on content and community building.
When Showcase Pages Make Strategic Sense
Not every company needs a Showcase Page. The decision depends on whether your business has structural reasons to separate audiences.
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Create a Showcase Page if your company sells products or services to fundamentally different buyer personas. For example, a software company with both an enterprise suite (sold to CTOs, $500K+ deals, 18-month sales cycles) and a SMB product (sold to operations managers, $2K-10K deals, self-serve) benefits from two separate pages. The enterprise buyer doesn’t need to see SMB use cases, and vice versa. Mixing them on one feed dilutes both messages.
Showcase Pages also make sense when you operate distinct business units with separate market positioning. A healthcare conglomerate with a diagnostics division, a medical devices division, and a pharmaceuticals division might maintain Showcase Pages for each. Physicians, procurement officers, and hospital administrators each need different information.
Additionally, if you run a major brand initiative, community program, or industry effort that warrants standalone visibility, a Showcase Page gives it legitimacy and dedicated attention. An accounting firm launching a Women in Finance leadership program could create a Showcase Page to build a following specifically interested in that initiative.
Showcase Pages also function as testing grounds. If you want to pilot a separate content and advertising strategy for a new product line before it justifies a separate company entity, a Showcase Page lets you do that without operational overhead.
How to Set Up a Showcase Page
Creating a Showcase Page requires Super Admin access to your Company Page. The setup process takes roughly 10 minutes.
- Log into LinkedIn and navigate to your Company Page.
- Click the Admin tools dropdown in the top right corner.
- Select “Create a Showcase Page.”
- Enter the Showcase Page name. This should reflect the specific product, service, or audience (e.g., “Acme Enterprise Platform” or “Acme for Nonprofits”).
- Upload a logo. This can be the same as your Company Page logo or a variant specific to that offering.
- Complete the page profile with a description (120 characters), website URL, and tagline. These fields should speak directly to the audience that follows that page.
- Publish the page and begin building content and inviting followers.
Once live, assign administrators to the Showcase Page (you can have multiple). These admins manage posting schedules, community engagement, and analytics independently from the main Company Page.
Practical Limitations and Constraints
Showcase Pages are powerful but narrower in function than Company Pages. Understand what they cannot do before committing resources.
Showcase Pages do not support job postings. If your product line hires its own team and you want to promote those openings on LinkedIn, those jobs must appear on your main Company Page. Similarly, Showcase Pages lack the Products and Services tabs that Company Pages offer. They are purely content and community focused.
Each Company Page can maintain up to 25 Showcase Pages. For most organizations, this ceiling is never reached. Most companies that use Showcase Pages successfully operate between two and five.
Showcase Page followers do not automatically become Company Page followers and vice versa. If someone follows your enterprise product Showcase Page, they won’t automatically see your SMB product Showcase Page content. Each requires a separate follow action. This isolation is intentional—it respects audience segmentation—but it means you cannot rely on one Showcase Page to funnel traffic to another.
Next Steps: Audit Your Audience Segments
Before creating Showcase Pages, map your target audiences. List each customer segment, product line, or business unit. For each, identify whether that audience would benefit from dedicated content and whether mixing them with other segments muddies your messaging. If you find two or more audiences with competing interests, a Showcase Page for each makes sense.
If you’re working through this strategy or have insights about Showcase Page implementation at your organization, LinkedIn Daily welcomes practitioner submissions. Visit our write-for-us page to learn how to contribute.
Start with one Showcase Page focused on your highest-value or most distinct audience segment. Monitor engagement metrics for 60 days before expanding to a second. This approach lets you validate the strategy with real data rather than assumption.
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