A LinkedIn Showcase Page is a sub-page linked to your main Company Page that highlights a specific brand, business unit, or initiative. Think of it as a dedicated channel for a particular audience segment, letting you post content tailored to people who care about one part of your business without cluttering your main page’s feed.
How Showcase Pages Work
Every Showcase Page is tied to a parent Company Page. You can’t create one without having a Company Page first, and each Showcase Page can only be associated with one parent. The relationship is visible to visitors: your Showcase Pages appear on your main Company Page, and the Showcase Page itself links back to the parent.
Despite that connection, the two pages operate independently in important ways. Followers and follower counts are completely separate. If your Company Page has 50,000 followers, your new Showcase Page starts at zero. You can’t migrate or carry over followers from the parent page. People need to find and follow the Showcase Page on its own. Similarly, analytics and notifications are tracked separately, so you get a clean picture of how each Showcase Page performs without it mixing into your main page’s data.
One detail worth knowing: a Showcase Page only appears in LinkedIn search results for members who already follow it. That means discovery depends heavily on how you promote the page, whether through your main page, your content, or direct links.
When a Showcase Page Makes Sense
Showcase Pages work best when a segment of your audience has genuinely different interests from the rest of your followers. A technology company with both a cloud computing division and a cybersecurity division might create a Showcase Page for each, since someone following you for cloud infrastructure updates may not want a feed full of cybersecurity content. The same logic applies to distinct product lines, charitable initiatives, or major programs that have their own identity and audience.
LinkedIn specifically recommends against creating Showcase Pages for individual countries or regions. Instead, you can geo-target organic posts from your main page to reach audiences in specific locations without fragmenting your follower base. The platform also warns against over-fragmenting your audience in general. If you’re thinking about building more than ten Showcase Pages, consider grouping them into broader categories rather than creating one for every product or team.
Creating a Showcase Page
You need super admin access to the parent Company Page. From the admin view, click “Create” in the upper-left corner, then select “Create a Showcase Page” from the dropdown. You’ll enter the parent page as the associated organization and fill in the required details like the page name, description, and logo.
LinkedIn allows up to 25 Showcase Pages per parent Company Page. There’s also a daily creation limit to prevent spam, so if you hit an error, wait at least 24 hours before trying again. In practice, most organizations need far fewer than 25. A handful of well-maintained pages will outperform a large number of neglected ones.
Building an Audience From Scratch
Because followers don’t transfer from your parent page, growing a Showcase Page takes deliberate effort. Start by announcing the new page through your main Company Page’s feed. Include a direct link so followers interested in that topic can find it immediately. Employees who work in the relevant business unit can follow and share content from the Showcase Page to extend its reach within their own networks.
Content consistency matters more here than on a main page. Someone who follows a Showcase Page has signaled a specific interest. Posting off-topic content or going quiet for weeks will cost you followers faster than it would on a general Company Page where expectations are broader. Aim for a regular posting cadence with content that delivers on the promise of the page’s focus area.
Showcase Pages vs. Your Main Company Page
Your Company Page represents your entire organization. It’s where you share company-wide news, culture content, job postings, and broad updates. Showcase Pages exist to serve narrower audiences with more targeted content. Both offer analytics, posting capabilities, and follower engagement, but they track everything independently.
If your organization only has one product line or a relatively uniform audience, a Showcase Page probably adds complexity without much benefit. The real value comes when you have distinct audience segments that would be better served by their own content stream. Before creating one, ask whether the audience is large enough and different enough to justify splitting your content efforts. Every Showcase Page you create is another page that needs regular attention and fresh content to stay useful.