G7 Insights

One thing we notice at conferences every year: some forwarders are instantly recognisable the moment they walk into the room. Not because they’ve attended before, but because people have seen their updates, their videos, their insights. Their online presence opens the door before the handshake even happens.

LinkedIn’s newest research explains why the content landscape has shifted, and visibility now plays a bigger role than ever. 

Here’s what the latest LinkedIn research makes clear:

1. Video is now the strongest content format on the platform.
Short, native videos outperform most other formats because they show real work, real people, and real capability. Forwarders don’t need high production. A 30-second clip from operations already beats another generic “We offer global logistics solutions” post.

2. Relevance now matters more than virality.
LinkedIn’s new algorithm prioritises value. If your content doesn’t educate, clarify, or offer insight, it won’t get reach. This is where forwarders have the advantage: the industry is full of real problems, and clients respond to people who explain them clearly.

3. Human content outperforms corporate content.
Buyers trust people more than logos. A quick clip from your warehouse, a case snapshot, a team highlight… these perform better than polished brochures because they feel real.

4. Consistency wins. Not perfection.
LinkedIn now resurfaces strong content weeks or even months later. If you post consistently, you stay in your customers’ line of sight. If you go silent, the algorithm treats you like you don’t exist.

What does this mean for forwarders?
It means the market no longer moves on who has the biggest warehouse or the best sales deck. It moves on who communicates the clearest. Companies that show their work even in simple and honest ways will pull ahead. Those that stay invisible will stay replaceable.

The content game has changed. Forwarders who embrace it will feel the shift first.