The news: LinkedIn released a report on the trends shaping small businesses in 2026, proving that technology, trust, and relationship building will be the pillars of success for small businesses in the years ahead.

• 40% of small business professionals say adopting emerging technologies is their top priority.
• AI is leading this shift: Around 60% of global small business leaders view AI as critical to growing their business.
• 38% of small business owners said building a strong brand and reputation was one of their top priorities, and 77% are investing heavily in community-driven content to prove credibility and trust. Another 74% stated that brand building is critical to achieving their 3- to 5-year goals.
• Growing networks is paramount for small businesses—and these companies are moving faster than large enterprises. US small business professionals grew their network 17% YoY, compared with 10% YoY growth for larger companies.
• Across markets worldwide, 70% say building relationships and networks is more important than ever—presenting an opportunity for LinkedIn to deepen its role in B2B marketing as more small businesses turn to professional social networking to drive results.

The challenges small businesses face: Small businesses are handling emerging threats and business concerns.

Twenty-three percent of US small business owners cite inflation as a threat, and another 16% are concerned about the impact of tariffs. Meanwhile, 10% struggle with cash flow and capital, while an equal percentage (9%) struggle with changes in consumer demand and rising competition.

How small businesses can thrive: Despite the unique roadblocks small businesses face amid current macroeconomic conditions, success is possible for those who stay on top of emerging technologies, invest in their digital presence, and build professional relationships.

• AI adoption is skyrocketing among small businesses, reaching 58% in 2025 compared with 40% in 2024 and 23% in 2023, per the US Chamber of Commerce. Small businesses are seeing the benefits of this technology: 80% state that AI saves time, 57% say it saves money, and 41% say it allows them to do more with fewer employees, per Thryv.
• With 11.5% of small businesses concerned about brand trust risks, per Bluevine, companies must increasingly invest in their online presence to drive visibility, build brand reputation, and foster trust with consumers.
• Investing in a website is already proving promising for small businesses: 39% are building websites to increase sales and revenues, while 24% are using websites to build brand awareness.
• Expanding reach through key platforms like Facebook, Instagram, YouTube, LinkedIn, and TikTok to reach consumers where they are will also drive growth.
• LinkedIn will continue to be a lifeline to small businesses looking to strengthen their networks. Features like auto-targeting tools to reach key audiences, AI tools for ad creation, and recommendations to maximize ROI are helping small businesses expand their digital footprint and make headway with leads.
• In turn, LinkedIn gains traction with small businesses using the platform to drive B2B growth, creating new momentum for ad spending.