For executives hesitant to post, a great starting strategy is to commit to only commenting on five posts per day for a few months. This builds comfort with the platform and grows their network before they have to create original content.
Related Insights
The primary reason new LinkedIn content gets no traction isn't poor quality, but a lack of an initial audience. Before focusing on content creation, prioritize building a relevant network through connection requests and engagement to ensure people actually see your posts.
Company pages can achieve more significant growth in impressions, likes, and follows by leaving well-crafted, entertaining comments on posts from industry thought leaders, rather than solely focusing on creating original in-feed posts.
LinkedIn's algorithm now favors comments. By commenting with value-add content (like memes or insights) on popular posts, a company page can gain more impressions and followers than from its own feed posts. This "post within a post" strategy is highly effective for growth.
To get leadership buy-in for a social media initiative, frame it as a short, time-bound experiment like a single quarter. This is much easier for stakeholders to approve than a vague, indefinite commitment to 'do social media'.
For corporate brands hesitant to engage in conversations on LinkedIn, a low-risk starting point is to comment on posts from podcasts or media outlets where they've previously been featured. This provides a 'safety factor' by leveraging existing, approved relationships and ensures contextually relevant engagement.
LinkedIn now shows impression metrics for comments, signaling their importance. Strategically leaving thoughtful, entertaining comments on others' posts can drive more page growth and followers than original feed posts. Treat comments like mini-posts to test content ideas.
Before posting, dedicate a month to actively consuming content on LinkedIn. Every time you like, comment, or save a post, analyze its topic, angle, and tone. This builds the 'taste' necessary to create resonant content.
The easiest way to increase your visibility is to consistently comment on other people's content. To make this effective, be strategic: comment on posts by industry leaders where your target audience will see your name, photo, and headline in a relevant context.
Commenting on others' posts provides a low-stakes environment to experiment with new content formats or tones that might not fit strict brand guidelines. It's an effective way to test edgier or funnier ideas before committing them to your official company page.
Use comments on others' LinkedIn posts as a low-risk testing ground for new content formats or edgier ideas. If a comment flops, the impact is minimal. If it succeeds, it validates the idea for a future post on your company's page, bypassing initial brand guardrails.
