A Buffer analysis of two million posts shows a non-linear return on posting frequency. While posting 2-5 times weekly adds 1,000 views to future posts, increasing frequency to 6-10 times quintuples that boost to over 5,000 additional impressions per post, demonstrating a significant algorithmic reward for high activity.
Related Insights
The algorithm limits reach so severely that most followers won't see all your content. During a launch, high-frequency posting is essential to break through the noise. Like Bieber's album drop, most fans only saw a fraction of his 97 promotional 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.
When a social platform like LinkedIn introduces a new feature, such as "comment impressions," it's a direct signal of what behavior the algorithm will now favor. Prioritizing and testing these new features immediately can lead to outsized reach as you align with the platform's strategic goals.
The Marketing Millennials (1.2M followers) grew by 300k in one year—a 50% increase over the prior year—by shifting focus from posting to commenting. For company pages with declining reach, comments on popular posts, especially with images, can generate more impressions and faster growth than original content.
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.
Simply posting content and leaving—or 'posting and ghosting'—is ineffective. LinkedIn's algorithm prioritizes posts that generate conversation. Engaging with comments, especially within the first couple of hours, is critical for signaling value and maximizing your content's reach.
Instead of constantly creating new material, an efficient growth strategy is to 'upcycle' posts. Repost successful content after 90 days, aiming to publish every piece at least three times to maximize reach and reduce workload, as most followers missed it initially.
LinkedIn shows impressions on comments, allowing marketers to prove ROI. A strategic commenting plan can now be a core part of a content strategy, sometimes yielding more reach than original posts. This shifts focus from just publishing to engaging with others.
LinkedIn now lets users see how many people save a post or send it in a private DM. These are strong signals to the platform's algorithm, indicating high-quality content. Focusing on creating content that encourages these actions can significantly boost organic circulation beyond simple likes and comments.
Nick Tran observes that spikes in LinkedIn activity often telegraph that someone is looking for a new job. He advises professionals to maintain a consistent presence by sharing insights regularly, which builds a stronger, more stable personal brand and avoids signaling desperation during a job search.
