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.

Instead of maintaining a constant high volume, use it strategically in bursts to quickly acquire data on audience preferences. This “accordion method” allows you to discover what resonates, then contract your efforts into fewer, more in-depth pieces. This balances rapid learning with high-quality production for greater impact.

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.

Stop thinking of content as a one-way broadcast. A sophisticated approach involves creating posts designed to provoke responses. Then, systematically mine the comments for raw, unfiltered consumer insights, effectively turning your social channels into a free, real-time market research platform.

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.

Demystify LinkedIn by treating it as a physical conference. Your profile is your professional attire, your content is your keynote speech, and commenting on others' posts is networking during the coffee break. This makes platform functions intuitive and purpose-driven.

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.

The best use of pre-testing creative concepts isn't as a negative filter to eliminate poor ideas early. Instead, it should be framed as a positive process to identify the most promising concepts, which can then be developed further, taking good ideas and making them great.