Top tips for LinkedIn: boost engagement and build your brand

Whether you're a LinkedIn newbie or a seasoned pro, these tips for LinkedIn will help you avoid common mistakes and enhance your brand presence on the platform.

1. Who should post?

An age-old question: Should the content come from company stakeholders or the company itself? Well, it’s both. Your LinkedIn profile – and the profiles of everyone else at the company – are the peaks that come together to form the mountain range that is your brand.

2. The algorithm is the gatekeeper to the news feed

Like other social channels, the platform uses an algorithm to distribute your content to users and you should consider the algorithm as the almighty ‘gatekeeper’ to the news feed. Being an algorithm, there are things it likes and things it doesn’t and learning these preferences is a quick win to help you reach and engage more users.

3. Comments are the most important KPI

Reach will always be important an important metric; the more users you reach, the more people see your message, you know how it is. However, LinkedIn is still a social channel with the mission to build connections, so how can we evaluate success by solely looking at reach?

The most important key performance indicator when it comes to LinkedIn is the number of comments on posts. If people are commenting on your post, they are connecting with you or your company. If a post generates a lot of engagement, it will be shown to more users because, you know… algorithm. This means the content you post is critical.

Would my audience find this useful/interesting/insightful enough to comment? That’s the first thing you need to be thinking about,

4. Text posts always perform better

We are still shocked to our very core on this one. Although the platform does respond well to images and video, due to the space they take up in the news feed, the algorithm will limit the number it displays and therefore text posts will always have an advantage.

5. External links aren’t encouraged

LinkedIn wants to keep its users on the platform, and therefore, external links are a no-no. LinkedIn has blog functionality, and this should be utilised instead of sending users to your own blog. Not only is this a nicer journey for users but also the algorithm will love you so much more for it.

If you do include external links, your content will still be distributed, but the number of users it’s shown to will be limited. Hands up – we have done this… A lot. Time to practice what we preach.

Quick win alert: You can still post and then go back and add your link in later. By this point the algorithm will have determined how to distribute your post and therefore the link goes without being noticed. However, in best practice terms, terms you should be sharing this knowledge within your posts, making it easier for users to digest and join the conversation.

6. Avoid promotional words

Another algorithm ‘turn off’ is promotional words. It comes as no surprise that the platform is flooded by recruiters and LinkedIn want to avoid the platform being a place for job ads only. Words that are frequently used by job ads, such as ‘opportunity’, may affect who sees your post.

7. The longer, the better

Where other social networks favour shorter content (due declining attention spans), LinkedIn sees longer content receiving more engagement. Posts should be a minimum of 3 lines and the opening content should be designed to reel people in, driving them to ‘see more’. This button can provide insights into what your audience is interested in.

8. Long does not mean long-form

Although long posts can generate more engagement, long-form content isn’t necessarily the case. It’s important to share your insights in posts and spark conversations, rather than hiding everything away in blogs. Blogs can feel like one-way information, rather than a two-way conversation, which is always preferred. We like to think this blog is pretty conversational though, don’t you agree?

9. Ask for opinions

If engagement is the aim of the game, then think: Why do people comment on LinkedIn posts? Have a look at your competitors and see what they’re talking about. Which posts are getting the best engagements? Some great ways to generate a lot of comments is to ask people for their opinions; What do you think? Do you agree? Anyone else notice this? These are all invites to start the conversation and build those connections.

10. Don’t forget to tag

Tagging influencers means you are inviting them to join the conversation and encourage others to join, too. Just make sure the influencers are relevant to the post and that you use tags sparingly, otherwise it can look like you’re a little too desperate for that extra reach.

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