Improve LinkedIn Engagement Without Promoting Programs

"My content is good… so why is nobody engaging?" A client asked this yesterday. He has really good ideas worth sharing. He posts daily, but his analytics sucked! His averages: • 50-100 impressions • 2 likes from people trying to sell him something • 0 comments We scrolled through post after post that got zero engagement. Almost every post was promoting something. • Click this link. • Listen to my podcast. • Join my webinar. • Read this blog. But the posts themselves were devoid of insight. If you didn't click the link, you got zero value. He appreciates straight talk. 👊 So I was brutally honest with him. "You're promoting the container, not sharing the content." People don't come to LinkedIn to be led offsite for a homework assignment. The average LinkedIn visit is 1 minute, 24 seconds. They're not here for your 30-minute podcast. They want bite-sized insights right now. ⏰ 30 seconds of value between meetings. I pointed to one of his posts—it opened with a wall of text promoting a podcast episode. Buried at the bottom were 5 brilliant bullet points. "Each of those bullets could've been its own post," I told him. "You're hiding gold behind a gate nobody wants to open." That's when he got it. "We're promoting the podcast, not sharing insight." Exactly. My client admitted he'd been lazy. Mechanical. Posting without thinking about the reader. The shift he needed was simple: • Don’t promote the podcast → Share the insight itself • Don’t ask for 30 minutes → Give value in 30 seconds • Don’t send them off LinkedIn → Drop the aha right here He changed his approach and immediately saw a difference. Within a week one of his posts got 6,000 impressions. More importantly, he got comments and reactions from his target audience. He had great content. He finally stopped burying it. 𝗧𝗵𝗲 𝗹𝗲𝘀𝘀𝗼𝗻 𝗶𝘀 𝘀𝗶𝗺𝗽𝗹𝗲: LinkedIn isn't your free advertising channel. It's where professionals come for quick insights between meetings. Give them the value directly. In the post. No homework required. Your best content is worthless if nobody sees it. Are some of your best ideas hidden behind a link?

Want to write better LinkedIn posts? ❌ Don't do the following: - share news without putting your own thoughts - write clickbait headlines that don't deliver on the promise - use excessive emojis that distract from your message - post generic motivational quotes without context or application - copy trending formats without adding unique value - write walls of text with no line breaks or white space - overshare personal details that aren't relevant to your audience - engage in humble bragging disguised as vulnerability - use industry jargon that alienates part of your audience - post inconsistently then disappear for months at a time - make it all about selling without providing genuine value These are the common mistakes that reduce engagement and credibility on LinkedIn. The key is being authentic, valuable, and consistent while respecting your audience's time and intelligence. Instead, focus on sharing insights from your actual experience. When you've learned something through trial and error, that's content worth posting. Your failures and pivots often resonate more than your wins because they're relatable and educational. Remember that LinkedIn is a professional platform, but that doesn't mean your posts need to be boring or overly formal. The best content strikes a balance between being approachable and substantive. Think of each post as a conversation starter rather than a broadcast. Ask yourself: would this add value to someone's day, teach them something new, or spark a meaningful discussion? Finally, comment on others' content, respond to everyone who takes time to engage with your posts, and build genuine relationships. The algorithm rewards conversation, but more importantly, your network will remember who showed up and added value to the community. Consistency in both posting and engaging is what builds a presence that matters. What would you add to this list? (Whisper) I would like to hear what drives you crazy when scrolling LinkedIn.

LinkedIn is everywhere in Brussels, but for many organisations, it still isn’t delivering the way it could. That’s what struck me when I read the latest survey by The Right Street: LinkedIn is seen as the most effective channel by 84% of policy comms professionals in the EU Bubble, yet 40% say low engagement is their biggest challenge. The Right Street points to things like over-reliance on organic reach and a lack of management or monitoring tools. I think the issue often runs deeper. Here’s what I see the most often while working with the policy orgs in Brussels: 1️⃣ 𝗬𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗿𝗲𝗮𝗹𝗹𝘆 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗰𝗼𝗺𝗲𝘀 𝘁𝗼 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗳𝗼𝗿. People are not scrolling LinkedIn to read dry announcements or vague updates. They are looking for insight, context and perspective they can’t get elsewhere. They want to understand what matters, why it matters now and what they should pay attention to. Not sure where to start? Use the LinkedIn search bar, check what your stakeholders and opinion leaders write about, read the comments. That’s where your (good) content starts. 2️⃣ 𝗬𝗼𝘂 𝗱𝗼𝗻’𝘁 𝗶𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝗮 𝗱𝗶𝘃𝗲𝗿𝘀𝗲 𝗲𝗻𝗼𝘂𝗴𝗵 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗶𝘅. You keep posting the same content formats expecting different results (a.k.a. miracles). In the meantime, LinkedIn offers a variety of micro- and long-form formats. Investigate how to best use them and how they fit your goals. 3️⃣ 𝗬𝗼𝘂 𝗿𝗲𝗹𝘆 𝗳𝗮𝗿 𝘁𝗼𝗼 𝗺𝘂𝗰𝗵 𝗼𝗻 𝘆𝗼𝘂𝗿 𝗖𝗼𝗺𝗽𝗮𝗻𝘆 𝗣𝗮𝗴𝗲. Trying to build your organisation’s presence on LinkedIn through the Company Page alone means using only a fraction of the platform’s potential. Literally - posts from the Pages accounts now for only around 1% LinkedIn feed. Does it mean Company Pages are useless? No at all. But without activating your employees, experts and leadership, you are missing the real multiplier effect. 4️⃣ 𝗬𝗼𝘂 𝘁𝗿𝗲𝗮𝘁 𝗟𝗶𝗻𝗸𝗲𝗱𝗜𝗻 𝗮𝘀 𝗮 𝗯𝗿𝗼𝗮𝗱𝗰𝗮𝘀𝘁𝗶𝗻𝗴 𝗰𝗵𝗮𝗻𝗻𝗲𝗹. And it isn’t one. Company Pages are not just there to publish. They can react, repost and join conversations too. If you want people to engage with your content, start by engaging with theirs. Show up in the conversations. 5️⃣ 𝗬𝗼𝘂 𝘀𝗽𝗲𝗻𝗱 𝘁𝗼𝗼 𝗺𝘂𝗰𝗵 𝘁𝗶𝗺𝗲 𝘁𝗿𝘆𝗶𝗻𝗴 𝘁𝗼 𝗯𝗲𝗮𝘁 𝘁𝗵𝗲 𝗮𝗹𝗴𝗼𝗿𝗶𝘁𝗵𝗺 𝗶𝗻𝘀𝘁𝗲𝗮𝗱 𝗼𝗳 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗶𝘁. Some organisations treat the algorithm like the enemy, others keep looking for the magic trick that will somehow crack the system. Neither approach works. Yes, you need to understand what LinkedIn tends to reward. But posting vague videos or carousels full of random slides just because someone said they perform well is not a strategy. That just takes you back to the first problem: content without relevance. What's the experience of your organisation with LinkedIn?

Engagement pods grow followers, but with a catch. Yesterday, a connection reached out, suggesting we form a pod to “catch up”. I think they meant well, seeing it as a way to grow visibility. But it got me thinking about why shortcuts like these aren’t worth it. During his recent Mortgage Cohort, LinkedIn Top Gun, Darren McKee shared 3 reasons not to pod (or buy engagement): Misleading Metrics: Engagement pods can inflate your numbers, but they don't reflect genuine interest. It’s a bit like buying a fake audience—you get numbers, but no real value. Inflated engagement actually harms your personal brand. Violation of Terms: Many don’t realize this, but engagement pods go against LinkedIn’s terms of service (see below for details). Getting caught could mean account restrictions or bans, which would be catastrophic to many of us. Lack of Authenticity: Fake engagement can damage your credibility. Your real network will notice if comments feel forced or if likes spike without substance. A friend and I dug into a mutual connection's engagement. Comments immediately stood out as odd. They had an 'AI generated' feel. Many were made by 2nd or 3rd connections w/ a high % of profiles outside of US. Don't fall for LinkedIn Guru Juice. Resist the 'need for speed'. Growing on LinkedIn is a long game. Here’s what's worked for me: Engage Authentically: Comment on posts you genuinely find interesting. Engage in real conversations. Consistent Content: Post consistently on topics you care about. Share insights, stories, and ask questions that spark discussion. Build Real Relationships: Connect with people in your industry, attend LinkedIn events, and take the time to build meaningful connections. I've been on this platform since 2008, and will never risk losing the nearly 33,000 followers I've earned. P.S. That's not really Tom Cruise If you've made it this far, thank you. Here's that reference to LinkedIn's TOS: LinkedIn's official stance against engagement pods and similar tactics falls under its general prohibition against "artificial or fake activity." The platform’s User Agreement specifically outlines that users should not engage in "manipulating identifiers to disguise the origin of any message or post" and prohibits using services that artificially inflate engagement (such as likes, comments, or followers) through automated means. This includes participating in engagement pods, which are seen as a violation because they create non-genuine interactions and potentially mislead other users. LinkedIn’s algorithms are designed to detect patterns indicative of engagement manipulation, like receiving a high number of interactions from users outside one's immediate network or from suspiciously coordinated groups. If LinkedIn identifies these behaviors, it may result in shadowbanning (reducing post visibility) or even account suspension.

How You Use LinkedIn Matters (For You) Most people on LinkedIn consume content. They don't create. And that’s not a bad thing - if done right. Because how you consume shapes: ✅ What content gets seen ✅ What ideas spread ✅ What conversations thrive ✅ What shows up on your own feed How to "LinkedIn" better? --- 1️⃣ Don’t Just Scroll. Participate. Your feed is shaped by your engagement. If you only scroll, LinkedIn feeds you random content. If you engage, LinkedIn feeds you better content. ✅ Like posts that resonate ✅ Comment with real thoughts ✅ Share insights from your own experience The more you interact with quality content, the more your feed reflects that quality. --- 2️⃣ Support the Right Voices. Most people engage only with big creators. But great insights come from hidden gems. ✅ Engage with smaller creators ✅ Help thoughtful posts gain visibility ✅ Reward value - not just virality The LinkedIn algorithm follows your behavior. Engage with meaningful posts and your feed gets smarter. --- 3️⃣ Read Before Reacting. Don't comment without reading. ✅ Read the full post first ✅ If you disagree, understand why ✅ Don’t react just to the first line This improves conversations and makes your feed more relevant. --- 4️⃣ Be Thoughtful in Comments. A strong comment adds depth to a discussion. ✅ Expand on a key point ✅ Share a related experience ✅ Ask an insightful question Good comments train LinkedIn to serve you better content. --- 5️⃣ Repost With Context. Just hitting ‘Repost’ isn’t enough. ✅ Add why it matters to you ✅ Highlight a key takeaway ✅ Credit the original author Contextual sharing helps LinkedIn learn what’s important to you - and improves what you see next. --- 6️⃣ Connect With Purpose. Random connection requests = network spam. ✅ Send a short note when connecting ✅ Engage with someone’s content before requesting ✅ Build relationships, not just numbers Engaging with the right people leads to better recommendations. --- 7️⃣ Use DMs Wisely. DMs aren’t for pitches and promos. They’re for conversations. ✅ Make messages personal ✅ Lead with value, not a request ✅ Keep it human, not transactional Better conversations = a stronger network = better content in your feed. --- 8️⃣ Help Others Get Seen. If you see an underrated post, help it gain traction. ✅ Comment to boost its reach ✅ Tag someone who’d find it valuable ✅ Introduce voices worth following Your small action teaches the algorithm what should be seen more. --- 9️⃣ Treat LinkedIn Like a Community. This isn’t a feed - it’s a network. ✅ Engage like a human, not an audience ✅ Follow people who challenge your thinking ✅ Be known for thoughtful contributions Use LinkedIn with intention, and your feed becomes a space for deeper learning. --- LinkedIn isn’t just built by creators. It’s built by consumers who engage the right way. Every like, comment, and share shapes your feed. Drop a 🔥 if this resonated. ✌🏻

If you’re aiming to grow your LinkedIn presence, you might’ve heard of engagement pods—private groups where members agree to like, comment, and share each other’s posts to boost visibility. Sounds like a shortcut to success, right? Not so fast. Make an informed decision. Engagement pods can increase traction quickly, but they carry risks that CXOs, founders, and thought leaders can’t ignore. 🔹 The temptation: Why some use pods- The logic is simple ✅ More likes and comments signal “popularity” to LinkedIn’s algorithm. ✅ Posts reach more feeds, boosting visibility. ✅ New users or those struggling with reach see it as a quick win. But here’s the catch... 🔹 The Reality: Why pods can be risky What looks like engagement is often empty: 🚨 Fake engagement, no influence ↳ Pod members like to be out of obligation, not impact, distorting who values your content. 🚨 Algorithmic red flags ↳ LinkedIn discourages artificial engagement (per their policies) and may suppress your reach if detected. 🚨 Reputation at risk ↳ Authenticity drives credibility for CXOs and founders—fake engagement erodes trust. 🚨 Time without ROI ↳ Engaging with irrelevant posts wastes time better spent on real connections. 🚨 Account penalties ↳ Flagged activity risks restrictions or bans—unacceptable for high-profile pros. 🔹 The smarter alternative: Organic growth (slower maybe but surer) Instead, try: ✅ High-quality content ↳ Share real experiences and insights—authenticity drives traction. ✅ Genuine engagement ↳ Comment on peers’ posts because you want to, building stronger ties. ✅ Leverage features ↳ Use polls, carousels, and questions to spark discussions. ✅ Build “Natural LinkedIn Cheerleaders” ↳ Connect with pros who naturally uplift each other, not out of obligation. ✅ Stay consistent ↳ Show up regularly with depth, not just frequency. Speed kills, authenticity lasts. Pods might offer a growth hack, but they build numbers, not influence. 🚀 Thought leaders thrive on real conversations, not artificial likes. 🚀 Visibility without credibility is hollow. 🚀 Strong brands grow on trust, not shortcuts. Maybe I am old school, what are your thoughts? #personalbranding #thoughtleadership #contentcreation

LinkedIn engagement is not down. The rules changed. Likes used to be enough. Now they mean very little. What actually moves a post today: • Real comments, not emojis • Conversations that continue after the first reply • Time spent reading • Saves and profile clicks If your post gets quick likes but no discussion, LinkedIn stops distributing it. This is why strong creators are seeing fewer impressions and more meaningful conversations at the same time. The platform is no longer rewarding noise. It is rewarding presence. What works now: • Posts that invite perspective, not agreement • Clear opinions that spark response • Questions people can answer without overthinking • Engaging with others before and after you post The biggest shift most people miss: Consistency now beats virality. You do not need to post more. You need to show up better. The creators who win in 2026 are not chasing reach. They are building relevance. Curious, have you noticed a change in your engagement this year, or are your conversations getting stronger even if impressions look lower?

I’ve been paid to audit a bunch of LinkedIn profiles this year — and here’s what I keep seeing (sharing this for free): You’re probably here to drive revenue. If not, you can skip this 😉 Let’s get into it: 1. Your banner is your billboard. Think of it like the hero image on your website. That pic of you in the Alps? Adorable. But it tells me nothing about what you do or who you help. Use clear copy: “We help [X] achieve [Y].” Add industries, outcomes, logos if you’ve got ’em. No fluff. 2. Your tagline travels everywhere you go. It’s what shows up every time you comment. It should mirror your banner message — short, sharp, and benefit-driven. Skip resume buzzwords. Front-load impact. The first few words are all people see in comments. 3. Make it easy to contact you. Put your email or number somewhere. And please… use a business email. Not catlady@aol.com. We beg you. 4. Your featured section = prime real estate. This is where people click. Use it for case studies, testimonials, booking links, or high-converting content. One viral post from last March? Cute, but probably not helping your pipeline. 5. Make your About section about your audience. Save your rowing team glory days for the Experience section. Here, focus on: Who you help. How you help. Why you’re the one to trust. And what makes you different. 6. Experience = receipts. Keep it punchy. Show wins. Focus on results, not just responsibilities. 7. Don’t just post. Engage. Comment daily on 3–5 relevant posts. Be thoughtful — not spammy. If someone reacts and seems like a fit, drop them a DM. This pulls them into your orbit. And no, you don’t need to spend hours doing this. Anyone who says that is probably selling LinkedIn engagement as a service. 8. DM on weekends. Decision makers are slammed during the week. Weekends = less noise, more signal. 9. Posting isn’t a race. Quality > quantity. Got something valuable? Share it. Don’t? Don’t sweat it. Time on platform > volume. Just be consistent. What would you add to help LinkedIn work for your business?

Want to dramatically boost your LinkedIn presence? The secret isn't posting more - it's engaging better. Thoughtful comments on others' posts can transform your visibility and network. Here's how to make every comment count: Build on the conversation. Don't just echo what's already been said. Contribute a fresh angle or deeper insight. For instance: "Great point about remote work flexibility. In my experience, the key factor that gets overlooked is..." Bring your story into it. Personal experiences make you memorable and demonstrate real-world knowledge. Try: "We faced this exact challenge last quarter. Here's what surprised us..." Spark further discussion. Questions invite others to join in and keep the conversation alive. Something like: "How did you navigate [specific challenge] when implementing this?" Show genuine interest in connecting. When someone's perspective resonates, say so. "Your approach to this is refreshing—I'd enjoy continuing this conversation if you're open to connecting." Share something useful. Point people toward resources that complement the discussion. "For anyone exploring this further, [specific resource] offers some great frameworks." The bottom line? LinkedIn rewards genuine engagement, not drive-by interactions. When you consistently add value to others' conversations, people notice. They remember you. They want to connect with you. Start treating comments as mini-opportunities to demonstrate your expertise and build relationships. The ripple effect might just surprise you.

You’re posting consistently. Your profile is optimised. You’re engaging daily. But still, no high-quality leads. Here’s why (and how to fix it): 1️⃣ You’re Talking to the Wrong People Not all engagement is good engagement.  If your content is attracting other creators, not decision-makers, you won’t get leads, just likes. ✅ Fix it: Use LinkedIn search & filters to connect with your ideal clients. Comment on their posts, engage in their world, and shift your content to directly address their pain points. 2️⃣ Your Content is Getting Attention, Not Action You’re getting impressions, but no one’s reaching out?  Your content might be entertaining, not converting. ✅ Fix it: Every post should have a purpose; educate, nurture, or convert.  Blend authority-building posts with strategic CTAs that make it easy for people to DM you. 3️⃣ Your DMs Are Too Cold or Too Salesy You’re either sending cold, generic messages or jumping straight into a pitch.  That’s why they’re ignoring you. ✅ Fix it: Start conversations naturally. Reply to their stories, reference a comment they made, or ask something relevant.  Make it feel like a conversation, not a transaction. 4️⃣ You’re Not Giving People a Reason to DM You People don’t DM just because they like your content.  They DM when there’s a clear reason to. ✅ Fix it: Use low-friction CTAs; instead of “Let’s connect,” try “DM ‘STRATEGY’ and I’ll send you a breakdown of how to fix [X problem] in your business.” 5️⃣ You’re Not Staying Top of Mind You post once, disappear, and expect leads to roll in?  It doesn’t work like that. ✅ Fix it: Be present.  Show up on their feed, comment on their posts, and nurture relationships consistently.  The more they see you, the more likely they’ll reach out when they need help. P.S. Want a LinkedIn strategy that actually turns engagement into high-quality leads? DM "BRAND" and I’ll show you exactly how to fix it.