How to Boost LinkedIn Engagement and Grow a Following

LinkedIn is a great way to promote your business and services to a more business-focused audience than traditional social media. However, because you’re dealing with a different demographic, you may need to tweak your social media strategies if you want to boost your LinkedIn engagement.

In this post, you’ll learn how to engage more effectively with people on LinkedIn.

Personal vs. business profiles

There are two different ways that you can engage with people on LinkedIn:

  1. As a company/brand

  2. With your personal profile

While both types of profiles let you share content and attract followers, using a personal profile is a better option most of the time because:

  • People prefer to interact with a real person (you) rather than a faceless company logo

  • A personal profile gives you more outreach opportunities, like the ability to proactively send connection requests and personal messages

  • You can use LinkedIn Publishing to publish blog posts

You can also connect your WordPress.com site to your LinkedIn personal profile.

Three content tips to boost LinkedIn engagement

Because of LinkedIn’s business focus, users don’t behave the same as they do on other social media platforms.

For example, the majority of users spend between zero to two hours per week on LinkedIn according to Statista, which is significantly less than the 50 minutes per day the average user spends on Facebook according to The New York Times.

As such, boosting LinkedIn engagement requires a unique approach to connect with your audience in the limited time they spend on LinkedIn.

1. Write unique text-only posts

Text-only posts are where, rather than sharing an external link or image, you share your own unique thoughts on a subject.

John Espirian found that text-only posts actually generate the most engagement on LinkedIn.

Expand beyond being strictly business. Sharing opinions or anecdotes can also be a great way to generate engagement.

For example, look at how Michael David Chapman received 110 likes and 52 comments on a text-only post about vulnerability:

An example of a text-only post in LinkedIn

For best results, write more than three lines to get that enticing “…see more” link.

2. Use LinkedIn native videos

Like Facebook and Twitter, LinkedIn offers its own native video service that allows you to upload videos directly to LinkedIn, rather than hosting them on YouTube.

The benefit of native videos is that you get a large, auto-playing video right in your LinkedIn feed.

Don’t worry too much about production quality. You can do great with short, off-the-cuff videos straight from your smartphone.

For example, look at how Gary Vaynerchuk shares short selfie videos straight to his 2.5 million followers:

An example of native video in LinkedIn

3. Experiment with LinkedIn publishing

With a personal LinkedIn account, you can publish full articles using LinkedIn Publishing, rather than the simple statuses you saw above.

You can either publish unique content or repost content from your own blog.

For an example of this approach, look at how Dharmesh Shah, founder of HubSpot, generated 360 likes and 23 comments from a LinkedIn blog post:

An example of LinkedIn Publishing

The best frequency and time to post on LinkedIn

Unlike general social platforms where it’s common to post multiple times per day, you should post less frequently on LinkedIn.

According to HubSpot, the first two posts per week perform the best. As such, HubSpot recommends only posting two to five times per week.

As for what time of day to post for the most LinkedIn engagement, LinkedIn notes that users are most active during business hours, with the best times being Tuesdays, Wednesdays, and Thursdays at:

  • 7:30-8:30 a.m.

  • 12:00 p.m.

  • 5:00-6:00 p.m.

Boost your LinkedIn engagement today

By implementing these techniques, you can start growing your LinkedIn following, and engaging with your audience.

Give them a try today and build your presence on LinkedIn.

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