For most folks, one of the biggest professional New Year’s resolutions was to become more active on LinkedIn.
Here’s Exhibit A:
And Exhibit C:
Keeping that in mind, we’re here with the best tips, tools, and best practices you should keep in mind to boost your LinkedIn engagement in 2024.
The best part? We’ve sourced most of these insights from LinkedIn experts. So now you can learn the best ways to grow your engagement rates on LinkedIn!
1. Tick off best practices
Rodolphe Dutel, the founder of Remotive and a LinkedIn influencer with more than 85 thousand followers and 15+ years of experience creating content on the platform, shares some best practices to boost LinkedIn engagement rates in 2024. He says:
- “On LinkedIn, consistency pays off. You have to schedule your posts in advance, or you’ll be running out of juice to write them. (He recommends using scheduling software like Buffer, but you can create a spreadsheet too.)
- Repetition is an untold hero of the LinkedIn story. Some of my best content was crafted in 2019 and is repeated quarterly, and I’ve gained a lot of exposure, views, and follows through them.
- Understand the latest trends (e.g., posts with a carousel worked great for a short time)
- Always ask non-threatening questions through polls. People on LinkedIn are afraid that what they say/how they behave can appear in poor taste in front of their potential employers.
- Keep an eye out on your competitors to see what is working. Having said that — find your voice on the platform and be inspirational and friendly with your content.
- Images and graphics are great, but try to focus on one concept with each post. You cannot ask your audience to carry a cognitive load.”
2. Don’t stick to a formula
Harshala Chavan, a professional LinkedIn writer and a top voice on the platform, says, “People on LinkedIn are fed up with formulaic posts. They want to know how they can improve their career or business by learning from you – that’s why people engage in the first place.
Hence, focus on sharing your professional journey. The more you share about your work’s progress, learnings from wins, acknowledge losses, and include others in your conversation – the more authentic brand you build that people want to listen to.”
Other LinkedIn experts, such as Kasey Jones (a LinkedIn influencer with more than 42 thousand followers and a personal branding consultancy), agree with Harshala’s opinion, saying authenticity is one of the best ways to build a personal brand on LinkedIn.
Harshala also recommends being a thought leader on the platform and having a genuine personality on LinkedIn.
3. Try to maintain a cadence on LinkedIn
Sticking to a regular cadence is another great way to build your engagement rates on the platform. This not only helps you beat the algorithm and make your LinkedIn posts reach more people, but it also allows you:
- Keep track of your data (i.e., if your posting cadence and times remain the same, you can identify which content topics and formats are working well since those might be the only two attributes to change).
- Keep your audience informed about when you’re posting, and they can accordingly hop on the platform to interact with your content (i.e., imagine a new episode of a TV series dropping at the same time and date).
For example, if you consider FormHealth, you realize they’ve established a weekly cadence. If you take a look at their LinkedIn page, you see the following:
- Post about an event: one day prior
- Post on Zepbound: one week prior
- Post with a customer testimonial: two weeks prior
- Post with seasonal greetings: three weeks prior
- And the cycle continues…
4. Engage with content from other LinkedIn posters
Sam Tarantino works as a fractional CMO at a marketing agency (a position that requires him to leverage LinkedIn daily to grow marketing strategies).
While Sam agrees with Rodolphe and Harshala’s opinions on posting thought-leadership content and being consistent with posting, he also says that engaging with other posters’ content is just as important.
In his own words, “Engaging with other users’ content is as important as creating your own. Regularly interact with your connections’ posts, comment thoughtfully, and engage in discussions. This reciprocal interaction helps build relationships, grow your network, and increase your overall visibility on the platform.”
Not only is this considered a LinkedIn “Best Practice,” but there are complete guides and discussions written on this topic on the internet. Exhibit A:
Among the list of benefits, doing so can help you:
- Create chain reactions (i.e., one person liking or commenting on your post can push your post in front of their network).
- Improve your credibility in front of the algorithm, allowing a wider audience to view your posts.
- Get more attention from creators (and their network).
- Build connections beyond a connection request.
5. Be strategic with SEO
Martin Woods, the senior SEO consultant for Indigoextra and an SEO expert with more than 20 years of experience, shares an ingenious hack (read: an SEO contraption) to increase engagement rates on LinkedIn.
“A little-known hack to build your LinkedIn presence is to look up “site:linkedin.com/advice/keyword” on a search engine. (Replace “keyword” with a relevant keyword for your site.)
This reveals dozens of articles you can contribute to with the click of the ‘Start a Contribution’ button.
These are AI-written articles manually augmented by experts and often rank high on the search engine. By sharing your expertise, you become visible in top articles, establishing yourself as an expert in your field and boosting engagement.”
For many creators, this contribution feature has allowed them to earn “Top Voice” badges in the niche of their choice.
6. Be platform-native when repurposing content
While repurposing content is an excellent strategy for optimizing the time, effort, and effectiveness of your message(s), you also need to ensure that you’re creating platform-native content to ensure you’re engaging with the audience.
For example, if you create a case study or do primary research on a topic, it’ll need to be posted in a different manner on LinkedIn, Twitter (X), and TikTok because platforms like LinkedIn tend to do well with content in a friendly language whereas Twitter (X) thrives on punchy, humorous language.
Similarly, content formats will also need to differ. For example, consider SoFi: They recently repurposed their podcast on investing basics on LinkedIn by creating a micro-video and text people would actually want to engage with on the platform instead of posting a recording of the podcast.
7. Don’t be discouraged by LinkedIn engagement numbers
Last but not least, Shreelekha Singh, a nano influencer on LinkedIn and the content lead at Floik (who also managed to organically grow the account’s follower list by 3x), says keeping a constant eye on engagement metrics can end up being a distraction.
In her own words:
“My best tip for anyone creating content on LinkedIn would be this: Don’t get discouraged by the engagement numbers.
While there are hundreds of people telling you what content to create and how to make it viral, I think the most important thing to keep growing on the platform is to not worry too much about the impressions, comments, and reposts you get.
Some posts might perform exceedingly well, and others might tank. But what matters the most is how consistently you keep posting without worrying about the engagement and the algorithm.
In my own case, I used to track the number of views obsessively and likes on every single one of my posts — to the extent that it became a distraction. And I’d feel bummed out whenever a post I’d spent hours creating didn’t get enough views.
It all stopped when I realized my LinkedIn profile is a repository of everything I post. Whenever somebody lands on my profile, they can read all my posts and understand my thought process. With that realization, I stopped checking views, comments, and all that and focused more on posting content consistently.
The result was a significant growth in followers, leads, and self-confidence!”
Keep up The Social Media Hat to stay on top of your LinkedIn game
If you were happy with all the tips and tricks mentioned above, we’re here to delight you with another resource: The Social Media Hat Blog
Since we’re a company that helps other brands win at their social media platforms, we have plenty of insights and tips you can leverage.
For example, here are a few insights to get you started:
- How to build the perfect LinkedIn profile
- Dos and don’ts of relationship building on LinkedIn
- 12 ways to promote your content on LinkedIn
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