Mastering LinkedIn in 2024 - Part 3: How to Comment Like a Pro

Almost exactly a year ago, I started posting regularly on LinkedIn.

In that time, I have accumulated over half a million impressions on my posts, with some of them going viral and being seen by tens of thousands of people.

But what do these top-performing posts have in common?

A LOT of comments!

And that's what really makes the difference between a random post that only your closest followers see and a post that goes viral.

So in this article, I'm going to tell you exactly why comments are so important on LinkedIn (hint: it's because of the algorithm) and how you can use comments to boost your own posts.

3 rules for a good comment

If you're like me and have spent a long time on social media as an observer rather than an active contributor, commenting won't come naturally to you.

To make it easier, it's important to develop a commenting routine.

After a few weeks of actively doing it, it will just feel normal, and the fear that can paralyze some people from publicly sharing their opinions will (mostly) be gone.

But taking the plunge is one thing, and knowing how to comment well is another.

So let's explore three rules that I think will help you create good comments.

1. Keep it fun

The first thing to understand is that you don't have to comment on every post you see.

That's a sure way to either upset or simply demotivate yourself.

So the first rule of commenting is to only interact with the posts you really like and want to engage with.

Just ignore the rest, and completely avoid dubious posts or opinions that make your hair stand on end.

It’s also important to keep it fun.

Like any routine, commenting requires daily commitment, and if it's boring or tedious, you'll just drop the ball.

So be yourself, don't try to overdo it, and just spend a few minutes a day really interacting with interesting content.

2. Show your expertise

Something we don't say enough: avoid the silly comments like "thanks for sharing" and "very interesting".

They're easy, and we're all guilty of them (myself included), but they don't make you stand out as someone with expertise.

I always try to keep in mind that my comments should stand on their own as valuable information if taken out of context, that's an easy way to ensure quality.

I usually use one of these options to create a comment that adds value:

• Add a new piece of information that is not in the original post
• Nuance the original post with a different perspective
• Summarize the original post to highlight a particular point.

All of these strategies work well to craft compelling comments.

3. Keep a compelling headline

The underlying goal of commenting is to showcase your profile and benefit from the visibility that other users get on their post.

Of course, you should not see it as a means to an end, but unlike other social media platforms, LinkedIn is a professional platform and we all come to it with a business agenda.

Keep in mind that people reading comments will see your profile and hopefully visit it if they find your expertise compelling.

So make sure to keep your headline clean and straightforward, as this is the most important information people will see below your photo and name.

Where to focus your comments

Now that we've covered the ground rules, let's look at where you should be commenting.

Knowing where to focus your energy will keep your motivation high.

To help you navigate the LinkedIn jungle, I have divided the users you should interact with into four groups:

1. Your real-life friends

We often forget that the people we interact with in real life are also online.

Think about the people around you: childhood friends, coworkers, that distant cousin who likes to post memes…

If you know people in the real world who happen to post on LinkedIn, start there.

They will appreciate the effort, and because you know them well, your interactions will feel more authentic to other users.

2. Your LinkedIn inner circle

Once you start posting on LinkedIn, you'll begin to recognize the faces of people who regularly interact with your content.

Often, you'll find that these people are posting interesting content relevant to your niche, and you'll naturally comment on it.

This two-way interaction creates a kind of "LinkedIn buddy" effect where you feel virtually connected to that person.

First, be sure to send these people a direct message to acknowledge the value of these interactions.

Then keep them close, which means keep commenting on their posts because they'll do the same.

This is your inner circle, and it's a safe strategy to focus on them as often as you can.

Often, you'll see these people grow their audience as you grow yours, creating a positive feedback loop where everyone benefits from commenting on each other's posts.

3. The LinkedIn stars

Commenting is a great way to draw attention to your profile through the reach of larger accounts.

A good way to grow your audience faster is to use "whales" to your advantage.

These are the biggest LinkedIn influencers in your niche.

People with 100,000 or more subscribers.

Pick 3-5 of them and make sure you comment on their posts regularly.

Of course, these types of influencers already get dozens of comments on each of their posts, but don't be afraid.

If you've followed the rules in the first section, your comments have a good chance of landing in the "most relevant" feed and getting a fraction of the attention of the original post.

Best of all, if you can figure out the exact time these people post (they often schedule in advance, so you can pinpoint the exact minute they will post), try to comment first to get the most attention.

4. Your new connections

Finally, keep an eye out for posts from new connections that appear in your feed.

When you connect with someone new, their post will appear prominently in your feed for a while, as will your own posts in their feed.

During this strategic period, interacting with them (if their content is relevant to you) will have a lasting effect on how LinkedIn's algorithm shows your posts to them.

If things go well, these people could join your inner circle and build an even stronger relationship with you.

So don't ignore them.

How to use comments to boost your own reach

If you’ve been following my series on LinkedIn, you may remember from the article on how the algorithm works that interactions are a two-way street.

Not only does a comment increase a post's reach, but it also has a promotional effect on the commenter's posts.

This is a reciprocity concept at the core of LinkedIn, and a reason why commenting is so important on this platform if you want to maximize your own reach.

This has led to a "post and comment" strategy that many LinkedIn users have built into their routine.

This strategy consists of adding a series of comments around the time you publish your own post to increase your reach.

To do this, consider adding this process to your daily LikedIn routine:

• Add 2-3 comments in the 10 minutes preceding the publication of your post
• Add 2-3 comments in the 10 minutes following the publication of your post.

That’s it, nothing more complicated than that, but if you follow this method, you might see a nice bump in your post impressions.

What's important to remember is that the first hour after your post is published is strategic for triggering the algorithm and ensuring maximum visibility.

That's why it's a good idea to publish when you're available to comment and respond to comments on your own posts (always make sure to respond to all comments and this will help your reach).

You don't have to spend all day checking notifications on LinkedIn (and I definitely recommend avoiding it if you want to be productive), but building a daily routine could ensure that you know when and how to interact on LinkedIn.

By removing the barriers and making it a systematic process in your professional tasks, you could quickly build an audience and draw attention to your profile, which could lead to more sales if that's your bottom line.

So to conclude this series of articles on LinkedIn, remember that the algorithm prioritizes reciprocal interactions, that using a variety of post types can ensure a better reach, and that commenting regularly is an effective strategy to grow your audience.