In this video and blog post, I want to talk about growing on LinkedIn and why conversations matter more than content. If you are trying to grow on LinkedIn, it is very easy to assume the answer is simply “post more content”. Posting does matter, but in my experience the fastest (and most natural) way to gain visibility and followers is by getting involved in relevant conversations.
In this post, I want to explain why I believe comments can matter more than content when you are growing your LinkedIn presence, and I will share a simple approach you can start using straight away.
Why LinkedIn feels different to other platforms
One of the reasons I have always liked LinkedIn is that it feels more professional than many other social platforms. It is full of people who are building businesses, learning skills, hiring, selling, creating content, and networking properly. If you are in business, I genuinely believe LinkedIn is worth taking seriously.
If you have also created a LinkedIn business page and you are trying to build it up, you may find these related guides useful:
Why conversations matter more than content (especially at the start)
When you write a quality comment on someone else’s post, you are not just speaking to the person who posted it. You are also putting your name and profile in front of anyone else reading that conversation.
That is why comments can lead to:
- More profile views
- More connection requests
- More followers
- Better quality relationships (because people see how you think)
Posting content can be excellent, but posting usually starts from your current audience. Commenting places you inside other people’s audiences.
Avoid lazy comments (and avoid AI fluff)
I see lots of comments on LinkedIn that add no value. Things like “Great post” or “Nice one” might be polite, but they rarely do anything to build your reputation or attract the right people.
If you want LinkedIn growth that lasts, your comments need to feel real. That means:
- Responding with a genuine opinion
- Adding a short example from your own experience
- Asking a sensible question that moves the conversation forward
- Only commenting when the topic is relevant to you (or you genuinely want to learn)
My simple method: find your niche, then comment consistently
This is the basic routine I use.
1) Start with topics you genuinely care about
In my case, I do YouTube and online business, so I naturally comment on posts related to YouTube, social media, content creation, and marketing. I also have an interest in things like landscaping and outdoor equipment, so I sometimes comment there as well.
2) Use search inside your activity and comments
A practical tip is to use the search feature within your activity area to help you find and revisit topics you have engaged with. If you search for a keyword like “YouTube”, it is easy to find relevant conversations and keep engaging with the right subjects over time.
3) Comment first, then post
I still believe you should post on LinkedIn, but if your main goal is growth, I think it makes sense to prioritise commenting first, especially while your audience is still small.
If you want help on the posting side for a company page, this guide may help:
Should you comment on big accounts?
You will often see huge accounts with hundreds of comments on every post. If you comment there, you may still gain visibility because lots of people read the comments. However, you are less likely to get a direct reply from the person who posted it (they may have a team, or simply too many notifications).
Personally, I like a mixture:
- Commenting on large accounts for visibility
- Commenting on medium and smaller accounts for real engagement and conversation
This balance tends to create both reach and relationships.
How often should you post on LinkedIn?
You will hear different advice: post once per day, post twice per day, post three times per week. My view is that you need to experiment and find what works for your audience and your schedule.
What I do think is important is not overposting to the point where people get fed up. LinkedIn is a professional platform, and it is worth keeping your content focused and relevant.
This approach works on other platforms too
What I am describing here is not unique to LinkedIn. Consistent, valuable engagement works almost everywhere. If you want to see how I think about this on Facebook as well, these posts may interest you:
Final thoughts
If you want to grow on LinkedIn, do not just focus on posting. Focus on being visible in the right places by adding value to relevant conversations. A handful of good comments per day can outperform a lot of content, especially if you are consistent.
If you would like to learn more about the way I build online over the long term, you may also like these posts:
Let me know your thoughts in the comments. What has worked best for you on LinkedIn: posting, commenting, or a mix of both?