Two weeks ago, I created a post on LinkedIn about the birth of my first child and how it has impacted my business after 1 month.
The post ended up being a personal best for engagement and views on LinkedIn out of any content I’ve ever shared. Overall, it received nearly 3K views.
So I felt this could be a good case study on how to produce similar organic engagement and exposure in the future.
What did I learn?
1๏ธ. ๐๐จ๐ฆ๐ฆ๐๐ง๐ญ๐ฌ ๐๐ซ๐ ๐๐ข๐ง๐ !
This is the #1 takeaway I learned from this post.
Overall, the post received 20 comments. That might not seem like a ton, but every new comment I received, I noticed it would be followed by a couple likes or even a few hundred more views.
That is because LinkedIn puts a preference on comments. When you comment on a post or someone comments on yours, there is a great chance you will show up in the newsfeeds of not only your 1st degree connections, but your 2nd degree connections.
So, try to create content that naturally produces comments. That could be major news, asking a question, posting a poll or having a thoughtful picture or infographic.
2. ๐๐ก๐๐ซ๐ ๐๐ง ๐๐ฎ๐ญ๐ก๐๐ง๐ญ๐ข๐ ๐๐ก๐จ๐ญ๐จ
I shared a photo of my wife and newborn. Sure, the sappy stuff probably has a built in advantage, but regardless, it was an authentic, “behind-the-scenes” photo of my family. We were all dressed nice and it was just a strong overall photo.
People don’t care about stock images or logos. They want to see authenticity.
3๏ธ. ๐๐ซ๐๐๐ค ๐๐ฉ ๐๐จ๐ฎ๐ซ ๐๐จ๐ฌ๐ญ ๐ข๐ง๐ญ๐จ ๐๐ฎ๐ฅ๐ญ๐ข๐ฉ๐ฅ๐ ๐๐ฆ๐๐ฅ๐ฅ ๐๐๐ซ๐๐ ๐ซ๐๐ฉ๐ก๐ฌ
When you have multiple lines of text in a LinkedIn post, LinkedIn only shows a small portion of it and then has the “see more” button. Naturally, people will want to click that to read the rest of your post.
So make sure your post is long enough to have that “see more” button attached to it.
4. ๐๐ง๐ ๐๐จ๐ฎ๐ซ ๐๐จ๐ฌ๐ญ ๐๐ข๐ญ๐ก ๐๐ง ๐๐ง๐ ๐๐ ๐ข๐ง๐ ๐๐ฎ๐๐ฌ๐ญ๐ข๐จ๐ง
I posted this question at the end of my post: “For all my connections who are business owners and parents, what other challenges should I expect heading into month 2?”
This was a great question that any parent/business owner can relate to. Naturally, people love to give their advice and suggestions. But, I was also genuinely asking for advice, which people are happy to give.
5. ๐๐๐ญ ๐๐ง๐ข๐ญ๐ข๐๐ฅ ๐๐ง๐ ๐๐ ๐๐ฆ๐๐ง๐ญ!
You now need much more likes, reactions, comments, and shares in order for any given post to spread.
That starts with getting engagement up front. So make sure your post follows all of the rules above and you will have a much better shot at having a popular post.
I received my first few comments on this post right away and was still generating engagement even 10 days later!
If you want more tips on how to maximize your LinkedIn engagement, check out our LinkedIn program.
