Understanding LinkedIn Engagement: Why Comments Matter More Than Likes
If you are trying to grow on LinkedIn, you probably obsess over your like count. While likes are important for visibility, they are just the tip of the iceberg. True engagement—the kind that builds relationships and drives leads—happens in the comments section.
The Hierarchy of Engagement
Not all interactions are created equal. The LinkedIn algorithm values engagement in roughly this order:
- Shares with Comments: This is the gold standard. It means someone found your content valuable enough to share with their own network and add their own perspective.
- Comments: Comments signal a conversation. The algorithm loves conversations because they keep users on the platform longer.
- Likes/Reactions: These are "low friction" actions. They are good for initial reach but don't necessarily signal deep interest.
Why Comments Win
When someone comments on your post, they are investing time. It's a stronger signal of interest than a simple tap. More importantly, comments create a thread. You reply, they reply back, and suddenly you have a dialogue. This back-and-forth signals to LinkedIn that your post is sparking a discussion, prompting the algorithm to show it to even more people.
Tips to Get More Comments
- Ask Questions: Don't just make a statement; end your post with a question to invite opinions.
- Be Controversial (Respectfully): Share a unique or slightly contrarian viewpoint to spark debate.
- Reply Quickly: When someone does comment, reply as soon as possible to keep the momentum going. Tools like Talos Growth can help you free up time by automating other parts of your engagement, giving you more bandwidth to focus on these high-value conversations.
Focus on starting conversations, and the likes will naturally follow.