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What’s Really Going On with LinkedIn Engagement? (Spoiler: It’s Not What You Think)

Writer's picture: Jan ZuckerJan Zucker

I hope your New Year has gotten off to a great start. So did mine until I decided to look at my LinkedIn performance. That was a bad move on my part!


I’ve poured hours into trying every format—videos, GIFs, carousels—and yet, the posts I truly care about get fewer reactions, comments, and views than a quick selfie or a vague motivational post that goes viral. Did you ever get the feeling something seems off?


Let’s take a look at some facts:


The Big Questions


You’ve probably noticed those posts that seem to blow up instantly, with the same people immediately commenting. Here are some comments to think about:


  • Is this genuine engagement, or are these accounts part of a group gaming the system? – YES, but you can be as well.

  • Have they cracked the algorithm’s code, or is it just about being in the right circles? -BOTH and you can pay to be in the right circles.

  • Are they really this available? It’s hard to believe they interact personally with all the comments while still running a business. -THEY’RE NOT – They have AI and a team to do that.


I’m not here to call anyone out—I’m just saying it’s a pattern you see repeatedly, and for those who try to do it on their own, it’s more than frustrating.


LinkedIn talks a big game about community and meaningful connections, but let’s be honest—it can feel like an uphill battle. Some accounts seem to have cracked the code, while the rest of us are left toiling away and wondering if the rules are just different for them.


What Can We Do About It?


I would still like to believe that authenticity and knowledge are the best plans. But you still need to bring clients and readers in the door, so if you are not ready to commit to spending the money on a VA and/or to join one of the cohorts I’ve mentioned, here’s what I’ve been experimenting with to try and make sense of it all:


  • Find Genuine Engagement Partners: Connect with people who care about quality content and are willing to engage meaningfully.

  • Time It Right: Post when your audience is active and experiment to find the sweet spot.

  • Reply with Intention: Don’t rush to respond; take a moment to craft thoughtful replies that keep the conversation going.

  • Test Different Formats: Short posts, videos, carousels—try them all and see what resonates.

  • Stay Real: Skip the shortcuts. Authenticity stands out and builds trust over time.


What Do You Think?


Have you noticed these patterns, too? Do you think LinkedIn is rigged, or is it just a matter of playing the game better? I’d love to hear your thoughts and maybe share a few ideas to level the playing field. We will discuss this in-depth starting tomorrow in our series of roundtables, Marketing Above The Noise. Please join us, and invite your friends, too.


Upcoming Roundtable: “Marketing Above the Noise”


We’ll explore ways to make a real impact on LinkedIn without resorting to shady tactics. It’s a chance to rethink our strategies and rise above the noise. Topic: Part 1 - From Expert to Empire: Scaling Your Knowledge to 7 Figures Date: January 22, 2025, at 1 PM EST Location: https://us06web.zoom.us/j/84586490287


For regular updates on roundtables and other exclusive events, register here: https://www.digitalcc.us/roundtable


Warmly,


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