Those who want to grow on LinkedIn often rely on a supposedly simple strategy: post regularly. But this approach falls short today. A recent discussion between Philippe Séjalon from INGAGE and LinkedIn Growth Strategist Victoria Rupp shows why classic content routines are hardly effective anymore and what is crucial instead.
Many users assume that continuity automatically leads to reach. However, this logic stems from an earlier phase of the platform. Today, regular posting alone does not mean growth. On the contrary, because without interaction, many posts remain invisible and get lost in the digital background noise.
LinkedIn has developed into a real community. Visibility is no longer achieved through pure activity, but through participation. Those who only post without interacting are hardly considered by the algorithm.
Comments as the key to visibility
The decisive lever lies in the comments. Those who actively discuss posts by other users not only increase their own presence, but also the reach of their own content. Comments often achieve more visibility than your own posts, especially if they are placed under highly frequented posts.
This principle follows a clear logic: LinkedIn rewards users who contribute to interaction. Those who regularly engage in conversations signal activity and relevance. This increases the likelihood that your own content will also be displayed more.
Attitude instead of empty phrases
However, simply commenting is not enough. Irrelevant statements or generic formulations have little effect. Comments such as “Exciting contribution” or mere expressions of approval remain superficial and do not contribute to your own positioning.
Clear opinions, personal perspectives and added value in terms of content are in demand. Those who show what they stand for will be noticed. It is precisely this attitude that builds reach and trust in the long term.
The dark side of AI comments
With the growing use of AI tools, another problem has emerged: automated comments. Many users resort to texts generated with Chat GPT or other AI tools, but these are often characterized by similar wording and a lack of depth.
This development has not gone unnoticed. The community is increasingly recognizing when content is not authentic. This not only damages their own credibility, but also the brand perception. In addition, the use of automated tools can even lead to restrictions by the platform.
Automation as a risk
Fully automated systems that independently send comments or messages via so-called bots are particularly critical. LinkedIn is becoming increasingly reliable at recognizing such patterns. This can result in temporary blocks ranging from a few days to a week.
This makes it clear that efficiency must not come at the expense of authenticity. LinkedIn remains a platform that prioritizes genuine exchange, but not automated interaction.
Community instead of one-way communication
The key finding is clear: LinkedIn works according to the principle of give and take. Those who make others visible benefit themselves in the long term. In this way, growth is created through relationships and not through isolated content.
For companies, brokers and the self-employed, this means a rethink. Successful LinkedIn strategies are no longer based purely on content production, but on active participation in relevant discussions.
In the end, it is not the quantity of posts that counts, but the quality of the interaction. Understanding how conversations work on LinkedIn gives you a decisive competitive advantage.
Binci Heeb
Read also: Brokers in transition – How trust, technology and visibility are changing the business
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