How to Use LinkedIn Comments to Get More Visibility
When you think about growing your visibility on LinkedIn, you probably think about posting more.
Writing posts. Making carousels. Sharing articles. Staring at the blinking cursor while wondering whether you have anything useful left to say.
But some of your most visible content on LinkedIn might live underneath someone else’s post.
A good comment is basically a tiny post inside a conversation people are already paying attention to.
And LinkedIn now gives us a way to see how successful that is.
LinkedIn shows impressions on your comments
In a recent update, LinkedIn now lets you see how many impressions an individual comment receives.
An impression means the comment appeared on someone’s screen. It is not the same as a unique person seeing or reading your comment. Repeat views count, and even your own views are included.
Still, the numbers can be surprising.
LinkedIn user Stephen Moye recently shared that over a 14-day period, his 20 comments received 62,857 impressions, while all of his own posts combined received only 9,845.
One comment accounted for more than 50,000 of those impressions, so clearly that was an outlier. But even if you remove it, his other 19 comments still received more impressions than all of his posts combined.
That doesn’t mean you should stop posting and spend your entire day lurking in the comments section.
BUT, it does show us something useful:
Posting is not the only way people can discover you on LinkedIn.
Why comment on LinkedIn?
When you leave a thoughtful comment on someone else’s post, you’re joining a conversation that is already happening. And that conversation could include people who don’t even know you exist.
A useful comment can:
put your name or business in front of new people
show how you think without requiring a full post
give someone a reason to visit your profile
start a conversation
help you build relationships with people you actually want to know
This is one reason I think comments deserve a spot in your social media strategy.
Most businesses have “post on social media” somewhere on the to-do list.
Very few have “talk to people on social media.”
We should probably fix that.
Think about comments as tiny posts
This is the mindset shift I want you to make:
Before you hit “Comment,” ask yourself whether what you wrote actually adds anything to the conversation.
Because “Great post!” is the comment equivalent of a limp handshake. And I don’t want you to be forgettable!
A good comment gives the reader a little more.
Maybe you add:
a personal example
a real opinion
something you’ve seen in your own work
a helpful clarification
a thoughtful question
a specific takeaway and why it mattered to you
For example, imagine someone posts about the importance of following up with leads.
Instead of:
Such a great reminder! Following up is so important.
you could say:
I’ve found the second follow-up is usually the one I’m most tempted to skip because I don’t want to be annoying. And, annoyingly, that’s also the one that has restarted conversations for me the most.
Now I’ve learned something about you.
You’ve added your own experience to the conversation instead of repeating the original post back to the person who wrote it.
That is a much better use of a comment.
Who should you comment on?
Instead of roaming LinkedIn looking for the biggest accounts you can find, think about the people you actually want to build relationships with.
That might include:
past or current clients
referral partners
local businesses
industry friends
people you would genuinely like to know
people your potential customers already follow and interact with
The goal is to show up in the right conversations.
If you’re a local accountant, for example, a useful comment on a local business owner’s post may be much more valuable than getting thousands of impressions underneath a viral post from someone your potential clients will never encounter again.
Impressions tell you that people saw you, but not whether they were the right people.
Try a five-minute LinkedIn commenting routine
Here is the part I want you to actually try.
Before you create another post, set a timer for five minutes.
Open LinkedIn and look for a few posts from people you genuinely want to interact with.
Read the post.
Then, if you actually have something to add, leave a comment.
That’s it.
This doesn’t need to be an elaborate engagement strategy, or take up hours of your time.
Five intentional minutes is a great place to start.
Do that consistently and commenting will become part of your social media routine instead of the thing you remember to do after you post.
Don’t outsource your LinkedIn comments to AI
This one has become even more important.
LinkedIn has been actively trying to reduce low-value, generic AI content and automated comments. The platform says comments created at scale with automation, along with responses that simply restate the original post without adding anything, may receive less distribution. LinkedIn is also blocking hundreds of thousands of automated comment attempts each day.
So, yes, AI can help you think.
Maybe you have half a thought and want ChatGPT to help you articulate it. That’s totally fine!
But please do not outsource your personality to the robot and start dropping polished little paragraphs underneath every post in your feed.
Because, ma’am.
We know.
Your comment should contain your actual perspective, experience, or expertise. It should sound like something you would actually say.
Your comments are part of your content
You need both posting and commenting on LinkedIn.
Your posts give people a place to learn more about what you think and what you do.
Your comments give you more opportunities to show up in conversations that are already happening.
And sometimes, a two-minute comment can introduce your thinking to more people than the post you spent an hour creating.
Social media works a lot better when we remember there are people on the other side of the screen.
Join the conversation and add something useful while you’re there!
Want a social media plan that fits your business?
If social media keeps taking more time than it should, my 1:1 Social Media Reset is a 90-minute strategy session where we figure out what deserves your attention, what doesn’t, and what your social media routine should actually look like.
We’ll look at your goals, platforms, content, engagement, and workflow and build a practical 30-day plan you can actually use.
