LinkedIn Engagement Tactics — Commenting vs. Posting

When it comes to LinkedIn, most users think the key to building influence is straightforward: post consistently, and the followers will pour in. But what if I told you that this is only 20% of the puzzle?

The real power of LinkedIn engagement lies not in broadcasting your thoughts but in strategically engaging in conversations.

That’s right, commenting and actively participating in discussions can drive far more visibility and influence than simply hitting "Post".

This guide dives into the 80/20 Rule of LinkedIn Engagement, the science behind LinkedIn’s algorithm, and actionable strategies to help you engage smarter—and faster—on the platform.

Whether you’re a social media manager or a CMO, this is how to supercharge your LinkedIn presence.

The 80/20 Rule of LinkedIn Engagement

What Is the 80/20 Rule?

The 80/20 Rule of LinkedIn Engagement proposes that 80% of your LinkedIn success comes from commenting and engaging, while just 20% comes from posting original content.

This approach flips the usual "create, create, create" advice on its head. Instead of focusing most of your time on posting, the idea is to spend more energy engaging directly with others—through meaningful comments and thoughtful participation in discussions.

Why Does This Work?

• Greater Reach: Your comments don’t just appear in your feed—they pop up in your network's feed and the post author’s network, multiplying your visibility.
• Algorithm Favorability: LinkedIn prioritizes active users who consistently engage in conversations rather than those passively posting.
• Built-in Audiences: By commenting on high-visibility posts, you can tap into audiences someone else has already built, rather than starting from scratch.

For example, imagine leaving a thoughtful comment on a post by a prominent Key Opinion Leader (KOL) with 50,000 followers. Your insights could reach thousands outside your network, all without creating a single original post.

How LinkedIn’s Algorithm Rewards Engagement

LinkedIn’s algorithm places significant emphasis on engagement, rewarding users for thoughtful contributions rather than passive activity.

Engagement = Exposure

The more meaningful your interactions, the more LinkedIn’s algorithm promotes your activity. A well-written comment is likely to bring increased profile views and connection requests.

Comments > Likes

It’s tempting to quietly like posts and move on. However, LinkedIn elevates thoughtful comments over likes—or worse, one-word responses like “Great post!”

For instance, compare these two comments:

• “Great post!”
• “Thanks for sharing these insights! I particularly agree with your point about the shift to video content—do you think long-form video will replace short-form trends, or do they complement each other?”

The second comment drives the conversation forward, positions you as insightful, and attracts attention from others scrolling the feed.

The Network Effect

Every time you comment, you’re helping that post stay alive longer in the algorithm. That benefits the original poster while simultaneously increasing visibility for your own comment. It’s a win-win!

What Conversations Should You Be Part Of?

Not all posts are created equal. To make your comments truly impactful, you need to focus on the right discussions. Here’s where to start:

1. Engage with Key Opinion Leaders (KOLs)

KOLs are industry leaders whose posts often spark large discussions. By engaging with their posts, you position yourself as a participant in high-value conversations.

• How to Find KOLs: Use LinkedIn’s search filters or tools like Exec Comms to identify influencers in your industry.
• Why It Matters: Being seen among recognized industry leaders boosts your authority.

Example

If a marketing KOL shares a post about AI tools, your thoughtful comment about integrating AI into marketing strategies could reach their thousands of followers—instant visibility.

2. Jump into Trending Discussions

Leverage high-engagement topics that your target audience is talking about.

• How to Find Trending Topics: Look at LinkedIn’s "What People Are Talking About Now" section.
• When to Comment: Early comments on a trending post ensure higher visibility, as they’re more likely to be seen by others engaging later.

3. Interact with Your Target Audience

Engage directly with potential customers by commenting on their posts. This builds rapport without coming across as pushy or overly self-promotional.

How to Add Value Without Self-Promotion

• Ask thoughtful questions related to their post.
• Share a relevant resource or insight.
• End with a genuine compliment that ties back to their content.

When to Comment vs. When to Post

Knowing when to prioritize commenting over posting is crucial. Here’s a quick guide on when to do what.

Situation	Commenting	Posting
Engaging with an industry leader	✅ Best choice	❌ Less effective
Reacting to trending news	✅ Join the conversation	✅ Add a unique perspective
Establishing thought leadership	✅ Contribute to discussions	✅ Share original insights
Showcasing company updates	❌ Less relevant	✅ Best choice
Driving lead generation	✅ Build relationships	✅ Long-term strategy

How to Stay Consistent with Engagement

Consistency is vital for LinkedIn success. Without it, you’ll struggle to make a meaningful impact.

A Simple Daily Strategy

• Spend 15 minutes daily engaging: Set aside time in your calendar to read and comment on high-quality posts.
• Leave 3 thoughtful comments per day: Ensure each comment adds genuine value to the conversation.
• Post only when you have unique insights: Don’t post for the sake of it—your content needs to stand out.

How Exec Comms Can Help

Manually tracking KOLs and identifying trending discussions can be time-consuming. Exec Comms simplifies this process by providing curated updates, so you never miss an opportunity to engage.

Engage Smarter, Not Harder

The takeaway is simple yet powerful—if you want to grow on LinkedIn, spend more time commenting than posting.

Start implementing the 80/20 Rule of LinkedIn Engagement today by leaving thoughtful comments on at least three relevant posts. Need help finding the right conversations? Check out how Exec Comms can streamline your strategy and get you engaging smarter, not harder.