It’s Not (Just) the Algorithm
If you’ve ever tried running a campaign on LinkedIn, or even briefly fought your way through the endless stream of self-promotional posts to browse company updates, you’ve probably noticed a pattern.
Almost every established company has a LinkedIn page. They post regularly, invest in decent visuals, and still… most posts get just three or four likes, the occasional comment, and more often than not, those comments come from the company’s own marketing or HR team sharing the post.
So, why does this happen?
Let’s start with the obvious.
Too Much Formality
Although LinkedIn is often perceived as the more professional social network, at its core, it’s still exactly that – a social network.
Many companies approach it in an overly strict, polished, and corporate way, then wonder why their audience isn’t engaging.
The reality is that LinkedIn isn’t just another place to publish your annual report. It’s a platform built for professional connections. But to create those connections, you need to leave room for conversation and share content that genuinely invites interaction.
Me, Me, My Company, Me…
Just like on any other social platform, posts that focus only on your company, your team, and your achievements without offering any real value rarely perform well.
Unless your business is doing something truly groundbreaking every single day, most people don’t want to see yet another photo album from your latest team building event with no context for those outside your organization.
Instead, share something you’ve learned. Highlight an interesting discussion. Continue a conversation that started offline and invite your audience to join it online.
That’s how people begin to see you not as a company that’s constantly talking about itself, but as one that’s genuinely interested in building relationships.
Commenting Just for the Sake of Commenting
In an effort to increase visibility and “beat the algorithm” (yes, we’ve all seen the LinkedIn growth hacks), many users start commenting everywhere, on everything.
If you congratulate someone on their new job in the morning and then leave a five-paragraph AI-generated response on someone else’s AI-generated thought leadership post in the afternoon, don’t expect your own campaign performance to magically improve.
Your comments, whether from a personal profile or a company page, should support the topics you want to be known for.
Use relevant keywords. Be intentional about whose posts you engage with. Focus on creators and companies that align with your expertise.
Less is often more, especially when your engagement is strategic.
Playing It Safe…
Because LinkedIn is seen as a more serious platform (although that’s becoming increasingly debatable), many companies are afraid to post anything that feels bold or unconventional.
Smaller businesses worry about appearing unprofessional.
Larger organizations often stick to safe corporate announcements, assuming everyone comes to LinkedIn just to hear what’s new with their company.
The result?
Boring content.
While LinkedIn is certainly more professional than some other platforms, it should still reflect your brand’s personality.
You don’t need to jump on every trending sound or viral format.
But do show how your company actually works. Introduce your team without perfectly staged photos. Bring people behind the scenes. Share the small challenges you face and how you solved them.
Those authentic moments are what create genuine connections with your audience.
LinkedIn doesn’t require the same communication style as a board meeting.
Relax.
Be clear, direct, and human.
Show what your company really looks like behind the logo and what your brand genuinely stands for.
Your audience will reward you with far more meaningful engagement.
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