Boosting organic reach on a social post on LinkedIn requires a combination of thoughtful content creation, strategic engagement and active participation. It’s easy to get caught up in the “hacks” and loopholes that claim to boost organic reach, but here are a few basic tips and best practices to get started.
Content
Start with creating content that is valuable, relevant, and engaging to your target audience. This could be industry insights, tips, case studies, or thought-leadership pieces.
Make sure your content is visually appealing and formatted for easy consumption. Try more interactive content such as polls or carousel posts.
Alternatively, have an interesting blog or topic? Write a LinkedIn article.
Media
Incorporate rich media such as images, videos, or infographics into your post. Visual content tends to perform better on social media platforms, including LinkedIn, and can help capture the attention of your audience as they scroll through their feeds.
Content such as carousels and videos have become much more popular recently too.
Headlines
Your headline is what will initially grab the attention of your audience.
Make it compelling, concise, and relevant to encourage users to click on your post and engage with it. This is also inclusive for ads - when writing an Ad headline, aim for 150 characters or less.
Hashtags
Incorporate relevant hashtags into your post to increase its discoverability. Research popular hashtags in your industry and include them strategically in your content.
Here’s a How To.
Tag relevant accounts
If your post mentions or references other companies, or individuals, consider tagging them in your post. This can increase the visibility of your post and encourage engagement from their followers as well.
Employee engagement
Encourage more of your colleagues and employees to engage with the post, by using Employee Notifications.
You can also read our other blog, How employee engagement can boost organic reach.
Audience engagement
Actively monitor the comments on your posts and respond to any questions, comments, or feedback. Ensure you respond in a timely manner, and in the company tone of voice. Engaging with your audience fosters a sense of community and encourages further interaction with your content.
Another recommendation is to engage more with relevant groups and communities on LinkedIn. Share helpful content, answer community questions. Establish yourself as a thought-leader. By joining relevant groups on LinkedIn, you can also connect with like-minded individuals, potential clients, and grow your network.
Timing
Pay attention to the timing of your posts.
LinkedIn's algorithm favours recent and relevant content, so aim to post when your audience is most active, this is also the best time for your employees to engage as well, ideally within the first hour.
You can also experiment with different posting times to determine what works best for your specific audience.
Monitor and Analyse Performance
Regularly monitor the performance of your posts using LinkedIn Analytics. Pay attention to metrics such as impressions, engagement rate, and click-through rate to understand what types of content resonate best with your audience. Use this data to refine your content strategy and optimise future posts for better reach and engagement.
Remember to bear in mind that there are so many factors to consider when looking at performance metrics, so not to get too hung up on the details. Remember to experiment a couple of times with different topics, timings, content and beyond. Continue to learn and adapt the posts. Just because a post had low engagement does not mean you should not try it again.
Links
Adding links has been a topic of debate as to whether it impacts the overall organic reach of a post on linkedin. While there is speculation that it directly affects this, it can be hard to determine exactly how much impact it has.
While deciding to add the link to the comments may slightly improve the organic reach, there is plenty of evidence to say that this directly impacts the CTR of the content. Whereas adding the link directly into the post (with clickable featured image), has a significantly higher CTR. The way to counteract the risk of lower reach, is to make the post as engaging as possible. The more people that interact = more of their connections will see the post.
From creating engaging content to encouraging employee participation and carefully monitoring performance, a well-rounded approach will yield better visibility and engagement over time.
Remember, success on LinkedIn is a gradual process—continuously refine your strategy, experiment with different formats, and focus on building meaningful connections with your audience for sustained growth.
