Our digital strategies for companies for 2024 have focused on strategically position and repurposing content to increase impressions.
LinkedIn isn’t what it used to be. It’s not the same platform you saw last year, or even six months ago. (Inserts Video) The rules of the game are changing fast influenced by other other platforms like TikTok. LinkedIn’s engagement rate has surged by 44% year-over-year to 3.85% in 2024, with multi-image posts driving the highest interaction. Video content, up 34%, is the fastest-growing format, being 20x more likely to be reshared. Meanwhile, polls and live videos lead in impressions and real-time engagement, respectively. But are the fundamentals that drive success on LinkedIn timeless?
2025 is about value, connection, and authenticity. If you can master those, you’ll stand out in ways your competitors can’t. Here’s the strategy guide you need to dominate LinkedIn and actually get results.
Content is King, but Engagement? That’s the Real MVP… The Queen
Let me tell you this upfront: if you’re just posting and running, you’re already losing.
Content matters, yes. But engagement is where the magic happens in the comments section, in DMs, in the moments where you show up as a human, not just a creator. The community in Community building.
Here’s how to win the engagement game:
Pinned Comments Are Everything: I don’t just drop a post and walk away. I make sure my audience gets more value in the comments than they did in the post itself. Whether it’s bonus lessons, behind-the-scenes insights, or a free Q&A, pinned comments keep people coming back.
Make Time to Engage: Look, if you’re serious about gaining LinkedIn Stardom, stop pretending you’ll “find time” to engage. Schedule it. Dedicate 30-60 minutes daily and go all in.
Be Ruthless with Boundaries: Don’t let LinkedIn eat your entire day. Post, engage, and then get out. Burnout doesn’t build empires.
The bottom line? The post is just the start. The real impact lives in the comments section. If you’re not showing up there, someone else is and they’re winning your audience.
Writing That Grabs Attention (and Doesn’t Let Go)
If you’re not thinking about your first three lines like your life depends on them, you’re doing it wrong.
The first three lines of your post are sacred ground. They’re where LinkedIn cuts off the preview, and trust me, if you can’t hook someone there, they’re not clicking “See More.”
Here’s the formula:
One-Liner Hooks: Make the first line short, sharp, and punchy. Don’t waste it.
Use the Second Line Like a Pro: Address objections, tease value, or hint at the story you’re about to share.
No Clickbait. Ever: If someone feels tricked, you lose trust and trust is the only currency that matters on LinkedIn.
Grab attention. No fluff, no filler, just straight value that pulls your reader in.
It’s called Signposting
Here’s the deal: great content isn’t enough anymore. You need to prove why you’re the one people should listen to. (or not)
Enter signposting. Subtly weave credibility into your post, not vanity, so your audience trusts you without you having to scream your credentials. Value vs validating ( A great lesson learnt from Kris Granger)
How to Nail It:
- Show Your Experience: “In my 15 years of coaching…”
- Call Out Authority: “Every Fortune 500 leader I’ve worked with…”
- Position Yourself as the Expert: “That’s what I teach every client to do…”
It Works. Why? …Trust!
Trust isn’t earned by shouting. It’s built when you show, not tell, why you know what you’re talking about.
How to Sell Without Selling
Listen, no one wants to feel like they’re being sold to, not on LinkedIn. Then how? Sell by showing, not telling.
Master your Case Study Post. Kill the niche at the Start, Introduce later: Don’t alienate readers by diving into specifics too soon. Start with a relatable problem everyone can understand.
Example: “It’s easy to acquire customers; it’s harder to keep them. Any business can face this challenge.”
After you’ve hooked a broader audience, go ahead and show off your expertise with a niche-specific case study.
By the time they finish reading, your audience will feel like they know you, trust you, and need what you offer—even if you never mentioned a sales pitch.
Ask Questions That Actually Get Responses
Let me make this clear: If your posts aren’t inviting engagement, you’re doing it wrong.
Keep It Simple: Don’t make your audience overthink. Questions like, “What’s your biggest failure?” are too open-ended.
Ask Yes/No Questions: People love answering these and they usually elaborate, giving you even more engagement. Example: “Are you above or below your goals this month?”
Save Big Questions for Pinned Comments: Keep the post’s main question light and easy. Dive deeper in the comments where the real conversation happens.
Why “Lower Reach” Isn’t the End of the World
Let’s talk about this elephant in the room: LinkedIn reach in 2025. Yes, it might feel lower. But here’s the truth: reach isn’t everything.
Here’s what’s happening:
LinkedIn’s algorithm is showing posts fewer times to the same audience, but this doesn’t mean fewer people are seeing your content.
New features like the video feed are splitting attention.
Focus on what matters like engagement over views, quality over quantity and building real connections instead of chasing numbers.
The takeaway?
Stop worrying about the algorithm. Focus on delivering value, and the rest will take care of itself.
The Present or The Future: Connection Over Clout
2025 is going to be all about human connection. Forget gaming the algorithm or relying on AI for content, what sets you apart is you. Yes You!
You win with
Engage authentically by showing up in your comments. Build relationships. Be human.
Write with purpose treating every post like a chance to provide real value, not just noise.
Adapt and experiment by testing and refining your approach.
Because at the end of the day, the real game on LinkedIn isn’t about likes or views. It’s about trust, authority, and creating a community that wants to learn from you, follow you, and work with you.
2025 is your year. Go crush it.
Are you ready?
Written by Stefan Rampersad for PHNYXPRO.
