How to improve your LinkedIn engagement in 2019

John Espirian is the relentlessly helpful technical copywriter. He regularly creates great posts on LinkedIn to help and support others to increase their knowledge and engagement on the platform.

In the summer of 2017 John wrote an article for Social Media Examiner which has been shared over 10,000 times!

In the article below John shares his top ten tips on how you can increase your engagement on LinkedIn.

Tip 1 - Write text-only posts on LinkedIn

Posts tend to get much better engagement than articles.

John's stats show that text-only posts tend to outperform posts that contain images and videos.

The best-performing text-only posts tend to be quite long, so don’t be afraid to use up most of the 1300 characters you’re permitted for each post.

Tip 2 - See more

At a minimum, aim to write enough to trigger LinkedIn to display the ‘see more’ prompt.

This means that your post should be long enough to fill at least 3 full lines. Here’s an example:

Tip 3 - External Links

LinkedIn’s algorithm doesn’t like posts that contain links to external sites, because these links take users away from LinkedIn – and that restricts LinkedIn’s opportunity to show you adverts

Tip 4 - Use emojis in LinkedIn posts

Text-only posts work best for engagement, but that doesn’t mean you have to stick with traditional characters.

Emojis can add a bit of colour and personality to your posts. They work well as markers for headings and lists.

Tip 5 - Like your own LinkedIn posts and comments

This isn’t a vanity move. Liking your own content can help it ‘travel’ further on social media (this also works on Facebook and Twitter).

As soon as you post on LinkedIn, hit the Like button. The same goes for comments. I’ve been liking my own content for about a year now and it’s helped to increase engagement on my posts.

Tip 6 - Comment on other people’s posts

Don’t use LinkedIn as a broadcast channel only: like and comment on others’ posts and articles.

This will keep you on those people’s radar, and they’ll be likely to reciprocate when you write your own posts and articles.

Tip 7 - Use LinkedIn native video

If you share video on LinkedIn, make sure you upload it directly to LinkedIn rather than pasting in a link to YouTube or another video site.

Native videos – that’s videos uploaded directly in the LinkedIn app or via the browser version of LinkedIn – perform much better than external videos.

LinkedIn native video details:

  • Maximum length: 10 minutes
  • Maximum file size: 5GB
  • Maximum resolution: 3840×2160 pixels (4K)

Tip 8 - Adding captions

Good news: LinkedIn supports the addition of captions to your native videos.

When you upload a video to LinkedIn, look for the pen icon in the top-right corner.

This lets you add captions that have been created as SRT files.

If you need to create such captions, try a service such as Rev. They create video captions for $1/minute.

Tip 9 - Apps for captions

Square videos take up 78% more screen space than landscape videos do.

The square (1:1) format therefore gives you the best chance of catching people’s attention, especially on mobile devices.

Buffer describes square video as having more ‘thumb-stopping power’.

Remember that a lot of people use LinkedIn in offices, and that means they often have the sound turned off. Your videos may be more useful to them – and to those with hearing impairment – if you include captions (subtitles).

Here are mobile apps that can add automatically caption your videos as you speak:

Tip 10 - Tag people – but sparingly

Beware not to overuse this practice. Tagging too many people too often could be counterproductive.

Those who are tagged a lot will be more likely to ignore tags, and they could unfollow you if you constantly tag them in your posts.

How to tag a LinkedIn user in a post

  1. Type the @ symbol.
  2. Start typing the name of the person you want to tag in your post. A dropdown menu of people appears. If it doesn’t, try typing a comma (,) after the name.
  3. Tap the person’s name in the menu and it should appear in the post with a light blue background.

Tagging can be a frustrating process and you might need to try it a couple of times before it works.


We hope that you have found these tips useful and that you will be encouraged to start posting and engaging with content on LinkedIn.

John Espirian is the relentlessly helpful technical copywriter. A former Microsoft Mac MVP, he writes in-depth B2B web content to help clients explain how their products, services and processes work.

If you would like to know more about John you can follow him on LinkedIn, or check out his website for regular updates

Reviewed: July 2019