How Commenting on LinkedIn Actually Works (and How to Do It Without Feeling Weird)

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A LinkedIn intensive client recently asked me:
“What’s up with all the commenting on LinkedIn? Is there actually a strategy behind it?”
And honestly?
Such a good question.

After nearly four years as a full-time LinkedIn content creator, “commenting” and “engaging” now feels like second nature to me. But I get that for people just getting started on LinkedIn — especially if you're building a business or personal brand — this can feel awkward, performative, or unclear.

So let’s demystify it.

In this post, I’ll break down:

• Why commenting is actually powerful on LinkedIn

• How I structure my own LinkedIn commenting routine

• Tips for thoughtful LinkedIn engagement that doesn’t feel cringey or fake

• A simple action plan to start (and sustain) the habit on LinkedIn

First: Does Commenting on LinkedIn Really Matter?

Yes. A lot more than most people think.
If you're trying to build relationships, get inbound leads, or simply grow your visibility on LinkedIn, commenting is one of the easiest, most organic ways to do it.

Here’s why:

• LinkedIn’s algorithm favors conversations. Comments spark back-and-forth dialogue — which keeps people on the platform longer. That means your post (or theirs) gets surfaced more widely.

• LinkedIn Comments now drive impressions. LinkedIn recently started counting impressions from comments in your analytics — which means your comment showing up on someone else's post contributes to your visibility.

• “Ways People Found You” now includes comments. In your LinkedIn analytics, you can actually see how many profile views came from comments you’ve left. Translation: thoughtful engagement brings profile traffic.

But more than all of that?
Commenting is the internet version of stopping by a colleague’s desk.
It’s simple. It’s low-pressure. And it keeps you in people’s mental Rolodex without needing to DM, pitch, or post daily.

How I Think About Commenting on LinkedIn

I break it down like this:

~50% = staying in touch with industry peers and friends
These are people I’ve built genuine relationships with — both online and offline.
When I log on to LinkedIn, I don’t overthink it. I just drop by their content, leave a thoughtful comment, and move on. Sometimes it’s supportive. Sometimes it’s conversational. Sometimes it’s just a little “I see you!”
These are my go-to industry collaborators, past clients, referral partners, or peers whose work I consistently learn from and admire.

~50% = relationship-building with people I’d like to know better
These are:

• People I’d love to work with

• Past leads or event attendees who’ve shown interest

• Potential collaborators, podcast hosts, or thought leaders I respect

I intentionally keep tabs on their content and try to support it — not to be transactional, but to stay top of mind and nurture a relationship over time.

Think of It Like This...

Commenting is the equivalent of:

• Waving across the street

• Saying “great job!” in a team Slack channel

• Popping your head into someone’s office to say, “Loved what you said earlier”

It doesn’t need to be long.
It doesn’t need to be perfectly crafted.
It just needs to be real.
The magic is in the consistency, not the complexity.

How to Start: A Simple LinkedIn Commenting Structure to Try

If you're new to LinkedIn engagement or want a little structure around it, here’s what I recommend:

Make a list of 5–10 people you genuinely like on LinkedIn
This could include:

• Industry peers

• Referral partners

• Podcast hosts

• People you’ve collaborated with

• Creators whose content actually resonates

These are people you want to support and stay connected with. Show up for them consistently.

Make a second list of 5–10 people you want to know better on LinkedIn
These might be:

• Potential clients

• Influential people in your niche

• Speakers or authors you admire

• Leads from past events or webinars

Check in on their recent posts once or twice a week. Comment thoughtfully. Help boost their visibility. And stay in their orbit.

Pro Tips for Thoughtful Commenting on LinkedIn

• Don’t just say “Great post!” Add something specific — a personal takeaway, a related question, or a different angle.

• Be sincere. If you don’t mean it, don’t say it. People can tell.

• Be conversational. If the post reads like a coffee chat, your comment can too. It doesn’t need to be overly formal.

• Engage back. If someone replies to your comment — respond! That dialogue fuels the algorithm and the relationship.

TL;DR: Commenting Isn’t Cringey, It’s Smart

If you want to grow on LinkedIn, you don’t need to post daily.
You don’t need a massive audience.
And you definitely don’t need to cold-pitch strangers in the DMs.
Start by commenting with intention.
Show up for the people you already know.
Stay curious about the ones you want to know better.
And don’t treat it like a tactic — treat it like a habit.

Because at its core, commenting is just good relationship-building.
And on LinkedIn, relationships are the strategy.

Want to build a sustainable content and engagement system that fits your strengths and bandwidth?
Let’s talk. I help service-based founders use LinkedIn in a way that actually works for them — not just the algorithm.
Book a 1:1 consult to learn more about my services.