Why Commenting on LinkedIn Is More Powerful Than Posting (And the Data to Prove It)

If your LinkedIn reach has dropped lately, you're not imagining it.

Post impressions are down for almost everyone. LinkedIn replaced the 19+ algorithms it used to run with an AI system called 360 Brew, and it changed everything about what shows up in your feed. Most LinkedIn accounts are seeing a very significant difference in how it operates compared to how LinkedIn worked 4 months ago.

Interestingly, while post reach has declined, comment reach has grown for many (at least for those who are being strategic about it). And that growth isn't just showing up as more impressions. People are seeing real business outcomes. Here's an article about one of my clients who closed a $51K deal from a comment. 

What the Research Shows

Richard van der Blom is one of the most rigorous researchers in the world on how the LinkedIn feed works and strategies to make your content visible. Richard publishes a comprehensive annual algorithm study that goes deep on what's actually working. Last year's study was 250 pages! The 2026 edition drops April 29th. (that's an affiliate link)

In a recent webinar, Richard previewed some of the data from the upcoming report. He shared the average weekly results for a creator with 10,000 followers to show us the impact of posting vs. commenting.

Five comments a day outperforms two posts a week by 15x on impressions and drives 6x more conversations.

For founders and executives in crowded markets like Microsoft's partner ecosystem, where everyone is fighting for the same eyeballs, this is a meaningful edge.

5 Reasons Comments Outperform Posts

1. Borrowed reach. When you comment on a post from someone with a large following, you show up in front of their audience, not just yours. That's how you reach people who have never heard of you and can't find you by searching.

2. Perceived authority. A smart, insightful comment on a high-visibility post puts your expertise in front of hundreds of people at once. Some of that original poster's credibility rubs off on you. One comment can deliver hundreds of first impressions. Make it count. (And please skip the AI-generated filler. People can tell, and it will hurt you more than help you.)

3. Algorithm signal. Commenting helps increase the reach of the post you're engaging with. So you're actually doing the poster a favor. It also influences who sees YOUR next post. When someone interacts with your comment, LinkedIn is more likely to put your content in front of them going forward. The original poster you commented on is also more likely to see your next post. So your comments and posts work together, not separately.

4. Relationship building. Nothing builds relationships on LinkedIn faster than showing up consistently in someone's comments. You enter conversations naturally. You become familiar. That familiarity is what turns a cold connection into a warm conversation. It's a LOT easier to start a DM conversation with someone if you're just continuing a conversation started in the comments.

5. Compounding impact. Do the math. Five comments a day across 250 working days gives you 1,250 visibility moments in a year. Three posts a week for 52 weeks gives you 156. Comments don't replace your posts. But they do multiply your visibility.

Commenting and Posting Work Together

Commenting leads people to check out your profile. Your profile leads them to your posts and your featured content. When they view your profile, your posts are more likely to land in their feed. That way, your posts deepen the relationship and demonstrate your expertise over time.

I have seen people win by just commenting. One of my clients was too busy to post. So she committed to dropping 6 comments a day. After a couple months of consistency, she was winning new business from the comments.

So it can work. But it works even better if you're also posting. Aim for 2 to 3 posts a week alongside your commenting activity. Think of comments as the top of your funnel. Posts nurture those budding relationships and help convert curiosity into connection.

Your profile also has to do its job. When someone lands there from a comment, your profile needs to clearly explain what do you do, who do you help, and why it matter. If that's fuzzy, the comment that brought them to your profile won't be able to convert them. If you need help with your profile, reach out. As part of my Executive Credibility service, I help biz owners and executives turn LinkedIn profiles into a go-to-market tool.

Give It a Try

Commenting consistently is a learnable habit. It takes 20 to 30 minutes a day. And unlike posting, it gives you more control. You choose whose audience you show up in front of. You choose which conversations to enter. You're not waiting for the algorithm to decide who sees you.

Try it this week. Set a goal of five comments a day for five days. Be specific, be genuine, and add something to the conversation.

In the next article, I'll walk through exactly how to build a commenting system that works, including why most people's comments fall flat and what to do instead.

And if you want help building a LinkedIn presence that actually drives business, reach out. That's exactly what the Executive Credibility Engine is built for.