If ‘strong organic engagement’ was a Pokemon, it would be Mew. If ‘viral content’ was a Pokemon, it would be MewTwo.
What makes these things so rare that we’re comparing them to Pokemon, you ask? Well, much like any other digital platform that has organic reach versus paid reach, there’s a super secret algorithm. And this super secret formula is the key to getting the same (if not better) reach than if you paid for it. So of course, the competition for these Pokemon is pretty steep.
However, that’s exactly how platforms like Google and Facebook make their revenue – ad spend. The harder it is for you to reach your audience organically, the more inclined you are to spend money on advertising.
So what kind of organic posts actually perform well? Posts that produce high organic engagement on LinkedIn typically follow the Facebook format, despite the hard line people like to draw between the two platforms – despite having two separate social media accounts, people collect connections and ‘Followers’ much like Facebook.
Organic engagement is difficult but attainable, and outstanding posts can quickly become viral. Virality is not strictly limited to other social platforms anymore. But what makes certain LinkedIn posts become viral? Much like other social platforms, quality content is essential. However it’s the engagement with said content that really launches a post into virality.
How to get more engagement on LinkedIn
The most engaging LinkedIn posts do the following:
- Tell a story about an individual who has worked hard to overcome obstacles and usually concludes with a “moral of the story”, inspirational quote or “shout-out”
- Challenge the status quo within an industry, or presents an “unpopular opinion” with a prompt to encourage comments such as “Don’t you agree?” or “Am I wrong?”
- Take a Facebook approach and shares a viral video that incorporates emerging technologies, innovative business ideas and/or awe-inspiring attractions
Another top tip is to post content directly on LinkedIn. Yes, it’s all about directing people to your website, however if you want to be on LinkedIn’s good side, you’ll want to utilise this tool to the best of its ability. Why? You will receive organic visibility and LinkedIn will view you as a contributor. LinkedIn posts are indexed on Google and show up in organic search results – giving you even more opportunity for content exposure.
You should also encourage your employees to write about their roles, their most successful campaigns, perhaps their own challenges and achievements that tie into raising awareness for good causes.
Not everything you post has to be specifically work-related, but if you want to increase organic visibility, then you want to create a story people are interested in reading. Remember, while LinkedIn is similar to Facebook, it abides by a professional etiquette not found on other social platforms. Not sure what should make the cut? Read more about the rules of etiquette on LinkedIn here.
LinkedIn works best when you communicate with your connections. Building relationships and networking will benefit you and your business in the long run. Posting opportunities, asking for recommendations and acknowledging individuals in their field all make for fantastic posts. These posts can help you build your network and make you relatable to your followers.
LinkedIn’s USPs
LinkedIn is a great platform to escape to as it has managed to keep itself within the professional mindset. Many people describe LinkedIn as a ‘break from Facebook’ but there are a few who disagree with the sentiment, believing that LinkedIn is evolving into Facebook more and more every day.
The best part is that it isn’t completely flooded with ads and incredibly invasive sponsored content…. yet. This will most likely change as time goes on, but for now – there isn’t the same level of targeting with LinkedIn ads as there is with Facebook, therefore you will still see sponsored advertising, but not to the annoying obtrusive level that you find on Facebook.
Another great thing about LinkedIn is how you can network and find jobs. You can build your profile out much like a CV or resume, while simultaneously showing the world how your day-to-day professional persona works.
One thing is for sure, LinkedIn is growing quickly and it’s not showing any signs of stopping. As of early 2025, the platform had over 1.1 billion members worldwide and its revenue grew to over $16 billion as of late 2025.
Measuring your success
It’s all well and good implementing tactics to increase your LinkedIn engagement, but you need to be able to measure your success and see if you really do have ‘good’ engagement.
So, what is a good engagement rate on LinkedIn? According to Sprinklr, a good engagement rate for organic posts ranges from 2% to 6%, so you should be regularly monitoring your engagement rate to see if you’re falling within these guidelines – and making strategic improvements if you’re not.
If you’re not, here are some things to consider: Are followers resonating with certain posts over others? Are your videos receiving enough interaction to warrant the cost of producing them? Are you missing the mark completely and need to re-think your content strategy?
At Carrington, we provide social media support to a range of businesses across the UK. If you need help improving your LinkedIn engagement, get in touch with our expert team today.
