Impressions vs Engagement on LinkedIn: Why Focusing on Impressions Will Be Better For Business

If you’re here, you’re probably wondering why some LinkedIn posts get thousands of views but only a handful of likes, or why posts with minimal engagement can sometimes outperform those with dozens of comments and reactions. It’s a question many LinkedIn users find themselves asking, and after working with dozens of clients, I can tell you that impressions deserve a lot more focus than they often get. Let’s dive into why impressions are key to expanding your reach, building your network, and growing your business, and how video content can help you capture and grow impressions in a meaningful way.

Why Impressions Matter on LinkedIn

First, it’s worth understanding what impressions are on LinkedIn. Impressions are simply the number of times your post appears on someone’s feed. It’s a sign that LinkedIn’s algorithm has picked up your content and decided to show it to others. And while it may not directly signal engagement like a ‘like’ or a ‘comment’ does, it does something even more important, it helps you reach new people.

When it comes to LinkedIn, many creators place too much value on engagement metrics such as likes, comments, and shares. These are certainly important for interaction, but they can also become vanity metrics that trap you in a cycle of aiming for likes from familiar faces such as friends, coworkers, and others already in your network. While these types of engagements are nice, they’re often limited to people who already know you, which won’t significantly increase your visibility. Impressions, on the other hand, work differently. They’re not dependent on who actively clicks ‘like’ on your post; they’re about how many new eyes are seeing your content, even if they don’t necessarily interact with it.

The Impression-Engagement Cycle

Engagement can drive impressions, but only when it’s coming from a fresh audience. When the same people continuously engage with your posts, LinkedIn sees this as closed-circuit engagement, only circulating your content among familiar faces. LinkedIn’s algorithm is designed to look for engagement that expands beyond your usual network. So, if your posts only receive reactions from the same group, it’s less likely to reach new people or generate new impressions.

The goal isn’t to get engagement from the same few people in your network. Instead, you want to encourage interaction from new connections, which, in turn, will boost impressions and widen the reach of your post. By focusing more on generating impressions, through engaging content and strategies like video your posts can start reaching people beyond your usual network, increasing your chances of gaining new followers, leads, and opportunities.

Why Video is the Key to Increasing Impressions

When it comes to content that can drive impressions, video stands out as one of the most effective tools on LinkedIn. Video content has a unique ability to capture attention and encourage viewers to stop scrolling, which is vital given the short attention spans online. Unlike text or static images, video is more immersive and has been shown to hold attention better.

Here are some reasons why video is particularly effective in driving impressions on LinkedIn:

1. Instant Engagement Video has the ability to stop a person mid-scroll, even if it’s just for a few seconds. And here’s the real trick: LinkedIn’s algorithm notices that pause. Even if someone doesn’t engage with the video directly (by liking or commenting), just the act of watching for a few seconds signals LinkedIn to show it to more people. So, by using video, you’re creating opportunities for “silent engagement,” which can increase impressions without the need for active reactions.
2. Visual Storytelling Videos allow you to showcase your brand, your skills, and your personality in a way that text simply can’t. Whether it’s sharing a quick tip, telling a story from your day, or demonstrating how your product or service works, videos create a stronger connection with the viewer. It’s easier for them to understand what you do, and it can leave a lasting impression, even if they don’t interact with the post directly.
3. Higher Completion Rates LinkedIn videos, particularly short videos (under 60 seconds), often have high completion rates, especially when they’re focused and engaging. The platform rewards content that people watch through to the end by boosting its reach, which increases impressions. Including a call-to-action at the end, like “Follow for more tips” or “Visit our website to learn more,” can further increase engagement and help drive conversions beyond LinkedIn.

Best Practices for LinkedIn Videos to Drive Impressions

If you’re convinced that video could be the key to increasing your impressions on LinkedIn, here are a few practical tips to make sure your video content is as impactful as possible.

1. Hook Your Audience in the First Two Seconds LinkedIn is a fast-paced platform, so you need to grab people’s attention quickly. Start your video with something interesting, whether it’s a question, an unusual fact, or a direct call to action. You have about two seconds to make them stop scrolling, so make it count.
2. Keep It Brief For most LinkedIn posts, short videos work best. Aim for under 60 seconds if possible, as shorter videos are more likely to be watched to completion. For longer content, consider LinkedIn Live or a series of shorter videos over time.
3. Be Authentic Don’t be overly polished or corporate. People want to see the real you. Talk as you would to a friend, be natural, and don’t shy away from showing your personality. Authenticity is a powerful tool for building a connection with new viewers, and it’s the kind of thing that leads to real impressions over time.
4. Encourage Viewers to Stick Around Give viewers a reason to watch the entire video. Build curiosity by teasing something that will be revealed at the end, or ask a question that gets answered in the last few seconds. The more people who watch the full video, the better your chances of boosting impressions.
5. Consider Adding Subtitles Many people watch videos on LinkedIn without sound, so subtitles can be a great way to keep people engaged. They also make your video accessible to a wider audience and help retain viewers who might otherwise scroll past.

The Power of Impressions for Your LinkedIn Strategy

Impressions might not give you the instant gratification of likes and comments, but they’re a powerful tool for expanding your reach on LinkedIn. Think of impressions as the foundation of your LinkedIn growth strategy: they’re what allow you to reach people outside your immediate circle and introduce your brand, services, or expertise to a fresh audience. In my experience working with clients, those who focus on impressions and video content often see significant growth in their reach and visibility over time.

While engagement metrics like comments and likes are still important, more important in the long run, shifting your focus to impressions now can open up new opportunities that help you grow. Impressions allow you to reach an audience that’s not as vocal but just as valuable. Those who watch your videos, read your posts, or click through to your website without necessarily leaving a visible interaction. By focusing on impressions, you’re building visibility, which is the first step in turning new viewers into connections, leads, and eventually clients.

Final Thoughts: Building Impressions for Long-Term Growth

For a long-term LinkedIn strategy, impressions offer a pathway to sustainable growth. They’re about reaching people who may not engage directly but are still paying attention. Video content, with its power to attract attention, increase “silent engagement,” and create genuine connections, is one of the best ways to drive those impressions.

So, if you’re ready to step up your LinkedIn game in 2025, think about impressions. Start creating video content that speaks to your strengths, that engages your audience authentically, and that prioritises visibility over vanity. After all, it’s impressions—not just engagement—that will help you break out of your network and build a truly expansive reach.

Thank you for reading. I’m passionate about helping people harness the full potential of LinkedIn. If you’re ready to elevate your brand, build an authentic connection with your audience, or simply get your message in front of the right people, take a look at our website . There, you’ll find our social media, video, and animation services, all designed to help you stand out and make an impact.