The LinkedIn Longtail Effect

Recently, I’ve seen a lot of content advocating the need for daily posting, consistently adding connections, and promoting the need to constantly messaging on LinkedIn.

In some instances, increasing activity can be beneficial for specific campaigns or to align with a business strategic objective, the longtail effect on LinkedIn is often overlooked.

? The longtail effect is about building meaningful, lasting connections through consistent, quality engagement over time. It’s not about the quantity of interactions, but the quality and consistency of your presence on the platform.

This testimonial is a perfect example of the longtail effect in action. I first met Rasheed back in 2021 when I facilitated a workshop, Rasheed reached out to me in 2024 for support to run a LinkedIn online session.

?? Embracing the Longtail Effect

If you have a specific strategy, new product, service, or market, you might need to increase your activity.

However, you can still use LinkedIn to grow your business effectively by focusing on the longtail effect:

??Building Your Network: Grow your network with people through meaningful online interactions.

??Quality Content: Post high-quality content a couple of times per week. Focus on providing value rather than posting for the sake of posting.

?? Consistent Presence: Show up consistently. Engage with your connections' content, share your insights, and be active in conversations.

This also aligns with understanding LinkedIn user behavior.

Typical LinkedIn users visit the platform less frequently but spend more time when they do in general comparisons to other platforms. This means that even with a couple of quality posts per week and consistent engagement, you can effectively grow your network and business. It’s about being present and providing value over time.

?The Key Takeaway

The best outcomes on LinkedIn come from viewing it as a long-term process. It’s not always about the short-term hustle but about the sustained, thoughtful engagement that builds trust and fosters meaningful connections.

Some questions I have been asked this month ....

“How do I get the team to share content from the company page?”

This is a question I get asked just about weekly, and the answer goes beyond team member sharing.

Firstly, it’s about understanding that LinkedIn sits at the intersection of personal social media and company branding.

It is understandable that companies want their content shared, it extends the company’s reach. However, for this to be effective, it’s not just about sharing company posts.

So, to get started, here are 7 ways to increase your content reach, beyond asking team members to share a post. You can read more about this here .

Do you know who is listed as a team member on your LinkedIn company page?

When I work with clients, one of the key steps in auditing their company page is seeing who is listed as Team Member under the people tab.

More often than not we find that there are people who are listed as Team Members who either no longer work for the business or never did. You can read more about this here.

What's New on LinkedIn?

I've long been a fan of LinkedIn Newsletters, and for a good reason.

LinkedIn has seen a 47% increase in engagement with newsletters in the last 12 months, highlighting their growing popularity.

This increase in engagement highlights the relevance of delivering valuable, consistent content to your audience with an education / advice focus.

Research from LinkedIn shows that authentic, value-driven posts outperform overtly promotional content, leading to higher engagement and trust from your audience.

To add to this, yesterday, Social Media Today, LLC reported on LinkedIn’s latest expansion—sponsored newsletters. You can read more here .

What's Coming Up?

??LinkedIn Local Brisbane CBD is on the 28th of August. Our speaker is Toby Jenkins . Toby Jenkins is a leadership coach, Olympian and award-winning entrepreneur and author.

He’s worked with Olympic medalists, investors, founders, CEOs and leaders – individually and as teams. For those of you in Brisbane, you can book your ticket here.

?? I will be co-facilitating our Elevate Your Sales on LinkedIn Workshop in Brisbane on the 29th of July. You can get your tickets here .

??I will be in Sydney in September presenting the Australian Professional Builders Sumit . If you are Sydney based and would like to discuss onsite training during this time, reach out at [email protected] .