LinkedIn is hands down the world’s largest professional networking platform, bringing together over 1 billion members across the globe. In just a few years, it has become the number one social media network for B2B businesses looking to build brand awareness, and for thought leaders ready to position themselves as industry experts. 

As a LinkedIn advertising agency, we all know how important LinkedIn has become, so we won’t waste any more time banging on about it. Instead, let’s get straight to the good stuff. 

In this article, we’ll break down LinkedIn impressions—what they are, why they matter, and, most importantly, how you can use them to grow your presence and leave a lasting “impression” (pun definitely intended).

What does impressions mean on LinkedIn?

One of the most common questions we hear from new clients beginning their LinkedIn content marketing journey is, “What does impressions mean on LinkedIn?” It’s a good question – and knowing the answer is crucial to understanding how your content is performing.

straightin linkedin impressions

Put simply, LinkedIn impressions refer to how many times your post, video, or article appears in a user’s feed. An impression is counted every time your content is displayed to a user, whether they interact with it or not.

The different types of LinkedIn impressions

There are three main types of impressions on LinkedIn, and understanding them can help you make the most of your content:

  • Organic impressions are when your content naturally shows up in your followers’ feeds or extended network – meaning no budget is required. It’s all about the reach you can achieve without spending a penny.
  • Viral impressions are when other people share your content, pushing it beyond your network and into the feeds of people you may never have reached otherwise. It’s a clear sign that your post struck a chord.
  • Paid impressions come from LinkedIn ads, which allow you to target specific audiences and boost your post’s visibility. It’s a great way to get noticed by the right people at the right time.

StraightIn’s key factor to remember: Impressions go beyond just unique views. If an individual encounters your post multiple times – perhaps they pass by it in their feed and later spot it again after reloading the page – it’s recorded as two impressions. This means your content has the chance to appear multiple times, keeping you visible and increasing your chances of being noticed.

Why LinkedIn impressions are important

LinkedIn impressions are important because they show how far and wide your content is circulating. Although clicks, likes, and comments effectively gauge engagement, impressions indicate whether your content is reaching an audience!

If your goal is to grow your presence on LinkedIn, impressions are where it all starts. A high number of impressions indicates that your content is being viewed; the more regularly you share relevant and valuable content, the more LinkedIn’s algorithm will reward you with increased visibility.

Keep in mind that every impression is an opportunity to stand out, spark curiosity, and stay top of mind for your audience. So, don’t underestimate the power of being seen – it’s the first step to making a real impact.

Understanding how LinkedIn impressions work

Let’s be honest, we all dream of our LinkedIn posts going viral and racking up millions of impressions, but the reality is that achieving massive reach takes time and consistent effort. 

LinkedIn’s algorithm does not automatically display your post to every connection or follower you have. Rather, it’s thought that LinkedIn distributes your post to about 10-15% of your LinkedIn connections. Although LinkedIn has not publicly confirmed this, it’s something those of us in marketing have noticed.

What happens next depends on the first group of people your content is displayed. The engagement from that initial 10-15% via likes, comments, and shares, plays a crucial role in determining how far your post will go. If your content resonates with this first group, LinkedIn is more likely to push it out to a wider audience, including the remaining 85-90% of your network – and even their connections.

Factors that impact impressions

Now that we’ve covered what LinkedIn impressions are, let’s dive into the key factors that impact how many people see your posts.

Type of content

Some content simply performs better than others—it’s as simple as that. On the StraightIn LinkedIn Company Page, for example, we have found that plain text posts consistently get fewer impressions than posts that include images or videos. Recently, we shared a text-only post that garnered 832 impressions. It’s not too shabby, but with 6,352 followers, that’s only 12.74% of our audience.

The reach often doubles when we add visuals because people are naturally drawn to eye-catching posts. Consider including:

  • Photos
  • Short videos
  • Gifs
  • Infographics

By incorporating these visual elements, you can increase your LinkedIn impressions, maximise your reach, and ensure your content resonates with a much wider audience.

Content quality

The quality of your content matters – a lot. Sharing posts that are useful, engaging, or entertaining can significantly increase their reach. When your audience finds your content helpful or interesting, they’re more likely to engage with it, and that engagement helps LinkedIn push it out to a wider audience.

Don’t be afraid to inject some personality into your LinkedIn posts, either. Several months back, we posted a funny meme that displayed Justin Timberlake’s mugshot, along with advice for capturing an excellent LinkedIn profile photo. The post struck the perfect balance between humour and usefulness, racking up 8,773 impressions – making it one of our most successful posts to date. Taking a creative risk can sometimes give your posts the boost they need.

 

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Hashtags and keywords

Using relevant keywords and hashtags is an easy but powerful method to boost your content’s visibility on LinkedIn. When you include keywords connected to your post, LinkedIn’s algorithm is more likely to display your content to users who are interested in those subjects.

Hashtags work the same way, but it’s important to use them with care though. We suggest restricting your posts to 3-5 hashtags to keep a clear emphasis and prevent appearing spammy. The key is to choose hashtags that are closely connected to your post. We use a combination of hashtags that have high, medium, and low follower numbers to improve our reach.

A tool like Hashtag Analytics by Engage AI can be very useful for this purpose, as it reveals the follower count for each hashtag, making it easier to pick the right ones.

By using keywords and carefully chosen hashtags, you can increase your LinkedIn impressions, connect with more of your target audience, and make a stronger impact on the platform.

Posting regularity

Posting consistently is key if you want to stay visible. The more active you are, the greater the chances your content has to appear in users’ feeds. We suggest publishing a minimum of three times each week. Posting infrequently, such as once a week or less, makes it more challenging to generate momentum and maintain your audience’s engagement.

That being said, there’s no need to go overboard. Posting several times a day may be overwhelming to your audience. We’ve found that once a day works well, striking the right balance between staying active and not overwhelming your followers.

Employee engagement

If you own a business, getting your employees involved can significantly boost your LinkedIn impressions. Encourage them to like, comment on, and share your posts to help amplify their reach within and beyond your LinkedIn network. Their engagement signals to LinkedIn that your content is valuable, increasing its visibility to a broader audience.

For individuals looking to grow their LinkedIn presence, sharing content in LinkedIn groups is a great strategy. These communities unite individuals in your field, increasing the chances that your content will connect, be shared, and draw interest from similar professionals.

Boost Your LinkedIn Impressions with StraightIn

LinkedIn impressions are a key metric for understanding how well your content is performing and its visibility on the platform. The next time you question how LinkedIn impressions work, just remember – it’s all about how many times your post shows up in someone’s feed.

To boost your LinkedIn impressions, prioritise the fundamentals: post regularly, produce compelling and high-quality content, utilise attractive visuals, and include relevant keywords and hashtags. Get your team involved by asking them to interact with your posts, and don’t be shy about sharing your content in LinkedIn groups to reach even more people.

Building your LinkedIn presence doesn’t happen overnight, but by focusing on impressions and what drives them, you can make sure the right audience sees your content – and leave a lasting impression along the way.

At StraightIn, we specialise in Outreach Marketing, LinkedIn Advertising, Content Marketing, and Personal Branding to help you stand out and reach the people that matter. Get in touch with us today to find out more about how we can help you. Call 0161 518 4740, or email grow@straight-in.co.uk.