SPECIAL SERIES ==> Stop Posting! Comments Getting More Impressions Than Posts Now! <== | BATHROOM Break #76 COLLAB: The Marketing Millennials + Do This, Not That

Summary

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Episode Summary

Overview

Episode: SPECIAL SERIES ⇒ Stop Posting! Comments Getting More Impressions Than Posts Now! (Bathroom Break #76)
Podcast: Do This, NOT That: Marketing Tips with Jay Schwedelson (feat. The Marketing Millennials & Daniel Murray)
Date: October 6, 2025
Main Theme:
The hosts explore a recent, game-changing shift in social media strategy—specifically on LinkedIn—where comments, especially those with content-rich images or memes, are now generating more impressions and driving faster audience growth than traditional posts. Daniel Murray shares first-hand results from applying this approach with The Marketing Millennials brand.

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Key Discussion Points & Insights

1. The Power Shift: Posts Versus Comments on LinkedIn

• Jay Schwedelson highlights the significant changes on LinkedIn and other platforms, noting that algorithmic updates are resulting in decreased post impressions, particularly for company pages (02:11).

• Daniel Murray explains LinkedIn's "comment impressions" feature and how it signals the platform’s desire for more engagement via comments (02:29).

  “When a platform launches a new feature, that means you should be testing that feature or using that feature.” — Daniel Murray [02:29]

• Daniel describes actively experimenting by making comments—often with memes or images—on popular posts, leading to as many or more impressions than standalone page posts (02:57).

  “Basically, those [comments] are getting as many impressions, or more, than my regular posts, and they actually grow The Marketing Millennials at a faster clip.” — Daniel Murray [03:32]

2. The Commenting Strategy Explained

• Tactics: Instead of just liking or posting generic comments, Daniel recommends:

  • Creating a database of memes, images, and quick ideas for rapid-response commenting (04:25).
  • Commenting early on trending posts for maximum visibility.
  • Using comments as a "testbed" for new content ideas—low risk, high insight.
  • Leveraging comments to bypass cumbersome brand guardrails, allowing for playful and experimental content (05:36).

• Strategy Shifts: Daniel reveals a major shift in posting strategy for The Marketing Millennials:

  • Reduced primary posting frequency from 2/day to 1/day, investing more time and creativity into comments instead (06:29).

  “I used to post like twice a day…now I’m posting one a day…but I’m commenting way more because I saw the results.” — Daniel Murray [06:29]

• Results: Since implementing this strategy, Daniel saw a 50% greater page growth year-over-year, increasing from 200,000 to almost 300,000 new followers (07:12).

  “The year before, I grew 200,000 followers; this year, I’m closing in on 300,000 followers growth by just doing a commenting strategy.” — Daniel Murray [07:12]

3. What Makes a High-Impact Comment?

• Content Variety: Effective comments range from memes and image-based responses to thoughtful paragraphs, with the key being relevance and creativity (07:45).

• Tone & Real Estate: Comments that stand out—through humor, insights, or visuals—are more likely to be noticed, win engagement, and drive new followers.

• Brand Fit: Daniel adapts his comment style to suit the brand—whether memes, witty one-liners, or more elaborate insights, all approaches can work when authentic (07:45).

  “You could do a good text post, you could do a good image post. I suggest you do more because it sticks out in a feed.” — Daniel Murray [08:05]

4. Bonus: Personal Moments & Relatability

• The conversation veers briefly into personal territory, revealing quirks and parenting experiences:
  • Daniel’s first nerve-wracking restaurant outing with his baby (01:05).
  • Jay’s relatable “embarrassing dad on LinkedIn” moment, with his kids critiquing his online persona (08:35).
  • A lighthearted discussion about personal boundaries on baby meet-and-greets (09:17).

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Notable Quotes & Memorable Moments

• On LinkedIn's shifting priorities:

  “If you’re not having a commenting strategy on LinkedIn, you’re not going to grow as fast as you really want to.” — Daniel Murray [03:52]

• On using comments as a testing ground:

  “It’s a great way to test content on a low-lift way…if people see it, it becomes a new post.” — Daniel Murray [05:36]

• On parenting and personal branding:

  “The best part is now my teenage kids are on LinkedIn…they’ll immediately text me, ‘You’re embarrassing.’” — Jay Schwedelson [08:35]

• On personal boundaries with strangers and babies:

  “This person, like, puts his head in my crib and goes, ‘That baby’s so cute,’ and I just pushed…I’m like, I’m out of here.” — Daniel Murray [09:57]

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Timestamps for Key Segments

• 00:13 – 02:11: Banter, personal updates, parenting war stories.
• 02:11 – 03:59: The shift: LinkedIn favoring comments over posts, introduction to the strategy.
• 03:59 – 05:36: Strategic breakdown—how to comment, use of images/memes, timing, and why it works.
• 05:36 – 07:12: Tactical advantages for company pages, testing content, shifting posting frequency.
• 07:12 – 08:35: Results of switching strategies, commentary on engagement qty/type, brand personality.
• 08:35 – 10:26: Personal anecdotes—LinkedIn-famous kids, relatable humor, public encounters.
• 10:26 – End: Wrap-up, calls to action, series promotion.

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Actionable Takeaways

• Stop relying solely on posts—adopt an intentional commenting strategy, especially if your company page’s reach is declining.
• Experiment with memes, images, or bold ideas in comments; they’re discoverable, low-stakes, and can go viral.
• Be timely and relevant—comment early on trending discussions, and tailor responses to your brand’s identity.
• Use comments to “test” edgy or experimental content before committing to full-scale posts.
• Monitor your analytics—like Daniel, you may see faster audience growth by engaging via comments over primary posts.

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Bottom Line:
LinkedIn (and possibly other networks) now rewards creative, proactive engagement via comments more than traditional feed posts. Use this as an opportunity to grow your brand, test content, and stand out in a crowded social landscape.

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Transcript

[A]

Welcome to a new special series called the Bathroom break. That extra 10 minutes you either have to listen to marketing tips or use the bathroom. Or both. But I don't recommend both. But that's your choice.

[B]

This collab is going to be super fun. We have Daniel Murray from the Marketing Millennials and me, Jay Schwedelson from the do this, not that podcast and subjectline.com each episode in the series, we are going to go over quick tips about different marketing topics. And if you want to be in the bathroom, fine, just don't tell us about it. Thanks for checking it out. We are back for another episode of the world Famous Bathroom Break. I'm here with Daniel Murray, who's the ultimate marketing millennial. I'm Jay Schwetelson from Do this, not that Podcast. So, Daniel, before you go in, I want to talk to you about your weekend plans. So Allie goes on a girls trip every weekend, so she just left on her girls trip. So I'm riding solo this weekend. So I woke up, like, what am I going to do? And basically I wind up eating more than normal and watching Kitchen Nightmares. That's all I do when I'm by myself with Gordon Ramsay. Do you have bigger plans than I do?

[A]

Definitely not. I mean, I guess actually, actually, I do have a huge plan where we're going to the first time to a restaurant with the baby. I think that's a big. That's a scary plan. But it's the first time.

[B]

So, like, are you going to go to, like, a loud restaurant?

[A]

No, we're just going to go, like, sit outside, go for breakfast time. But we just want to have him experience it for the first time.

[B]

Okay, so that's good that you're sitting outside ants breakfast, because if you were one of these people going to, like, a nice dinner place, you brought your kid, I would shame you and say you're a horrible person.

[A]

Oh, I would never do that. Because if my kid cries out, I'm the type of parent who I'm out. I'm not going to yell at my kid, but I'm going outside and just soothing him to make sure he's okay.

[B]

So I remember the first time we took our son to dinner for the first time with you all. He just started crying and we just bailed. We left and we didn't try it again for like a year. Screw that.

[A]

Well, this is probably going to happen to us. So tune in, tune in, Tune in next week to see that we never going to go to another restaurant again.

[B]

All right. Well, since you are tuned in, let's talk about what's going on. There's been some changes to social media, LinkedIn, Instagram, other things, and they're actually kind of game changers. So, Daniel, take us through one of the biggest ones right now that people are sleeping on, which is, you know, LinkedIn and what's going on with comments and stuff.

[A]

Yeah. So I just want to start by saying when a platform launches a new feature, that means you should be testing that feature or using that feature. So LinkedIn, a few months back, or maybe I'll just say a few months back, launched comment impressions, which allowed you to see how many impressions you're getting on your comments on posts. And what that signals to me is LinkedIn wants you to comment more. So what I also was noticing is if you have a company page right now, post impressions are going down. They're not showing as many posts in the feed. So what we, what I started doing with the marketing Millennials is commenting on people's posts, but not only commenting on people's posts. I would use images that I wanted to test for regular posts. So memes, different type of images that have gone viral before that, and I spun it up remixed to make it marketing and commented on popular people's posts. And basically those are getting as many impressions or more than my regular posts, and they actually are grow the marketing Millennials at a faster clip than I've grown when I was posting on that. So I think if you're not having a commenting strategy on LinkedIn, you're not going to grow as fast as you really want to.

[B]

Okay, so that's wild. Let me just try to digest that and say it back to you. You're saying that going on posts that are out there of other people, like relatively popular posts or super popular posts, commenting on there, putting something not just like, yeah, thumbs up, but something like useful, putting an image in your comment, you're getting as much, if not more impressions on the comments that you're leaving than if you do just a post on the feed of the marketing Millennials page itself.

[A]

Exactly. And the thing is, when you LinkedIn, when you scroll, it shows, oh, marketing Millennials commented. And it will show the comment. So people are liking that comment, commenting back to that comment, and it's becoming your own post within a post. It's kind of like a subreddit vibe, but it works really well. But the thing is, you need to. What I recommend people to do is have a, have a database or have a folder or have something on your phone of images and memes and ready to go ideas. So when someone comments something that is relatable to something that you saw, you can comment back with that on their post. So the key is to get on that post as quickly as possible, not just comments on a post that is 48 hours later. You want to get in these people's posts pretty quickly.

[B]

And I think one of the most valuable things is what Daniel's really talking about. Yes, it works on your personal page for sure, but he's doing this marketing Millennials, which is a company page. And if your company page is not seeing the traction, this is the strategy.

[A]

And I'll add one more thing, two more things on that, actually. One, it's a great way to test content on a low left way. So because if people don't see it, it doesn't really matter. And if people see it, it becomes a new post. And it's also a low lift way of, if you are stuck in these barriers of brand and heavy guardrails, it gives you more flexibility to test fun ideas as comments first before you bring it to your company page. So I wanted to add those two things.

[B]

So we'll probably have to do a part two on the other social media changes, because I just want to send this LinkedIn thing for a second. Are posting less actual posts on the Marketing Millennials page now? Is that like, okay, we used to post. I don't know how frequently you posted daily or whatever. Are you now actually posting less and just that that's part of the strategy?

[A]

Yeah, I used to post like twice a day on the market Millennial, seven days a week. And now I'm posting one a day. And I'm posting way less than I did the last four years, but I'm commenting way more. So I took the energy to just comment way more because I saw the results. So, for example, last year I grew like 50% more than I would have grew the year before by just doing posts.

[B]

Well, let me help Daniel flex for a second. Daniel's the way I say mark. Millennials has 1.2 million followers on LinkedIn. So he's doing this at scale. So that's why it's useful to hear what he's saying. All right, so how did. How much did you grow it?

[A]

So basically, like, the year before, I grew 200,000 followers. This year, I'm closing in on like 300,000 followers growth by just doing straight in the last 365 by just doing a commenting strategy.

[B]

That's crazy. Yeah, that's wild. Let me ask you a question about the comments. Are you like some sort of really deep, you know, person? Are you going on there and writing like five sentences per thing or is it just kind of like, you know, one sentence or something funny? Or like when you actually comment, what are you commenting?

[A]

Yeah, I mean, I fulfill what my brand does. I'm doing memes, I'm doing images. I'm doing things that are relatable to that post that I feel. But I see people doing this, having an insightful paragraph in that post that are also getting tons of attraction on those posts. So you could do a good text post, you could do a good image post. I suggest you do more because it sticks out in a feed where you have more if you have more real estate to work with. So if you're going to do a text post, add more or if you. Jay does this too. He has like funny one one liners and stuff like that. That work very well too. So if you have like a funny cat one liner and a pose, it works as well.

[B]

Or horrible one liners. Those also hit really well. Those are my jam. The best part is now my, my teenage kids are on LinkedIn, so I'll post something and they'll get it and they'll just immediately text me like, you're embarrassing. I'm like, really? I mean, leave me alone.

[A]

His kids are going to be LinkedIn famous. So you should get, you should get in the bandwagon now. So if you want to give them.

[B]

A follow, I'll put them in the show notes.

[A]

Yeah, follow. Jay's kids are starting to post on LinkedIn and they're doing really well.

[B]

I like, I text them back. I'm like, do you like having a roof? Do you like having food? What is your problem? Don't you like.

[A]

I, I'm not trying to embarrass myself.

[B]

But that happened many, many years ago. Speaking about embarrassing yourself. So, okay, you're out for breakfast or whatever, and then somebody comes over and like, oh, my God, your baby's so cute because you've. Now you're taking your baby out for breakfast, whatever, and. And they come over. Like, how close will you let a stranger get? Will you let them get within like 2ft? Or is there like, you have a threshold of how close you are?

[A]

I have a threshold and I'm definitely gonna try to find like a corner table where the baby is like facing out, where it's blocking the tables, blocking everybody. They can look from a distance.

[B]

Is that because you were alignment in college. You're, like, trying to block.

[A]

I am. I'm blocked. My baby. Actually, someone. Yesterday, I was on a walk, and I was, like, just stopping because I think Ari went in to go get coffee at a coffee shop, and this person, like, puts his head in my crib and goes, that baby's so cute. And I just pushed. I was like, you're not coming near. I didn't even say anything. Yeah, I'm like. I'm like, sorry. I didn't push her, but I pushed the car. I pushed the stroller. I'm like, I'm out of here. Right?

[B]

Daniel gets sued for assault. Amazing. Once again, we've crushed this episode. Everyone go on LinkedIn. Comment on everything. Most importantly, leave Daniel a review. Tell him that he is the goat, because he is. We appreciate you, and we'll see you at the next bathroom break. Daniel, come on, man. I gotta get back to work. Get out of there. All right, while he's still in there. This is Jay. Check out my podcast, do this, not that, for Marketers. Each week we share really quick tips on stuff that can improve your marketing and hope you give it a try. Oh, here's Daniel. He's finally out.

[A]

Back from my bathroom break. This is Daniel. Go follow the Market Millennials podcast, but also tune into this series. It's once a week, the Bathroom Break. We talk about marketing tips that we just spew out. And it could be anything from email subject line to any marketing tips in the world. We'll talk about it. Just give us a shout on LinkedIn and tell us what you want to hear. Peace out.

[B]

Later.