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.

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).

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]

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.

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.

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.