How to Repost on LinkedIn

Reposting on LinkedIn can be a powerful strategy to keep your feed active and share valuable insights, but hitting the Repost button without a strategy is a missed opportunity. While it seems simple, the way you share content directly influences its reach, engagement, and effectiveness in building your personal brand. This guide will walk you through not just the how of reposting but the why and when, transforming a simple click into a smart content strategy.

Why Repost? The Strategic Value of Sharing Content

In a perfect world, you'd have an endless supply of original, groundbreaking content to post every day. In reality, most professionals and brands need a mix of content to stay relevant without burning out. Reposting - or more accurately, content curation - fills this gap perfectly.

Here's why it's a smart move:

• It saves time and energy. Content creation is demanding. Curating exceptional content from others allows you to provide value to your audience even when you don't have time to create a post from scratch.
• It builds relationships. When you share someone's work and add your thoughtful commentary, you're giving them a platform and a signal of respect. This is one of the most organic ways to build goodwill and network with industry leaders.
• It positions you as a resource. By consistently sharing high-quality, relevant content, you show your network that you have a pulse on the industry. You become a trusted source for the latest news, trends, and top-tier insights, not just your own ideas.
• It sparks conversation. Reposting allows you to enter an existing conversation. You can add your voice, offer a counterpoint, or expand on an idea, inviting your own followers to weigh in.

However, it's important to understand the difference between a simple repost and reposting with your thoughts. A simple repost (just hitting the button without adding commentary) almost always receives lower reach from LinkedIn's algorithm. The platform prioritizes posts that create conversation. When you add your own perspective, you're creating a new piece of content that frames the original, making it far more valuable to both the algorithm and your audience.

How to Repost on LinkedIn: A Step-by-Step Walkthrough

You have a few options for sharing content on LinkedIn. The most effective method is always to add your own commentary. Let's break down the technical steps for the most common scenarios.

Method 1: Reposting an Existing LinkedIn Post

This is the classic "repost" function. You see a great post from someone in your network and want to share it with your own audience.

1. Find the post you want to share.
2. Below, you will find the Repost button. Click it.
3. A pop-up menu will give you two choices: Repost and Repost with your thoughts.
4. Always select "Repost with your thoughts." This is the most important step. This opens a text editor, identical to making a new post.
5. Craft your commentary. This is your opportunity to add value. Why are you sharing this? What is the biggest takeaway? How do you relate to it personally?
6. Mention the original author. It is good etiquette to tag or mention them to give credit where it is due. If you type their name and select it, they will receive a notification that you have shared their work.
7. Add relevant hashtags. Use hashtags that are specific to your comments and your audience, not just those of the original post. Aim for 3-5 focused hashtags.
8. Click "Post." You have now shared the content and added your unique perspective.

Method 2: Sharing an Article from an External Website

This technically is not a "repost," but it is part of the same strategy of curated content. Use this method when you find an article or blog post from another source that you want to share with your LinkedIn network.

1. Copy the URL of the article.
2. Go to the LinkedIn homepage and start a new post.
3. Paste the link into the text area. LinkedIn will generate a preview of the article, which usually includes a featured image, the title, and a description.
4. Add your commentary. This is your chance to add context. Explain why it is relevant, what problem it solves, or what point you find impactful. This text should grab attention.
5. If possible, tag the author or publication. In this case, you can mention the company or organization if they have a LinkedIn page.
6. Add relevant hashtags. Again, these should be specific to the topic of the article and your own observations.
7. Click "Post." People can click on the preview to read the full article or interact with your commentary in the comments area.

Best Practices for Maximizing Engagement

Reposting is not just a technical function, it is an art. The difference between a publication that is ignored and one that generates conversations lies in the comments you add to it. Here are some tips to ensure your efforts are optimized for maximizing engagement:

1. Always Add Your Commentary

We have already talked about this, but it is worth saying again. If you do not add your comment, you are simply passing along content without context. You are the bridge between the original author and your audience, providing the value in the context.

• Summarize the important points. Help your audience get the value quickly.
• Ask a question. Start a dialogue and invite your audience to share their perspective.
• Share a personal story related to the content. This makes the publication more authentic.
• Offer an opinion (respectfully). Agree with a point or offer another viewpoint that can be productive.

2. Give Credit Where It Is Due

Mentioning the original author is more than just an act of good manners, it is also a smart strategy. Tagging someone ensures that they see it. This increases the chances of interaction with the content, and they may share it with their own audience or at least respond to your comment, which can lead to organic relationships on LinkedIn.

3. Use Hashtags

Your contribution is a piece of content. Use hashtags to help categorize the content. These should support or enhance the sentiment of not only the original post but also your unique perspective and audience interest. Think about how to classify the added value. Generally, aim for between 3 and 5 focused hashtags.

4. Do Not Share Just to Fill Space

Before clicking "Post," ask yourself if this content aligns with your brand or if it is valuable to your audience. Is this content going to start a conversation? If not, consider if this is the right time to share.

5. Mix Original Content with Curated Content

Your profile should not be a simple collection of posts from everyone else. It should be a source of original value, mixing your thoughts with the work of others to maintain a consistent flow. Generally, aim for about 70% of the time publishing original content and the remaining 30% sharing posts and other types of curated content. This shows that you are contributing your own thoughts while blending with the work of others to maintain a consistent flow.

When to Create: Finding Your Content Balance

Reposting is a tool at your disposal, but the most important thing is knowing when to use it and when to opt for original content instead. Sometimes you simply don't have the time to write a long post or create a video. Sharing content is a quick and efficient way to provide value without dedicating hours to creation.

By highlighting other people's content, you show that you are engaged and aware of industry trends. Reposting is an excellent way to enter an existing conversation, allowing you to build upon others' ideas rather than starting from a blank slate.

Showcase Personal Brand

Your personal brand is built on your unique experiences and expertise. Original content is the best way to showcase it and build authority.

• Showcase case studies. Share details about completed projects or successful client work to demonstrate your skills and expertise.
• Share quotes or analysis. If there is a specific point or insight that can be impactful, create original content to explain your ideas in depth.
• Announce new ideas. If you have a completely new perspective, a solution to an industry problem, or a developing trend, this is your platform to present your original ideas.

Conclusion

Reposting on LinkedIn is more than just a simple click. It is a strategic move to engage with your audience and provide value. By balancing original posts with curated content, you can maintain a healthy mix of original insights and shared knowledge. This approach ensures that your profile remains a valuable resource for your network.