Engagement pods are groups of LinkedIn users who promise to regularly engage/like with each other’s content. The goal is “beating the algorithm” to gain increased exposure for their content.
Pod members are essentially guaranteeing a certain number of likes and comments on each of their posts. The hope is that LinkedIn will then decide, based on those engagements, to display the post to more people in the LinkedIn Feed.
The pod strategy does appear to increase the likelihood that your post passes the initial “sample group” test with a high engagement score.
Now this can be very helpful with trying to increase reach and engagement of LinkedIn company pages so company page administrators take note. But if you’re doing this to build your own brand, that’s where I have an issue with it.
Do pods work? Maybe for a bit but I personally think they’re shortsighted and only produce (at best) short-lived benefits. I am seeing them pop up more lately in my feeds and it’s obvious to me because the same group of people like and comment on each other’s content.
Pods also defeat the purpose to a degree because yes some people outside of your networks will see the posts but largely many of you have similar contacts. LinkedIn’s algorithm will also show the posts to your shared connections more than it will show it people outside of your network. I hope that’s an aha moment for those of you who are in a pod right now.
Your goal should be to create content that people engage with and like because it’s helpful and interesting. Trying to game the system is not how you build your brand or business.
The best way to succeed on any social platform is to consistently provide great content that people want to see. If a pod helps with that – use it as a tool but don’t rely on it completely.
Here’s a video with a bit more on this topic. (And I even have a bit of a tan from this weekend).