Outside of Duolingo and Surreal, does anyone even follow company pages on LinkedIn anymore?
Yes, they do. And the reasons aren’t that different from why people follow personal pages. The main difference is in the approach you take to grow the page.
Why Education-Focused Content Makes People Follow Company Pages
Why do we invest our time in anything? To get something valuable in return.
Following a company page doesn’t take much effort, but people get frustrated when their feed fills with useless content.
When that happens, they either unfollow or scroll past your posts. Both hurt your page. Unfollowing is obvious. But even ignored posts signal to LinkedIn that your content isn’t worth promoting. That lowers your chances of being shown to new followers.
To avoid this, some of your posts need to provide real value. Share tools or tips that solve common problems in your audience’s industry. You can also bust myths or explain common misconceptions that hold people back.
Over time, you might become a go-to resource in your niche by posting mostly educational content.
If you’re just starting out, LinkedIn’s official guide can help you create and structure your company page effectively.
Use your page analytics to see what kind of content works best for your audience.
How Entertaining Content Can Help You Gain Followers on Your Company Page
Memes, lip sync videos, unhinged text posts – love it or hate it, this all falls under “entertainment” for LinkedIn company pages. But steer clear of this kind of content if it doesn’t fit your brand. Pages like Duolingo and Surreal have built their LinkedIn company pages on this kind of content, it doesn’t mean you have to.
However, you can still take a leaf out of their page. These brands have adapted their pages over time in response to what keeps their audiences entertained. For them, it’s out of pocket humour, for you, it could be personal stories from employees, sharing the office pets or something you’ve seen happening in the industry you’re targeting.
The danger you can fall into with this content is chasing after vanity metrics (only caring about the amount of likes/impressions the posts get). You can’t build a sustainable company page by relying on these metrics so don’t be tempted by them. Test different trends and learn which ones actually resonate with your audience.
Company Updates That Make People Follow Company Pages
Lastly, people will follow your company page simply because it’s your company page. It’s extremely unlikely that these kinds of posts will gain a lot of traction in the beginning, but you should still include them in your content strategy.
While people aren’t going to follow you because of your brand colours or logo, overtime, they will actually start to recognise and develop a relationship with your brand outside of education or entertainment. They’ll just want to know what you’re up to.
Posting updates on your LinkedIn company page will strengthen the relationships you’re building with your audience. These posts can include company/employee milestones, future plans or even client stories – it’s all about including your audience in your journey and giving them a reason to follow along.
Start growing your LinkedIn company page
Start from scratch or grow an existing LinkedIn company page by attending our next Grow Your LinkedIn Company Page event. Learn the right approach that will lead to a loyal following, engagement and valuable leads and understand why people actually follow company pages in the first place.