At SOZ Academy, Dragan Petrić, executive editor of Bug magazine and a recognized tech influencer, answered the question “How to reach 10 million people on LinkedIn?” and shared his extensive experience on effectively using LinkedIn to reach a broad audience and build a personal brand, along with valuable advice for companies.
Petrić emphasized that LinkedIn has become a crucial platform for B2B influencers, providing exceptional organic reach. According to him, regularly posting quality content is essential—consistency ensures that your posts reach a wider audience.
Beyond personal brand building, Petrić highlighted the importance of employee activity for a company’s reputation. When employees share content, it increases the company’s overall reach. If an employee is an influencer, the company gains a reputation as an influential organization, reinforcing the perception that it offers top-quality services. However, the opposite can also happen – if a company’s posts mainly receive engagement from its own employees, the overall reach beyond the firm will be limited.
He also warned about the importance of carefully accepting connections. Randomly accepting connections can reduce the reach of your posts, as LinkedIn’s algorithm detects a lack of interaction and categorizes the content as uninteresting. He advised connecting primarily with people from your industry who are relevant to you personally or professionally.
According to Petrić, an informal communication style attracts more attention than a formal one, both for personal and corporate profiles. Sharing personal stories, solving problems, and inspiring others through positive content are key elements of successful posts.
The event provided valuable insights into strategies for increasing reach and influence on LinkedIn, equipping participants with practical tips to enhance their presence on the platform.
