Event marketing on LinkedIn has evolved far beyond simply posting about your upcoming webinar or conference. The real magic happens in the comments section where conversations spark, relationships deepen, and registration decisions get made.
After managing event marketing campaigns that generated over 5,000 registrations through strategic LinkedIn engagement, I've learned that commenting isn't just an afterthought. It's your most powerful, yet underutilized, event promotion tool.
Here's exactly how to turn LinkedIn comments into your secret weapon for event success.
Most event marketers focus exclusively on crafting the perfect promotional post. They obsess over the image, the headline, the registration link. Then they hit publish and wonder why registrations trickle in slowly.
The problem? They're ignoring where the actual conversations happen.
LinkedIn's algorithm prioritizes content that generates meaningful engagement. A post with 50 thoughtful comments will reach 10x more people than a post with 200 generic reactions. When you actively participate in relevant conversations through strategic commenting, you're not just promoting your event—you're building the social proof and visibility that makes people want to attend.
Research from LinkedIn's own data shows that posts with consistent comment engagement from the original poster see 3x higher impression rates compared to posts where the creator doesn't respond.
Before your event, identify trending conversations in your industry. Don't drop your event link immediately. Instead, contribute genuine insights that showcase your expertise on the event topic.
How to do it:
Search for hashtags related to your event theme (e.g., #AIMarketing if you're hosting an AI summit)
Sort by "Latest" to find active discussions from the past 24 hours
Leave substantial comments (3-5 sentences) that add unique perspective
Include a soft mention: "This is exactly why we're exploring X topic at our upcoming summit"
Real example: When promoting a content marketing workshop, I found a viral post about declining organic reach. My comment shared three specific data points from our research, mentioned a case study, and casually noted: "We're diving deeper into these exact solutions at our workshop next month—the shift in strategy is fascinating." This single comment drove 47 workshop registrations.
If you're new to strategic commenting, start with our guide on how to write LinkedIn comments that get noticed to build your foundation.
Most marketers post about their event and disappear. Wrong move.
The first 90 minutes after publishing are critical. LinkedIn's algorithm tests your post with a small audience. If people engage quickly, it gets pushed to more feeds. Your job is to keep the conversation alive in those crucial first hours.
Your commenting playbook:
Respond to every comment within the first hour
Ask follow-up questions that prompt more discussion
Tag relevant people who might benefit: "Hey @Name, given your work in [field], thought you'd find this valuable"
Share additional insights in your own comments: "One thing I didn't mention in the post—we're also covering [bonus topic]"
Pin your most valuable comment response to the top
Pro tip: Write your first comment immediately after posting. Share a personal story or surprising statistic related to the event. This seeds the conversation and gives others something to react to. Timing matters significantly—learn more about the best times to comment on LinkedIn for maximum visibility.
Your event speakers and industry influencers are already creating content. Their audiences are your potential attendees.
The approach:
Follow all your speakers and complementary thought leaders
Enable post notifications for key influencers
When they post relevant content, be among the first 5-10 commenters
Add genuine value first, mention the event second
Use this formula: "Insight + Connection + Soft CTA"
Example: "This point about personalization resonates deeply. In our recent client work, we saw conversion rates jump 240% when we applied similar principles. Would love to explore this more at [Event Name] where we're bringing together practitioners to share real-world results."
When commenting on high-profile posts, maintain proper LinkedIn comment etiquette to build credibility rather than appearing promotional.
As your event approaches, create a commenting campaign that builds anticipation.
One week before:
Comment on relevant posts: "Great timing on this topic—we're covering advanced strategies next week at [Event]. The speaker lineup includes [impressive credential]."
24-48 hours before:
Increase comment frequency
Share behind-the-scenes prep: "Finalizing the workshop materials and the case study section is chef's kiss. Still a few spots open for tomorrow."
Create urgency naturally: "Just closed registration for the morning session—afternoon still available"
Not all comments are created equal. These templates consistently drive event registrations:
The Data Drop: "Great point. We actually analyzed 500+ campaigns and found [specific finding]. It's counterintuitive but the data is clear. Breaking this down more at [Event] with live examples."
The Case Study Hook: "This exact challenge came up with a client last month. We tested three approaches—one increased [metric] by [%]. Sharing the full breakdown and templates at [Event Name]."
The Question Bridge: "Interesting perspective! Quick question: have you found [specific tactic] works better than [alternative]? We're comparing both methods at our session next week—would value your input there."
The Value Add Plus: "Adding to this: [3-sentence unique insight]. If anyone wants the full framework we use, I'm presenting it at [Event] on [date]. Built from 100+ implementations."
For more ready-to-use frameworks, check out our collection of LinkedIn comment templates for social selling that you can adapt for event promotion.
Commenting strategically takes time. Here's how to make it sustainable:
Create a daily commenting schedule:
Morning (15 mins): Respond to overnight comments on your event posts
Midday (20 mins): Find and comment on 3-5 trending industry posts
Evening (15 mins): Engage with speaker and influencer content
Use a tracking system:
Maintain a spreadsheet of high-value posts you've commented on
Track which comments drive the most profile visits and registrations
Note which conversation types convert best
Refine your approach based on data
Build a commenting team: If you're promoting a larger event, involve your team, speakers, and partners. Create a shared document with:
Key messages and talking points
Daily commenting targets per person
Links to high-priority conversations
Response templates (customizable, not copy-paste)
For busy professionals managing multiple events, explore strategies to scale LinkedIn engagement authentically without sacrificing quality. You might also consider LinkedIn comment automation best practices to maintain consistency.
Mistake #1: Dropping links too early Wait until you've established credibility and value. Let others ask for details first, or naturally weave in the event mention after providing insights.
Mistake #2: Generic engagement "Great post!" with an event link screams spam. Always add specific value before any promotion.
Mistake #3: One-and-done commenting If someone replies to your comment, continue the conversation. The deeper the thread, the more visibility you get.
Mistake #4: Ignoring comment timing Comments on posts from 3 days ago get buried. Focus on content from the last 6-24 hours for maximum impact.
Mistake #5: Not tracking what works Use UTM parameters in any links you share through comments. Monitor which conversations drive actual registrations, not just clicks.
If you're experiencing low engagement, our guide on what to do when LinkedIn comments get ignored offers troubleshooting strategies.
Track these metrics weekly:
Engagement metrics:
Comments received on your event posts
Reply rate to your comments elsewhere
Average thread depth (how many back-and-forths)
Profile views from commenting activity
Conversion metrics:
Registrations attributed to LinkedIn engagement
Event page visits from LinkedIn
Connection requests from people you've engaged with
Post-event connections who mention they found you through comments
Use LinkedIn analytics plus Google Analytics: Set up UTM tracking for different comment approaches to see what drives the most qualified registrations. Learn how to increase profile views with strategic commenting to expand your event reach.
Want to implement this immediately? Here's your two-week action plan:
Days 1-3: Research and setup
Identify 20 relevant hashtags and 15 key influencers
Set up post notifications
Create commenting templates (customizable)
Draft your event post copy
Days 4-7: Build authority
Comment on 5-7 industry posts daily
Respond within 60 minutes to all engagement
No direct event promotion yet—pure value
Days 8-10: Soft promotion begins
Publish your main event post
Start weaving event mentions into comments
Engage with every comment on your post
Days 11-14: Urgency and conversion
Increase comment frequency to 10-15 daily
Focus on high-engagement posts
Share countdown updates
Respond in real-time
In my last product launch event, we compared two identical promotional campaigns. One used only traditional LinkedIn posts. The other added strategic commenting as outlined above.
Traditional approach: 847 post impressions, 23 clicks, 3 registrations
Commenting-enhanced approach: 4,200+ impressions, 127 clicks, 52 registrations
The commenting strategy delivered 17x more registrations from comparable effort—simply because we showed up where conversations were already happening rather than waiting for people to find our posts.
This aligns with broader LinkedIn comment marketing strategies for small business that prioritize engagement over broadcasting.
Your LinkedIn commenting strategy shouldn't end when the event does.
Post-event engagement:
Share key takeaways in comments on related posts
Tag attendees when you reference learnings
Continue conversations started during the event
Build momentum for your next event
The connections you make through strategic commenting become your audience for future events. Each meaningful interaction compounds over time. Discover how to turn LinkedIn comments into business opportunities beyond single events.
LinkedIn commenting for event marketing isn't about gaming the algorithm or spamming promotional links. It's about genuinely participating in your industry's conversations while strategically guiding people toward your event.
Start small. Set a timer for 15 minutes today. Find three relevant conversations and leave thoughtful comments that showcase your expertise. Don't even mention your event in the first round—just add value.
Then watch what happens when you consistently show up, contribute meaningfully, and invite people into deeper conversations. That's where event marketing magic happens.
Olivia Parker is an SEO content writer who crafts high-impact, search-optimized content that drives traffic and builds brand authority.
AIReplyBee is your AI-powered LinkedIn reply generator that helps you create authentic, engaging responses in seconds.
Generate your first replyDiscover how Extensis transforms font management for creative teams with automated activation, license compliance & seamless Adobe integration.
Discover how Brightwheel childcare software saves 20+ hours monthly, improves billing by 90%, and enhances parent communication. Complete 2025 review, pricing & features.
Struggling with character depth? Our backstory generator creates compelling histories in seconds. Free, AI-powered & loved by 50K+ writers.
