How to Build Trust and Authority Through LinkedIn Comments

LinkedIn is more than just a platform to showcase your résumé and achievements. It’s a dynamic space where conversations happen, ideas are exchanged, and relationships take root. One of the most underrated yet powerful ways to build trust and authority on LinkedIn is through your comments. When done thoughtfully, commenting can position you as a knowledgeable, approachable, and credible voice in your field—without overt self-promotion.

Most users obsess over their posts—the hook, the formatting, the image. But the real magic often happens in the comments section. It's where the monologue turns into a dialogue. It's where you stop broadcasting and start connecting.

In this comprehensive guide, we’ll explore practical strategies, psychological principles, and actionable frameworks to help you elevate your LinkedIn comment game. Whether you’re responding to posts in your industry, engaging with thought leaders, or sparking discussions in your network, the way you comment can make all the difference between being ignored and being revered.

Why Comments Matter More Than You Think

Think about the posts you interact with daily. It’s often the thoughtful, insightful comments that catch your eye—not just the original content. In fact, on many viral posts, the "top comment" can generate as many profile views as the post itself.

Comments offer a unique leverage point:

1. Piggyback on Viral Reach: When you comment early and valuable on a trending post, you draft off its distribution.
2. Showcase Expertise in Context: You aren't just shouting into the void; you are demonstrating your knowledge in response to a specific problem or topic.
3. Build Relationships: It is a "soft touch" that is far less aggressive than a DM but more personal than a like.
4. Earn Credibility: Thoughtful comments build trust over time by demonstrating your integrity, nuance, and professionalism.

The Psychology of Trust in Digital Spaces

Before we dive into what to write, we need to understand why people trust strangers online. Trust is built on three pillars, often referred to as the Trust Triangle:

1. Competence (Logic)

"Does this person know what they are talking about?" Your comments must demonstrate domain expertise. This doesn't mean using big words; it means offering unique insights, correcting misconceptions gently, or adding data that elevates the conversation.

2. Benevolence (Empathy)

"Does this person care about me or the community?" If your comment is purely self-promotional ("Check out my company!"), you fail this test. If your comment adds value without asking for anything in return ("Great point, I also found that..."), you pass. Benevolence is signaled by validating the OP's (Original Poster) point before adding your own.

3. Integrity (Authenticity)

"Is this person being real?" Generic comments like "Great post!" or "Thanks for sharing" signal low integrity because they look automated or lazy. Specificity is the soul of authenticity. Referencing a specific line in the post proves you actually read it.

Core Principles for Trustworthy Comments

Before typing away, remember these foundational principles that align with the Trust Triangle:

• Be Genuine: Authenticity resonates more than jargon or generic platitudes.
• Focus on Value: Strive to add something meaningful rather than just agreeing or complimenting excessively.
• Practice Empathy: Appreciate different viewpoints and avoid dismissive language.
• Stay Concise: People skim comments; clarity and brevity matter.
• Maintain Professionalism: Avoid heated debates or personal attacks—even when strongly disagreeing.

The "E.P.I.C." Framework for Authoritative Comments

Adopting a simple, repeatable framework helps your comments stand out and build authority organically. We call this the E.P.I.C. framework:

E - Empathy & Engagement

Start by validating the author. This lowers their defense mechanisms and makes them (and the audience) receptive to your input.

• Bad: "You're wrong about X."
• Good: "I love how you framed X, it's a perspective we rarely see."

P - Perspective & Pivot

Introduce your unique angle. This is where you establish authority. Pivot from their point to your insight.

• Template: "It reminds me of [Concept], but with a twist..."
• Template: "While [Standard Advice] is true, have you considered [Counter-Intuitive Insight]?"

I - Insight & Impact

Back up your perspective with a specific fact, data point, or experience.

• Example: "In my experience scaling [Company], we found that [Action] actually drove 30% more leads than [Standard Practice]."

C - Call to Conversation

End with a question to keep the thread alive. The algorithm loves nested comments (replies to replies).

• Example: "Curious if you've seen similar results in the healthcare sector?"

Detailed Examples of Effective Comments

Let's break down some examples to see the framework in action.

Example 1: The "Add Value" Comment

Scenario: A thought leader posts about the difficulties of remote work.

The Comment:

“I appreciate your insights on remote work dynamics, especially the point about 'Zoom fatigue'.

From our team’s trials, we found that incorporating dedicated ‘focus hours’ (no meetings from 1-4 PM) boosted productivity more than just reducing meeting lengths. It gave people permission to go deep work.

Have you seen similar patterns with async communication in your organization?”

Why it works:

• Empathy: Acknowledges the "Zoom fatigue" point.
• Insight: Introduces "focus hours" and a specific time block.
• Impact: Mentions "boosted productivity" and "deep work".
• Call to Conversation: Asks about async patterns.

Example 2: The "Nuanced Disagreement" Comment

Scenario: Someone posts that "AI will replace all copywriters."

The Comment:

“This is a bold prediction, and I definitely agree that mediocre copy is at risk.

However, I see AI acting more like an 'Iron Man suit' for writers rather than a replacement. It amplifies the creative, but it can't replicate the lived experience or the emotional empathy that drives high-converting copy.

Do you think we'll see a 'human-written' label becoming a premium differentiator soon?”

Why it works:

• Empathy: Validates the boldness of the prediction.
• Perspective: Shifts the metaphor to "Iron Man suit".
• Insight: Distinguishes between "mediocre" and "high-converting".
• Call to Conversation: Asks a speculative question about the future.

Example 3: The "Data-Backed" Comment

Scenario: A post about diversity hiring.

The Comment:

“The challenges around diversity hiring are multi-faceted.

One approach we found impactful was revising job descriptions to remove gender-coded language. We saw a 24% increase in applications from underrepresented groups within 30 days of that single change.

Would love to hear about the specific interventions others are testing to move the needle.”

Why it works:

• Insight: Mentions specific tactic (removing gender-coded language).
• Impact: Cites specific data (24% increase in 30 days). This screams authority.

How to Avoid Common Pitfalls

Even with the best intentions, you can damage your brand if you aren't careful.

• Don’t be overly promotional: Comments are not the place to hard-sell yourself. "Hire me for SEO services" is spam. "Here is an SEO tip related to your post" is marketing.
• Avoid generic praise: Saying “Great post!” or “🔥” offers zero value. It looks like a bot.
• Steer clear of negativity: Heated debates rarely win followers. If you must disagree, attack the idea, not the person.
• Don’t comment without knowledge: If you’re unsure, ask a question instead of making a statement. "I'm new to this topic—could you explain X?" is better than faking expertise.

Handling Difficult or Controversial Comments Gracefully

Unsurprisingly, LinkedIn is not without its share of debates. Here’s how to maintain your trustworthiness even under pressure:

1. Lead with curiosity: “That’s an interesting point—can you share more on how you reached that conclusion?”
2. Acknowledge nuance: “There are definitely pros and cons, depending on context. In B2B, I see X, but in B2C, Y might be true.”
3. Disengage respectfully: If a conversation becomes hostile, exit politely: “Thanks for the exchange—let’s agree to disagree.” The audience is watching how you handle conflict, not just who wins.

The 30-Day Authority Building Challenge

If you want to fast-track your authority, try this 30-day challenge.

Week 1: The Observer

• Goal: Comment on 5 posts per day.
• Focus: Only ask questions. Train yourself to be curious and read posts thoroughly.

Week 2: The Connector

• Goal: Comment on 5 posts per day.
• Focus: Tag other people who might be interested (only if relevant!) or link two ideas together. "This reminds me of what @Name said yesterday about X."

Week 3: The Expert

• Goal: Comment on 5 posts per day.
• Focus: Add one specific actionable tip to every post you comment on. Use the "Insight" part of the EPIC framework.

Week 4: The Leader

• Goal: Comment on 5 posts per day.
• Focus: Disagree respectfully with nuance. Add a counter-point or a "Yes, and..." perspective that expands the conversation boundaries.

Metrics: How to Measure Your Authority Growth

How do you know if it's working? Don't just go by "feeling". Track these metrics:

1. Profile Views: This is the leading indicator. Good comments drive people to your profile.
2. Connection Requests: Are people trying to connect with you after you comment?
3. SSI (Social Selling Index): specifically the "Engage with Insights" score.
4. Inbound Leads: The holy grail. When someone DMs you saying, "I saw your comment on X's post and loved your take. Can we talk?"

Final Thoughts: Consistency is the Key

Trust and authority aren’t built overnight. They develop as you consistently contribute meaningful input over time. It’s better to leave 3 amazing comments a day than 30 generic ones.

Make commenting a regular habit by:

• Setting aside 15 minutes a day (your "Golden Quarter").
• Curating your feed so you see high-quality posts.
• Using tools like Comment Rocket to help you draft, structure, and refine your thoughts so you can maintain high quality even on busy days.

Comments may appear small, but they have the power to create big impact. By approaching LinkedIn comments with authenticity, specific insights, curiosity, and respect, you’ll naturally build trust and authority in your professional community.

Remember: it’s not about broadcasting your brilliance—it’s about engaging with others’ brilliance in meaningful ways.

Start today. Find a post in your feed that caught your attention, craft an E.P.I.C. comment, and watch your network—and reputation—grow.