LinkedIn Cracks Down on Automated Comments: What Marketers Need to Know

LinkedIn has announced a significant change that could reshape how brands and professionals approach engagement on the platform.

The visibility of comments made via automation tools will be restricted, meaning marketers relying on automated engagement may see their reach and influence decline.

This move is part of LinkedIn’s broader commitment to authentic, human-first conversations. For marketers, the message is clear: quality engagement from real people now matters more than ever.

Why LinkedIn is Limiting Automated Comments

According to LinkedIn’s official statement comments generated through third-party automation tools will soon have reduced visibility. This includes activity designed to mimic genuine interaction at scale.

The rationale?

LinkedIn wants to protect the authenticity of conversations.

Automated comments can often come across as generic or spam-like, undermining trust in the platform.

A recent Social Media Today report notes that this change is aimed at ensuring high-quality discourse, keeping LinkedIn a trusted space for professional networking and thought leadership.

What This Means for Marketers

For brands and agencies using automated tools to boost engagement, this change is a wake-up call.

The risk is clear: if you continue to rely on automated comments, your visibility, and by extension, your ROI on LinkedIn, will shrink.

Instead, marketers need to double down on authentic employee advocacy and thought leadership. Genuine comments from real employees will not only maintain visibility but also foster trust, credibility, and stronger connections with audiences.

How to Adapt Your Strategy

To stay ahead, marketers should pivot from automation to strategic advocacy and content planning. Here’s how:

Encourage employee voices: Support staff in sharing insights and responding personally to posts.
 

Leverage trusted platforms: Tools like Vulse (with unique LinkedIn API access and AI tone matching) help teams create authentic content at scale - without falling into the automation trap.
 

Build thought leadership campaigns: Position executives, subject-matter experts, and employees as credible voices in your industry.

By focusing on human-centered content, your brand can maintain strong engagement while competitors reliant on automation fade into the background.