I work with B2B SaaS founders that want to run LinkedIn ads and often we look for organic engagement as a signal if we should promote a post or not. Here is why that signal might not be reliable.

Majority of your LinkedIn contacts are not your potential customers.

They are ex-colleagues from your previous jobs, careers, industries. Your study buddies and friends.

So when you write something really cool and insightful about a paint point for your ICP. It might not resonate with your mate Jack from Uni days.

The post might not get a lot of likes or engagement organically. Because its technical, its specific. Its not a feel good generic story about work life balance or a role change.

So you can't look at organic engagement in isolation. You make a judgement call on role of the post and if it follows best practice (strong hook, structure, value up front, social proof).

Solution?

If you know the post has real value to your potential customers you promote it. Via campaign manager. You build out a list of your dream accounts and job titles you want to reach. And you promote it to that specific audience. Then you monitor the CTR, dwell time and engagement rate.

If it flops against your ICP, then its the content. But don't kill your content, just by looking at organic engagement in isolation.