How to stay visible on LinkedIn - without burning out

I was recently interviewed on a podcast where the host asked me the question:

"How do you avoid social media burnout on LinkedIn?"

First of all, I'm going to give this the attention it deserves by acknowledging that social media burnout can be real for some people.

I had a friend who kept going on social media "fasts" every so often because it was all getting a bit "too much" for her and she needed time to unplug and return to reality.

Social media burnout, however, is not just for those who consume content. It can also impact content creators - maybe even more so.

Constantly trying to create ideas for LinkedIn posts and then on top of that dealing with constant algorithm changes, concerns over audience engagement and even financial pressures of trying to make the platform generate a return on investment, can be stressful.

But yet, it doesn't have to be this way.

I posted every single weekday on LinkedIn for four years straight - and some weekends too - without burnout.

I believe this is down to 7 keys I had in place (and in mind), which I'd love to share with you to help you avoid burnout on your own journey.

7 keys to avoiding social media burnout on LinkedIn

1) Be clear on your goals

If you're not clear on why you're on LinkedIn, it's easy to get distracted by "shiny objects" or what other people are doing, which can easily steer you off course.

It's also easier to get discouraged and want to give up if you're not clear on why you joined the platform in the first place.

Get clear on your goals and stay focused on them as you progress. This will help in the times you feel like packing it all in (and believe me, those times will come!).

2) Plan ahead

One of the key causes of social media burnout is the stress of constantly having to generate fresh ideas for content.

If you leave your content to the last minute (i.e. on the day), you will give yourself unnecessary stress. A better approach would be to plan your content ahead of time so you can show up peacefully.

I recommend being at least a week ahead in your schedule.

3) Schedule specific time for posting and engagement

You can't "accidentally" build a personal brand on LinkedIn that unlocks opportunities for your career or business success - you have to be intentional with it.

Part of that intentionality is creating time in your schedule to post content and engage with people in comments and direct messages (that second part is just as important as the first).

This will remove or reduce the pressure to be online throughout the day, and in so doing limit your chances of getting burnout from too much activity.

4) Unfollow accounts that steal your peace

Whether it’s that mega coach that talks about how all successful people need to be making six figures every six seconds, or that random connection who always likes an argument on their posts (or yours!), if it’s stealing your peace and making your LinkedIn feed a stressful place, UNFOLLOW!

Unfollowing is an anonymous process on LinkedIn that not enough people make use of. In fact, once you finish reading this, hop over to your LinkedIn feed and do a quick unfollow session on any posts and accounts that pop up with content that you don't want or like (you can do this by clicking the three dots at the top right hand of the post).

You'll feel so much better after doing this!

5) Focus on impact, not just metrics

Metrics on how many views your post got, how many people are following you etc, have their value, but focusing wholly on them is the quickest way to burnout.

Focus instead on how much impact you're having while you’re on the platform – those seven people who took the time to like your post instead of just scrolling past; the two people that left a comment because something you said resonated with them; that one person who sent you a follow-up DM to privately thank you for your take on that issue they’re struggling with...

All these interactions are indications of impact. Don't let a focus on metrics rob you of the real difference you're making.

6) Maintain boundaries between your public life and your personal life

This one's a big one for me. As much as I'm aware of - and preach on - the value of visibility and showing up on LinkedIn, I am also super protective about drawing boundaries between my personal life and my public life – and I think you should be too.

It's important that you have a safe space offline to retreat to outside of social media in order to protect your overall health. Putting boundaries in place helps to enforce this.

This can range from not posting about your kids on LinkedIn, to making sure that you're fully present (and your phone absent) during offline quality time with friends and family.

7) Enjoy the ride!

This one's simple - anything you're planning on doing over a long period of time that you're not enjoying is not only unsustainable, but burnout is inevitable.

You have to find your own joy in being visible on LinkedIn - whether it's the fabulous community you'll be able to build, the great clients you'll attract, or simply the new and different opportunities that will come your way. Find a way to enjoy the ride and you’ll easily keep burnout at bay.

Final point

One final thing to remember – LinkedIn, as with every other social media platform, is a tool to help you reach your goals. Nothing more, nothing less.

Keep this perspective in mind and fall back to it anytime burnout threatens to come knocking at your door and you'll be just fine.

Before you go...

I have a free weekly newsletter with strategies and insights for women who want to use LinkedIn to build their visibility for business or career purposes.

It's called “The Visible Woman” and it comes out every Monday, straight to your inbox.

If this sounds useful to you, you can sign up here.