A four-step checklist for your next viral LinkedIn post

Long gone are the days when LinkedIn was just a digital resume host you deployed to apply for jobs.

Today, there are over one billion users in 200 countries on the platform, and LinkedIn has seen a massive increase in content shared on the platform, with LinkedIn influencers – like myself! – on the rise and millions of impressions up for grabs. 

Last week I attended a workshop at SXSW Sydney hosted by the Australian LinkedIn Editorial team where they pointed out all of the things LinkedIn looks for in content. 

One update that may not surprise regular users is that in recent months the platform has joined the long list of social media networks currently making a major push for vertical video content. 

So, how can you take advantage of this and elevate your LinkedIn profile?

The anatomy of a LinkedIn post, straight from the source

As reported by LinkedIn, crafting the perfect post can be summarised into four simple steps.

Start with a hook 

You only get one chance to capture the audience’s attention. So, you need to ask yourself, “what’s that one line that stops people from scrolling?”. 

Provide context

Alright, you’ve roped them in, but now you need to assure them what they’re reading or watching is exactly what you said they’d be. Go into what viewers hope to get out of the post, describe exactly where you’re coming from and provide all the learnings.

Call to action

Whatever you do, don’t finish a post with “thoughts?”. A good CTA will set you apart from the messy AI-generated engagement-bait content and instead help you be known for creating helpful posts that are actually worth engaging with. End your post with something of substance to help give readers a genuine reason to want to contribute. 

Engage 

As comments start coming through, make sure to reply. This helps tell LinkedIn’s algorithm that your post is starting a conversation, which means it’s worth pushing out to more feeds. That’s also why you should get involved in other people’s posts if you’ve got something worth adding. 

Employee profiles > Company page

LinkedIn also weighed in on the age-old debate about where you should post your content. They recommend using “I”, “me”, and “my” instead of generic terms like “we” or “our company”. People come to LinkedIn to connect with individuals, not faceless corporations. They want to hear your journey, your insights, and your experiences.

“Content from an employee or founder performs 4x better than that from a company page.”

– Cayla Dengate, senior editor at LinkedIn

How LinkedIn is different from other platforms

On TikTok, users are often trigger-happy with their like and repost buttons, but LinkedIn users tend to hold back from direct interactions unless the post is extra special. With your ‘reactions’ being public and regularly showing up to your followers as endorsements, people hesitate to openly engage, knowing their bosses or colleagues could see it. For this reason, don’t be discouraged by low-likes; instead, focus on impressions.

Do you have any tips for video content on LinkedIn?

I recently started embracing video content on the platform and have received over 3.3 million impressions in the last 28 days. The learnings have all come from LinkedIn’s workshop, which I’ve broken down below.

Start with a bang: As on any platform, the first few seconds should grab attention.

Focus on providing value over virality: The sweet spot is between 30 seconds and two minutes. Anything longer risks losing your viewer’s attention, but anything shorter might not provide enough value.

Consistency in messaging: People should know what you will talk about when they see your face. Stick to key themes or areas of expertise.

Provide value: Don’t start a post with value then pivot to selling something. Keep the self-promo to a separate post after you get an influx of new followers.

Focus on sound: Your audio needs to be crisp and clear, but not everyone has their sound on, so subtitles are also a must.

Be strategic with hashtags: LinkedIn still mentions hashtags, which they claim are great for visibility, but don’t overdo it. Stick to 3-5 specific ones.

Think long term: Can you create a recurring series people look forward to seeing?

Still include text: The algorithm doesn’t know how to read the video’s content just yet, so make sure the video still has text in the caption that helps LinkedIn understand what topic you’re discussing. Personally, I include the full transcript in the caption.

LinkedIn is one of the most powerful platforms for building your personal brand and sharing your knowledge with the world. 

If you’re only going to walk away with one tip, let it be this: if you wait until you’re ready, you’ll be waiting forever. Post something that provides value today, you can plan later. 

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