A four-step checklist for your next viral LinkedIn post

The days when LinkedIn was just a digital resume host that you used to apply for a job are long gone.

Today there are over a billion users in 200 countries on the platform, and LinkedIn is seeing a massive increase in content shared on the platform with LinkedIn influencers – like me! – on the rise and gaining millions of impressions.

Last week I attended a workshop at SXSW Sydney hosted by LinkedIn's Australian editorial team that highlighted all 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 that are currently making big strides in vertical video content.

So how can You Are you taking advantage of this and improving your LinkedIn profile?

The anatomy of a LinkedIn post, straight from the source

As LinkedIn reports, creating the perfect post can be boiled down to four simple steps.

Start with a hook

You only have one chance to grab the audience's attention. So you have to ask yourself, “What is that line that stops people from scrolling?”

Provide context

Okay, you've got them hooked, but now you need to reassure them that what they're reading or seeing is exactly what you promised. Address what viewers are hoping to get from the post, describe exactly where you're coming from, and provide any insights.

Call to action

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

Engage

When comments come in, be sure to respond. This helps tell LinkedIn's algorithm that your post is sparking a conversation, meaning it's worth posting to more feeds. That's why you should also participate in other people's contributions if you have something worth adding.

Employee Profiles > Company Page

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

“Content from an employee or founder performs four times 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 sociable with their like and repost buttons, but LinkedIn users tend to shy away from direct interactions unless the post is particularly special. Because your “reactions” are public and regularly shown to your followers as recommendations, people are hesitant to engage openly because they know their bosses or colleagues might see it. Therefore, don't be discouraged by low likes; Instead, focus on impressions.

Do you have any tips for video content on LinkedIn?

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

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

Focus on delivering value rather than virality: The sweet spot is between 30 seconds and two minutes. Anything longer risks losing your viewer's attention, but anything shorter may not provide enough value.

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