Everyone wants it, but no one wants to admit publicly that they want more successful and viral content for themselves on LinkedIn. You see these posts on LinkedIn with thousands of “Likes,” hundreds of comments, and re-shares, and it makes you wonder…
“Why can’t I get those same results?”
Oh, but you can, my friend!
A viral post on LinkedIn is based more on science than luck.
The formula for successful LinkedIn content combines strategic copywriting and intentional content creation. A few simple changes to how you approach posting on LinkedIn can make content go from ordinary to extraordinary.
Still not convinced?
I share 3 successful pieces of crazy high impression-driven and engaging LinkedIn posts from my clients and will highlight what made these posts so successful.
So, step to the side as I pull back the curtain to give you a behind-the-scenes look at what makes a winning LinkedIn post.
Despite the fact that this client has over 23K followers on LinkedIn and being called out as one of the up-and-coming speakers on DE&I in the workplace, her engagement in her posts was “meh.” Not even close to making impactful content that would cause a tidal wave of excitement within her community. Her posts were closer to throwing a tiny pebble in a body of water, barely making a splash. Until she changed her approach to writing posts, starting with an attention-grabbing opening line.
Think of your opening line for your post as if it was the tastiest appetizer (Truffle fries? Caviar?) that’s so irresistible that just the smell of it has them craving for more. That’s exactly how you should approach the opening line of your LinkedIn content.
The first 1-2 sentences should grab their attention and hook them in to read the rest of the post. That’s one of the key techniques my client applied to a post that caused the tidal wave of engagement with her network and beyond. This client used not only the “tasty opening line” technique but also doubled down by intentionally creating a disruptive post. They strategically positioned themselves with a contrarian statement that enabled them to showcase their expertise and thought leadership. I’ll call that a hook, line, and sinker!
Creating a LinkedIn post with an enticing first line and written in a contrarian style ignited over 1500 likes, 300+ comments, and 90+ shares.
I get it. There are some industries that have complicated and not so easy-to-digest information that’s not entertaining or sexy. That was the challenge that my client was running into- how do you make digital currency uncomplicated and finance services attractive?
The first mistake to avoid is writing a generic post with information that can be easily found on the internet. You want to create a helpful post that demystifies complex information with an illustration or image. That’s exactly what my client did that helped yield over 100K impressions on just one post.
Images, infographics, and illustrations can instantly take the sting out of a hard-to-understand topic and can help bring the right context to life. You aren’t wasting the precious reading time of the viewer by having to explain the obvious. Instead, you can get straight to your expertly crafted point.
Fun Fact! Adding an image to a post creates x2 higher engagement from the audience than a post without an image. Combining this technique with an attention-grabbing first line encourages the reader to learn more about your point of view. It’s the perfect segway to brand your unique thought leadership.
This example of an impactful image resulted in close to 500 likes and over 50 re-shares that led to over 100K impressions of my client’s post. This is one of 7 similar posts that collectively resulted in over 1 million impressions in 90 days.
I guess the right type of picture on LinkedIn is worth more than 1,000 words, it could be over 100K in impressions.
I’m here to debunk the largest myth about LinkedIn— don’t share anything personal because it’s a professional networking platform.
Building a magnetic personal brand on LinkedIn is what attracts new followers to your profile. Sharing your origin story is an effective way to create an authentic connection with an audience that will invest in you and your story.
A perfect example is when my client shared his experience of how changing his name given at birth to assimilate to life in America shaped who he is today.
I want to place a big disclaimer on this LinkedIn content example it doesn’t have to be a deeply personal story, and you should never feel like you have to overshare to get more likes. Sharing a light-hearted story could be just as impactful as one with a serious tone or subject.
Above all, the share should be highly relevant to your personal brand story that connects the dots of who you are today and what you want to be known for. It should help paint the picture of why you choose your profession or why you’re so passionate about a cause.
My client’s post aligned at the perfect timing, when his heritage was being celebrated and acknowledged. The post gained the likes of over 3,000 people and garnered 125 comments which led to being featured in a Fast Company article and invited to speak at several leadership panels.
I hope these 3 highly successful examples of LinkedIn content inspire you to re-think how you write your posts by starting with enticing first sentences to hook the reader in. Or adding story-telling images to help quickly get your point across. And most importantly, don’t feel intimidated to share your origin story it could be the key that unlocks a viral post.
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