When it comes to making LinkedIn content work, most people miss the mark. LinkedIn isn’t just a place to post a resume or celebrate a promotion anymore, and although I feel at times it’s the place people come to moan about the world, it’s actually a platform for building a personal brand, to help grow authority, and, yes, getting likes, shares, and comments. But here’s the truth: if your content isn’t working, it’s probably because it’s too safe, too generic, and lacks authority.
Let’s get into why most LinkedIn content fails and how you can turn it around.
The Harsh Truth: Most LinkedIn Content Is Boring
I know it’s harsh, but it’s true. Scroll through LinkedIn, and you’ll see a sea of uninspired posts. People reposting articles with no personal insight. Video content that feels like an afterthought. “Look at me!” posts disguised as “thought leadership.”
You’ve probably seen it, and maybe you’ve even been guilty of it (we all have). The effort is there, and kudos for trying. But here’s the thing: you can’t just talk about your business, give generic tips, or rehash the same old advice. You need to stand out in a crowded feed. If your content doesn’t have a point of view, it’s just background noise.
Also, if you’re not annoying someone with your content, you’re not doing it right. In 2024, everyone has an opinion and most likely unwilling to budge on it, so you’re never going to please everyone. Trying to, is playing it safe to the wrong audience. Go for edgy, be opinionated and annoy a few people, while making more trusted followers in the process.
The Trap of Playing It Safe
As I mentioned above, too many creators make the mistake of trying to please everyone. They keep it vanilla, afraid of stirring the pot or challenging their audience. But here’s the thing, safe content doesn’t get shared. Safe content doesn’t spark conversation. And it sure as hell doesn’t position you as an authority in your space.
The best content on LinkedIn isn’t afraid to be bold. It’s about having a strong opinion that not everyone will agree with, but that those who do will really connect with.
Why Relatable and Shareable Content Works
Let’s break down why certain types of content perform better. It’s not enough for your post to relate to your audience; it has to resonate so strongly that people feel compelled to share it. When someone shares your content, they aren’t just saying, “I agree.” They’re saying, “I want my network to know that this is what I believe too.”
When people share, they’re looking for attribution from their own followers. They want to be seen as authoritative, knowledgeable, and in-the-know. And your content needs to help them do that.
Take a Cue from Comedians
Think about how comedians work, they take everyday experiences and present them in a way no one else has, but everyone connects with. You laugh at how close to the bone it relates to you, and how little you’ve been able to express it. The same principle applies to your LinkedIn content, except instead of humour, you use authority, passion, and belief.
You don’t need to reinvent the wheel. The key is to present your ideas with fresh insight. Look at people like Grant Cardone, Gary Vaynerchuk, and Simon Sinek, they kind of say the same thing over and over, but they break it down into different elements that keep people hooked. Cardone always talks about “10X or alternative ways to wealth,” Gary Vee is all about making masses amount of content, and Sinek focuses on “why.” They’ve built personal brands by being consistent, confident, and clear about their message.
The Power of a Strong Opinion and a Hook
If you want people to share your content, you need to have a hook, a reason for them to stop scrolling and engage. And this comes from having a strong opinion. One that comes across in all your content in different ways. No one shares lukewarm takes.
Here’s what I mean: instead of saying, “LinkedIn is a great platform for growing your business,” say, “If you’re not posting videos on LinkedIn, you’re business will fail to grow.” It’s bold. It’s direct. It’s the kind of thing people will share because they want to look like they’re ahead of the curve. People want to feel validated by their audience, and strong, opinionated content helps them get that validation.
My next two blogs are going to be ‘Why LinkedIn Is the Only Platform Small Businesses Need’ and ‘How to actually be seen with LinkedIn Videos’. Edgier titles then ‘how to use videos on LinkedIn’ or ‘LinkedIn works for small businesses’
Why 60 Second Videos Work
Let’s talk about video because, honestly, if you’re not doing video, you’re falling behind. But here’s where most people get it wrong: they post videos that are too long, too scripted, or worse, too salesy.
I recent spoke to someone who only wanted to use video if they got sales within the first 3 videos posted. But it won’t work. LinkedIn isn’t a one-shot wonder. Customers aren’t sat around just waiting for your posts. You need to build a brand, and it can take months to do that. There is no quick fix in 2024.
2024 is one of the hardest years I’ve experienced as a small business owner in over 15 years in business, and it seems to the same with many people I speak to. Trust and authority by consistent posting is your only way to make social media work.
So, here’s the secret: Keep it under 60 seconds.
Why? Because people scroll fast. If your video doesn’t hook them in the first few seconds, they’re gone. And if it drags on, they’re not sticking around. The sweet spot is short, snappy, and informative, and the social media platforms such as LinkedIn know that too.
If you can break down a complex topic into a minute-long video, you’re golden. Not only will it get watched, but it’ll also get shared. People want to look smart and in-the-know when they share content. Give them something that’s easy to digest and easy to pass along.
The Balance: Informative, Not Salesy
There’s a fine line between being informative and being overly salesy. No one wants to watch a blatant sales pitch on LinkedIn. Your content should offer real value, first and foremost. Educate your audience, share insights, and give them something to think about.
That being said, don’t be afraid to sell. Just don’t make it the main focus of every post. The best content subtly weaves in your offer without beating your audience over the head with it. Build trust by providing value, and then people will naturally want to know more about your services.
Here’s an example of my short form video that sold a service but also was informative, knowledgeable and provided a hook to capture people.
Don’t Get Frustrated, Consistency Wins
Now, let’s address the elephant in the room: LinkedIn can feel like a slow burn. You might post a video and only get 100 or 200 views, and it can feel like shouting into the void. But here’s the perspective shift: If you had 100 people watching you speak at a live event, wouldn’t you be happy with that turnout?
LinkedIn is no different. Those 100 people watched your content, and even if they didn’t engage right away, they saw it. They’re aware of you now. As you continue to show up consistently with strong, opinionated content, those numbers will grow. But you have to keep at it.
Since LinkedIn released their new short form video tab a few weeks ago it seems that they’re focusing on supporting those creators that hook people in and have a higher percentage of viewing rates compared to likes, comments and shares. I expect that to change slightly as videos reels becomes more saturated, but it shows that they understand that not everyone is the sharing type.
Engage with Your Audience
Don’t just post and disappear, engage! Comment on other people’s posts, reply to comments on your own posts, and connect with new people. Building a personal brand on LinkedIn isn’t just about posting content—it’s about being part of the conversation. Your engagement on other posts is just as important as the content you create.
Final Thoughts: Start Bold, Stay Consistent
The secret to making LinkedIn content work is simple in theory: have a strong opinion, create shareable videos, and stay consistent. I apprecate in practice it can be more difficult, but don’t get discouraged if the numbers aren’t massive at first. Keep refining your message, your hook, and your delivery. And remember, it’s better to create bold content that gets a reaction, even if it’s not always the one you want, than to blend in with the crowd.
At the end of the day, people want to view and share content that makes them look good. Be the person who gives them that content. The more you show up as an authority with a unique voice, the more people will start to listen and share.
Ready to step up your LinkedIn game? The time is now! Head over to our Video Reel page and see how we can help you create short-form content on mass and really push your LinkedIn impressions.