What should you post on LinkedIn in 2021?

What to post to get noticed?

What types of posts work the best?

How do your write good posts and content on LinkedIn?

Ah.

There are many pieces to this puzzle.

What to post on LinkedIn to get results?

The short answer (as usual) is – it depends.

It depends on who you are (your brand, your company), who your audience is, and what your goals are.

What is your purpose for posting?

TL;DR

What to post on LinkedIn depends on your brand, your audience, and your objectives. One size does not fit all.

This guide covers what to post on LinkedIn from a BUSINESS perspective, that is with a goal in mind, a result you want to achieve leveraging LinkedIn.

You can find suggestions and recommendations about what strong LinkedIn posts look like, therefore you should be using these as well. Follow what “they” did and YES! you too can get the same results.

Not so fast.

And not to repeat the same thing over and over, but one size does not fit all.

❌ Do not blindly follow what others are doing – even if it’s working for them. You are not them!

One thing works for one person, another thing works for another.

You need to find out what works for you.

This means creating a strategy and putting out content – consistently. Then periodically evaluating to see which pieces work the best for you and posting more of what works. 

Test, evaluate, iterate.

Let’s take a look at how you can figure out what you should be posting.

What to post?

You have options!

You can publish posts, articles, images, videos, polls.

You can also share other people’s/companies posts (not recommended).

You can post quality posts or spam (please don’t do this).

1 TEXT POSTS

You can publish written posts straight on your personal feed, via writing an article, or on your company page.

The written only posts can be long or short. Even just a sentence or a short paragraph.

Currently, most people publish posts on their feeds. The articles are not performing well.

You can use up to about 3000 characters (the new character limit) when posting on your personal feed.

LinkedIn is interested in dwell time. That is, they want the users to stay on LinkedIn as long as possible.

Because of this desire for increased dwell time, LinkedIn algo looks at it as one of the metrics for [valuable] content.

Now,

This does NOT mean that your posts should all be as long as possible.

Not at all.

Just something to know.

The length of the posts depends on what your topic or idea is and the value you can bring to your reader.

Artificially inflating i.e. cramming fluff to your post won’t help you!

It’ll most likely hurt because people are not going to stay engaged and keep on scrolling by after the first couple of lines.

Example of a text post. 

2 VIDEOS

LinkedIn, as well as other platforms, love video content.

If you are up to posting videos go for it!

When you post videos post them directly on LinkedIn, not via YouTube.

Posting a video from an external source will tank the video’s reach.

LinkedIn wants you to stay on LinkedIn.

A word about

Cute, sensational, emotional, etc. videos

You will see a lot, a lot of these cute, emotional videos on your feed.

They may get a huge number of views, but…

There are 2 BIG BUTS

1) Are these videos helping you or your company get results?

A large number of views or followers does NOT equal new clients.

2) If these videos are not yours (you did not shoot the video) you are probably peddling in a copyright infringement territory.

[I’m not a lawyer and this is not legal advice!]

The copyright of a video belongs to the creator of the video.

If you want to post videos, post your videos, whether you shoot them yourself or you have a team that does this for you.

DO

✅ Post videos you create.

✅ Post videos directly to LinkedIn.

DON’T

❌ Steal other people’s videos.

❌ Post videos from external sources e.g. from YouTube.

Example of a video post (not that you see it’s a video 🤔)

3 IMAGES

You can post images: alone or with text.

Images can make your posts stand out.

Images can also help with brand awareness and recognition.

Think of the images as the scroll stopper.

Somebody scrolling might just have scrolled by your post without an image, but with a thoughtful, eye-catching image they stop and read your post.

DO

✅ Create your own images.

✅ Brand your images.

✅ Keep text to a minimum and legible (think mobile screens).

DON’T

❌ Use memes or quote images found all over the internet.

❌ Steal other people’s images.

Example of an image post (with text). 

4 POLLS

Polls are coming in hot. 😁

That is, they are performing very well right now (how long this will last, who knows).

(my) Contrarian thoughts

If you are new to LinkedIn and do not have many connections and followers, I wonder if the polls work as well as they do for those that have a larger network of connections or a following.

If you are new to LinkedIn and experiment with polls, please let me know how they perform. I’d love to find out if they work well within these parameters as well.

Now,

When using polls, keep in mind your audience.

What polls would be valuable or interesting to them?

On the other hand, you can use polls to ask questions that help you, for example, create better content for your audience.

DO

✅ Create polls if it makes sense to you/your audience.

DON’T

❌ Only post polls because it is what is working well right now.

❌ Only post polls for the sake of posting.

Example of a (finished) poll post.

5 CAROUSELS

In other words, several images in a slideshow format.

You, the user, will click or slide from one image to the next.

If you want to create a carousel, you will need to upload a PDF, where each page is one image.

Carousels can work well.

Carousels can be super useful, especially if your topic has a few specific points and it would be too much to add all on a single image.

Example of a carousel post.

Post valuable content. Content that interests, helps, enlightens, entertains your target audience.

What Not to Post on LinkedIn

For Business

About you, you, you.

Your company this. We that.

Just no.

Nobody cares.

Sales pitches.

TMI.

Anything negative or unprofessional.

Political or religious posts. 

What type of posts work the best?

Honestly.

Some types of posts c a n work better than others.

There is proof.

For example > with formatting.

But,

don’t be afraid to do the opposite of what is supposed to be working.

I did.

I posted articles when people said articles were dead.

Mine went viral. (there is more to this story – the articles were highly strategic)

Also.

Trends change.

What works today, may not work a month from now.

The best thing you could do is to create your own trends leading change, instead of following.

The next best thing – make adjustments as needed.