The Magic Formula: Posting on LinkedIn to Stop the Scroll

Benefits of posting on LinkedIn

Whether you're a reluctant poster or already a LinkedIn enthusiast, the platform offers some serious professional advantages that are tough to find anywhere else. Here's why carving out time to post on LinkedIn isn't just another social media distraction - it's a strategic career or business move:

You become easy to find (in a non-stalker way)

Every post you share is essentially a beacon signaling your expertise to potential clients, collaborators, and recruiters. While your resume sits quietly in a folder somewhere, your LinkedIn presence is actively working for you 24/7. One HR director (one of our awesome clients) told us she regularly checks candidates' posting history before interviews - not for red flags, but to understand their professional thinking and communication style.

Your network expands without physical networking

Let's face it: traditional networking events can feel like speed dating for professionals. They’re useful, but often hard to keep in touch with afterwards. Posting on LinkedIn creates organic connections based on shared interests and ideas. When you consistently share valuable insights, people with similar professional interests naturally gravitate toward you - no name tags or elevator pitches required.

You build authority without bragging

There's a beautiful subtlety to creating LinkedIn influence. Rather than announcing "I'm an expert!" (please don't), regular posting demonstrates your expertise through helpful insights and thoughtful perspectives. It's the difference between telling someone you're funny versus actually making them laugh.

Your ideas get refined through writing and conversations

The comments section isn't just for collecting compliments. When you post on LinkedIn regularly, you'll find your ideas evolve through conversation with others in your field. This collaborative thinking often leads to unexpected opportunities and refined perspectives that you probably wouldn’t find in just your own brain. The act of writing down your ideas also gives them some clarity.

The algorithm starts playing favorites

LinkedIn rewards consistency. Once you establish a posting rhythm, the platform begins showing your content to more people - including second and third-degree connections you haven't even met yet. This algorithmic advantage means your professional reputation can spread far beyond your immediate circle.

The best benefit of posting on LinkedIn might be the most counterintuitive: posting on LinkedIn removes the ceiling on serendipity and luck in your career. That random comment exchange could lead to your next big opportunity, and you'll never know unless you start.

How to start posting on LinkedIn

Getting started with posting on LinkedIn can feel like standing at the edge of a cold pool. You know you should jump in, but that first step just feels so scary.

Let's break this down into manageable steps that will have you posting confidently without the typical beginner anxieties:

Watch and learn

Set yourself a time limit of two weeks to comment on 10 other people’s LinkedIn posts every day. This will help you understand which posts do well - and get you comfortable with adding your voice.

Top tip: If you comment on 5 other LinkedIn posts just before you post yours, and 5 LinkedIn posts straight afterwards, LinkedIn’s algorithm will reward you with more impressions. And if you reply to comments on your LinkedIn post too, those commenters are likely to come back and comment again, keeping your engagement - and the conversation - going.

Start as a curator, not a creator

Your first LinkedIn posts don't need to be groundbreaking, original content. Begin by sharing articles relevant to your industry with a short comment explaining why you found them valuable. This low-pressure approach builds the posting habit while establishing your professional interests. Try: "Just read this piece on [topic] and loved the point about [specific insight]. I’m interested - have you seen something similar in your role?" Just remember - LinkedIn posts that contain links don’t get as many impressions.

If you prefer to go for more impressions on your first LinkedIn posts, why not try sharing someone else’s post with your own comments added to it?

The 10-minute rule

Set a timer for 10 minutes and draft your LinkedIn post without overthinking it. This prevents perfectionism from killing your momentum. Remember, this isn't your doctoral thesis - it's a professional conversation starter. Most successful posting on LinkedIn is surprisingly concise and conversational.

Remember - if nobody sees the post, nobody sees the post

If one of the things stopping you from posting on LinkedIn is that your first posts won’t do well in terms of impressions, reactions, and comments, don’t worry. If your post doesn’t get many impressions, it means nobody saw it. It’s simply a learning experience, and the next one is likely to get a lot more impressions and reactions.

Use your daily work

You're already doing interesting professional work. Transform those experiences into content. Did you solve a tricky problem today? Learn something new? Have a realization about your industry? These everyday moments make authentic, relatable posts that perform surprisingly well. Keeping a note on your phone (Apple notes on iPhone, or something like Simplenote on Android) full of ideas for LinkedIn posts helps you get over that writers’ block.

If you find it hard at first, just remember - it’s a habit. Soon you’ll wish you weren’t constantly thinking in LinkedIn posts.

Remove your friends and family

Have an older brother that won’t stop mocking you? Worried a judgmental friend will see your post? One of the best tips we’ve had on our podcast is from Lea Turner. She recommends simply blocking them on LinkedIn for a while until you feel more confident. If you don’t usually post, they’re unlikely to even notice.

Use the question formula

When in doubt, end your post with a thoughtful question. Not only does this increase engagement (the algorithm loves comments), but it also takes the pressure off your post being the "final word" on a topic. You're simply starting a conversation, not delivering a verdict. And people love to be asked for their opinion.

Start with a hook

The best way to get people to read your LinkedIn posts is to begin with a hook. Something that stops them scrolling through the algorithm so they’ll actually read what you wrote.

Schedule your first five posts

Commit to posting on LinkedIn five times over two weeks. This is enough to get comfortable with the process without feeling overwhelmed. Many beginners post once, get minimal engagement, and quit. Give yourself enough attempts to find your rhythm and voice.

Ignore the vanity metrics (initially)

For your first month, focus on consistency rather than likes or comments. Engagement will come as you refine your approach, but establishing a habit of posting on LinkedIn is your primary goal. Some of today's LinkedIn influencers had practically zero engagement on their early posts.

Find your content tripod

Develop three content categories that reflect your professional identity. If you're in marketing, this might be: industry trends, practical tips, and lessons from campaigns. Rotating between these categories prevents content paralysis when deciding what to post.

Tell everyone it’s your first post

People will be supportive and you’ll feel the first time LinkedIn post nerves quickly disappear.

The most important thing? Just start. The LinkedIn world is surprisingly forgiving of early content attempts, and the only true failure is letting perfectionism keep you on the sidelines.

How often should I be posting on LinkedIn?

The million-dollar question that stops many professionals in their tracks: what's the "right" cadence for LinkedIn posting? How often should I be posting on LinkedIn? Here's the refreshingly honest answer:

The best frequency for posting on LinkedIn is one you can actually sustain

If posting on LinkedIn daily leads to burnout by week two, it's not the right rhythm for you. One thoughtful weekly post that you can consistently maintain will build more momentum than an ambitious daily schedule that fizzles out after a few weeks. Remember: the LinkedIn algorithm rewards consistency over frequency.

For the busy professional: Once weekly works

If your schedule is packed or you're just getting comfortable with putting yourself out there, a single LinkedIn post every week can be very effective. Choose a consistent day - many find Tuesdays or Wednesdays perform best - and make it part of your routine. One quality post weekly is infinitely better than zero posts while worrying about not posting enough.

The sweet spot: 2-3 times per week

For most of us, posting 2-3 times weekly hits the engagement sweet spot without becoming overwhelming. This frequency keeps you visible without demanding constant content creation. Many LinkedIn power users find this balanced approach delivers strong results without dominating their work schedule.

For the dedicated content creator: Posting twice a day on LinkedIn

If you're using LinkedIn as a primary platform for thought leadership or business development, posting twice a day on LinkedIn can be incredibly effective. The platform rewards this level of engagement with exponentially increased visibility. If you can sustain this cadence without sacrificing quality, the results can be remarkable - just be sure you have enough valuable insights to share.

The experimental approach

Some people find "content sprints" work well. This means posting on LinkedIn daily for a focused two-week period, then scaling back to maintain momentum. It’s great for gathering data on what resonates with your audience without forcing you to commit to a permanent high-frequency schedule.

Quality always trumps quantity

Five mediocre LinkedIn posts will never outperform one genuinely insightful one. When deciding between posting something half-baked to meet a self-imposed schedule versus waiting until you have something valuable to share, choose value every time.

The bottom line? LinkedIn isn't grading you on perfect attendance. Find a rhythm that works with your professional reality, and remember that consistency builds more career capital than sporadic bursts of activity, regardless of frequency.

What should I be posting on LinkedIn?

Staring at that blank LinkedIn post box can trigger a special kind of professional writer's block. It’s common. Trust me, I’m a doctor.

Most of us have had analysis paralysis from wondering “What should I be posting on LinkedIn?” Let's cut through the uncertainty with some content ideas that actually work for real humans on the platform:

Your professional "Aha" moments

Those insights that make you stop and think during your workday? They're content gold. Share the small epiphanies that changed how you approach your work. Example: "I realized today that I've been approaching client presentations backward. Starting with the problem instead of the solution completely transformed the conversation." Just make sure you don’t give potential clients the impression that you weren’t good at your job before this insight - it’s a fine balance.

Honest takes on industry trends

Skip the obvious observations everyone's already making. Instead, offer your nuanced perspective on industry developments, especially when you have a slightly different take. The posts that perform best often begin with "I might be wrong, but..." or "Unpopular opinion:" because they invite genuine conversation.

Behind-the-scenes processes

People love seeing how the professional sausage gets made. Walk your readers through your approach to common challenges in your field. These practical glimpses into your work methodology often receive more engagement than polished thought leadership pieces.

Lessons from failures (professional edition)

LinkedIn readers love a good redemption arc. Sharing what you learned from a professional misstep humanizes you while providing valuable insights. You don't need to bare your soul - even small course corrections make compelling content.

And remember, before you hit post read it through like a potential client and think “Would this make me seem so incompetent they wouldn’t want to hire me?”

Genuine questions you're pondering

Sometimes the best content isn't declarative at all. Posting a thoughtful question about your industry or profession can generate incredible engagement. The key is asking something you genuinely want perspectives on, not just fishing for comments.

You can even post questions as a poll, which usually gets you lots of impressions. To add a poll, click Start a post on the home feed, then click the plus button at the bottom of the post, and select Poll.

Spotlight others' expertise

Some of the best LinkedIn content doesn't center on you at all. Highlighting colleagues' achievements or insights builds goodwill and positions you as a connector. Plus, the people you mention will likely engage with your post, increasing its reach.

The "I wish someone had told me" series

What advice would have saved you time, stress, or resources earlier in your career? These nuggets of hard-won wisdom perform exceptionally well because they combine value with storytelling.

Concise case studies

You don't need formal permission to share anonymous results or approaches from your work. Brief before-and-after scenarios with tangible outcomes make for highly engaging posts that showcase your expertise in action.

The content that performs best on LinkedIn isn't necessarily what's most impressive. It's what's most authentic and useful. Skip the humble brags and corporate speak. Instead, post what you would actually want to read from someone in your field.

And remember: the best LinkedIn content sparks conversation rather than trying to have the final word. Leave room for others to add their perspective, and you'll find engagement follows naturally.

P.S. Don’t let engagement be all-consuming. If you start a conversation with 1 person, that’s amazing. Social media lies to us. 100 impressions seems low. But imagine 100 people coming up to you and saying they loved your post and read it all the way through. That’s incredible!

LinkedIn content types

Posting videos on LinkedIn

Video content on LinkedIn can dramatically increase your visibility – native video posts typically receive 3x more engagement than text-only updates. Don't let perfectionism hold you back:

• Keep it brief and focused: 60-90 seconds is the sweet spot for LinkedIn videos. Front-load your main point in the first 10 seconds to catch scrollers' attention before they move on.
• Captions are non-negotiable: Nearly 80% of LinkedIn videos are watched without sound. Auto-captions are available, but taking a few minutes to edit them for accuracy makes a huge difference in professionalism.
• Content that works in video form: If you’re posting videos on LinkedIn, it’s useful to know what works. Quick tips, mini-tutorials, thought leadership snippets, and brief case study breakdowns perform exceptionally well. The key is delivering tangible value quickly.
• Production quality matters less than you think: Good lighting and clear audio trump fancy equipment every time. A smartphone video with natural light near a window will outperform an overproduced video with boring content.
• Put some time into the text post too: Add a text post summarizing key points or asking a follow-up question. This boosts engagement and helps viewers who prefer text over watching the video.

The most engaging LinkedIn videos aren't polished productions – they're authentic glimpses of your professional expertise delivered conversationally. Start simple, focus on value, and you'll be surprised how much video can boost your LinkedIn presence.

Posting an article on LinkedIn

LinkedIn articles offer more depth than standard posts and remain prominently displayed on your profile. They also tend to rank well on search engines like Google. Here's how to make posting an article on LinkedIn count:

• Start with a compelling hook: Your first paragraph determines whether anyone reads further. Lead with a provocative question, surprising statistic, or counter-intuitive statement that creates genuine curiosity.
• Format for scanners: Use subheadings, lots of white space, bullet points, and short paragraphs. LinkedIn readers typically scan first and read second – make your article easily digestible for busy professionals.
• The magic length sweet spot: 1,000-1,500 words perform best, offering enough depth to provide value without requiring a major time investment from readers.
• End with a conversation starter: Rather than a traditional conclusion, end with a thoughtful question that invites comments. The algorithm loves articles that generate discussion.
• Distribution strategy matters: Don't just publish and hope. Create a short teaser post announcing your article, highlighting its most compelling insight to drive readers to the full piece.

While regular posts build visibility, thoughtful articles build authority. They signal deeper expertise and provide evergreen content that continues working for your professional brand long after you’ve hit that post button.

Posting carousel on LinkedIn

Posting carousel-style posts on LinkedIn remains highly effective, though the platform has evolved how they work:

• The PDF workaround: LinkedIn retired its native carousel feature, but you can achieve the same sliding visual effect by uploading a multi-page PDF document. Design each slide as a separate page in your favorite presentation software (Canva, PowerPoint, Google Slides, even Google docs will work), then export as PDF.
• Design for mobile first: A lot of LinkedIn browsing happens on phones. Use large text (minimum 24pt), high contrast colors, and simple visuals that remain clear on small screens when posting carousels on LinkedIn.
• The magic number (6-8 Slides): 6-8 pages tends to work best on LinkedIn. This provides enough depth to deliver value while maintaining engagement through to the final slide. But if you have less than 6 slides or more than 8, that’s fine. Remember it’s more important to get your message across really well.
• The first slide sells the rest: Your opening slide determines whether people swipe through or scroll past. Use it to clearly communicate the specific value readers will gain from viewing all the slides.
• Don’t forget your text post: Include a brief summary of the key points in your post text for those who won't flip through all of the slides, and end with a clear call-to-action or question to encourage engagement.

PDF carousels combine the visual appeal of images with the depth of articles, making them perfect for step-by-step guides, brief case studies, or data visualizations that tell a compelling professional story.

Tips for posting on LinkedIn

Beyond the basics, these insider tactics will supercharge your posting on LinkedIn:

Front-load your hook

LinkedIn only displays the first 2-3 lines before the "see more" prompt. Make these opening words irresistibly clickable by leading with your strongest point or a provocative question.

The power of white space

Single-sentence paragraphs dramatically increase readability.

What looks like unnecessary spacing actually keeps busy professionals engaged.

(See what we did there?)

Time your posts strategically

The LinkedIn algorithm prioritizes content that gains quick engagement. Tuesday through Thursday between 7-10am local time typically performs best, but experiment to find your audience's sweet spot.

The comment boost technique

Immediately after posting on LinkedIn, add your own thoughtful comment. This simple move signals to the algorithm that your post is generating engagement and often increases visibility substantially. And when other people comment on your post, make sure to reply to them - it encourages engagement, creates new relationships, and they’re more likely to comment on your next post.

Embrace the personal-professional balance

Posts that blend professional insights with authentic personal context consistently outperform purely business content. The formula: personal story + professional lesson = LinkedIn gold.

Tag strategically, not desperately

If you are going to tag people in your LinkedIn post, only tag people who are genuinely relevant to your post and would find value in it. Random tagging to boost visibility backfires through decreased engagement rates over time. And it isn’t great for your relationship with the person you tagged either.

The editing window

You have about 30 minutes after posting to edit for typos without losing momentum. After that, engagement metrics typically reset if you make changes.

Analytics are your secret weapon

Review your LinkedIn posts’ performance data monthly. Look for patterns in topics, formats, and posting times that resonate with your specific audience rather than following generic advice.

The most powerful tip for posting on LinkedIn? Consistency trumps perfection. The professionals who build genuine influence on the platform aren't necessarily the most polished – they're the ones who consistently show up with valuable insights.

What you say is almost always more important than how you say it.

Guidelines for posting on LinkedIn

Creating content that resonates on LinkedIn requires balancing professionalism with authenticity. Here are some quick tips to walking that tightrope:

Keep it professional, not corporate

There's a critical difference between professional content and corporate jargon. Write how you'd actually speak in a work meeting, not how your company's press release sounds. Real humans don't "leverage synergies" or "drive paradigm shifts" in normal conversation.

The 80/20 value rule

Aim for 80% of your content to provide clear value to your audience versus 20% that might directly benefit you. This ratio builds trust and establishes you as a genuine contributor rather than someone just trying to extract value from the platform.

Politics and controversy

LinkedIn isn't the place for divisive political posts. That said, thoughtful commentary on industry-relevant policy or social issues can demonstrate leadership when approached with nuance and respect for differing viewpoints.

Make sure people know they can buy from you

One of the most important tips for posting on LinkedIn is to add sales posts to your mix. If you only post educational and personal content that gets you lots of engagement and impressions, that’s all you’ll have - engagement and impressions. Make sure you add a couple of sales posts to the mix so people know they can actually buy something from you.

Give your personal struggles some context

Stories about personal challenges can be powerful when they connect to professional insights or lessons. Without this connection, they may feel misplaced on a professional platform. Just remember not to take it too far - like the guy who posted about the sales lessons he learned from proposing to his girlfriend.

Authenticity ≠ oversharing

Authentic LinkedIn content shows your genuine professional perspective, not every detail of your personal life. The "would I be comfortable discussing this in a meeting with colleagues?" test is helpful when in doubt.

Credit original sources

Always attribute ideas, quotes, and statistics to their original creators. LinkedIn's professional community quickly notices when you "borrow" others' content without crediting them.

Respond to comments

Engagement isn't just about collecting reactions. It's about building relationships. Responding to thoughtful comments turns a passing comment into a warm relationship.

Accessibility matters

Use alt text for images, captions for videos, and avoid relying solely on color-based information. Making your content accessible to all professionals isn't just right - it expands your potential audience.

The most effective LinkedIn posts strike a balance: professional enough to build your reputation, but human enough to foster genuine connection. When in doubt, aim for content that's helpful, authentic, and respectful of your professional community.

The power of posting on LinkedIn

The truth is, there's no algorithm update, content strategy, or posting schedule that matters more than this fundamental reality: showing up consistently with genuine value.

What begins as a simple habit of posting on LinkedIn often evolves into something much more significant - meaningful professional relationships, new client opportunities, and a clearer understanding of your own expertise and perspective.

Those who benefit most from posting on LinkedIn aren't necessarily the most polished content creators or the ones with the largest networks. They're the ones who commit to sharing what they know, learning publicly, and engaging authentically over time.

So whether you're posting thoughtful articles, quick insights, or the occasional carousel, remember that each contribution is gradually building your professional reputation in ways that traditional networking simply can't match.

The best time to start posting on LinkedIn was five years ago. The second best time is today.
Your future opportunities are waiting for you to hit "post."

Ready to start using LinkedIn more strategically? Check out our LinkedIn training.