It’s no secret that LinkedIn operates one of the largest professional networks on the web.
In fact, the platform has over 690 million members in over 200 countries and territories.
That’s why it’s important for marketers to be active on LinkedIn. But how do you get your network to engage with your posts?
Below, we discuss the 10 most interesting topics on LinkedIn, how certain content types go viral, and the science behind them. We’ll also dive into examples that show you how to run posts like this one.
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- Sensational infotainment videos
Video content has grown in popularity on social media sites like Facebook and Instagram in recent years. It’s no different on LinkedIn.
In fact, 75% of marketers surveyed said LinkedIn video content is a successful way to reach audiences.
Example: LinkedIn Live (Mall Edition)
This example really pushes the boundaries of LinkedIn video content creation.
In this viral video, I approached literally hundreds of strangers at the mall and asked them to “put 15 minutes on their calendar to discuss potential synergies.” This might be the most feared phrase of all time on LinkedIn, so I decided to take it from the inbox to the streets.
For context, I lead demand generation at Nextiva, a cloud communications company. This video has absolutely nothing to do with Nextiva or our products and services. So what’s the point then?
It’s simple – to be remembered at the top of the B2B community and become an evangelist for the Nextiva brand.
LinkedIn isn’t just about sales and prospecting anymore. Increasing brand exposure and audience engagement is the new normal.
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Infotainment-based video with supporting text
1,467 reactions
607 comments
Why did it go viral?
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Communicates a very relatable concept with a comedic twist.
It’s a new breed of social media content for B2B called “infotainment”.
Draws attention to a common problem – LinkedIn spam.
Provides convenient takeaways for a well-defined audience (B2B sales professionals).
Has an element of sensationalism. Not many people have the guts to approach strangers at the mall and ask them for “15 minutes on their calendar to discuss synergies.”
Posts with heartwarming stories
Everyone loves a heartwarming story. When you use emotion in your posts, you can engage readers and make them want more.
Example: $4 in my bank account
Shay Rowbottom is one of the most prolific B2B content creators on LinkedIn. Your strategy is simple but ingenious. She takes very relatable and easily digestible concepts and recreates them with humor and infotainment.
In this post, she shares a throwback to where she was 8 years ago – with just $4 in her bank account.
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Picture post with an emotional caption
1,502 reactions
310 comments
Why did it go viral?
Everyone loves a good old success story with an emotional twist. That delivers exactly that.
Most entrepreneurs have gone broke at some point. This is largely understandable with this audience.
She actually saved the screenshot from that day and shared something deeply personal.
This is surprising and also underlines that success does not come overnight.
It evokes encouragement and positive emotions. Heartwarming stories usually do well on LinkedIn.
question posts
Asking questions can motivate your readers. Everyone wants to get involved and be part of the conversation.
That’s why you should ask questions at the end of your posts. This is a surefire way to get high engagement.
Example: Wrong email to 1 million recipients
Adam Goyette is a B2B marketing leader and serves as Help Scout’s CMO. This impressive post turned into a total nuclear bomb. It nearly destroyed the internet with such an extraordinary response that was only due to asking the audience to share their most embarrassing and shameful work stories.
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Question-based content with a strong emotional hook
5,025 reactions
474 comments
Why did it go viral?
Incredibly engaging topic sparked by one question.
Flips the narrative by focusing on failures (people on LinkedIn tend to brag about their successes).
