The conversation that cracked this can of worms open was with my Spryngbase co-founder, Gilles.
Him: "I posted the LinkedIn post with a link in the comments"
Me: "Oh no, LinkedIn doesn't like that anymore."
Him: "Oh what, why?"
Me: "Well... not entirely sure."
Him: "Oh boy. Keeping up with LinkedIn is a full-time job."
Me: "Welcome to Social Media Marketing."
I felt like Yoda advising Luke Skywalker against Darth Vader.
Sooo, I help professionals build personal brands on LinkedIn. But if you ask me what works on LinkedIn? I would stop, think, and say: well, it depends.
That is not the answer a LinkedIn expert is supposed to give. It does not fit on a carousel. It does not convert. And yet it is the most honest thing I can say after years of doing this.
The (AI) Stormtroopers
Most of what passes for LinkedIn wisdom is well… lies. With AI this has become worse. You can feel it in the posts: from the confident hook, to the numbered lessons, and the conclusion that has no tension left in it.
Sarcasm was well… kinda lost with this one.
At first it was chasing the algorithm. Now it is chasing the speed to publish by using AI. The aspect of creating a connective tissue that is engaging and draws the audience is lost in both races.
This edition of the newsletter is interrupted to tell you about a tool I looove on LinkedIn. It is called LinkedHelper and has been a lifesaver when it comes to expanding my network and also outreach on LinkedIn. Aaand you can get a 10% discount (after your 2-week free trial) if you use my promolink - Click here.
May the Force Be With You
In the client work I do, I have noticed that engagement rates (basically likes, comments, and reposts divided by impressions) can be diametrically different in other industries than what I am used to. A format that lands in B2B SaaS can flatline in professional services. A posting rhythm that works for a solo consultant does nothing for a technical team.
It even makes me doubt if there are golden rules to be on LinkedIn.
When it comes to people whose content I love, the person I keep coming back to as an example is Sarah Suzuki Harvard. She talks about her experience as a copywriter and delves into the things she likes, hates, and tolerates about her job.
Credits: LinkedIn - Sarah Harvard
What she does is something that cannot be stolen: she is honest and true to her craft and audience. She is opinionated and creative in her writing and has a talent with words, sarcasm that it is rare to find.
Vol I, II, III
So what do you do when the answer to “What works on LinkedIn?” is "it depends"? Here is what I genuinely weigh (for myself and for anyone I work with):
Option 1: Show up on LinkedIn every day with no plan (and hope things work out.)
Option 2: List down your LinkedIn strategy and set experiments (measure, learn, adjust.)
Option 3: Hire a professional to help you with your LinkedIn account (something I can, in fact, help with. Though I will tell you upfront: even then, it depends. Reach out to me on LinkedIn.)
The choice establishes your relationship to uncertainty. LinkedIn will keep shifting the goalpost. The algorithm will keep evolving.
I still do not know what the golden rules are. I am not sure they exist. But I know what content feels like when it comes from someone who is genuinely helping their audience. Aaand I also know the difference between that and a list of bullet points looking for a problem to solve.
Grow-th Architect is where I (Shreya Vaidya) think out loud about brand-building, positioning, and surviving on LinkedIn. If this resonated, subscribe, or share it with someone who needs to hear it.