20 Nov How I Reached Over 100 Million Views on LinkedIn
42,000 followers. Not all the views are mine. I ghost write for founders to help tell their stories. All of these founders started with close to no presence on the platform. I didn’t have leverage to work with except their stories. After posting close to five thousand pieces of content in the last three years, I’ve honed the process of creating engaging copy. For the first time, I will release the step-by-step playbook in this post. This way you can write stories that get viewed by millions. Are you ready? Let’s go:
1. Mobile OptimizedMore than half of all engagement with LinkedIn, 57% in fact, takes place via mobile. However, people still don’t understand how to write mobile-optimized content. They stick with chunky paragraphs that make it hard to read. Through 2017, I only noticed a few writers taking into consideration mobile first when writing. And these writers were getting millions of views like James Altucher. But few of these writers regularly participated on LinkedIn. And none were participating in the status area. This opened up a HUGE void for someone to fill. That person was me. By writing mobile first, you’re helping the reader consume your content. It’s hard for them to read blocks of text on their tiny phones. They lose their place. They lose their attention. And you lose engagement.
2. Create a Wave Pattern that Draws the ReaderAnticipation. That’s what people feel when they see this design. You’re about to run down a hill. As you start running – you pick up speed. The anticipation of moving faster excites you. Now if you’re running on a flat street there’s a lot less of it. This type of curvature in the picture below is like that of a hill. You see the sentences shortening. Your reading speed increases. Then it stops for a second. Maybe it’s a one or two-word sentence. It packs a punch. All the emotion makes you want to read on. So you continue with the next sentence that’s much longer. And the pattern repeats. By providing anticipation – you’re providing the reader more emotion. As a result, they’ll like or share your status.
3. Understand Your AudienceLinkedIn usage is the highest among the 18–29 year old age group. Here’s what the age split looks like:
- 34% of 18–29 year olds use LinkedIn
- 33% of 30–49 year olds use LinkedIn
- 24% of 50–64 year olds use LinkedIn
- 20% of 65+ year olds use LinkedIn
- 31% of online men use LinkedIn
- 27% of online women use LinkedIn
By using the phrase “Friday night” and posting this status on Friday night, my hook is now more relevant to my audience. I’ve done this with Saturday and Sunday, too. There are a thousand ways to get creative here – it depends on your audience. Ask yourself: “Who am I connected to? And what do I share in common with them?”
4. How to Start a StatusEvery quality piece begins with a pain point, significant change, announcement, career relevance or credibility. You can mix and match these characteristics. Here are a number of examples: 1. I start with pain. Then I dig into the pain with a tangible example. 2. I start with pain. Then explain it with a tangible example. 3. I start with pain. Then explain it with career relevance. 4. I start with a major change. Then explain it with controversy. 5. I start with pain. Then I dig into the pain with career relevance. 6. I start with career relevance. Then lead it into controversy. 7. I start with controversy. Then lead with more controversy. To make it easier, here are a number of openers that will make your statuses pop: Now that you know how to start a status, the hard part begins. Everything in-between.
5. Use Tangible ConversationThe more tangible your piece, the more engaging it is. To make a piece tangible, it means the reader can imagine what’s happening. And most tangible writing is re-enacting conversation. There’s a fine balance. You need to leave a little imagination to the reader, but not enough to make them pause to think. If the reader pauses to think – you’ve lost them. Here’s an example of a re-enacted conversation: Notice how I didn’t put the “I asked” or “He replied” after the quotations. I have it lead to the quotations because it reads faster. It keeps the reader from pausing. You can also see this in the example below:
I recommend using one or two pieces of tangible conversation in every status. This will take your game to a new level. The next step is to be specific. People will write “it’s expensive.” How expensive was it? “I lost money.” How much money did you lose? If you’re not specific, then you’re not tangible. You’re giving the reader too much room to think. There is a balance. You don’t want to say “I helped my brother, sister, mom, dad, and uncle.” Say, “I helped my family.” It’s up to you to find it the balance. Put yourself in the shoes of the reader.
6. Simplify Complex WordsDon’t overestimate your readers’ intelligence. Complex words will lose them. Even if they know the definition – if it takes them a second to recall it, then you’ve lost them. Here’s a list of words you should stay away from. I included the simpler version on the right.
- Cognizant — aware
- Commence — begin, start
- Inception — start
- Leverage — use
- Optimize — perfect
- Prescribed — required
- Proficiencies — skills
- Subsequently — after or later
- Numerous — Many
- Sufficient — Enough