LinkedIn's Evolution: You Don't Need To Sell IN Your Content
Insights from Chris Do and Jasmin Alić
You don't need to sell IN your content to be able to sell FROM your content.
- Jasmin Alić
The Shifting Landscape of LinkedIn
LinkedIn, the world's largest professional networking platform, is undergoing a significant transformation. According to insights shared by Chris Do and Jasmin Alić, the platform is moving away from its traditional text-heavy ONLY format towards a more dynamic, multi-modality approach. This move reflects LinkedIn's attempt to keep up with evolving user preferences and compete with other social media platforms. However, Jasmin Alić emphasizes that
this doesn't mean the end of text-based content.
In fact, he notes that text-only posts still perform exceptionally well, often getting more reach than other content types.
So, don’t panic: 🤓
Text-only posts are not dead.
Mastering LinkedIn Content Strategy
Key Metrics to Think About - How the Algorithm REALLY Works
It’s not just the “likes”.
a scoring metric so that it determines which posts get pushed further, AKA which posts go viral what it's actually determined by is by two things: it's by the activity under the post meaning 1. “comments” and 2. “dwell time”.
The dwell time measures “how long do people stay on your post”. You can kind of pinpoint it by looking at the reading time of your post.
According to Jay, if you are have post that
The readers are not just swiping liking and continuing to swipe like to another post. They're swiping liking staying on the post to comment.
Those types of posts where a person isn't just doing one action, they're actually staying for “30, 40 seconds or sometimes 3 - 4 minutes.”
Those are the types of posts that will consistently get good engagement consistently get good reach.
The Power of the First Three Lines
In the era of short attention spans, the first three lines of your LinkedIn post are crucial. On LinkedIn, the first three lines of your post are critical because that's all that's visible before the "See more…" button. To make the most of this limited space:
Start with a powerful hook that piques curiosity or addresses a pain point.
Use the second line to expand on the hook or introduce a "rehook."
Ensure these lines work together to communicate the essence of your post.
If you can't capture interest in these first three lines, many readers won't bother to click "See more." Make every word count!
Sign-Posting: Give Mini-hints to Your Readers
As experts we feel so motivated to share the knowledge that we forget to tell people how we actually know it and this is a common theme across everyone.
Sign-posting is a powerful technique to establish credibility and keep readers engaged. It involves subtly reminding your audience of your expertise or experience throughout your post. For example:
"In my 15 years of managing remote teams, I've found that..."
"Having worked with over 100 startups, I can confidently say..."
These mini-hints serve to reinforce your authority on the subject matter and give readers a reason to trust your insights. Use sign-posting sparingly and naturally throughout your post to maintain authenticity.
Kill Niche Language at the Opening
While it's important to demonstrate expertise in your field, using highly specialized language or industry jargon in the opening of your post can alienate potential readers. Instead, start with broad, relatable concepts that appeal to a wider audience. For example:
Instead of: "Optimizing your SaaS CAC/LTV ratio for Series A funding..."
Try: "Growing a business is tough. Here's how to make it easier..."
By starting with a more universal concept, you can draw in a broader audience before diving into the specifics of your niche. This approach can significantly increase your post's reach and engagement. And,
That’s how you sell without selling.
Make the Ending Inviting
The end of your post is just as important as the beginning. Instead of abruptly ending or pushing for a sale, make your conclusion inviting and engaging. The best way to do this is by asking a question. However, not all questions are created equal. Here are some tips:
Make the question easy to answer. Avoid complex, open-ended questions that require too much thought.
Use yes/no questions or simple multiple-choice options to lower the barrier to engagement.
Ensure the question is relevant to your post and genuinely interesting to your audience.
For example: "What's your go-to productivity hack? Comment below!"
By ending with an inviting question, you're giving your readers a clear and easy way to engage with your content, increasing the likelihood of comments and fostering community discussion.
The Art of Engagement
Leveraging Pinned Comments
One of Jay’s most effective strategies is the use of pinned comments. Although LinkedIn removed the official pinning feature, Jay found a workaround by using your (the author’s) self-comments.
These comments appear at the top for most viewers and can be used to add value, share behind-the-scenes information, or provide calls-to-action without cluttering the main post.
As Jay explained,
“Content is just the driver of the conversation.”
Your goal is to spark the conversation and get it going.
Move Your CTA to the Comments
This one is a bit of a surprise to me. We’ve all been told that you need a call-to-action (CTA), always, at the end of your post.
But this is not always true.
Again, you don’t have to sell IN your content to be able to sell FROM it.
Move your call-to-action (CTA) to the comments section. This strategy serves multiple purposes:
It keeps your main post focused on delivering value.
It encourages readers to engage with your content beyond just reading.
It creates an opportunity for ongoing conversation.
Instead of ending your post with a sales pitch or a link, use the comments section to provide additional value, ask questions, or offer resources. This approach not only increases the likelihood of comments but also helps to build a sense of community around your content.
Addressing Concerns and Misconceptions
The Truth About Lower Reach
Many LinkedIn users have expressed concern about decreasing reach. For instance, if you normally get 100,000 impressions per post, you might be seeing 50,000 impressions recently.
However, Jay provides a different perspective. He suggests that the apparent decrease in reach might be due to changes in how LinkedIn distributes content rather than an actual reduction in audience size. This insight can be reassuring for content creators who might otherwise feel discouraged.
Again, at the end of today’s post, I’d like to shout out for Oscr:
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Thank for tuning in here at Oscr blog.
Linkedin with me here!
Conclusion
LinkedIn's evolution presents both challenges and opportunities for professionals. By understanding these changes and implementing strategic approaches to content creation and engagement, you can continue to grow your network and influence on the platform. Remember, the key to success on LinkedIn remains authentic, value-driven content and genuine interactions with your audience. As the platform continues to evolve, staying adaptable and focusing on building real connections will ensure your continued success in the professional networking space.
P.S. Today’s post is generated with the help of Oscr. Thank you!🤓
Source conversation between Chris and Jay is here.