What type of content is engaging on LinkedIn?
Entrepreneur Justin Welsh recently presented his vision what kind of content generates engagement on LinkedIn. According to him, there are 4 main approaches you should be prioritising if you want to capture attention on your personal page.
1) Educate/teach"The simplest way of showing off your expertise is by teaching prospective followers and customers how to do something," explains Justin Welsh. You need to immerse yourself in the subject and show your reader that "you're truly a master of your domain."
2) Entertain"Teaching your audience is helpful, but if you hammer your audience with facts and teachings 100% of the time, you run the risk of boring them," warns the entrepreneur. And once your target audience is bored, they won't pay any attention to your content. Education and fun combined—"edutainment"—"is the most powerful combination in content."
3) Encourage reflectionDraw on philosophical content that "we all know and love". It should leave your audience feeling reflective and amazed.
4) Be empatheticLast but not least is content that is empathetic: "content that reaches out to your audience and says, "I understand what you're going through" or "you're not alone in that experience." Empathetic content draws your audience and readers in closer and greatly humanizes an otherwise inanimate social media profile."
Story Jungle's opinion: It's a simple yet somewhat effective approach to LinkedIn. But, when it comes to empathy, for example, what's considered a lever for engagement on LinkedIn could be seen as an acknowledgement of our own weaknesses: "I also have setbacks I'm trying to overcome." Yes, being vulnerable works... But it's not essential for growing your audience.. Phew!
Over our next issues, we'll be looking at techniques for writing effective posts on LinkedIn, focusing notably on frameworks but also sources of inspiration.
In the meantime, you can find Justin Welsh's article here.