What to Post on LinkedIn in 2024

Your LinkedIn feed can easily feel like a constant stream of self-promotion. However, there are ways for you to cut through such monotonous posts by finding the right topic that are not only engaging but also informative.

In this article, we’ll explore interactive elements, powerful video strategies, and how to share your story to build effective content. We’ll also talk about publishing data-driven insights and leveraging user-generated content.

So, what should you post on LinkedIn? Read on to find out.

1. Publish Interactive Posts

For the average LinkedIn user, their feed is filled with constant posts about someone’s role promotion, skill update, or other details promoting themselves. 

Posting something interactive is bound to stand out. People love to participate, and it helps them briefly break away from the continuous consumption of information.

Here are some ways to do that:

Using “Not That, But This” Content

These kinds of written pieces usually challenge the status quo in your industry. By offering a solution or an opinion about a particular topic, you attract attention from people who might either agree or disagree with you. This can lead to lively discussions in the comments.

Lara Acosta posted a fascinating online writing strategy that challenged the withstanding norm in the industry. Her post sparked active discussions, reaching over 860 comments in two weeks.

Publishing Polls and Surveys

Gather valuable data and spark discussions by creating polls on relevant topics. You can also use the results to inform future content or identify areas where you can offer additional expertise.

Richard van der Blom is a top-rated expert and keynote speaker on B2B sales and marketing. He posted a poll asking users how they usually respond to unpersonalized connect invitations they receive from other users.

Creating an Event

For example, you can host live sessions via LinkedIn Live. This gives you a platform to address common questions, discuss industry trends, or even invite guest speakers to share their knowledge.

2. Post Videos

People are visual creatures and tend to consume content better when they see animations, colors, and dynamic visuals over simple text. Here’s how to use video content on LinkedIn:

Keep Your Videos Short but Informative

Attention spans are short, so aim for videos under 5 minutes. Focus on delivering clear, concise messages that provide value to your audience.

This short video from Satya Nadella (CEO at Microsoft) provided a succinct yet informative exposition of Microsoft's Copilot Stack and other recent innovations in its leading AI products.

Share Insights and Tips

Offer actionable advice or industry knowledge in a visually appealing way. Create explainer videos, product demonstrations, or thought leadership pieces to showcase your expertise.

Divya Basavaraju, a well-known LinkedIn strategist, used visually appealing photos to captivate people’s attention and provide tips on how to obtain employment opportunities.

Use Captions

Add captions to your videos to ensure they are understood by viewers who are deaf or hard of hearing, or who are watching on mute. Captions also improve SEO for your video content.

Optimize for Mobile Viewing

Record your videos in portrait mode. The majority of viewers will be watching on their phones, so ensure your video is formatted for a mobile experience.

Examples include video snippets showing powerful interview lines from a company leader, industry tips, and even customer testimonials.

3. Share Your Story

LinkedIn users don’t like seeing rants and personal story dumps about your heartbreak. However, they do appreciate personal content that humanizes your brand. This might also help you connect better with your target audience. Here are some ideas to get you started:

• Talk about your origin story. Share your journey—how you got started in your field, the inspiration behind your company, or the challenges you overcame.
• Adopt the popular “a day in the life” content format. Give your audience a glimpse into your professional world. What does a typical workday look like for you? What are your biggest wins and challenges?
• Share the lessons you learned. Everyone makes mistakes. Share a story about a time you faced a setback and what valuable lessons you learned from the experience.
• Talk about your achievements and failures. Don’t be afraid to celebrate achievements, big or small. But vulnerability is also key. Share a story about a project that didn’t go as planned and how you bounced back.
• Spotlight the talented individuals behind your brand. Share employee stories, team accomplishments, or fun company events to showcase your positive culture.

Whatever you post about, remember to keep it authentic, connect it with your audience, and always end it with a call to action.

4. LinkedIn Users Love Stats

Users on LinkedIn usually pay more attention to content backed by numbers. Play that to your advantage by publishing stats relevant to your company. You can also leverage stats in the following use cases:

Showcasing Your Access to Up-to-Date Information

Share relevant statistics about your industry’s growth, challenges, or future outlook. This positions you as someone who stays informed and understands the bigger picture.

Quantifying Your Achievements

Did your company achieve a significant milestone? Share a stat that showcases your success, like “Increased website traffic by X% in Y months!”

Supporting Your Arguments

Backing your opinions with data adds weight to your perspective. Find statistics that validate your claims and help you make a strong case.

Regardless of the stat you want to share, ensure that it’s easy to digest. Users don’t have time to sit and make sense of the numbers you’re sharing. One way to do that is to create eye-catching infographics that summarize complex data.

Bill Gates used recent data indicating the downward trend of annual malaria deaths to support his claim of significant progress in combating the deadly disease. Instead of presenting raw statistics or data, he used a line graph to emphasize his point.

5. Post User-Generated Content

User-generated content (UGC) is a powerful tool for boosting engagement and building trust on LinkedIn. When you share content created by your customers, colleagues, or industry influencers, you showcase social proof, which helps validate your expertise and builds trust with your market.

Sharing content from others extends your reach beyond your own network. Their followers see your post, expanding your audience and brand visibility. It also demonstrates that you value your audience and their contributions. This fosters a sense of community and encourages further engagement with your brand.

To start, you can simply find a LinkedIn post reviewing your brand and share it.

6. Share Your Opinions

You can also share your opinions—not about your everyday frustrations but expert opinions—on certain issues and topics to establish yourself as a thought leader. This can help start discussions, which will expose you to other LinkedIn users and may help you grow your network.

When sharing your opinions:

• Pick your topic cleverly. Consider addressing current events, industry challenges, or emerging trends that matter to your audience.
• Back up your claims. Opinions are valuable, but data is powerful. Support your arguments with relevant statistics, research findings, or credible sources to enhance your credibility.
• Embrace open discussion. Encourage conversation by posing questions and inviting your network to share their thoughts.

7. Try LinkedIn Articles

You don’t have to stick to short-form content all the time. Publishing well-researched and informative articles allows you to establish yourself as a thought leader, showcase your expertise, and position yourself as a valuable resource.

To maximize the impact of your LinkedIn article:

• Ensure it offers unique value: Don’t just rehash old ideas. Instead, provide fresh perspectives, original research, or practical advice that sets your work apart.
• Structure your content for readability: Incorporate visuals to break up text and enhance understanding.
• Optimize for SEO: Include relevant keywords in the title, subheadings, and throughout the content.
• Promote your article: Share it on your LinkedIn feed to attract readers.

Shown above is an article by Ross Stevenson detailing how understanding neuroscience can impact your audience engagement strategies. It perfectly encapsulates today’s content tactics to attract an audience on LinkedIn.

8. Share Third-Party Content

While creating your own content is important, there’s a wealth of valuable knowledge and insights out there from other credible sources. In general, you want to post at least one third-party content for every three or four personal posts you make.

When finding something to share, select content from reputable sources like industry publications, respected thought leaders, or well-established organizations. Ensure the information is accurate, unbiased, and relevant to your audience’s interests. 

Of course, don’t just share the article and walk away. Provide your own commentary, insights, or key takeaways in the post. This adds value to the original content and demonstrates your understanding of the topic.

Kevin Scott not only shared a YouTube content about the Ingenuity Mars Helicopter but also gave his two cents about this project. For him, the Ingenuity project is a stark reminder of human’s vast ingenuity to always dream and achieve bigger things. 

Building the Right LinkedIn Content Strategy

Finding the right topics for your LinkedIn posts boils down to three things: your brand, your audience, and your goals. Not every user will find your post helpful, but ensuring that your target audience does should be the goal. Fortunately, LinkedIn offers several content types from which you can choose.

If you’re running out of ideas, want to streamline your content production process, and achieve streamlined posting, using an AI content tool can be a big help. In this regard, Highperformr.ai performs the best. See how it helps.

‍