The Plan behind 1.4 Million Views for a LinkedIn Post, 2019
Of all the social media channels, LinkedIn is the most exclusive and works the purpose for a majority of B2B businesses as a visibility, lead generation and/or sales tool. Much of the activity on this platform means serious business, and so the information shared here should be kept crisp and specific.
Articles posted on a profile seem to attract more attention than posts. But, this may not always be the case. Sharing what I recently experienced on this.
Just like other social media platforms such as Facebook, Instagram, Twitter, etc. there is high anticipation for posts on LinkedIn to garner plenty of likes, comments and re-sharing – it means that your profile is getting attention and the content you are putting is favorable to many.
There is a general misconception that the number of followers adds more value and importance to a profile. However, the real numbers that count are the ones that a post attracts, and the below case study is further proof to this observation.
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Recently, I shared a video clip on my LinkedIn feed. The content was an “advertisement” (retiring CEO possibly an actor character), paying a tribute to the retirement of the CEO of their rival Mercedes Benz.
Within days of sharing this, the post went viral, the statistics on the post climbed leaps and bounds in a short duration of 2 week the numbers continue to grow, as shown below.
- Likes: 32,358
- Comments: 1,753
- Views: 1,415,307
This translates to the plain fact that it is not merely the number of followers in a profile that makes it impressive, rather how influential it is. In fact, the numbers displayed on a profile cannot be considered as a real indicator of the prominence of a profile because anything over 500, only gets rounded up in a “+” sign.
Here are some tried and tested tips that have welcomed viral responses.
Tip #1: NATIVE VIDEOS
Videos grab attention. In particular, short videos which are able to convey the right amount of information in a manner that is easily engaging.
Native videos are the current hot trend in digital marketing because of this kind of engagement creation.
Native videos are those that are directly uploaded to a social media platform and played in-feed, instead of providing links that take you to another site.
There are videos that even use subtitles – meeting the purpose to a T, engaging and informing both at the same time.
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Tip #2: JUMP OUT OF YOUR BOX
Each of us has a clear vision of how we would like our profile to appear. However, every now and then it would help to post something that appeals to a wider audience.
Case in point is my experience as explained in the case study above. My idea was to share a great story (advert in this case) that has a compelling message and one that was brilliantly produced and executed. Aside from the advert’s humor, it also sends a touching message that kept the viewers hooked into it. This is not just about good content, it is about appealing to a broader audience.
Tip #3: DON’T SHY AWAY FROM VULNERABILITY
People react to vulnerability because of their humane factor. Don’t be afraid to sound vulnerable with stark statements. A very short post with carefully selected words to make a point can hit the bull’s eye. The surprising element in drama is a great formula for gripping attention.
Tip #4: PRACTICALITY
Although a professional platform, people respond to anything that they can relate with. Real problems, real challenges, and real stories of accomplishments.
When they relate to a particular situation, they are bound to react to the post.
Tip #5: PRESENT A CHALLENGE/ ASK A QUESTION
Engage with interaction. Welcome a dialogue with your audience by posting a question with your post – ask them their thoughts, their suggestions, their feedback. Another way is to place a challenge. People love to take up a challenge, and they will most likely respond with their attempts or successes.
Tip #6: TWO-WAY OR THE HIGHWAY
Respond. A great way to maximize your reach is to respond to every comment, by either replying or liking each one you receive on your posts.
You might be surprised to know that there are some users who scroll down to read everyone’s comments on a topic of interest. A high number of comments will spark attention, curiosity and sometimes being rightly controversial also helps.
Tip #7: CONSISTENCY
Although it is advisable to jump off the track every once in a while, you are likely to gain more traction and loyalty towards your profile if you choose to make posts that are thought through with clarity, strategy and those which provide value to a larger audience. This helps you gain trust, become influential, harness regular engagement and eventually build confidence with the buyer of your service or product as they observe you in LinkedIn.
LinkedIn is all about influence and not number of followers. Great storytelling, gripping content, audience engagement, and visual communication are high contenders of seeing a post go viral.
However, it is also advisable to keep your aspirations on check. If a post goes viral, it is unlikely that it will happen every other time. You have to be open to the idea that the virality of a post is a rare occurrence. It would be wishful thinking to keep wanting to see all your posts go viral, instead just go with the flow and keep an open and alert mind on choosing the content you wish to post.
About Vishal Pandey: Vishal is a Dubai-based Growth + Competitive Strategy expert who has lived and worked in the UK, India and across the Middle East. He has over 15 years of experience across the Middle East, Africa and the Indian sub-continent in consulting, market research and sales & marketing across a diverse set of industries. He can be reached at firstname.lastname@example.org.
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