Laura in Contentland

Have you been on LinkedIn recently? I have, and let me tell you: it’s a wild place. I guess it’s because the moment people realize they’re being watched and judged, whether they’re a company or an actual human, they sometimes forget how to talk like one. Suddenly, everyone’s communicating like extraterrestrials. No shade to aliens: I’m pretty sure they would never write a post about what feeding their cat taught them about B2B sales.

So how do you actually get your brand to stand out on a platform where the content can often be… extremely weird? Let’s break it down!

Don’t try to sound interesting, be interesting

It’s tempting to share everything we’re doing to appear professionally interesting, but not every update needs to be a post. Focus on what’s truly remarkable, adds value, or sparks curiosity. Share insights, lessons, or practical tips that your network can actually use.

For example, if you work in social media or marketing, Australia recently restricted kids under sixteen from certain platforms. What could that mean for the industry? Does it still make sense to push TikTok if the demographic that spends the most time there just got grounded by the government and sent back to do the stuff every happy teen used to do in the ’80s? You could

• Write a post breaking down the news
• Share a video and add your own take
• Create a fun carousel that’s easy and enjoyable to scroll through

All three options can work: experiment and see what resonates with your audience!

Explore the new formats cool kids use

Communication today is all about visuals, so it pays to experiment and stay fresh. Long text posts are “fine”, but if you really want to grab attention, try something that makes people stop scrolling:

• Images, a simple add to your post
  📊 Engagement generated: 72% more than just text
• Short videos with subtitles (most people watch with no sound, so captions are non-negotiable)
  📊 Engagement generated: 84% more engagement than posts
• Carousels that are funny and clever.
  📊 Engagement generated: 278% more engagement than videos, 303% more than images, and almost 600% more than text posts. Yes, 600%!

If you still want to do a traditional text post, go for it, but remember what you’re up against: short, entertaining formats that demand minimal attention. If you write, make it compelling, or your audience might scroll right past!

Not ready to give up your text posts? At least write them like a human

If your sentences look like this:

“Maximizing cross-departmental synergy paradigms to strategically enhance KPI deliverables across Q4 verticals“

…you might feel smart, or even kinda cool. But let me tell you, online readers will need a full day just to parse that, and in the fast-scrolling world of social media, you’ve already lost them. Don’t take my word for it: ever heard of Neuromarketing, saccades, or sequential eye fixations? There’s an actual science to guiding someone’s eye where you want it.

And if you don’t have time to take a full course about User Experience (like this solid one from the University of Michigan) here’s a shortcut:

• Chunk your text. Break long paragraphs into bite-sized pieces. Use bullets (like these!) and numbered lists
• Keep sentences short. One idea per sentence
• Use familiar words. If you can say “help” instead of “facilitate” or “try” instead of “leverage,” do it
• Read it out loud. If it sounds awkward spoken aloud, it will feel awkward to read
• Is there a link? Put it in the comments or the user – by clicking it – leaves the platform before finishing your post!

How many times you should post to grow on the platform

A Buffer study by data scientist Julian Winternheimer, which analyzed over 94,000 LinkedIn accounts and 2 million posts, found out that whether you’re a big company or a small profile, what pays off is… consistency!

To increase your reach (the number of people who see your posts), you should post this often:

• 2–5 posts per week: +1,182 impressions per post, engagement +0.23 percentage points
• 6–10 posts per week: +5,001 impressions per post, engagement +0.76 percentage points
• 11+ posts per week: +16,946 impressions per post, engagement +1.40 percentage points (3x more engagement)

Why does it work? Because the algorithm, that mysterious LinkedIn entity, notices when you’re active, but let me give you a word of caution: posting more shouldn’t be done by sacrificing quality. To get real results, your posts need to be consistent, useful, and interesting. On LinkedIn, both quantity and quality matter.

Your next strategy to try out

Based on the same Buffer study, a good strategy to start could look like this:

1. Let’s start by posting 2-5 times a week, making it a habit.
2. Once it’s something that comes easily to you, let’s increase the frequency for one month to see if there’s a difference in reach and engagement metrics.
3. Be curious with all formats, check out how they perform.
4. Re-use the best performing ones in new formats, so you don’t have to keep thinking of new things, which is very time-consuming.

Too busy?

1. Reduce it to 2-3 times.
2. Spend 10 minutes a day leaving comments under people who are interesting in your industry, and make them count: no “congratulations” or “great post”, share your special take and add value to the conversation!

Keep it sustainable. Don’t post more than you can manage. And if posting ever feels like torture and you need some help… shoot me an email at laura.vitali123@gmail.com and we can crack the code together!