Posting well on LinkedIn

What tends to work

LinkedIn is where a newsletter’s ideas often travel furthest: people come to read and learn. A useful insight from your issue, said plainly in your own words, tends to do better than a teaser asking people to “read more”.

Only the first couple of lines show before “see more”, so make them count. Lead with the takeaway, the surprising number, or the question your issue answers.

Format

A LinkedIn post can be up to 3,000 characters. Short paragraphs and white space make a longer post easier to read on a phone.

You can add up to 20 images, or one video.

Put links in the first comment

Many people find that LinkedIn shows posts with a link in the body to fewer people. Karrow’s drafts keep links out of the post: put your subscribe or issue link in the First comment field instead, and Karrow posts it as a real comment the moment your post goes live.

Your profile or a Page

When you connect LinkedIn you can post as yourself or as a company Page you manage. A personal profile usually feels more human; a Page fits when the newsletter is a brand. You can connect both and choose per post.

For personal profiles, LinkedIn only reports analytics for posts published through Karrow.

How often

A steady rhythm usually beats bursts. A few strong posts per issue, spread across the week, is a good place to start. Watch your analytics and adjust.