WHAT MAKES A GOOD LINKEDIN POST?

‘Good’ can be many things.

Photo, video, long-form, or short-form content – the format doesn’t really matter.

‘Good’ is defined by the audience.

But there must be some standard criteria for what makes a post ‘good’, right?

Let’s take a look.

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The 5 top performing posts this week on Shield

• ​Jake Humphrey shares an insightful clip of Roger Federer, discussing the importance of failure and moving on quickly to achieve success

• ​Ankit Aggarwal offers support and respect to the founders of Koo, recognizing the courage it takes to shut down a startup publicly

• ​Steven Bartlett interviews Dr. Tyna Moore about the surprising benefits of Ozempic beyond weight loss, including fertility and gut health

• ​Ankur Warikoo reflects on how much of our definition of success is influenced by external factors like parents and society, urging us to reconsider our personal goals

• ​Justin Welsh breaks down the skills he's developed through solopreneurship, describing it as a real-world MBA and offering a free guide to mastering the basics

The analysis of these top posts

Yes, these creators have a big following. Yes, this helps.

But remember, they all started from scratch.

Now their posts are quite different from each other. They target different audiences, use various styles, and come in different formats.

BUT THEY DO HAVE SOME THINGS IN COMMON…

• Engaging stories: Each post shares a personal journey or insight that readers can relate to
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• Practical advice: The posts offer valuable takeaways, such as mindset shifts, entrepreneurial challenges, or professional growth tips
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• Emotional connection: They address emotions like failure, courage, and personal growth, which resonate with a wide audience
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• Use of simple language: The language used is straightforward and easy to understand, making the content accessible
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• Call to action: Posts encourage interaction through questions, invitations to watch videos, or links to resources, fostering engagement and sharing

A post breakdown

Justin has been consistently posting on LinkedIn for years. He has grown his audience to +400,000. Here he outlines 16 lessons he has learned about content.