How to Write LinkedIn Posts That Actually Get Engagement
LinkedIn has become the go-to platform for professional networking and thought leadership. But with millions of posts published daily, how do you make yours stand out? The answer isn't just about posting more—it's about posting smarter.
The Engagement Formula
After analyzing thousands of high-performing LinkedIn posts, we've identified a clear pattern. The most engaging posts follow this structure:
- Hook (First 3 lines) - Capture attention immediately with a question, bold statement, or relatable scenario
- Story/Value (Middle) - Share personal experience, data, or insights that provide real value
- Call to Action (End) - Ask a question or invite discussion to drive comments
Start With a Strong Hook
Your first 3 lines are make-or-break. LinkedIn's algorithm shows these lines in the feed preview, so they need to stop the scroll. Here are proven hook formulas:
Hook Formula #1: The Question
"What if I told you that 90% of LinkedIn posts get less than 10 likes?"
This creates curiosity and makes people want to know more.
Hook Formula #2: The Bold Statement
"I've made every mistake possible in content creation. Here's what actually works."
Shows vulnerability and promises valuable insights.
Hook Formula #3: The Relatable Scenario
"You spend 2 hours crafting the perfect post. It gets 3 likes. Sound familiar?"
Creates immediate connection with your audience's pain points.
Tell a Story, Not a Sales Pitch
LinkedIn users are professionals who can spot a sales pitch from a mile away. Instead of promoting, share stories that teach:
- Failure stories - What you learned from mistakes
- Behind-the-scenes - Real processes and challenges
- Data-driven insights - Numbers and trends that matter
- Personal growth - How you've evolved in your career
The Power of the First Comment
Here's a LinkedIn secret: the algorithm favors posts with early engagement. One of the best strategies is to write your own first comment. This serves multiple purposes:
- Adds context or expands on your point
- Gives the algorithm an early engagement signal
- Provides a conversation starter for others
- Increases your post's visibility in the feed
Timing Matters (But Less Than You Think)
While posting at optimal times (typically Tuesday-Thursday, 8-10 AM) can help, great content performs well regardless of timing. Focus on quality over timing. A mediocre post at the perfect time will still underperform compared to an excellent post published at 2 AM.
Use Formatting to Your Advantage
LinkedIn's algorithm favors posts that keep users on the platform longer. Use formatting to make your content scannable:
- Break up long paragraphs (3-4 lines max)
- Use line breaks for emphasis
- Add emojis strategically (not excessively)
- Use bullet points or numbered lists
End With a Question
Every high-performing LinkedIn post ends with a question or call to action. This isn't optional—it's essential. Questions drive comments, and comments drive reach. Examples:
"What's been your biggest content creation challenge?"
"Have you tried this approach? What worked for you?"
"Drop your best tip in the comments below 👇"
The Bottom Line
Creating engaging LinkedIn content isn't about gaming the algorithm—it's about providing genuine value in a format that encourages conversation. Focus on your audience's needs, share authentic stories, and always invite discussion. The engagement will follow.
Ready to create better LinkedIn content? Try Jotter Otter to generate engaging posts that follow these proven formulas.