Even high-performing LinkedIn content can go stale over time. It’s not that engagement drops off, but the same familiar faces are liking and commenting on your posts. On one hand, that’s a good sign, you’ve built a loyal and engaged network. On the other, it means your content might not be reaching beyond your existing audience. That’s where knowing how to create shareable LinkedIn posts becomes essential. Shareable content doesn’t just drive more visibility; it multiplies the impact of your social selling efforts by getting your message in front of new connections through reposts and expanded reach.
Growing your LinkedIn connections every week is a vital part of the social selling process. But, you could be doubling the results of your efforts by posting shareable content. That’s content that is exactly what it sounds like – posts that people want to share (repost) to their own feeds, or potentially even off LinkedIn.
How do you create shareable LinkedIn posts?
- Focus on value
- Interesting visuals
- Unique perspective
- Clear CTAs
How to Create Shareable LinkedIn Posts That Add Real Value
A big driver for posting on LinkedIn is to provide value for our networks. Reposting on LinkedIn works in the same way. Not everyone has the experience or knowledge to share these posts themselves but they still want their profile to be a place people find this value. Or if they do share your experience, your knowledge adds to theirs with every repost.
Regardless of the personal reason that profile reposted, valuable posts are targets for reshares. What counts as “valuable” enough to repost? That all depends on your audience. You need to understand what they want to know what they will find valuable. However, posts that teach or share a lesson are usually winners.
Use Visuals to Boost Engagement and Shareability
LinkedIn isn’t Instagram but visuals are still a reason people will reshare a post. The difference is that people aren’t sharing your visuals to make their own feed look appealing. It could be because you’ve used a particularly striking original image or a graphic that breaks down valuable information in an easy to digest way.
Infographics and carousels in particular are favourites for reshares. They’re more engaging to read and therefore have greater value in a repost since people will interact with them. But, you don’t (and shouldn’t) rely only on visuals for posts to be shareable. That value still has to be in the post – adding a visual will just increase stopping power and therefore increase the chance of it being reshared.
Your Unique Perspective is Your Superpower
We’ve already covered how people like to reshare posts that validate their own knowledge or experience. That’s why sharing your own perspective on certain topics and trends will increase the chances of your posts being shared. It’s not about stirring up controversy for the sake of a reshare but being honest and transparent about your opinion and values.
If there’s a topical conversation happening on LinkedIn right now that aligns with your brand and beliefs, get involved! Maybe there’s a trend making the rounds in your industry that you have personal insight on. Share that insight and be a voice for people who aren’t confident enough to share it themselves. They will reshare your post to act as their voice.
Craft Clear CTAs to Encourage Reposts
Want people to reshare your posts? Tell them to! Sometimes people do need that extra push (or reminder) to hit ‘repost’. This will only work on posts that align with everything we’ve already discussed above. You can’t throw a CTA on the end of a post, expecting people to reshare, when it offers them none of the above.
Do All LinkedIn Posts Need to Be Shareable?
Every post has a different purpose so don’t worry if some have greater reshares than others – or if some have none at all. You’ll exhaust yourself and your network pretty quickly if you try to make all the content you post shareable. It’s less about purposely creating content for the sake of being shared and more about incorporating these elements into your posts to increase the chances.
If you’re ready to take your broader LinkedIn strategy even further, Hootsuite’s guide to using LinkedIn for business offers helpful insights into profile optimization, lead generation, and more.
If you want to learn more about how to create a consistent and repeatable content strategy, check out our upcoming Epic Content events.
