Post daily. Go viral. Use this hook. Follow that formula.
However, there is one key component missing from these discussions - a real human connection. Forget your AI standardised nonsense and your automated outreach, we all see through it. Trust is the real currency in today’s age, and you need to be able to take the time to prove it.
LinkedIn is, by no means, a new platform. Founded in December 2002, it’s been around for over 20 years. In that time, the platform has undergone countless changes - as have how we view and interact with it.
For a space that has over one billion users, it’s widely been recorded that only 1% of those post on a regular basis. If you’re in that 1%, however, while being better than not posting at all, it doesn’t mean that you instantly win the golden ticket to get to go to Willy Wonka’s factory of LinkedIn stardom.
We don’t mean this in a harsh way, but anybody can create content for social media. Whether it’s for LinkedIn, Instagram, TikTok, YouTube, another platform entirely, or all of the above.
What separates brands and people is those who do it strategically. They have identified their audience and ICP (Ideal Customer Profile), they know what impact they want their content or engagement to achieve, and they know how to make their messaging resonate.
Our last Substack issue was focused on the concept of redefining what we see as “cringe” within the content creation process. That still applies here, more than ever, perhaps.
Good content and interactions don’t have to be polished or performative. It should feel like you and your brand, the same way you’d speak to a client or colleague. Whether you’re sharing a learning moment, an opinion, or even a meme that makes a point, it’s about being recognisably you.
When you create from that place, you stop worrying about “the algorithm” and start communicating with people.
Speaking of the algorithm, let’s have a deeper chat about it.
If you work in marketing or comms, you’ve probably heard the word algorithm enough times to make it a Halloween costume.
The truth is, nobody has a complete lock on how the algorithm calculates, rates, and serves content. Although Richard Van De Blom is a great reference point.
Social media platforms have access to more data than we can begin to imagine, which is all processed and evaluated to make the platforms run in what they deem to be the most “effective” way possible.
These systems are constantly at work, structuring your feed, understanding your posts and how users’ behaviours and usage patterns are developing.
The more intentionally you interact - commenting thoughtfully, starting discussions, supporting other creators - the more likely your content is to be seen by the right audience.
You may remember from our first Substack issue that we use a system that we refer to as the CEN framework - Content, Engagement, Network:
Together, these actions mirror how relationships grow offline - consistently, naturally, and through genuine curiosity.
If you’re relatively new to LinkedIn, or perhaps aren’t sure whether to start with the platform, don’t worry - that’s a very normal position to be in.
You don’t need to post every day or go viral. What matters is how intentionally you show up: the conversations you start, the ideas you share, the consistency you build.
Ten thoughtful minutes a day is often more powerful than a week of scheduled posts. Over time, those small actions compound - keeping you visible, connected, and trusted.
Because, as always, if you don’t start now, someone else will.
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