Prioritizing Core LinkedIn Strategies Over Trends

After watching patterns repeat again and again on LinkedIn, one thing has become very clear to me: Most people don’t struggle because they lack ideas. They struggle because they keep changing direction too quickly. One week it’s hooks. Next week it’s formats. Then it’s posting frequency. Then it’s trends. But growth doesn’t come from constantly adjusting. It comes from settling into clarity. The profiles that grow steadily aren’t doing anything magical. They’re doing something very boring very well. They are clear about: who they’re speaking to what problem they’re known for what perspective they consistently bring And then they repeat that message calmly, even when engagement fluctuates, even when a few posts don’t perform. Because they understand this: LinkedIn rewards recognition, not reinvention. When people know what to expect from you, they engage faster. They trust sooner. They remember you longer. That’s when growth stops feeling random and starts feeling directional. A grounded reminder: Not every low-engagement post is a signal to change strategy. Sometimes it’s just part of building familiarity. If you want LinkedIn to work long term, focus less on what’s trending and more on what you want to be remembered for. Everything else follows. #LinkedInGrowth #PersonalBranding #BrandClarity #FounderGrowth #MessagingStrategy #AakritiOnLinkedIn

A few months ago, a founder asked me something very honestly: “Which trend should we jump on next?” I paused. Not because I didn’t know the trends. But because trends were never the reason my content worked. Early in my journey, I did chase trends. Trending audios. Trending hooks. Trending formats. Some posts did well. Most didn’t. And even the ones that worked… didn’t bring the right people. That’s when I realized something important. Trends give you attention. Strategy gives you trust. So today, when I design a content strategy, I don’t start with Instagram or LinkedIn. I start with people. Here’s the exact roadmap I follow 👇 First, I get clear on the business goal. Not “more followers.” But questions like: Do we want inbound leads? Brand recall? Authority in a niche? Because content without a goal is just noise. Second, I define one core audience problem. Not five. Not ten. Just one. What is the biggest confusion, fear, or doubt they have right now? That becomes the backbone of the content. Third, I lock the brand voice. Serious? Friendly? Bold? Calm? Because if your tone keeps changing with trends, people never remember you. Fourth, I build content pillars that don’t expire. Founder stories. Customer pain points. Behind-the-scenes. Education that stays relevant even after 6 months. This is what keeps content working long after it’s posted. Fifth, I use trends only as a delivery format, not a direction. If a trend fits the brand voice and message, great. If it doesn’t, we skip it without guilt. That’s how content stays consistent, human, and effective. Trends fade fast. Clarity doesn’t. If your brand feels exhausted trying to “keep up” on social media, maybe it’s time to stop chasing trends and start building a strategy that actually belongs to you. #ContentStrategy #SocialMediaMarketing #PersonalBranding #FounderJourney #BrandBuilding #UGCContent #DigitalMarketing #Storytelling #LinkedInGrowth

99% of LinkedIn growth strategies focus on the wrong thing. Here's the truth nobody wants to admit: LinkedIn ‘growth experts’ always say to focus on the metrics. But there’s one thing they often forget… The individual behind the screen. If you're not: - Creating valuable content - Building a genuine network - Sharing your unique insights - Being authentic with your voice Then there is no need to obsess over: - Call-to-actions - The perfect hook - Profile aesthetics - Viral post formulas - Algorithm-friendly content - Posting frequency optimization Whatever new "growth hacks" LinkedIn gurus are peddling nowadays. It’s so easy to get caught up in the metrics and get addicted to seeing the numbers go up. But behind every follower is a real person. They're looking for versions of themselves in you. Your audience is waiting to find THEIR voice in YOUR voice. Only YOU can speak to them in your unique way. Understanding metrics can help with visibility. But that's not your primary job. Your job on LinkedIn isn't to serve the algorithm. It's to serve your network, your industry, and your audience. Real growth comes from real value. Not from hacks.

Let's get something straight: trends aren't strategies. Every time a LinkedIn Influencer dishes out the latest 'silver bullet' sales play, I can't help but roll my eyes. Trends might grab attention momentarily, but they don't build lasting legacies. Quick fixes and flashy "solutions" can't replace a data-informed approach. Sure, vanity metrics might temporarily spike. But it's HOW that data is digested and operationalized that keeps the needle moving in the right direction. Too many influencers (and companies) miss this. Strategy is a long game, not a quick win. It requires: Testing (because not everything works the same for everyone). Refinement (continuous improvement is key). Consistent Monitoring (stay ahead of the curve, not behind it). Most fads are just background noise. Don't let them dilute your focus. Anchor your approach in data and consistency, and watch the magic unfold.

What’s “working” on LinkedIn right now? A Head of Growth from a B2B SaaS brand asked me this over the weekend. Here’s what I told them: 👉 The brands that are winning on LinkedIn right now aren’t chasing hacks or shiny tactics. They’re doubling down on fundamentals. 1. ICP > TAM. Focus your efforts on the segments that fit your ICP today, not your TAM tomorrow. 2. Buyer-first messaging. Ads and landing pages should speak to the people who live the problem, not the investors or your board. 3. Strategy > shortcuts. Align with how buyers actually buy, not how you wish they would buy. So, what does that look like in practice? The best-performing B2B SaaS brands on LinkedIn are: - Building and engaging with the LI community - Investing in SMEs to create organic content + engage with ICP via comments - Partnering with influencers and voices that buyers already trust - Co-creating content with their ICP - Measuring success by incremental lift in high-intent demand (not just last-touch conversions) - Optimizing for content consumption and resonance, not gated downloads - Consistent investment over a long period (12+ months) - Being transparent and open with pricing, product demos, etc. (make buying easy) The biggest mindset shift is moving your strategy from direct-response leads/conversions to a strategy focused on consumption and reach. This requires letting go of your performance marketing dashboard that only visualizes UTM appended contacts in your CRM and instead adding broader channel/program trends (lift, incrementality, influence, share of search, brand traffic, etc.). What's interesting is that there is already a plethora of research from the Ehrenberg-Bass Institute showing that growth comes from broad reach and consistency. Mental availability (being remembered) and physical availability (being easy to buy) are built by consistently reaching as many category buyers as possible that meet your ICP. Most VPs of Marketing I talk with want to head this direction, but sometimes the company isn't fully aligned with this approach, given the attribution challenges and the need for short-term results. Ultimately, we need to take a "crawl, walk, run" approach vs. going headfirst into this type of strategy. If you change things too quickly without alignment, it can create a bigger problem down the line and put your job in jeopardy. This is why setting the right expectations, the right mindset, and the right measurement philosophy are more important than execution itself. If you get that right, then the rest becomes a lot easier.

"Make yourself findable"...this is advice that I give to candidates, SES's, generals, executives, and even teenagers. Companies are dying to find you, but they just don't know that you exist. They hire Precision Talent Solutions to find you. Like it or not, LinkedIn is the place where professionals go to look for jobs, look for candidates, and to share/consume content. If you are in career transition, it is more important than ever to be thoughtfully active on LInkedIn. Valuable tips: LinkedIn Algorithm Updates (2025) - Relevance Over Virality: The algorithm now favors niche, expert content over viral posts. Generic or off-topic posts hurt visibility. - Connections First: Posts from your own network are prioritized. A targeted, engaged network boosts reach. - Expertise Signals: LinkedIn evaluates who is posting (based on profile) as much as what is posted. - Ranking Factors: Content is ranked by Relevance, Expertise, and Engagement (especially meaningful comments). - Comments Matter Most: Posts with thoughtful, back-and-forth conversation (especially in the first hour) get a major visibility boost. - Spam Filters: Poor grammar, link-stuffing, excessive hashtags, and overposting are penalized. - Engagement Quality > Quantity: Comments from relevant peers beat lots of random likes. - Extended Reach: High-value posts can reach beyond your 1st-degree network if they gain strong engagement. 2. Content Format Trends - Carousels Still Strong: Multi-image or PDF “carousel” posts perform well, but only if value-packed. - Video & Live Streams: Native videos (not links) and especially LinkedIn Live posts drive the highest engagement. - Image Posts: Still effective—posts with a single strong visual get more attention and comments. - Newsletters: Now a top tool for reach—subscribers are notified every time you publish. Best for long-form, high-value content. - Polls & Interactive Posts: Still underused but powerful for engagement and visibility. - Hashtags/Tagging: Use 2–5 relevant hashtags. Over-tagging or irrelevant tags = spammy. - External Links: Posts with links are penalized. Better to add links later via post edit or use native formats. 3. Engagement Best Practices - Provide Niche Value: Focus on helpful, profession-specific insights, not generic content. - Hook Early: Start posts with a bold statement or question to capture attention. Encourage Dialogue: Ask questions, respond to comments, and spark discussion to improve reach. - Use Rich Media: Mix in carousels, videos, and images to keep your content fresh and engaging. - Go Live or Use Newsletters: These formats offer built-in boost via notifications and dwell time. - Avoid Spam Tactics: Don’t tag excessively, overuse hashtags, or post too frequently. - Grow an Engaged Network: Engage with others to strengthen your own visibility in the algorithm. - Be Consistent & Authentic: Regular, high-quality posting builds credibility and audience trust over time.

If you’re starting the year with a goal to spend more time on LinkedIn to build your professional brand, and raise your visibility and credibility, here are a few things I’d focus on first to put a strong strategy in place. Whether your goal is growth inside your current organization or visibility beyond it, clarity and consistency matter far more than volume. 1. Get crystal clear on what you’re trying to communicate. If you’re talking about 10 different topics or trying to demonstrate expertise in too many areas at once, you’ll end up creating noise instead of clarity. I recommend focusing on 3–5 core themes that clearly reflect your expertise and the value you bring. When people know what you stand for, they know why to follow you. 2. Be realistic about your bandwidth and capacity. Consistency beats intensity every time. Posting twice a month consistently is a far stronger strategy than posting twice a week for one month and burning out by the end of January. Think honestly about the time you can commit and if LinkedIn is a priority but your bandwidth is limited, consider what support might help you stay consistent. 3. Commit to engaging, not just posting. One of the most effective (and often overlooked) ways to grow on LinkedIn is by engaging with others. Liking, commenting, and thoughtfully interacting with other people’s content builds real relationships, expands reach, and creates sustainable engagement over time. LinkedIn doesn’t require perfection it requires intention. A clear message, a realistic plan, and consistent engagement go a long way. Fellow LinkedIn strategists, what other tips would you recommend?

Most people jump on LinkedIn without a real strategy. They post randomly, engage inconsistently, and hope for results that never come. If you want to grow on LinkedIn the right way, here’s what you need to nail down first: 1. PURPOSE – Why are you here? Are you here to grow your business? Build a personal brand? Get leads? Your purpose is your foundation ,without it, you’re just throwing content into the void. 2. VALUE PROPOSITION – What makes you worth following? People don’t follow for you. They follow for what they gain. So, what problem do you solve? What unique insights do you bring? 3. UNIQUE POINT OF VIEW – What makes you stand out? Reposting generic advice won’t get you far. Your experiences, your take, your lens on your industry, that’s what makes people stop scrolling. 4. TARGET AUDIENCE – Who are you speaking to? If your content is for everyone, it’s for no one. Be specific. Speak directly to the people who need what you have to offer. 5. POSITIONING – How do you want to be perceived? Are you the industry expert? The storyteller? The community builder? Own your narrative before others define it for you. 6. VISUAL IDENTITY – What does your brand look like? Your profile, colors, post format, it should feel cohesive. People should recognize your content before they see your name. 7. MESSAGING – What does your brand sound like? Are you bold? Conversational? Analytical? Your tone builds trust, make sure it reflects your personality and brand. 8. CONTENT STRATEGY – What will you share? Random posting ≠ results. Create a balance: - Educational (share expertise) - Engaging (ask questions, start conversations) - Personal (stories, insights, lessons learned) When you get these fundamentals right, you will stop wasting time here. If you need help structuring your strategy, let’s talk. DM me for a free personalized LinkedIn audit. #LinkedInGrowth #PersonalBranding #ContentStrategy

Are you missing out on the long-term value of evergreen content on LinkedIn? Many creators are. They focus solely on trending topics that fade away quickly. But consider this: Evergreen content provides consistent value over time, and here's why you should prioritize it. Research shows that evergreen content attracts 5x more traffic over its lifespan compared to trending content. This is because it remains relevant for months or even years. When you create content that answers common questions, provides timeless insights, or delves into universal challenges, you tap into a continuous flow of engagement. The key steps? - Identify topics that have lasting relevance in your industry. - Provide comprehensive insights that can educate or solve problems. - Update and repurpose these posts to keep them fresh and accurate. By doing this, you won't just chase ephemeral trends; you'll cultivate a library of content that subtly elevates your presence and authority. And if you consistently deliver this, you'll find a more engaged and loyal audience following you over time. Think about what enduring knowledge or perspectives you can share with your network today. Maybe your expertise in a certain area is just what someone is looking for. Consistent content is key. Maybe it's time to start building yours.

For long-term LinkedIn success, stop chasing virality. Focus on delivering value. Many aim for viral posts, seeking instant attention. But this approach rarely builds lasting connections. Instead, offer content that truly helps others. It's not about the number of reactions. ↳ It's about meaningful engagement. When you share real insights, People notice. They'll remember you. → This approach creates deeper relationships. → It drives real business growth over time. Value-driven content has lasting impact. Prioritise value over virality. This is the path to sustainable LinkedIn success. P.S. Do you follow trends on LinkedIn?