The 10 Most Engaging Topics on LinkedIn in 2021 [+Viral Examples]

LinkedIn运营着Internet上最大的专业网络之一，这已经不是什么秘密了。

实际上，the platform has200多个国家和地区的6.90千万成员。

That's why it's important for marketers to be active on LinkedIn. But how do you get your network to engage with your posts?

下面，我们将讨论LinkedIn上十大最吸引人的主题，某些内容类型的传播以及背后的科学why。另外，我们将研究示例，向您展示如何执行这样的帖子。

75% of marketers polled said LinkedIn video content is a successful way of reaching target audiences。

例子：LinkedIn Live（购物中心）

这个示例确实突破了LinkedIn视频内容创建的边界。

在这个病毒式视频中，我从字面上接近了购物中心的数百名陌生人，并要求他们“日历上15分钟，讨论可能存在的协同作用。“This is perhaps the single most dreaded phrase of all-time on LinkedIn, so I decided to take it from the inbox to the streets.

For context, I lead demand generation at Nextiva, a云通信company. This video has absolutely nothing to do with Nextiva, or our products and services. So what's the point then?

这很简单 - 在B2B社区中保持首位，并成为Nextiva品牌的传教士。

LinkedIn不再仅仅是出售和勘探。推动品牌存在和受众参与是新的常态。

内容概述

• Info-tainment based video, with supporting text
• 1,467个反应
• 607评论

Why did it go viral?

• 通过喜剧转折传达一个高度相关的概念。
• 它是标记为“信息娱乐”的B2B的新型社交媒体内容。
• Brings attention to a widespread issue — LinkedIn spam.
• Offers practical takeaways for a clearly defined audience (B2B sales professionals).
• Has an element of sensationalism. Not many people have the courage to approach strangers at the mall and ask them for "日历上15分钟以讨论协同作用。“

2。Relatable Humor Posts

When people are scrolling through social media, they like to see content that they can relate to. Even more, they like to see content that makes them laugh.

If you can do both of those things in a LinkedIn post, you'll see plenty of engagement.

In the example below, Corporate Bro does exactly that.

例子：新销售代表说的话

啊，好老企业兄弟。没有他，LinkedIn帖子将是什么？他可以说是B2B世界上最大的互联网感觉之一社交媒体市场营销。他对销售代表办公室戏ban的热闹，为他赢得了这一名单上的杰出作品。

内容概述:

• 带有支持文字的视频帖子
• 1,197个反应
• 398 comments

Why did it go viral?

• Flat out, this video is just hilarious and supremely creative.
• It's widely relatable and addresses a specific audience (B2B sales professionals).
• 该视频是纯粹的“信息娱乐”。这是LinkedIn的验证策略。
• 令人震惊。该内容与那里的内容完全不同，因此它脱颖而出。
• 夸张的轰动主义 - 它突出了“兄弟”销售文化背后的许多刻板印象。

3。Heartwarming Story Posts

Everyone loves a heart-warming story. If you use emotion in your posts, you can keep readers engaged and leave them wanting more.

例子：我的银行帐户中的$ 4

Shay Rowbottom is one of the most prolific B2B content creators on LinkedIn. Her strategy is simple, yet genius. She takes highly relatable and easily digestible concepts, and recreates them with humor and info-tainment.

In this post, she shares a flashback to where she was 8 years ago — with just $4 in her bank account.

内容概述:

• 图像帖子带有情感标题
• 1,502个反应
• 310条评论

Why did it go viral?

• 每个人都喜欢一个充满情感的良好的成功故事。这就是这样。
• 大多数企业家以前已经破产了。在观众中，这是广泛相关的。
• She actually saved the screenshot from that day, and shared something deeply personal.
• 令人惊讶的是，还强调了成功不仅在一夜之间发生。
• 它唤起鼓励和积极的情绪。令人心动的故事往往在LinkedIn上表现良好。

4。Challenging Conventional Wisdom Posts

正如您在上面的示例中看到的那样，具有一些争议的信息娱乐和基于幽默的视频往往会表现良好，并获得了很多参与度。

挑战传统智慧的基于文本的帖子见类似的结果。

例子：潜在客户生成与需求产生

克里斯·沃克（Chris Walker）是LinkedIn上的后起之秀。他对B2B营销有着真正独特且开箱即用的视角。沃克正在成为理性的声音，呼吁破碎且过时的营销策略不再起作用。人们爱他，因为他无情地说出每个人在想什么，但不想承认。

在这篇文章中，沃克（Walker）为潜在客户产生与需求生成的史诗般分解。他给出了一个新的观点，建议公司应该停止纯粹用于铅捕获内容的内容，并应转向以买方为中心的战略，该战略的重点是较低的铅速度，但较高的速度。

Check out this 90 minute "需求状态“interview for deeper insight on this topic.

内容概述:

• 老派与新学校主题
• 1,378 reactions
• 243条评论

Why did it go viral?

• 该内容解决了两个不同的营销概念之间的现有混乱。
• 沃克提供了这两个概念如何工作的高度战术示例：旧学校与新学校。
• 毫无疑问，这是B2B销售和营销中有争议的话题。
• It challenges conventional wisdom, it creates an arena for healthy debate.

5.问题帖子

提出问题可以使您的读者参与其中。每个人都想加入并成为对话的一部分。

That's why you should ask questions at the end of your posts. This is a sure-fire way to drive high engagement.

例子：给100万收件人的电子邮件错误

Adam Goyette is a leader in B2B marketing, serving as the CMO of Help Scout. This impressive post grew to become a total atomic bomb. It nearly broke the internet with such an extraordinary response purely driven by prompting the audience to share their most embarrassing and shameful work stories.

内容概述:

• 基于问题的内容具有强烈的情感钩子
• 5,025 reactions
• 474 comments

Why did it go viral?

• Incredibly engaging topic, spark fired by a question.
• Flips the narrative by focusing on failures (people on LinkedIn tend to brag about their wins).
• Goyette通过分享一个令人尴尬的工作故事来提供脆弱性。大多数人不这样做。
• 使用数值。100万电子邮件收件人。这对他的故事产生了更大的影响。

6.数据驱动的观点帖子

Content with numbers that prove a point, or data points from experiments/case studies always make for an intriguing read.

实际上，数据驱动的帖子的表现往往比咆哮和舆论作品更好。

例子：SDR的价值

铁托·博尔特（Tito Bohrt）是B2B销售中的最高声音，特别关注销售发展。他是数字向导，也是行为经济学的专家。您不会在数学战斗中击败他，所以不要尝试。

这是一个绝对值炸弹com的一篇文章pletely made people rethink how to place value on sales development reps, perhaps the most under-appreciated role in sales.

内容概述:

• 数字驱动的故障：SDR的货币价值
• 1,332 reactions
• 217 comments

Why did it go viral?

• Data-driven perspective that calculates the real value of an under-appreciated sales job.
• 通过强调SDR的财务上行空间来翻转叙事。
• 强大的数字使用 - 例如将30万美元变成750万美元。

7.How-To Posts

Just like with blog posts, how-to posts work well on LinkedIn.

根据OkDork, which analyzed more than 3,000 LinkedIn posts, how-to and list posts perform best on LinkedIn.

The example below follows that format.

例子：3 Things to Avoid in Enterprise Sales

Amy Volas is an emerging voice in B2B sales, specifically focusing on hiring and talent acquisition.

她以其非常诚实和真实的内容创建和网络而闻名。

这篇文章分解了三个陷阱以避免企业销售，并获得了一些健康的参与。让我们检查原因。

内容概述:

• Text based post, classic list style content
• 430 reactions
• 132条评论

Why did it go viral?

• 惊人的开场白，包括数字并引起好奇心。
• 3 key takeaways that are powerful and easy to follow.
• 解释为什么每个外卖都很重要。
• Addresses the "elephant in the room" — Volas shares an honest and real, no BS take on bad trends that are emerging in enterprise sales.

8.个人故事职位

At the core of the inbound methodology is being human. This practice is just as popular on LinkedIn. That's why sharing personal stories is one of the top ways to attract engagement to your posts on LinkedIn.

In the example below, Scott Leese shares a personal, vulnerable story with a message.

例子：Health Is More Important Than Your Job

斯科特·莱斯（Scott Leese）是一位销售资深人士，在各种规模的公司中都拥有令人印象深刻的成功记录。

He's a sales guru with tons of life experience and unique perspectives. With no surprise, his wisdom-based posts often earn widespread reaction and engagement.

Leese的这篇文章是对商业社区的衷心恳求。他敦促所有人放弃对工作的痴迷，并将健康置于重中之重。他让我们惊讶地提醒我们健康确实是财富。

内容概述:

• Story based post with an emotional hook
• 2,615 reactions
• 227条评论

Why did it go viral?

• 强大的开场白解决了B2B专业人员中“工作狂”问题的问题。
• Scott shares a deeply personal experience regarding his own health, which may serve as a wake up call to others.
• 他让您质疑您对金钱的看法。如果您生病了，那么金钱是什么？

9. Tactical Tips Posts

当人们遇到可操作的技巧,他们excited to implement them. Additionally, they're usually grateful that they came across the tips in the first place.

这就是为什么战术提示帖子在LinkedIn上表现良好的原因。

例子：1st Time Working From Home Tips

毫无疑问，约翰·巴罗斯（John Barrows）是世界上最好的销售教练之一。他与过去十年中最知名的软件公司合作，例如Google，Salesforce，Obob电竞官方下载kta，Box和LinkedIn，仅举几例。

他是一个多产的内容创作者，经常以其令人难以置信的真实和“无BS”语调在LinkedIn上获得认可。他也是使它发生播客，他定期在B2B销售和营销中采访顶级思想。

来自巴罗斯的这篇文章为那些过渡到过渡的人提供了非常战术的建议远程工作for the first time.

内容概述:

• 战术清单风格的帖子，并及时且可操作的建议
• 1,567个反应
• 147 comments

Why did it go viral?

• This post is relevant and timely, as he addresses the crisis many people are facing.
• This post is highly tactical, offering step-by-step advice for B2B professionals who have never worked from home before.
• 他对最被低估的家庭元素的工作提供了独特的观点，例如散步并与您的配偶达成协议的重要性。
• 他使用Listicle/Dashes格式，这是一种最大化参与度的经过验证的方法。

10.故障内容文章

Again, people love content that is human and vulnerable. That's why posting about failures can actually go viral more than posts that brag about your success.

此外，一旦这些帖子传播开来，人们就会更有可能访问您的网站。

根据Econsultancy，LinkedIn现在负责64% of all visits from social media channels to corporate websites.

In the example below, after James Carbary recounted a story about failure, I'll bet people wanted to watch the Tedx Talk he references.

例子：I Completely Botched My Tedx Talk

James Carbary is one of the most respected voices in B2B. He's an outside-the-box type of content creator, and a well-knownpodcast enthusiast。

一个令人震惊的统计数据是，卡伯里（Carbary）在播客中亲自采访了1,000多名B2B销售和营销专业人员。

他的这篇文章提供了关于失败的残酷诚实观点。

He explains how he recovered from a disaster of epic proportion while delivering a presentation on stage during his first Tedx Talk.

He completely blanked and forgot everything. He was forced to take out his iPhone and deliver the rest of his presentation while reading notes off the screen.

内容概述:

• 讲故事的帖子与情感钩子（失败）
• 1,158 reactions
• 333 comments

Why did it go viral?

• Carbary对失败以及如何从失败中恢复了残酷的诚实观点。
• 这个故事使您陷入困境。开场线是如此的好，您想继续阅读它。
• The takeaway is powerful. "我最严重的恐惧发生了，我还活着。”

Bonus:Ask Me Anything Posts

尽管这是一种新的格式，但问我任何帖子在社交媒体网站上都变得越来越流行。

That's why Instagram features a question box on Stories and recently came out with a Q&A style of live video.

The same concept holds true on LinkedIn. When people are more likely to get a response, they're more likely to ask question in the first place. That's why using the ask me anything format is helpful in driving engagement.

例子：在危机期间问我任何事情（用于中小型企业）

Tomas Gorny is the definition of the美国梦。他在波兰出生和长大，他20岁时就搬到了美国，没有说任何英语。今天，他是企业家，慈善家，并担任Nextiva的首席执行官。

Many SMBs are facing an extremely difficult road ahead, as thousands of SMBs could be forced into closures as a result of the economic collapse which is unfolding right before our eyes.

在这篇文章中，Gorny为企业家，初创公司创始人和SMB公司提供了向他询问任何事情的机会。他以前一直在鞋子上。他在衰退期间开设了公司，并且知道失败的感觉。

内容概述:

• 用情绪驱动的CTA问我什么
• 550 reactions
• 105条评论

Why did it go viral?

• Gorny与企业家和初创公司创始人分享了他对衰退和危机情况的个人观点。
• 他征求问题并提供建议，并解释了他如何克服经济衰退期间经营企业的挑战。
• The takeaway is powerful. Don't let go of your passion, drive and dreams.

如果您在LinkedIn做错了，现在是您扭转局面的机会。抛弃销售推销，并开始优化参与度。

LinkedIn is now a broadcasting and content amplification platform. Use it to enhance your personal brand and drive friendly conversations (that may evolve into opportunities later). If you're still treating LinkedIn as a pure lead gen platform, you will undoubtedly fail.

最初发布于2020年5月1日7:30：00 PM，更新于2月4日2021年