LinkedIn

LinkedIn is the OG slop center, but it’s a popular channel with our ICP, important for recruiting, and our posts often do well there. Here's a few best practices to have your posts seen more on the platform.

Advice on LinkedIn posting

  • The hook is everything. Get people to click “show more.” What works:

    • Money - “We spend $X and here are the best things we learned”
    • Dilemma - “What would you choose X or Y?”
    • Provocative statements - “Collaboration sucks”
    • Transformation stories, before and after - “This product helped us go from X to Y”
    • Data reveals - “PostHog has seen an ~8x increase in traffic from ChatGPT in the last year”
    • Resource lists - “Here are the 10 best posts on X”
    • Takeaways - “After weeks of researching X, I’ve published Y deepdive. Here are Z interesting things I learned along the way.”
    • Work - “I wrote a 2000-word long article on how AI impacts performance of software and systems.”

  • Use lists and numbers.

  • Be specific with numbers. Say “$8,500” not “around 8k.” This feels more credible, like you aren’t making it up.

  • Ask yourself if there’s a story or anecdote you can use to make this real.

  • Be useful. Write the posts you want to read.

  • To drive clicks to links, either either say “link in comments” and add it to the post ~6 hours later or include an image in your post. The algorithm hates direct posts to links.

  • A great graphic goes a lot way. “Zero-click” content like ByteByteGo gets thousands of likes with basically just a graphic. Information does better than memes.

  • Add a question at the end to get comments. People want to respond. Comments boost posts in the algorithm, often more than shares do.

  • Commenting on popular posts works, comments can get 30k+ impressions.

  • Posting time doesn’t matter to going viral, however it's good practice to post between Monday-Thursday and within 1 hour of standard working hours wherever most of your connections are based.

  • Posting daily beats 1-2x/week “perfect” posts. A lot won’t hit, but this will more than pay off for the ones that do.

  • If you are posting a changelog update, you can create nice images when clicking Add entry in the changelog. It's under the Social sharing header.

  • Once you've posted, throw a link into #shitposters-unite, and your fellow PostHog employees will shower your post with reactions, giving you a dopamine boost and helping it reach a wider audience.

Thank you to Lucas Faria for many of these tips.

Boosting posts from the PostHog brand account

If you post PostHog-related content to LinkedIn more than once per week and aren't scheduling it in advance, please:

  • Ask Liam Graham to add you as a content admin to the PostHog LinkedIn page if you aren't already.
  • Immediately after posting, switch your profile to the PostHog page and:
    • React (like, love, insightful, etc.)
    • Repost (the regular "Instantly bring [your] post to others' feeds" option)

The first couple of hours of a LinkedIn post are critical algorithmically, so sharing from the company page early helps maximize reach.

If you are scheduling content, aim to engage from the brand account within ~an hour of the post going live (e.g. liking comments, adding the supporting article link as a comment). Liam will cover this when possible, but morning GMT posts may fall outside PST working hours.

LinkedIn posters and their newsletters

A primary way we use LinkedIn is to promote our newsletter, so here are some examples of people doing the same:

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