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25 Insights to Make Content More Shareable on LinkedIn

Ever wonder why some content on LinkedIn gets thousands of “shares” and “likes”, and other content does not? Jiffy Lube helped me find the answer.

At a recent event in Philadephia, I heard the inside story of Jiffy Lube from Stephen Spinelli, Jr., Ph.D., co-founder of Jiffy Lube and President of Philadelphia University.

Spinelli told the audience that in order to gain market share quickly, his team at Jiffy Lube had to open as many franchises as fast as possible. This makes sense. More visibility increases awareness, and that brings first-time customers – and subsequently more revenue.

There was a time when Jiffy Lube was new. And people love to share “new”.

Back in the late 70’s, the idea of going somewhere just to have your oil changed was very unusual – absurd even.

Jiffylub

And when they launched, the idea of driving up to a building to have your oil changed in under 10 minutes for only a few bucks was new and interesting.

But you need something more to give content “contagiousness”.

The connection was made clear to me the other day, while browsing in a local bookstore. I noticed the book “Contagious: Why Things Catch On” by Jonah Berger.

contagious-book

In his book, Berger talks about how the most shared messages tend to have:

  1. social currency – the information sender looks smart like an insider.
  2. triggers – top of mind and it comes up a lot in conversation
  3. emotion – very surprising positive news bordering on “awe”.
  4. public – others see people heading into the physical location
  5. practical value – useful information about useful things that help others
  6. stories – narrative that people share carrying and transmitting your info

Jiffy Lube got the “shareable” formula correct.

Part of the reason Jiffy Lube spread so fast was that it’s message had all the right ingredients. If you consider the points above, and you see something interesting.

Sharing Jiffy Lube with others made people look “in-the-know” and smart. It was a topic that came up often, and the news that anyone could just pull up and get this done was awe-inspiring and positive. It was information that was very useful and helpful to almost everyone. And it stayed top of mind because people drive by it every day. It was hard to tell the story of an easy and fast oil change and leave out the name “Jiffy Lube”. The story served as a vessel, containing all the ingredients needed to spread far and wide.

Now to be fair, Jiffy Lube had a “public” platform that helped to spread the word and keep it top of mind. But fear not. There are any number of ways to make your content more shareable on LinkedIn. Combine these insights to gain more views and shares.

25 Insights to Make Content More Shareable on LinkedIn

  1. Write about something people think is WORTH SHARING with others.
  2. Write about something that COMES UP A LOT IN CONVERSATION. (like how to write articles on LinkedIn)
  3. Include something that is INCREDIBLE or AWESOME, and POSITIVE.
  4. Share INFORMATION THAT HELPS OTHERS do better more of the time.
  5. Weave your brand into the narrative in a way that your BRAND REMAINS PART OF THE STORY.
  6. Try to get added to a LinkedIn Channel with more viewers by choosing your title wisely.
  7. Content with more than 1000 words is better. (I would have thought <500, but no.)
  8. Focus your content on the right audiences – those with problems you solve.
  9. Break up your content with 2-3 quotes and a few pictures (people like posts with both more).
  10. Use a good header image that is interesting and try to avoid generic clip art photos.
  11. Don’t ask a question in your title. Use “How” or How to” or write “list” posts.
  12. Hold back from adding too much self-promotion content near the bottom of your article.
  13. Give people something they can actually use and implement right away.
  14. Break up big paragraphs into shorter ones with no more than 3-4 sentences in each paragraph.
  15. Break up your paragraphs under separate headings. Try for between 4-8 headings.
  16. Use a title that makes people want to learn more and tells people what’s in it for them.
  17. Write using simple language. Make your content readable for a 10 year old without a lot of technical jargon.
  18. Publish it on Sunday, Monday or Tuesday. Republish it on Thursday. DON’T publish it after 11am on Friday. Saturday and Wednesday are good but not as good as Sunday, Monday, Tuesday or Thursday.
  19. Titles with the keywords “employees”, “leaders”, “success”, “mistakes”, “career” or “life” do best.
  20. Keep your titles to right between 35-50 characters in length.
  21. Promote your article on Twitter. Break it down. Tweet it to get more views on LinkedIn.
  22. Add call-to-actions at the beginning or end of your article to encourage people to click the thumbs up and “like” the post.
  23. Encourage discussion and ask others their opinions and views. Ask a question or a group of questions.
  24. Near the end add “Leave your comments and questions below.”
  25. At the end add “If you enjoyed the post, please click the thumbs up icon above and let me know!”

What do you think? How do you get more views on LinkedIn? What kind of content makes you want to share it with others? Leave your comments and questions below.

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