As people pump their brands, LinkedIn has been flooded with low-value advice. To cut through the noise and get more impressions on LinkedIn, here’s one thing you can do right now: summarize your post in the first few sentences.
See? I just took my own advice. You knew before reading this article if there was value for you or not. This writing style works well for LinkedIn posts. Professional journalists use this strategy to write content all the time, and I truthfully didn’t learn this until I was writing for The Washington Post. My editor, Matt McFarland (now at CNN) told me I needed to write a better nut graph. 🥜 I had never heard that before.
What is a nut graph? And who cares?
A nut graph summarizes the entire piece in two-three sentences. You will notice journalists write these because getting someone’s attention is hard. Today, even if someone begins to read a piece, they will likely leave the page if the value isn’t apparent for them up front. People online are distracted, so a great nut graph can hook them and keep them reading.
On LinkedIn, you can think of a great nut graph as a promise to your connections. A promise that says, “if you click more and read my full post, you will get xyz value.” If the nut graph provides clear value, your connection will likely read more. If they read more, the platform also notices the value you are providing and serves your piece to more people. If those people like or comment? Even better.
Get more impressions on LinkedIn
To get more impressions on LinkedIn, be clear on the value your post provides within one to two sentences. LinkedIn is an attention-grabbing game, so you must grab attention quickly to prevent your connections from scrolling beyond your post.
There are mountains of useless advice and worthless posts every day. When met with overwhelming amounts of information, what will your connections do? They will employ filtering methods. Your connections on LinkedIn will avoid vague information where value isn’t immediately apparent.
The next time you post advice, a hack you learned, data or something that will improve the lives of people in your network, hold up. To get more impressions on LinkedIn, summarize the value in the opening few sentences.