3 Secrets to a Successful LinkedIn Post

I’ve been part of LinkedIn’s Top Voices for Finance and Economics group for a little over a month now. After learning what works best on LinkedIn—straight from LinkedIn itself—my monthly post reach has skyrocketed from tens of thousands into the millions.

The good news? You don’t need to be a LinkedIn Top Voice to create posts that resonate.

Here are the secrets I’ve learned to help you craft posts that stand out, spark engagement, and build trust with your network.

1. You Need a Great Hook

Think of your hook as your post’s headline. It’s the first two to three lines that determine whether someone keeps scrolling or clicks “See more.” On LinkedIn, you have just three lines of space before the “See more” break—make them count.

Here’s how to craft a winning hook:

Types of Hooks That Work

1. How-To Hooks:

   • “How to explain rising interest rates in a way clients understand.”

2. Story Hooks:

   • “A client once asked me if they should save or invest with an unexpected $10K windfall. Here’s what I told them.”

3. Statistic Hooks:

   • “78% of people under 40 choose their financial advisor online. Are they finding you?”

4. Fear/Warning Hooks:

   • “If your clients are still waiting until the end of the month to budget, they’re doing it wrong. Here’s why.”

5. Quote Hooks:

   • “‘Compound interest is the eighth wonder of the world.’ Are your clients taking advantage of it?”

Formatting Tips for Hooks

• Use line breaks to keep it clean and easy to read

• Avoid long sentences—hooks should be sharp and snappy.

• Keep each line under 62 characters to ensure nothing spills into the “See more” break.

The goal is simple: grab attention and make your audience curious enough to click.

2. Post What LinkedIn Wants to Promote

LinkedIn is better for financial professionals than any other other social platform. People show up for thought leadership and education, not entertainment. They’re more patient for longer-form text, but you must deliver value and keep your posts structured and digestible.

What LinkedIn Prioritizes

LinkedIn’s algorithm promotes content that provides clear value to its professional audience. Based on my insights and working with the LinkedIn team, here’s what works best:

1. Timely Takes on News

   • Posts about recent economic events, market trends, or regulatory changes get strong engagement—especially when you explain how they affect real people.

   • Example: “The Fed just raised rates again. Here’s what it means for your mortgage.”

2. Practical, Actionable Advice

   • Share actionable insights relating to your career, business, family, or finances. That’s great for retirement planning, budgeting tips, or investment strategies.

   • Example: “3 simple steps to protect your savings during a recession.”

3. Industry Trends and Predictions

   • Provide your perspective on where the economy, markets, or your specific client niche is headed.

   • Example: “Here’s one big trend small business owners should pay attention to.”

4. Behind-the-Scenes Insights

   • Share company news, personal experiences, or lessons learned.

   • Example: “My firm just spent the week at the Financial Planners conference. Here’s what I learned.”

Formatting Is Key

• Break up text with line spaces for readability.

• Use sparing, professional emojis to emphasize takeaways (e.g., 🔑 for key points or ✅ for checklists).

• End with a clear call to action (CTA), like asking a question or encouraging comments.

The bottom line? LinkedIn wants posts that inform, inspire, or educate—and the clearer your formatting, the more likely people are to engage.

3. Leverage the Power of Video

LinkedIn is doubling down on video content. With its recent launch of a dedicated vertical video tab, the platform is signaling its commitment to compete with TikTok, Shorts, and Reels.

Why does video matter? Because it builds trust more efficiently than text-based content. In sixty seconds, prospective clients will get to hear your voice, see your face, and understand your expertise. That forms a much stronger, authentic connection than a basic post in a similar amount of time.

How to Create Great Financial Videos

1. Keep It Short and Simple

   • 30-90 seconds is ideal. Focus on one clear message or takeaway.

2. Shoot Vertically

   • Vertical videos are optimized for mobile viewing (9:16 aspect ratio).

3. Start with a Hook

   • Ask a question or share a quick insight. Example: “Should you max out your 401(k)? Here’s a 1-minute guide.”

4. Prioritize Lighting and Audio

   • Ensure your face is well-lit and your voice is clear. No need for fancy equipment—natural light and a clean phone camera work fine.

5. Use Captions

   • Many people watch videos on mute. Captions increase accessibility and engagement.

6. Be Authentic

   • Speak directly to the camera. No need for intros or heavy editing—raw, personal content performs best.

Videos humanize you and make your expertise more relatable. If you haven’t experimented with video yet, now’s the time to start. Just point and shoot.

Conclusion: Show Up Where It Matters

Whether you’re writing a post or creating a video, success on LinkedIn comes down to two things: providing value and being consistent. Your audience is looking for experts who can explain financial concepts in ways they understand.

If you’re ready to build a presence that attracts and engages clients but aren’t sure where to start, I help busy financial professionals optimize their social media and digital presence. Schedule a free social media audit to get actionable tips tailored to your business.

Now, it’s your turn—what’s your next LinkedIn post going to be?