How to make a post go viral(ish) on LinkedIn
The dream for any content creator is to see their posts reach as many of the right people as possible, as quickly as possible, and as cost-effectively as possible whilst staying true to their brand and bolstering its reputation in the process. This post achieved all these things, and here’s how we did it.
Last week, I shared a post on LinkedIn about Haribo’s product recall following traces of cannabis being found in some bags of fizzy cola sweets.
The post was supported with a more in-depth article that looked at how the manufacturer had responded from a reputation management perspective, but we were baffled at the response to both the post and article on this website.
So, how did this short LinkedIn post become viewed by over 412,000* people in 72 hours and the accompanying article get seen by more than 11,300? Was it my brilliant writing?
Nope, it wasn’t sadly. It was a combination of factors:
- Timing of the post: It was written within 48 hours, which meant it was less speculative and more fact-based.
- Brand affinity: Haribo is not just well-known, it is enjoyed by many. When someone you love finds themselves in a difficult situation, you rush to their aid to support them. Brands are no different. People wanted to know what happened and why.
- Making sense of what happened: When the proverbial hits the fan, people look to those who can provide some degree of clarity of what has happened and the potential impact this might have on the brand itself, both in the short and long-term.
Could I replicate the success of this post? Possibly, but it would be by fluke rather than calculated design.
Impact
Reaching a wide audience is great, but what do the numbers look like when broken down? Here’s the analysis from LinkedIn:
- Impressions – 417,801
- Members reached – 301,096
- Profile viewers from this post – 281
- Followers gained from this post – 55
- Reactions – 324
- Comments – 177
- Percentage of readers of the post from organisations with more than 10,000 employees – 16%
- Percentage of readers of the post from organisations with 11-50 employees – 15%
- Percentage of readers of the post from organisations with 1,001-5,000 employees – 14%
- Post was viewed most by those in senior (34%) and director (17%) level.
*Total audience reach is now 417,801.
Get in touch if you need help with a reputation issue.
