$ man content-wiki/linkedin-playbook

LinkedIn's algorithm prioritizes dwell time, comments, and shares in that order. A post that people stop scrolling to read — even if they don't engage — scores higher than a post that gets quick likes and scroll-past. Comments are the strongest visible signal. Posts that generate conversation threads get pushed to more feeds. Shares extend reach beyond your network. Likes are the weakest signal but still matter for initial distribution. The algorithm also weighs early engagement heavily. The first 60-90 minutes after posting determine how wide the distribution goes. If your post gets strong engagement in that window, it enters a broader distribution cycle. If it flatlines, it stays in a narrow feed. This is why posting time matters and why your first commenters matter — they trigger the distribution flywheel.

PATTERN

Pillar 1 — Plays Series (highest performing): formatted as step-by-step workflow walkthroughs with emoji markers. Pain point or contrarian hook, series title and play number, step-by-step workflow, why-this-matters context, no-gatekeeping resource delivery to comments, identity sign-off. Screen recording or screenshot attached. Pillar 2 — Building and Sharing: narrative, reflective, personal journey. Personal opener about what you built or what broke, the messy real process, the insight or shift in thinking, invitation to connect. Longer sentences allowed. More storytelling, less structure. Pillar 3 — GTM Memes: short text plus meme, gif, or video. Setup line with relatable GTM pain, punchline or meme context, engagement ask, brief sign-off. Pop culture references — anime, wrestling, music — always with a real lesson underneath. Pillar 4 — Release Reactions: first-hand builder take on new tool features. What changed, how you tested it, specific workflow it enables, forward-looking take. Pillar 5 — Skill and System Shares: sharing actual frameworks and skill files. What you built and why, how it works, where to get it, comment thread with deeper insights.

PATTERN

1-2 sentences maximum per paragraph. Lots of whitespace for mobile scrolling. Short punchy lines create rhythm. Single-line statements for emphasis. LinkedIn is read on phones — long paragraphs get skipped. Opening line: always lowercase first word unless it is a proper noun or first-person I. Strong hook in the first 2 lines. Lead with pain, a contrarian take, or action. No generic greetings. Emoji usage is structural, not decorative. Workflow step markers: checkmarks, wrenches, links, brains, puzzle pieces. Identity markers: lightning bolt, wizard. Tone signaling: self-deprecating, frustrated, knowing. Each emoji marks a step, signals tone, or anchors identity. Don't scatter them randomly.

PATTERN

Your comments section is a content delivery channel, not an afterthought. Full prompts and formulas go in comments. Follow-up insights and deeper reasoning in comment threads. Reply to commenters with one-line value adds, not generic thanks. Value delivery CTAs: prompts in the comments, formula plus HTTP API setup in the comments, don't sleep on the comments, documented the full process in the comments. Co-building CTAs for narrative posts: DM me if you're building something similar. Engagement CTAs for meme posts only: what is your version, drop it in the comments. Never use: what do you think comment below, agree hit that like button, follow me for more tips. These are engagement bait patterns that LinkedIn users see through instantly.

PRO TIP

Your sign-off is not a CTA — it is an identity anchor. Variations: shawn the gtme alchemist with wizard emoji, shawn with lightning bolt GTM Engineer, shawn with lightning bolt and pipe the gtme alchemist with wizard emoji. Always include the lightning bolt or wizard or both. The sign-off becomes a recognizable pattern that builds brand recall across posts. People should see the sign-off and know who wrote it before they even read the name.

ANTI-PATTERN

The biggest LinkedIn trap is performing expertise instead of sharing it. Authority signaling phrases like the uncomfortable truth, let me be clear, what most people miss — these are performance, not substance. State your observation directly. Share the specific tool, the specific workflow, the specific result. If you built something that works, show it working. A screenshot of the actual Clay table beats a paragraph about how important data enrichment is. LinkedIn rewards specifics over generalities, always.