Hi there,
I uncover the patterns behind viral LinkedIn posts, so your content gets noticed.
In this issue, you’ll find:
The 5 formats that carry any idea (Lesson Learned, Mistake, Listicle, How-To, Contrarian)
How to match the right format to the idea you already have
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5 Post Formats That Work in Every Niche
Coming up with what to post is hard.
But coming up with HOW to post it? That should be easy.
Because you don’t need a new structure every time. You need a few reliable formats you can reuse forever.
Think of formats like recipes. Once you know how to make the dish, you can swap the ingredients endlessly. Same structure, brand new post.
The best part? These formats work no matter your niche. Marketing, fitness, finance, design, coaching. Doesn’t matter. The structure carries.
Today I’m giving you 5 formats you can use again and again. Learn these, and you’ll never wonder how to shape a post.
Let’s go.
Format 1: The Lesson Learned
This is the workhorse. The one you’ll use most.
The structure is simple:
Something happened → here’s what it taught me.
You share an experience, then pull a lesson out of it. That’s the whole thing.
Why it works: it combines story and value. The story pulls people in. The lesson gives them something to take away. Best of both worlds.
The shape:
Hook: the moment or the outcome
What happened (keep it short)
The lesson you learned
How the reader can apply it
Example skeleton:
“I lost a client last year over one email I forgot to send. Here’s what it taught me about follow-up...”
Works in any niche. Everyone has experiences. Everyone learns from them. Just share yours.
Format 2: The Mistake Post
People love learning what NOT to do.
This format flips the lesson format slightly. Instead of “here’s what worked,” you share “here’s what didn’t.”
Why it works: mistakes are relatable and honest. Admitting one builds trust. And people would rather avoid a mistake than chase a win.
The shape:
Hook: name the mistake
What you did wrong
What it cost you
What to do instead
Example skeleton:
“For 6 months I posted every single day. It was the worst thing I did for my growth. Here’s why...”
You can write about your own mistakes. Or common mistakes you see others make in your field. Both work.
Bonus: mistake posts often make great hooks because they create instant curiosity.
Format 3: The Listicle
The classic. Easy to read, easy to write, easy to save.
You take a topic and break it into a numbered list.
Why it works: lists are scannable. People can skim them fast. They feel organized and digestible. And they’re great for saves, which helps your reach.
The shape:
Hook: promise the list (”7 things I wish I knew...”)
The numbered points (keep each one tight)
A short wrap-up or question
Example skeleton:
“5 things every beginner gets wrong about [your topic]:
...
...
...”
The key: keep each point punchy. One clear idea per line. Don’t ramble.
This format fits literally any niche. Tips, mistakes, tools, lessons, rules. Anything can become a list.
Format 4: The How-To
People come to LinkedIn to learn. Teach them something.
The how-to format walks the reader through doing one specific thing, step by step.
Why it works: it’s pure value. It’s actionable. And it positions you as someone who knows their stuff. People save these and come back to them.
The shape:
Hook: the outcome they’ll get
Quick context (why this matters)
The steps, in order
A closing nudge to try it
Example skeleton:
“How I write a LinkedIn hook that stops the scroll:
Step 1: ...
Step 2: ...
Step 3: ...”
The trick: be specific. Vague how-tos are useless. Give real, doable steps someone could follow right now.
Every expert knows how to do things others don’t. Pick one. Teach it.
Format 5: The Contrarian Take
Want to stand out? Say something most people disagree with.
The contrarian format challenges a common belief in your niche.
Why it works: it stops the scroll. When everyone says one thing and you say the opposite, people pay attention. It sparks debate. And debate means comments, which means reach.
The shape:
Hook: the contrarian statement
The common belief you’re challenging
Why you disagree
What you believe instead (and why)
Example skeleton:
“’Post every day’ is terrible advice. Here’s what actually works...”
One warning: only be contrarian when you actually believe it. Don’t fake a hot take for attention. People smell it. Real conviction is what makes this format land.
Used honestly, this is one of the most powerful formats there is.
How to Use These Formats
Here’s the system.
You’ve now got 5 reliable structures:
The Lesson Learned
The Mistake Post
The Listicle
The How-To
The Contrarian Take
Next time you have an idea but don’t know how to shape it, run it through these.
Ask: which format fits this idea best?
Got a story? Lesson Learned or Mistake Post.
Got knowledge to share? How-To or Listicle.
Got an opinion? Contrarian Take.
The idea is the ingredient. The format is the recipe. Match them up and you’ve got a post.
You never have to invent structure from scratch again.
Mix and Rotate
One more tip.
Don’t use the same format every time. Rotate them.
If every post is a listicle, your feed gets repetitive. People tune out.
But if you rotate through all 5, your content stays fresh. Different shapes. Different rhythms. Same you.
A good week might look like:
Monday: a Lesson Learned
Wednesday: a How-To
Friday: a Contrarian Take
Variety keeps people interested. And it keeps YOU from getting bored writing.
Five formats. Endless combinations. Rotate and never run dry.
Advanced Tip: Build Your Own Template Bank
Here’s how to level up.
Once you get comfortable with these formats, start building your own template bank.
Whenever you see a post that works, yours or someone else’s, don’t just admire it. Templatize it.
Strip it down to its structure. Pull out the specific words. Leave the skeleton. Then save that skeleton in your content bank.
Now you’ve got a proven structure ready to reuse whenever you need it.
Over time, you build a personal library of templates that fit your voice and your niche. Posting gets faster and faster because you’re never starting from zero.
And if you want a shortcut, Posthero has 100+ viral post templates you can pull from right now. Proven structures, ready to fill in. A whole bank without building it yourself.
Your Homework
This week, do this:
Save these 5 formats somewhere you’ll see them.
Take one idea you have right now. Pick the format that fits best.
Write the post using that structure. Notice how much easier it is with a template.
This week, try to use at least 2 different formats. Feel the difference variety makes.
Over time, notice which formats perform best for YOUR audience. Lean into those.
Stop reinventing the wheel every time you post.
Pick a format. Fill it in. Publish.
That’s it for this week.
If one of these formats makes posting easier for you, reply and tell me which one became your go-to. I’d love to hear.
See you next time.
That’s a wrap for today.
See you next week! If you want more LinkedIn tips, be sure to follow me on LinkedIn (link).
If you love this episode and want to support us, spread the word about us by sharing The LinkedIn Secrets with colleagues. I really appreciate it!
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Your compadre,
Anton “LinkedIn growth strategies” Cherkasov