LS #45: The truth about "Authenticity" on LinkedIn that nobody talks about
I see hundreds of posts about being authentic, but most miss the point entirely...
Hi there,
I break down what drives LinkedIn posts to go viral - so you can create content that clicks.
In this issue, you'll find:
The 3 high-performing posts this week
The truth about "Authenticity" on LinkedIn that nobody talks about
LinkedIn post template and memes
The 3 high-performing posts this week
If you are struggling, please speak with someone
Why this post?
This post went viral, receiving 6.5k likes in a day. It received 32-190 more engagement and views than Dave's posts this week.
BREAKDOWN
Opens with a direct, caring hook: "If you are struggling, please speak with someone."
Uses a real, tragic story to highlight serious problems in the job market
Creates empathy by showing the human cost of poor hiring practices
Uses specific details (2 weeks earlier, finalist twice, no feedback) to make the story real
Calls out bad behavior in the industry without being preachy
Shows vulnerability by sharing how this affected him personally
HOW TO CREATE YOUR OWN POST:
Start with care and support for people who might be struggling
Share a real story that highlights a serious problem in your industry
Use specific details to make the story feel authentic and urgent
Call out harmful practices without attacking specific people or companies
End with a clear message about responsibility and change
POST IDEAS FOLLOWING THIS TEMPLATE:
"If you're feeling overwhelmed at work, please talk to someone. I just learned about a colleague who burned out and it could have been prevented."
"Mental health check: the startup grind is real. I just watched a founder crash and it's a wake-up call for all of us."
"To anyone struggling with imposter syndrome: you're not alone. I just had a conversation that reminded me why we need to talk about this more."
"If you're a manager reading this: your team's mental health matters. I just saw what happens when we ignore the warning signs."
"Freelancers and contractors: your mental health is just as important as full-time employees. Here's what I learned from a recent tragedy."
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2. Just did my YC interview. Solo.
Why this post?
Another post that went viral this week—it got 1.1k likes in a day and performed 6-40 times better than Maddie’s other posts this week.
BREAKDOWN:
Opens with a simple hook: "Just did my YC interview. Solo."
Makes entrepreneurship feel human and accessible through honest storytelling
Shows the reality of startup anxiety (searching "how to calm down before an interview")
Uses dialogue format to make readers feel like they're in the room
Balances self-doubt with impressive business metrics
Creates an underdog story that people want to root for
Shows the power of authentic storytelling over rehearsed pitches
HOW TO CREATE YOUR OWN POST:
Start with a relatable moment of nervousness or preparation
Use dialogue to recreate key conversations instead of summarizing them
Show your initial struggle or uncertainty before the breakthrough moment
Include specific numbers or proof points that validate your story
Create a clear turning point where everything changes
Address any challenges or obstacles you faced honestly
Show how you proved doubters wrong through actions, not words
POST IDEAS FOLLOWING THIS TEMPLATE:
"Just finished my Series A pitch. Three months ago, investors said we'd never raise."
"Landed my dream job today. Yesterday, I was told I wasn't qualified enough."
"Just closed our biggest customer. Six months ago, they rejected our proposal."
"Spoke at my first conference today. Two years ago, I was too scared to comment on LinkedIn."
"Just hit $10k MRR. Last year, I couldn't give my product away for free."
3. I'm leaving LinkedIn. It's not a hook but really my last post here.
Why this post?
This post performed 10-100 times better than Karola’s other posts this month.
BREAKDOWN:
Opens with a bold declaration: "I'm leaving LinkedIn. It's not a hook but really my last post here."
Addresses a widely felt frustration that many people recognize but don't voice
Uses the "farewell post" format to give weight and finality to the message
Creates a clear villain (AI-generated content and fake expertise) that people can rally against
Backs up opinions with external sources (New York Magazine article) and specific observations
Balances harsh criticism with recognition of legitimate creators
Uses visual elements that perfectly capture the emotional tone
Provides a practical solution rather than just complaining
Takes a principled stand that feels authentic rather than attention-seeking
HOW TO CREATE YOUR OWN POST:
Start with a clear, bold statement about your relationship with the platform
Share your personal experience of fatigue or frustration that others will recognize
Reference external sources or experts to add credibility to your observations
Give specific examples of the problems you're seeing
Name specific people you respect to show you're being fair
The truth about "Authenticity" on LinkedIn that nobody talks about
I see hundreds of posts about being authentic.
But most miss the point entirely.
Here's what I've learned after 3 years of daily posting:
Authenticity isn't about strategy.
It's about dropping the corporate mask you've been wearing.
Let me show you exactly how:
1. Share Real Stories (Even the Uncomfortable Ones)
- When I lost my biggest client last year
- The time I completely bombed a presentation
- My first viral post that actually drove zero business
2. Write Like You Actually Talk
I used to write "leverage synergistic opportunities"
Now I write "let's work together"
Big difference, right?
3. Stop Hiding Behind Perfect
- Delete the corporate buzzwords
- Skip the staged photoshoots
- Drop the "everything is amazing" act
4. Show Your Work in Progress
- Share what you're learning
- Ask questions when you don't know
- Document your failures alongside wins
What kills authenticity?
• Copying trending formats
• Using AI to sound "professional"
• Pretending you never make mistakes
• Acting like you have all the answers
What builds real connection?
• Admitting when you're wrong
• Sharing actual challenges
• Speaking in your natural voice
• Taking stands on things you believe in
Quick authenticity test:
- Would you say this to a friend over coffee?
- Does this reflect your actual experience?
- Are you holding back out of fear?
- If your mom read this, would she recognize your voice?
The hardest truth?
Being yourself is scary.
You'll lose followers.
Some people won't like you.
That's exactly how it should be.
Remember: You're not trying to appeal to everyone.
You're trying to connect with people who appreciate the real you.
What masks are you still wearing on LinkedIn?
Post Template: Corporate Jargon Reality Check Template
You can use the template below to create content faster with AI. Just provide your context and copy the template. It will help you create content following a viral post structure.
Template:
The gulf between the [LEADERSHIP_LEVEL] and the [TARGET_AUDIENCE]...
...can be massive.
There's a unique problem that plagues many [COMPANY_TYPE] companies (especially [SPECIFIC_CATEGORY]):
❌ They lose the ability to say what their [PRODUCT] actually does.
Once there are several levels between [DECISION_MAKERS] and on-the-ground, [CUSTOMER_FACING_ROLE] employees, things get a little... weird.
The main place this shows up?
→ the [MARKETING_ASSET]
[LEADERSHIP_LEVEL] forget that the [MARKETING_ASSET] is a MARKETING asset...
...and instead believe that it's the place to showcase their [LIST_OF_INTERNAL_FOCUSES].
Usually, it's spurred on by work done with a [EXPENSIVE_SERVICE_TYPE] ([PRICE_RANGE] price tag) [SERVICE_PROVIDER].
The [MARKETING_ASSET] becomes the place to SHOWCASE their newly discovered [BRAND_ELEMENT].
The result?
[COMPANY_1] is a company that now is a "[BUZZWORD_PHRASE_1]."
[COMPANY_2] is a company that now does "[BUZZWORD_PHRASE_2]."
[COMPANY_3] is a company that now does "[BUZZWORD_PHRASE_3]."
But this couldn't be further from how real people (who [ACTION_CUSTOMERS_TAKE]) talk about these companies.
This new language (while EXCITING to internal [LEADERSHIP_LEVEL])...
...is actually alienating to potential [TARGET_AUDIENCE].
If I'm a [CUSTOMER_ROLE] (who is not chronically on [PLATFORM]), how do I know if I need "[CONFUSING_OPTION_1]," "[CONFUSING_OPTION_2]," or "[CONFUSING_OPTION_3]"?
These tactics may work in this tiny corner of the internet, but most [CUSTOMER_TYPE] companies still say "[TRADITIONAL_TERM_1]," "[TRADITIONAL_TERM_2]," and "[TRADITIONAL_TERM_3]"...
...rather than calling them a "[TRENDY_ALTERNATIVE]"
There are plenty of companies bucking this trend:
[SUCCESS_COMPANY_1] (valued at [VALUATION_1]) just says what they do
[SUCCESS_COMPANY_2] (valued at [VALUATION_2]) just says what they do
[SUCCESS_COMPANY_3] (valued at [VALUATION_3]) just says what they do
If you want to create REAL differentiation, it's likely not going to come from a new phrase that you made up that includes "[BUZZWORD]" in it.
LinkedIn Memes
LinkedIn nowadays
This is a job title I’ve never seen before
That's a wrap for today.
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Your compadre,
Anton "LinkedIn growth strategies" Cherkasov