LS #78: Why Your “Expert” Content Is Pushing People Away
You want to be seen as an expert on LinkedIn. So you post tips. Frameworks. How-tos. Industry insights. That's exactly why people scroll past your content.
Hi there,
I explore what works on LinkedIn to help you create content that connects
In this issue, you’ll find:
The 3 high-performing LinkedIn posts this week
Why your “Expert” content is pushing people away
The 3 high-performing posts this week
1. 2021 Turned down Meta’s $1M offer. Started my first startup.
Why this post?
This post went viral, receiving 590 likes in 3 days. It received 19-50 times more reposts than other Ethan’s posts this week.
WHY THIS POST WENT VIRAL
This is the classic “overnight success that took 5 years” story - but told with brutal honesty.
BREAKDOWN
Big sacrifice hook: “Turned down Meta’s $1M offer. Started my first startup.” - immediately establishes stakes and commitment
Year-by-year timeline: 2021 → 2026 format makes the journey easy to follow
Shows the dark years: 2022-2023 full of rejection (20+ VCs, then 10+ more), no revenue, no PMF - doesn’t skip the pain
Turning point moment: “2024 - Did 100+ user calls. Pivoted. Something finally clicked.“ - the grind that led to growth
Milestone markers: $1M ARR in 2025, $5M ARR in 2026 - concrete proof it worked
TRY THIS
Use a year-by-year timeline to show your journey - it’s easy to follow and shows the real duration of struggle
Start with a bold sacrifice or risk that establishes stakes
Don’t skip the failure years - they make the success credible
Include specific rejection numbers (20+ VCs, 10+ more) - vague “it was hard” doesn’t land the same way
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2. Most people don’t realize how easy it is to find recruiters on LinkedIn.
Why this post?
Another post that went viral this week - it got almost 543 likes in 2 days and performed 8-22 times better than David’s previous content.
WHY THIS POST WENT VIRAL
This post solves a real problem job seekers have: how do I actually reach the right people? Instead of vague advice like “network more,” it gives exact steps anyone can follow in 5 minutes.
BREAKDOWN:
“Hidden knowledge” hook: “Most people don’t realize how easy it is to find recruiters” - implies you’re about to learn something most don’t know
Origin story for credibility: “I shared this in a comment a while back and people found it useful” - social proof before the content
Clear numbered list: 4 ways to find recruiters - easy to skim, easy to save
Step-by-step instructions: Each method includes exact clicks and filters - no guesswork required
Specific search syntax: (”hiring” AND “JOB YOU WANT”), (”talent” or “recruit”) - copy-paste ready
Pro tip embedded: “Jobs posted in personal feeds of recruiters/employers vs doom-scrolling LinkedIn’s job boards” - reframes the approach
TRY THIS
Share “hidden” knowledge that’s actually just underused features - people love feeling like insiders
Mention that you’ve shared this before and it helped people - social proof before the content
Give exact steps with specific search syntax people can copy-paste
3. LinkedIn has changed a TON.
Why this post?
This post got 3-15 times more comments than Devin’s other posts this week.
WHY THIS POST WENT VIRAL
Everyone posting on LinkedIn is secretly wondering: is my reach good or bad? This post answers that question with hard data.
BREAKDOWN:
Validates the pain: “LinkedIn has changed a TON. Everyone’s reach is down.” - says what everyone’s feeling
Promises clarity: “Here’s what good looks like” - offers a solution to the uncertainty
Data credibility: “Based on an analysis of 50,000 posts” - not opinion, it’s research
Benchmark table: Breaks down impressions by follower range (0-1k through 50k-100k) with Typical, Strong, and Top reach - instantly useful
Interprets the data: “If you have 5k-10k followers and you’re hitting 1,000-2,000 impressions? You’re in the top 25%.” - makes raw numbers meaningful
Key insight: “The hardest part about LinkedIn is that no one tells you if you’re winning“ - names the real problem
TRY THIS
Validate a frustration your audience is feeling before offering a solution
Use real data with a large sample size - “50,000 posts” beats “in my experience”
Interpret the data for people - don’t just show numbers, tell them what the numbers mean
LinkedIn Guide
Why your “Expert” content is pushing people away
You want to be seen as an expert on LinkedIn.
So you post tips. Frameworks. How-tos. Industry insights.
Professional stuff. Serious stuff. “Valuable” stuff.
And you never show your face. Never share a personal story. Never crack a joke.
Because experts don’t do that. Right?
Wrong.
That’s exactly why people scroll past your content.
You’re not boring because you lack expertise. You’re boring because you’re hiding the one thing that makes people care.
You.
The Expert Trap
Here’s what happens.
You start posting on LinkedIn. You want to build authority. You want people to take you seriously.
So you play it safe.
You write about industry trends. Best practices. Data-backed insights.
Every post sounds like it could be in a textbook.
And it gets... crickets.
A few likes from colleagues. Maybe a “Great post!” comment. Nothing real.
Meanwhile, someone else posts about burning out, taking a month off, and what they learned from it. Thousands of likes. Hundreds of comments. Real conversations.
What’s the difference?
They showed up as humans. You showed up as a content machine.
People Follow Humans, Not Experts
Here’s the truth.
LinkedIn is full of experts.
Everyone has tips. Everyone has frameworks. Everyone has “5 things I learned about X.”
Expertise is table stakes. It’s the minimum. It doesn’t make you stand out.
You know what does?
Being a real person.
People don’t connect with credentials. They connect with stories. With humor. With vulnerability. With the weird, specific, human details that make you... you.
Think about the creators you actually enjoy following.
I bet they share more than just advice. They share who they are.
The Human Side Builds Your Brand AND Your Business
This isn’t just about engagement.
It’s about business.
When you show your human side, something interesting happens.
People remember you.
And when they’re ready to buy, they think of you first. Not because you had the best tips. But because they feel like they know you.
I’ve seen this over and over.
The founders and creators who share their personality - their jokes, their struggles, their real life - they build deeper relationships.
And those relationships turn into clients, partnerships, and opportunities.
All that “serious expert content”? It gets forgotten by tomorrow.
What Showing Your Human Side Actually Looks Like
This doesn’t mean oversharing.
You don’t need to post about your divorce or your childhood trauma.
It just means letting people see the person behind the posts.
A few examples:
1. Humor in the comments.
Crack jokes. Be playful. Don’t take yourself so seriously.
Some of the best LinkedIn relationships start with a funny comment. It breaks the ice. It makes you memorable.
2. Behind-the-scenes moments.
Share what your day actually looks like. The messy desk. The weird coffee order. The 3pm slump.
It’s not about being polished. It’s about being real.
3. Personal stories that connect to your message.
Don’t just say “consistency is important.”
Say “I almost quit posting after 6 months. Here’s what kept me going.”
Same lesson. Completely different impact.
4. Opinions that aren’t safe.
Experts play it safe. Humans have opinions.
Share your real take on something. Even if it’s controversial. Even if some people disagree.
That’s what makes people lean in.
5. Meet people in real life (or on calls).
The relationships that matter most aren’t built in the feed. They’re built in conversations.
Grab coffee with followers when you travel. Jump on a quick call just to say hi. No agenda. Just connection.
These moments turn followers into real relationships.
The “Expert vs. Human” Test
Look at your last 10 posts.
Ask yourself:
Could anyone have written this? Or does it sound like me?
Is there any personality in this? Or is it pure information?
Would someone laugh, nod, or feel something? Or would they just think “okay, useful”?
If your content is all tips and no personality, you’re falling into the expert trap.
Time to break out.
But Won’t I Look Unprofessional?
This is the fear, right?
“If I joke around, people won’t take me seriously.”
“If I share personal stuff, I’ll look unprofessional.”
“If I’m too casual, I’ll lose credibility.”
Here’s the reality:
The opposite is true.
The most successful people on LinkedIn - the ones with huge audiences AND real businesses - they all show their human side.
They share jokes AND insights. Personal stories AND professional wins. Humor AND expertise.
It’s not either/or. It’s both.
Being human doesn’t kill your credibility. It amplifies it.
The Balance: Expert + Human
You don’t have to choose.
The goal is to be BOTH an expert AND a human.
Here’s a simple mix:
70% of your content: Share your expertise. Tips, frameworks, lessons learned.
30% of your content: Show your human side. Stories, humor, behind-the-scenes, opinions.
Or better yet, combine them.
Start with a personal story. End with a lesson.
Share an opinion. Back it up with experience.
Make a joke. Then drop some real value.
That’s the formula that builds authority AND connection.
Real Connection Beats Perfect Content
At the end of the day, we’re all humans.
Humans who love to laugh. Who crave connection. Who are tired of corporate speak and polished nonsense.
When you show up as a real person, you give people permission to do the same.
And that’s when real relationships start.
Not from your perfectly crafted carousel. Not from your “10 tips for success” post.
From the moment someone thinks: “I like this person. They feel real.”
Your Homework
This week, try this:
Post one thing that shows your personality. A story. A joke. An opinion. Something that’s YOU.
Leave 5 comments that aren’t just “Great post!” - add some humor, some personality, some realness (not generic AI comments).
Reach out to one follower just to say hi. No agenda. No pitch. Just connection.
See how it feels. See how people respond.
I bet you’ll notice the difference.
Expertise opens the door.
Being human is what makes people stay.
That’s it for this week.
If you try showing more of your human side, reply and tell me how it goes. I’d love to hear what happens.
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).
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Your compadre,
Anton “LinkedIn growth strategies” Cherkasov