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Writing for the Top 5% of LinkedIn

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Want to skip all the hard work and jump right to the top of the LinkedIn totem pole? Try it. See what happens. 

Last week we brought you some information about the different types of posts filling your LinkedIn feed and how they are performing, courtesy of Richard van der Blom and Just Connecting. They released their updated algorithm report in October 2024 as a follow up to their groundbreaking ~130-page report from February 2024. 

Interestingly, they identified several ways in which posts intended for the top 5% of LinkedIn content differ from their recommendations for “average” posts. 

This is to say that people who have enough of a following on LinkedIn can play by different rules than the rest of us. 

In this second edition of The Purple Prose, we’re covering what the brightest minds recommend for writing posts that go above and beyond. 

Why Doesn’t Everybody Write for the Top 5%?

We would LOVE IT if everyone got to be in the top 5% all the time. But then there wouldn’t be a top 5% at all, would there? 

The guidelines in the report recommend certain criteria for a person’s posts to appease the algorithm. The people to whom the information about the top 5% is relevant are fewer and further between. 

That’s why there’s a separation between what Richard recommends for 95% of the LinkedIn population, and what he recommends for people with followings as large as his. 

If you think you’re in that top 5%, go for the gold. Godspeed. We’re all rooting for you. 

If not, your bets are better placed on optimizing your authentic content in certain ways to help it go further. 

Who Should Write with the Top 5% Guidelines?

Experienced Content Strategists: Professionals with a deep understanding of LinkedIn’s algorithm and audience engagement strategies are ideal for crafting top-performing posts.

Thought Leaders or Industry Experts: Individuals recognized as authorities in their fields can leverage their expertise to create insightful, detailed content that resonates with a discerning audience.

Actionable Tips for The Fast Lane

To create LinkedIn content that reaches the top 5% on LinkedIn, here are some strategies recommended in the report:

  • Craft longer, more detailed posts (1000–1500 characters) that offer comprehensive insights and in-depth analysis.
  • Use slightly more complex language (readability score 4-7) while maintaining engagement and clarity.
  • Structure your posts with 20–24 sentences, using clear headings and short paragraphs for better readability.
  • Minimize hashtag usage (aim for 0.9 on average) and be selective with mentions (around 1.2 per post).
  • Focus on creating content that keeps users engaged longer, particularly with document posts and text-plus-image combinations.
  • Optimize document posts by using 6–12 slides with 25–50 words per slide, emphasizing educational content.
  • For native video content, aim for 60-90 seconds in vertical format, which outperforms horizontal by 2.2x.
  • Respond quickly to comments (within the first 2 hours) to boost your post’s relevance and visibility.
  • Utilize cross-platform promotion to increase engagement by 25%–35%.
  • Consistently post high-quality content to build authority and maintain audience interest over time.

Risky Business Indeed

Not to be a killjoy, but there are a few things to think about when you’re aiming for the Top 5% with your posts. If you’re going to speed, at least wear your seatbelt.

If you’re writing for an audience that isn’t yours, you’re committing to take a calculated risk on the following:

  • Alienating part of your audience: More complex content may not resonate with all followers, potentially reducing overall engagement.
  • Time investment: Creating in-depth, high-quality content requires significant time and effort, which may not always yield proportional returns.
  • Algorithmic changes: Relying too heavily on current algorithm preferences may backfire if LinkedIn makes substantial changes to its content ranking system.
  • Authenticity concerns: Striving for “perfect” posts may lead to content that feels overly polished or inauthentic, potentially damaging your personal brand.
  • Reduced spontaneity: Over-optimizing every post may limit your ability to share timely or impromptu thoughts, which can be valuable for building genuine connections.
  • Engagement pods temptation: The pressure to maintain high engagement might lead to the use of engagement pods, which LinkedIn actively discourages and may penalize.

What’s an engagement pod, you ask? 

An engagement pod, also known as a LinkedIn pod or an engagement group, is a group of LinkedIn users who agree to mutually engage with each other’s content on the platform. 

They’re not worth the risk, we guarantee it.


If you have to pick between doing what’s easy and doing what’s right… you have bigger problems than your LinkedIn content calendar. 

But no, seriously. 

Write from the heart. Speak to the audience. Refine for the algorithm. 

In the next edition of The Purple Prose, we’re going to cover Company LinkedIn pages. 

Spoiler Alert: Having your employees repost your company’s updates won’t work. 

Until then, keep posting! Even if it’s hard work and you have a lot on your plate. Frequency and consistency matter when you’re building your personal brand and growing your LinkedIn following, especially if you want it to result in revenue for your business. 

Key Takeaways

  • Top 5% LinkedIn posts are longer (1000-1500 characters) and more complex (20-24 sentences) compared to average posts, offering in-depth insights and analysis.
  • Optimal content for high-performing posts includes document posts with 6-12 slides, 25-50 words per slide, and vertical native videos of 60-90 seconds.
  • Engagement strategies for top-performing posts include quick responses to comments, cross-platform promotion, and consistent high-quality content creation.
  • Writing for the top 5% carries risks, such as potentially alienating part of your audience and requiring significant time investment.

Want to download the report for yourself?

You can get it free here, but you can also voluntarily pay whatever you like for the incredible insights you’re about to receive.

Thanks again to Richard van der Blom and everyone who contributed to this exceptional work of algorithm art!

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