It’s not often that LinkedIn posts capture my attention as good or bad – they usually just feel like business as usual.
Then one day while I was perusing for business as usual, one post caught my eye. I wasn’t the only one.
656 comments and 45,120 views in, this post has definitely done something right.
That told me it’s a perfect fit for the #FunnelVision Customer Journey series because we’re all looking for the ways to stand out, do something different and if you’re like me, figure out how to crack that nut that is LinkedIn for content marketing. It seems to be the toughest to understand what really works.
The post in question:
The video has bottles that pass by and the CTA: stop the bottle in the outline.
Not what I normally see in those business style posts that fill up my News feed.
The comments show that even on LinkedIn – maybe especially on LinkedIn, people appreciate and love a quick break.
Comments like:
“Time waster for the bored person”
While you can’t see it from the image above, the other “bottles” show labels of the juice brand. And every single comment below includes a screenshot of a bottle. With a brand label.
“Spent far too long, I should really assess my priorities in life”
Branding infused with a shot of something citrus-y fun.
Going Beyond Your Network
I found this because someone in my network commented on it. I’m not connected to the poster — which means this has made the rounds, stopped hundreds of people in their feed scrolls and gotten them to read, participate AND screenshot then comment.
So what works about this?
Here’s my thinking — and I’d love to hear yours:
- Competition. They set it up with “see if you can do this”… that inherently calls to a great portion of us to participate. It’s a call to arms in a way, a challenge. A dare, even.
- Social proof: That many comments mean you’re connected to others like you. The more comments there are, the more people want to be involved. They want to be part of something special even if just for a few seconds. And hey if 656 took the time to do this and comment on it, that’s pretty powerful social proof right there.
- Easy to participate. There aren’t a list of rules or instructions. It’s simple, requires a snap judgement to join in.
- The need to conquer. Matched with the competitiveness it inspires, once you try once or twice, the human need to triumph kicks in. Over a moving juice bottle? You know it. We can control that.
Those are just a few of the reasons this is timely and evocative. How does it translate to your brand? What type of post could you envision trying out?
If you test something let me know. I’d love to hear how it goes. I’d love to post about it here. (And then shamelessly emulate it…)
And I’m always down for a fun break in my day.
