Hey!

Welcome to Social Files—your no-BS guide to generating demand for your B2B product using social & content.

I’m sending this edition on a Wednesday, not the usual Monday. Crazy week! We signed another Content Editor to join Compound. Continuing our push to find two more Writers. And the sales pipeline is heating up going into Q4.

All good things—but that left me a bit stretched to start the week.

The show must go on! So, today I compiled a list of 21 of my favorite pieces of LinkedIn advice. If you read, and apply these, your content will do better.

Shall we?

🔎 DEEP DIVE

21 pieces of viral LinkedIn writing advice

A list of simple LinkedIn content tactics that will help your content get more distribution (and your company get more leads)

Okay. You're here, reading Social Files, because you want to write LinkedIn content that gets more impressions and gets you more leads.

I come bearing 21 pieces of LinkedIn writing advice that, if applied, will improve the performance of your content. My legal team (ChatGPT) says I can’t “guarantee” it, but, I feel pretty strongly about it.

Anyway. Bookmark this list for your next LinkedIn content session.

(1) Write three variations of every hook. The following few line items will be ways to make your hooks viral material.

(2) Use specific numbers in your hooks—ideally monetary figures—to stop the scroll.

(3) Use popular names in your hooks to ‘borrow’ their credibility. For example: “Alex Hormozi’s content strategy” or something like that.

(4) Related to #3, use trending news events in your hooks when relevant to borrow their attention. Ex: the Cracker Barrel rebrand discourse from mid-August 2025.

(5) Take whatever hook you’ve written. Make it 20% more polarizing. You're being too scared. Sterile content goes nowhere. Do you want to talk to a wall for the next 6 months?

(6) Bookmark or screenshot every post that genuinely catches your attention. Spend 30 minutes every week looking through your bookmarks and organizing material.

(7) Take more IRL photos for LinkedIn content. I know it feels cringe. Do it anyway. Or don’t complain if your content isn’t hitting.

(8) Post your content mid-morning in the local time zone for whatever audience you're targeting. 9-10AM works well.

(9) Short-form video kinda sucks right now. Still include video 1x per week, since it builds trust—but don’t expect virality.

(10) Include imperfections in your content, like minor typos or odd word choices, to avoid the AI witch hunt.

(11) Tie every “take” to a story. This is how you stay afloat in the flood of AI slop. Shift from “how to” to “how I.” Your stories are your moat. Nobody can copy them. Stories also establish credibility.

(12) Try a short-form, “tweet-like” post this week. I’m seeing promising performance on these. Not every post needs to be a wall of text. Here’s an example.

(13) Publish an Origin Story post. They crush. Every time. Here’s an example. And another. And another.

(14) Publish a Monthly Update post. These also crush. I’d use these especially if drumming up investor interest is a priority right now. Here’s an example.

(15) Take your top-performing organic post and run it as a Thought Leader Ad. Test it. Trust me.

(16) Re-run your greatest hits. When you find a winning topic, post format, or media style…use it again! Don’t wait months. It takes so much work to find a winner—why let it go to waste?

(17) Make a slightly polarizing post about whether San Francisco VS New York is better for tech startups. I’m half-joking. These is an easy top-of-funnel winner.

(18) “Repurposed” content usually sucks. LinkedIn should not be a dumping ground for mediocre podcast clips. Create each post for LinkedIn. Even if it means less posts per week get published, the performance will be so much better.

(19) Tag bigger accounts in content. When someone comments on your post, it gets amplified to their audience. So, when you can get bigger accounts in your niche to comment on your content, you expose your content to their audience. Do this tastefully!

(20) Write for one, specific person. I want you to visualize your target customer sitting at their desk, between meetings, reading your content. What’s going to make that one person stop scrolling?

(21) Take another pass at that hook. Trust me.

If you read this, internalize it, and really use it in your next week’s worth of LinkedIn content, your content will perform better. These insights are direct from the 150+ assets per week we publish across B2B clients at Compound (and my own personal content).

I spend way too much time on LinkedIn. I’d like to spare you some of that—so just take my advice.

And if you want a full walkthrough of how to execute founder-led content in Q4, check this essay out next. Gave away the entire playbook.Share today’s piece

🗃 FILE CABINET

Here’s my favorite marketing and business content I bookmarked this week.

• I Studied 1000 LinkedIn Accounts, This DESTROYS Their Sales by Tommy Clark 🎥

• Why I Love Writing With AI by David Perrell and Jimmy Soni 🎥

• The Inner Game of Tennis by Timothy Gallwey 📚

Check these out.

BEFORE YOU GO…

As always, thanks for allowing me into your email inbox every week.

More from Social Files:

• Read the rest of my essays

• Work with my agency in 2025

• Try my LinkedIn content writing SaaS

• Steal my founder-led content templates

Talk soon,

Tommy Clark