linkedin content playbook

Samit's LinkedIn Content Playbook The Golden Rule The hook is everything. If your hook doesn't stop the scroll, nothing else matters. The first 1-2 lines are the ONLY thing people see before "...see more." Every post lives or dies by the hook. --- Hook Formulas That Work Shitpost / Viral Hooks Start with something absurd or controversial Make people think "wait what?" so they HAVE to click Examples: - - Controversial / Spicy Hooks Challenge a widely held belief Call out an industry norm Examples: - Hype / Launch Hooks (ALL CAPS) Use caps for big announcements only - don't overdo it Keep it short and punchy Examples: - Vulnerable / Journey Hooks Lead with the struggle, not the win Make people root for you Examples: - Clickbait (Honest) Hooks Tease something without fully revealing it Examples: - --- Text Formatting Rules Voice & Tone Always lowercase - no capitalization (except ALL CAPS hooks for launches) Gen Z vernacular - "mass", "lowkey", "rn", "ngl", "cooked", "feral", "unhinged", "brb" Short sentences - one thought per line Conversational - write like you're texting a friend, not writing an essay Emoji Usage Use sparingly - 2-4 per post max Signature emojis: 💀 🚀 😭 🫠 🎯 💀 = self-deprecating / "we're cooked" 😭 = emotional / overwhelmed 🚀 = hype / launches Place emojis at the END of key lines, not scattered everywhere Line Breaks & White Space Every sentence gets its own line Double line break between sections White space makes posts scannable on mobile Never write a wall of text Arrow Lists (→) Use arrows instead of bullets for lists. They look cleaner on LinkedIn: Divider Lines (───) Use dividers to break up longer posts into clear sections: This works well for: Monthly recap posts Posts with multiple sections (story →