"LinkedIn is a text-first platform" — A hard truth that is no longer true

I've been experimenting with LinkedIn content to test this belief I hear so often.

Here’s how it went:

👉 First, I thought my text posts were engaging.

👉 Then, I watched them flop.

👉 Next, I started mimicking how others wrote.

👉 Finally, I turned my attention to video content and kept experimenting.

But here’s where things got really interesting…

When I analyzed my top 10 posts (including one with 122,215 impressions), I expected to find consistency in the writing.

But guess what? There wasn’t any.

The writing varied across the board:

Different lengths Different CTAs Different topics Different formats

Yet, every viral video followed these six exact patterns:

1️⃣ Text on screen immediately — Viewers decide whether to stay in <1 second.

2️⃣ High-energy movement — Static visuals kill your reach.

3️⃣ Zero reliance on sound — 85% of viewers watch on mute.

4️⃣ Split-screen comparisons — "Before/after" shots drive curiosity and engagement.

5️⃣ Show-don’t-tell approach — Demonstrations always beat explanations.

6️⃣ New tech or big reveals — Curiosity is the ultimate scroll-stopper.

The truth about LinkedIn growth?

You’ve got two paths to success:

💡 Master platform-specific writing rules (and sprinkle in some corporate creativity) — Not easy.

🎥 Leverage strategic video content that follows these patterns — The faster route, in my experience.

Here’s why this matters:

Writing works great for some. But let’s face it—most of us aren’t professional writers.

Want to test if your writing skills are holding you back?

Check your engagement.

Not satisfied?

That’s where video comes in.

Unlike carousels, infographics, or photos, video posts have their own "play button" and dedicated feed. This positions video as the alternative to writing on LinkedIn—something no other format can claim.

TL;DR:

If you want to succeed here, get good at one (or both) fast:

✍️ Writing that drives conversations. 🎥 Video that hooks attention.

For me?

Video was the game-changer.

What’s working for you? Let’s swap notes. 👇