Anatomy of a Viral LinkedIn Post — what worked & why?

I recently wrote a “viral” LinkedIn post. So I’ve got that going for me. 🤣

But why did it work? And more importantly — who cares?

I’ve been a student of the LinkedIn game since 2020, when I started reading Sean’s work. It’s fair to say he was an early adopter. By 2021, I had landed a client straight from a DM. I was hooked.

Since then, I’ve consistently shared thought leadership, market insights, deal stories, personal experiences, and practical tips. Mostly because I love selling buildings, and find it a fascinating subject to write about. I’ve sprinkled in videos, articles, and carousels.

But this particular post — 248 words with 100,000 views… what made it take off?

Here’s my guess:

1. Reality hits home. 

Authenticity is attractive in today’s media market. My “perfect” day vs. my actual day made people stop and say, Yep, I feel that. A relatable win.

Let’s be real — LinkedIn needs more of the message: “Don’t be too hard on yourself.”

Ask yourself: What can I post that makes most people say, “Oh yeah, that’s me!”?

2. Humor hooks. 

Being an adult, a dad, and a busy professional with limited time means you shouldn't take yourself too seriously.

Ever catch yourself laughing at how ridiculous your day gets? That moment — rather than this week’s crowning achievement — might make for excellent content.

3. Personal reflections work — when they support a larger professional narrative.

LinkedIn is not Facebook or your blog. If everyone ONLY wrote personal reflections, I’d leave the platform.

The sweet spot in 2025? Anecdotal moments woven into stats, deals, industry insights, and hard-earned lessons. A successful, albeit relatable, professional. A non-robot.

4. So, who cares?

That’s the thing… buried in the comments was one of my target prospects. Literally, a “call list” type of person. They’re active on LinkedIn, and the algo pushed me to them for an intro.

Top of mind in 2025 = Top of feed.

That was a fun call to make.

All from 10 minutes spent reflecting on my less-than-perfect sales day. ROI? Off the charts.

Happy writing,
Justin

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