The Content Lab Vol. 065

August 15, 2025

At the Content Lab, every day you’ll be receiving a daily LinkedIn post idea in the form of a question, as well as a fill-in-the-blank template for your post.

Your daily LinkedIn post idea, by The Content Lab

Question: N/A

Below is a rough example of what a post could look like for this prompt. Feel free to edit it to reflect your own experience.

Post Template:

Hook:

I first started paying attention to LinkedIn, back in 2021, when my BComm Professor told that I’d meet interesting founders here.

Tease:

At the time, the best way to describe what LinkedIn felt like was a digital briefcase - buttoned up, transactional, polite.

Most of the content was job boards, corporate updates, and startup press releases. This was the "briefcase era" (2021–2022), and I still remember thinking it felt like a quieter, less spammy version of Twitter.

Value:

To describe the next “evolution”, I’d say that it’s best described as the LinkedIn influencer wave - posts that were hyper-optimized for formatting: one-line paragraphs, dramatic hooks, and “insight” stacked like a listicle.

Funny enough, were even tools that would analyze your writing and reformat it for you. It was the era of growth hacks by over-optimizing on post aesthetics.

Around 2022 into 2023, the platform shifted again. Selfies took the reins. LinkedIn briefly became the new Facebook (some hated it, some loved it). Every post had a close-up photo, a vulnerable caption, and a life lesson baked in. The algorithm rewarded it, and the rest followed. Then came the video moment - early 2024. LinkedIn launched a dedicated video feed. Creators pivoted entire offers around video-first content. Engagement spiked. Interestingly, a few months later, the feed vanished, folks moved on.

Now, heading into the second half of 2025, we’re entering what I think is the editorial era.

Posts are getting longer again. More thoughtful, more structured, less performative. The content that resonates now reads like something you’d say out loud, less of a “script”. It’s how real people talk when they actually care about what they’re saying.

If I were to sum up the takeaway from these “eras”, I would say: Stay in the game, iterate, adapt to the trends, but don’t lose your voice chasing them.

The sweet spot is somewhere between what performs, and what feels true.

CTA:

N/A

Missed our last LinkedIn post idea? It’s worth scrolling back for.