How excited are you about using LinkedIn?
Does it also annoy you when you post something and no one sees it?
Richard van der Blom, also known as the "professor of the LinkedIn algorithm," emphasized during his lecture the crucial role of storytelling when creating content on LinkedIn. Storytelling is one of the most powerful tools for establishing connections with your audience because it personifies your brand and creates an emotional bond with your followers.
Storytelling has recently become a fundamental tool for the success of posts, as it creates a genuine connection between the person telling the story and the readers. Narratives drawn from personal experiences are more authentic and carry a greater appeal. They help people in your network realize that you too are just a person dealing with everyday challenges. It’s not just about making a post—it’s about sharing a personal touch with people, showing that you care.
Posts that include personal stories achieve higher engagement. Why? Because people connect with content that is real and relatable. Richard advised that these posts should be as frequent as your experiences and events allow. In such posts, your followers will find themselves, relate to the content, and as a result, the posts have a higher chance of “succeeding” and being shown more often to your followers. With the success of these posts, our other posts will also perform better—the algorithm will become accustomed to our content and display it more frequently and prominently on the platform’s feed.
One of Richard’s most successful posts was the story about his gardener during his move to Spain. In that post, Richard described how his gardener taught him important lessons about perseverance, dedication, and attention to detail. Through this story, he established a strong bond with his audience by showcasing values that matter both in business and in personal life. Not only did he demonstrate value, but he also revealed aspects of himself and his life. By doing so, he became more human—people could relate to him. Presenting this everyday scenario on the profile of someone as accomplished an analytics expert as Richard gave people confidence in his abilities, moving him beyond just an abstract analytical persona.
This post achieved record-breaking results. Why?
It reached unprecedented levels of engagement, far surpassing any previous or subsequent posts. In doing so, Richard demonstrated just how powerful a well-told story can be when it touches people on a personal level. Humanizing your persona has a significant impact—not only on a single post but on all future content. People are more likely to follow you if they know there’s a real person behind all the expertise and posts. However, this doesn’t mean every post must be entirely based on storytelling. It simply means that posts built around storytelling are important because they provide authenticity and foster trust in you.
The entire lecture emphasized the authenticity of posts. People appreciate sincerity and genuineness, which increases their trust in you and your brand. Displaying your true self on your business profile shows that you are trustworthy and relatable. People do not trust abstractions; they trust individuals who prove themselves worthy. Always put yourself first, and then your services or products.
Besides authenticity, consistency is also key. Regularly posting high-quality content keeps you visible and top-of-mind with your audience. A focus on quality content and consistent posting is far more effective in the long run than posting merely for the sake of it, as irregular posts can lead to poorer results over time.
Content creation must be strategic. Richard advises setting clear goals for each post—whether it’s to boost engagement, build trust, or drive conversions. Not every post can or should be sales-focused; that is neither its purpose nor its primary aim. Overly sales-oriented posts can eventually lead to disinterest, making your content irrelevant. The real value of posts lies in brand positioning and building recognition. A strong market presence will eventually drive business and attract clients—both go hand in hand.
Simply posting content isn’t enough. Even if you produce exceptionally high-quality content, it means nothing if it isn’t seen by others. That’s why it’s essential to understand the characteristics of the algorithm. By actively engaging with posts—both your own and those of others—you signal to the algorithm that it should favor your content and display it more regularly to your community.
It’s important to remain active on the platform both before and after posting. Richard suggests commenting on at least five posts during this period so that the algorithm recognizes your activity. A prompt response is crucial after you publish a post. Comments and messages received within the first 60 minutes should be responded to immediately. A simple “like” isn’t enough—you should add your own comment to showcase the added value of your post and your perspective.
How can you stimulate conversation in the comments? Comment on your own post!
The algorithm recognizes your enthusiasm and willingness to share knowledge, so your post will be shown to more people, thereby improving your chances of gaining engagement. When you post, summarize your thoughts or add further commentary in the comments to open the door for discussion with other active LinkedIn users.
Wondering why you should share 99% of your knowledge and not 100%?
The answer is simple: that extra 1% of knowledge that you hold back can be used in a variety of ways. It might be used to sell your services, for one-on-one consulting, or simply as a reason for someone to approach you at the next networking event to learn more about the content you share. No matter your focus, sharing knowledge on platforms like LinkedIn is always beneficial because it helps people who are beginning to face similar business challenges as you have.
Through his lecture—and using the practical example of the gardener’s story—Richard van der Blom illustrated brilliantly how crucial storytelling is in creating content on LinkedIn. By leveraging stories, we can capture our audience’s attention in a genuine and direct manner, which is essential for success on this platform. He stressed that authenticity in storytelling is vital because it establishes a trusted relationship with your audience. Furthermore, consistency in posting and a strategic approach are key to long-term success and recognition.
By following these principles, we can achieve outstanding results. An authentic story not only grabs attention but also evokes emotions and connects your audience with you on a personal level. This is critical for building a strong bond with your followers, ultimately leading to greater recognition and influence on the platform.
Richard van der Blom emphasized that through strategic storytelling on LinkedIn, we are not just building our personal brand, but also enhancing the visibility of the products or services we offer. With consistent and thoughtful communication based on authentic stories, we can create a strong and recognizable presence on the platform that attracts and engages the audience. This approach will ensure that our posts stand out and reach the right people, thereby strengthening our personal presence and contributing to the success of our business endeavors.
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