Beyond Viral: Building Lasting Impact on LinkedIn

Feeling the pressure to go viral on LinkedIn? C'mon, admit it. 😉

We’ve all been there—posting content, hoping for a flood of likes and comments, only to be met with... silence. Maybe you’ve spent hours brainstorming ideas, crafting the perfect post, even trying to "game" the LinkedIn algorithm, and yet the results just aren’t adding up. It’s easy to get caught up in the chase for viral moments, but is that really the goal?

In this episode, we’ll be diving into why sustainable growth matters more than viral success.

✅ Discover why chasing virality can actually hold you back

✅ Learn how to build meaningful, lasting connections on LinkedIn with your content

✅ Hear real stories of professionals who’ve built powerful brands without ever going viral

Spoiler alert: it’s not about quick hacks or inflated engagement numbers. It’s about creating genuine, valuable content that resonates with your audience over the long term.

Join me for a deep dive into how you can move beyond the short-lived rush of viral content and start focusing on building a lasting impact on LinkedIn—one post at a time.

Don’t miss this one, especially if you’re ready to stop chasing the numbers and start making a real difference with your LinkedIn presence!

The Tortoise and the Hare on LinkedIn

Meet Sarah and Mike, two entrepreneurs entrepreneurs who decided to use LinkedIn to build their personal brands and attract investors for their startups.

Sarah's Viral Pursuit

Sarah was determined to go viral. She spent hours crafting what she thought would be attention-grabbing posts, using clickbait titles and controversial statements. Her strategy paid off – a post about AI replacing human jobs went viral, leading to thousands of reactions and reposts within less than 24 hours.

As you can imagine, Sarah was excited by this and rode the wave of sudden popularity. Her LinkedIn follower count skyrocketed, and she even got a few podcast and media interviews. However, as quickly as it came, the attention faded. Her subsequent posts failed to repeat the viral success, and she found herself constantly chasing that high, neglecting her actual business development.

(Hint: Business Development—not content marketing—is the key to lasting success on LinkedIn. Get comfortable enough with it, or you are going to be waiting YEARS to grow your business with LinkedIn.)

Mike's Steady Growth

Mike, on the other hand, took a different approach. He focused on sharing genuine insights from his entrepreneurial journey, including both successes and failures. He consistently posted valuable content about tech innovation and startup challenges, engaging authentically with his growing network.

Mike made it a point to comment thoughtfully on others' posts, participate in relevant discussions, and share resources that he found helpful. He organized small LinkedIn roundtables to discuss industry trends, which gradually grew in popularity. He also focused on growing his LinkedIn network with all the people who engaged with his posts, attended his roundtable discussions, and showed curiosity in the same types of content.

He invested in actually learning how to use LinkedIn well, rather than just chasing the algorithm. His growth never skyrocketed, but he showed that steady month-over-month improvement in his follower growth, better relationships with his existing connections, and a nice flow of clients and referrals.

One Year Later

A year later, the contrast was unmistakable. Sarah's follower count had stagnated, and her engagement rates were low. The fleeting viral moment hadn't translated into meaningful connections or business opportunities. She was ready to give up on LinkedIn altogether, even though her ideal audience was here because she was not getting the results.

Mike, however, had built a loyal and engaged community of fellow entrepreneurs, potential investors, and industry experts. His consistent presence and valuable contributions had established him as a thought leader in his niche. When he finally announced his startup's funding round, his network rallied behind him, leading to oversubscription and valuable partnerships.

This story demonstrates that while going viral might provide a temporary boost, it's the consistent, authentic engagement that builds lasting relationships and opens doors to real opportunities. Mike's approach of providing value, engaging genuinely, and building a community proved far more effective in achieving his long-term goals than Sarah's pursuit of viral fame.

By focusing on quality content, regular interaction, and genuine relationship-building, Mike created a sustainable strategy that not only boosted his LinkedIn presence but also directly contributed to his business success.

But you knew that’s how the story would turn out anyway, didn’t you? Still, it’s a reminder that “slow and steady” wins the race on LinkedIn. If you’re looking for a quick hit, you’re better off going to TikTok, paying attention to trends, and then hopping on the next one that hits.

The Illusion of Viral Success

So, let’s break it down. What does 'going viral' actually mean on LinkedIn? Usually, it’s a post that gets a ton of engagement—reactions, reposts, comments—in a short amount of time. Sounds amazing, right?

But here’s the reality: viral content can have a short shelf life. On average, a viral post lasts a few days, and after that, the buzz fades. It’s like fireworks—bright and exciting, but it’s over before you know it.

For context, let’s talk numbers: viral posts tend to peak within 48 hours. After that? They drop off the radar. That’s not exactly sustainable, right?"

If you’re always chasing the next “viral moment,” you are not paying attention to the dozen or two people who want to have a conversation about the insightful piece of content you just posted.

You’re too busy trying to adhere to Richard van der Blom’s latest and greatest LinkedIn algorithm insights. (Yes, you should be following his content. It’s excellent!) And even he will tell you that the magic of LinkedIn is about quality over quantity.

The Drawbacks of Viral Content

Here’s where things can get tricky—viral posts often attract the wrong audience. Just because a post goes viral doesn’t mean it’s reaching the people who truly resonate with your message or who are interested in what you have to offer.

And, let’s be real, the engagement on viral posts can sometimes feel surface-level. Lots of reactions and comments, but not a lot of real, meaningful connections. You might get a big boost, but how many of those people are genuinely interested in building a relationship or supporting your journey long-term?

I’ve seen posts go viral, and while they get tons of traction, they don’t always lead to business growth or meaningful opportunities. In fact, sometimes, they attract trolls, spammy comments or people who aren’t really aligned with your goals.

The Golden Rule of LinkedIn Content

Now, let’s shift gears and talk about what really works—slow, steady, sustainable growth. I know, 'slow' doesn’t sound as exciting as 'viral,' but hear me out. Building a dedicated, engaged audience over time is far more valuable than chasing a one-hit wonder.

When you focus on providing real value—sharing content that speaks to your audience, showing up consistently, connecting with people who engage, and being your best professional self on LinkedIn—you create a foundation that lasts. It’s like planting seeds. You won’t see results overnight, but with consistency and care, your network will grow, and the engagement you receive will be more meaningful.

Let’s dive into three key strategies to build that long-term impact on LinkedIn. These are simple but super effective if you stick with them.

1. Focus on content that addresses your audience’s needs and challenges.

Forget about trying to sound like a textbook or throwing out industry jargon just to look smart. Think about what your audience is dealing with on a day-to-day basis—what are their pain points? What questions do they have? If you can create content that speaks directly to those challenges, people are going to keep coming back because they see real value in what you’re sharing.

In my case, people do not come to me for algorithm updates, like Richard van der Blom’s audience, but rather to find an approachable way to sustainably use LinkedIn as course creators, career professionals, and entrepreneurs. The type of content that I create is meant to “make LinkedIn intuitive and simple” for people who do not want to be known as LinkedIn gurus, but they do want to be known for their expertise in their professional circles.

2. Be consistent. No surprises, here!

I get it, you post something great, and... crickets. It’s frustrating, right? But here’s the thing—success on LinkedIn isn’t about instant gratification. You’ve gotta keep showing up, even when it feels like no one’s paying attention. Consistency builds trust. People start to notice when you’re there regularly, delivering value. So even if it’s not blowing up with likes and comments right away, keep going. The results will come with time.

For me, this looks like creating one “big” piece of content per week for Mondays with Mindi, and I spend an entire week thinking about my perspective on this topic. I will start my writing for the weekly episode about a week before I go live, and this allows me to mull over the topic to ensure I am not just spitting out the same advice as every other LinkedIn expert out there.

Then, I go live every Monday and share a LinkedIn newsletter with the written version of the topic. I also email my list later in the week to let them know a new episode is up and invite them to join the conversation. This “big” piece of content is then turned into some shorts/reels for people who prefer the bite-sized tips from the episode. So, one thoughtful piece of content allows me to stay consistent without overwhelm.

3. Be real. This is a big one!

People don’t want to connect with a perfectly polished version of you—they want to connect with you. Share your real thoughts, your experiences, even your mistakes. Show some personality! The more of “yourself” you are, the easier it is for people to relate to you. And guess what? That’s what creates lasting connections, not just short-term engagement.

This is exactly why I like to share little tidbits about my life in the beginning of my episodes, and I also try to weave in personal or work stories into my livestreams. I also am not afraid to take a stand about something I feel strongly about, even if it goes against what the majority of other experts say.

So those are your three strategies: speak to your audience’s needs, stay consistent, and most importantly, keep it real.

Remember: it’s not about chasing viral moments. It’s about building lasting relationships and creating value over time. Focus on making an impact that lasts, not just a momentary splash.

I’d love to hear your thoughts! Have you ever had a viral post? Did it lead to the outcomes you wanted? Drop your comments below, and let’s chat.

Want to dive even deeper? Head over to mindirosser.com/linkedinreboot for my exclusive guide on how to create an optimized LinkedIn profile to take your career or business to the next level! 💪

Thanks for joining me today—now go out there and start giving those recommendations! See you next Monday for more Mondays with Mindi! 👋