Lara Acosta's LinkedIn strategy, from her own interview

From a new account, with LinkedIn first. Lara Acosta, who teaches founders and chief executives to build an audience on LinkedIn, says she had her first viral post within two months. She waited until about 50,000 LinkedIn followers to join Twitter, and until about 100,000 to start YouTube.

She told the story on Jon Ainsworth's podcast in October 2024. During the pandemic she had deleted LinkedIn, she says, because watching friends get promoted while she was out of work felt toxic. A year later she started again from zero, after watching videos telling people to post on LinkedIn. We transcribed all 40 minutes.

Her advice is the same one channel first. Nobody should try to be everywhere, she says, until their message works in one place.

Two kinds of posts. Education, which teaches readers something they do not know and makes you an authority. And storytelling, which lets them relate to you. She says every personal brand she has studied does both well. The mix depends on your goal, and she changes it through the year.

Her own habit is what she calls story educating. A post is mostly teaching, with at least two lines of personal story in it. She says that sets it apart from every other how-to post. And people buy the coach as well as the coaching. More on the story side is in LinkedIn storytelling.

She puts the result in the hook. Do not lead with curiosity, she says, such as a crazy hack that will grow you in twenty days, and then hold the answer back for a newsletter. That misleads the reader and costs you their trust. Promise the framework, then give it.

She also writes for phones, with short lines of about eight to ten words, so the post looks easy to read. And she has one test before anything goes out.

Is the post good?

Lara Acosta, at 24:21 in the interview

If the answer is no, she says, the post does not go out. She would rather you post less than water down your name with weak posts.

Because they want fast results and have no bigger reason to keep going. She says most people quit after about three weeks. Her fix is what she calls an Everest: a big aim, or even an enemy. Hers, she says, is the education system. Then post as often as you can keep up for a year.

She would rather see two or three posts a week for a year than five a week that stop within days. And do not judge a post by impressions. One client's post reached a million people and got the same likes as a post seen by 50,000, with fewer new followers. Video, in her view, nurtures an audience you have but rarely grows one on LinkedIn.

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