I never thought I'd go viral last week when I posted about Volkswagen's decision to reinstate buttons in all their vehicles. It was old news by then, and multiple car bloggers had already exhausted the topic.
The analogy was a subtle nod to the many brands in the world that refuse to modernize for vanity's sake or, more importantly, to follow trends.
That thesis was lost in the comments. Most people began debating buttons vs. screens. Some even posted photos of their favorite car interiors, which I loved. I have a soft spot for French design from the 1980s.
But it got me more exposure than many of my POV marketing posts. At the time of writing this, I received:
- 900 reactions
- 246 comments
- 24 reposts
- 130K impressions
I've taken the time to build my small yet mighty network on LinkedIn, so most of my audience is in cybersecurity, marketing, and SaaS — usually all 3. These are people who follow me for content about cybersecurity brand strategy and positioning, not automotive news.
But the algorithm decided to share it more widely, and very appropriately, to individuals in the automotive space, UX, and engineering — the people most directly implicated by the shift away from physical controls.
Even the Chief Innovation Officer of a Toyota business unit weighed in, making a subtle jab at VW's rush to follow trends rather than lead them.
In essence, the algorithm did exactly what it was designed to do: it found the right audience for the content, not just my existing followers. I didn't put any hashtags, tag anyone or any brand, or pay to boost the post — and it still reached the people the topic was most relevant to.
Here's the exact post verbatim:
Volkswagen is bringing back physical buttons in all their vehicles in 2027. Turns out customers didn't want to navigate three touchscreen menus to adjust the AC while driving 70mph. Classic mistake: confusing "dated" with "broken."Physical buttons weren't a design flaw—they were tactile, instant, eyes-on-road safe. The modern alternative looked sleeker but was incredibly dangerous and inconvenient. I see this constantly in business. Something generates revenue for years, but doesn't look "modern" enough, so teams tear it apart. Old-fashioned isn't the same as ineffective—sometimes things survive because they work, not in spite of how they look.
After analyzing the post, I built a framework ideal for personal branding, to help executives go viral on their POV posts without having to pay for boosting, or recruiting a small army of infuencers to prop it up.
It's not that hard to do if you have the time to think about each of these 10 elements.
However, this isn't something you can hack with an AI prompt. And it's something that you probably won't achieve weekly. But one post like this every quarter is more impactful than 100 posts you spend time on that nobody sees.
The core sketch takes time and planning. Afterwards, you can polish it with your language learning model of choice. But be careful it doesn't erase your personality!
1. Anchor to a recognizable brand or event
Tie your insight to something already happening in the public conversation. When you connect your idea to a well-known brand, cultural moment, industry shift, or trending event, you lower the barrier to entry for your audience. Familiarity creates context. Instead of asking people to care about an abstract point, you attach it to something they already recognize and likely have an opinion about. This immediately increases relevance and shareability because readers feel like they’re participating in a broader, ongoing discussion.
2. Start with a simple, concrete example
Lead with something tangible and everyday—an object, behavior, or experience people instantly understand. A concrete example acts as a doorway into a larger idea. When you begin with something relatable (like car buttons, grocery stores, or email subject lines), you ground your insight in lived experience. That clarity builds trust and momentum. Once people nod in agreement at the example, they’re far more open to the deeper argument that follows.
3. Create a clear tension
Virality thrives on contrast: old vs. new, loud vs. effective, simple vs. complex. When you frame your idea as a tension between two competing approaches, you create cognitive friction that invites engagement. People instinctively choose sides. Clear tension sharpens your message and makes it memorable. Without contrast, ideas blur together. With contrast, they become debate-worthy.
4. Use a visual that tells the story instantly
The image should do the heavy lifting. A strong visual communicates the argument before a single word is read. It reinforces the tension, clarifies the example, and makes the insight obvious at a glance. In a fast-scrolling environment, the visual is the hook. If someone can understand your point in three seconds just by looking at the image, you dramatically increase your chances of stopping the scroll and earning a share.
5. Challenge a common assumption
Statements that gently question widely accepted beliefs spark curiosity and conversation. Phrases like “Newer isn’t always better” or “More features don’t mean more value” create intrigue because they disrupt default thinking. The goal isn’t to provoke outrage—it’s to introduce doubt in a familiar narrative. When people encounter a thoughtful challenge to what they’ve always heard, they’re compelled to consider, comment, or counter.
6. Keep the language skimmable and punchy
In social environments, clarity beats cleverness. Short sentences. Direct phrasing. Clean framing. Avoid fluff, jargon, and winding explanations. Each line should carry weight. Skimmable writing respects attention spans and increases comprehension. When someone can quickly extract the core message without effort, they’re more likely to finish, engage, and share.
7. Zoom out to a broader principle
Start specific, then expand. After illustrating your point through an example, elevate it into a universal insight. Move from the object to the pattern. From the pattern to the principle. This shift transforms a simple observation into a takeaway that feels widely applicable. The broader the principle—while still being clear—the more reusable and shareable your idea becomes.
8. Make it safe to engage
People are more likely to interact with content that feels intelligent but not hostile. An opinionated stance invites engagement; an aggressive tone shuts it down. Aim for confident, thoughtful, and composed. When readers feel they can agree, disagree, or add nuance without being attacked, they’re more willing to comment or share. Virality increases when participation feels socially safe.
9. Tap into emotion subtly
Strong content often carries an emotional undercurrent—frustration, nostalgia, relief, validation—but it doesn’t rely on outrage. Subtle emotion resonates more deeply and sustainably. When people feel seen or understood rather than provoked, they’re more likely to share as a form of self-expression. The goal is resonance, not reaction.
10. End with a takeaway people can reuse
Give your audience a line they can quote, repeat, or apply. A crisp closing statement crystallizes the insight and makes it portable. When someone can easily summarize your point in one sentence, they can pass it along. A reusable takeaway turns content into currency—something people share to signal their own perspective or expertise.
Going viral on LinkedIn is like winning the lottery. But following these tips does increase the odds. I have a slight suspicion that it helped that I mentioned a major brand/advertiser, and that content was safe enough to not cause any controversy with someone's employer.
PS-
The most crazy thing is I posted on Sunday morning which is traditionally the worst time for engagement on LinkedIn!
But perhaps a post like this does work well on the weekend, when there's less competition from everyone.
Comments
Post a Comment