Creator Science Episode #241: Lara Acosta — How LinkedIn’s Fastest-Growing Female Creator Uses the Platform
Release Date: February 4, 2025
Host: Jay Clouse
Introduction
In episode #241 of Creator Science, host Jay Clouse welcomes Lara Acosta, one of LinkedIn’s fastest-growing female creators. Lara shares her insights on leveraging LinkedIn for personal branding, content creation, and audience growth. Drawing from her experience of generating tens of millions of impressions, Lara delves into effective strategies, the role of storytelling, the nuances of using video on LinkedIn, and the importance of genuine engagement.
Lara's Growth Strategy on LinkedIn
Networking at Scale
Starting with no job experience or connections, Lara emphasized the importance of networking extensively on LinkedIn. She likened the platform to "the biggest networking conference in the world that never sleeps" ([02:28]). This mindset allowed her to build connections and visibility despite having no initial foothold.
The SLAY Framework for Content Creation
Story, Lesson, Actionable Advice, You (SLAY)
Lara introduced her proprietary SLAY framework, which structures her LinkedIn posts to maximize engagement and impact.
- Story: Every post begins with a compelling personal story.
- Lesson: She extracts a clear lesson from her experience.
- Actionable Advice: Provides practical tips for her audience.
- You: Ends with a personal touch, encouraging reader interaction.
"Every single piece of content I ever write always has to have an ingrained story in it, because that's what always makes it feel like even if I'm saying the most basic type of information, it's mine, no one else's." — Lara Acosta ([07:00])
The Role of Visuals and Hooks in Posts
Crafting the Perfect Hook
Lara stresses the significance of the first line in LinkedIn posts, recommending it be 8-10 words to capture attention on mobile feeds. She compares hooks to YouTube thumbnails and titles, aiming to evoke specific emotions that compel readers to click "see more."
"The hook should look and feel like the thumbnail and title of a YouTube video that you want to watch. Think about it as a game of YouTube." — Lara Acosta ([09:13])
Importance of Visual Elements
Lara advocates for accompanying posts with high-quality images or videos. She believes that visual elements significantly enhance engagement and prevent posts from being overlooked.
"If a post on LinkedIn doesn't have an image attached to it, a good quality image as well, it's missing out on even performing better." — Lara Acosta ([14:22])
Views on Video Strategy
Video is Overrated for Growth on LinkedIn
Contrary to the current trend, Lara argues that video content is not the optimal strategy for growth on LinkedIn. Through personal experimentation, she found that photo and text-based posts yielded higher engagement compared to videos.
"Video for growth on LinkedIn is absolutely overrated and it actually doesn't do well for growth." — Lara Acosta ([26:25])
She attributes this to LinkedIn’s user base, which predominantly comprises professionals who prefer quick, text-based interactions over lengthy video content. Lara emphasizes that while video enhances personal branding, it does not necessarily contribute to audience growth on the platform.
Engagement and Building Relationships
Post-Publish Engagement Routine
Lara dedicates a significant portion of her day to engaging with her audience. After posting, she spends time responding to comments on her own posts and interacting with others’ content. This active engagement boosts her posts' visibility and fosters a sense of community.
"The more comments I get, the bigger that comment count gets, the more formal it attracts naturally." — Lara Acosta ([32:07])
Authentic Interactions Over Templates
Lara cautions against relying solely on generic call-to-action (CTA) templates. She highlights that genuine engagement and personalized interactions yield better results than automated or formulaic prompts.
"Just because you have a good call to action, like tag a friend below or like, tell me what you think, it doesn't mean that people are going to be incentivized to reply." — Lara Acosta ([44:56])
Utilizing Links and Call-to-Actions
Strategic Use of Links
While traditional wisdom suggests that links may reduce post visibility, Lara has successfully integrated them by ensuring her posts provide value and compelling reasons for followers to click. She uses links to lead her audience to free resources or specific landing pages, enhancing trust and conversion rates.
"I've gone viral with photos with link on it because the post is good and people are clicking on the link." — Lara Acosta ([48:02])
Effective CTAs
Lara emphasizes the importance of aligning CTAs with audience desires. Instead of generic prompts, she recommends directing followers to valuable resources or engaging them in meaningful conversations.
The Potential of LinkedIn Company Pages
Strategic Use of Company Pages
Lara discusses the role of LinkedIn company pages, noting that while they receive less visibility compared to personal profiles, they can enhance brand authority and serve as additional engagement channels when managed effectively.
"Company pages can still grow and add authority as a business or if I was just trying to grow it to then further push my own business agenda and trying to sell more." — Lara Acosta ([40:10])
She shares examples of successful company pages, like her friend Jake Wood’s "LinkedIn Creator" page, which effectively funnels engagement to their respective tools and services.
Common Misconceptions About LinkedIn Growth
Overemphasis on Viral Trends
Lara warns against chasing viral trends without aligning them with personal or business goals. She argues that sustainable growth stems from authentic content and consistent engagement rather than temporary trends or gimmicks.
"People get lost on the hype of video... they confuse their goals a lot." — Lara Acosta ([42:59])
Importance of Purposeful Branding
Building a personal brand should be driven by clear objectives. Lara stresses the need for creators to understand why they are building their brand and how it aligns with their long-term goals.
"If you don't know why you're doing something, then it's not going to work because your heart isn't in it." — Lara Acosta ([44:28])
Connection Requests and Personalization
Personalized Connection Requests
Lara highlights the necessity of tailoring connection requests to stand out amidst the plethora of generic invites. Personalized messages that reference mutual interests or show genuine appreciation significantly increase acceptance rates.
"If I'm trying to connect with Jay, I would say... 'I loved your podcast with Karen Drew. It was so good... Thank you so much for putting this effort into your podcast.'" — Lara Acosta ([52:16])
Building Genuine Relationships
Beyond sending personalized requests, Lara emphasizes the importance of nurturing those connections through consistent and meaningful interactions, fostering a network that is both supportive and engaged.
Conclusion
Lara Acosta’s approach to LinkedIn is a masterclass in authenticity, strategic engagement, and thoughtful content creation. By focusing on storytelling, genuine interactions, and aligning her efforts with platform-specific behaviors, Lara has carved out a significant presence on LinkedIn. Her insights serve as valuable guidance for creators aiming to navigate and excel in the competitive landscape of content creation.
Notable Quotes:
- "The hook should look and feel like the thumbnail and title of a YouTube video that you want to watch." — Lara Acosta ([09:13])
- "Video for growth on LinkedIn is absolutely overrated and it actually doesn't do well for growth." — Lara Acosta ([26:25])
- "People get lost on the hype of video... they confuse their goals a lot." — Lara Acosta ([42:59])
For more insights and actionable strategies, tune into Creator Science each week and empower your content creation journey through evidence-backed methods.