The Phenomenon of LinkedIn Mansplaining

I’ve been sitting on this post for a while because let’s be honest, I’m going to get some hate for it. But, as a woman on the internet in 2024, I get a lot of hate each time I post, so what’s a little more?

For those of you just entering the chat (maybe to throw shade, maybe to comment “Agree!”), I’m a brand strategist and the founder of Strange Salt, a brand agency for businesses that challenge the status quo. I spend a lot of time talking to founders, executives, and entrepreneurs who are looking to expand their reach and build brand awareness. Many of my clients are female founders and, while they’ve found comfort in joining the ranks of the Instagram algorithm, they’ve missed a big opportunity to build industry authority and brand awareness on LinkedIn.

As part of my strategy process, I run brand and content audits to help them understand what’s working and what isn’t. Often, they have an audience issue—they’re spending time on platforms where their audience isn’t. They end up amassing followings of look-alike competitors rather than people interested in buying from them (but, that’s a story for a different day). One thing I often recommend—especially for B2B and service-based entrepreneurs, is that they spend more time on LinkedIn. As a founder, it helps them build authority through content, but it also helps them connect with leads who are looking for their services and expertise.

Now, don’t get me wrong, LinkedIn is cringe as hell (as explained in the video below from Good Work). But the algorithm loves cringe, so cringe we must!

And I know what you’re thinking, “Isn’t LinkedIn for people looking for a job?”

Let me explain ⬇️

LinkedIn is the world’s largest online networking platform. I remember creating my profile during a career development class in college because it would “help me find a job.” And while people still use the tool to look for work, it’s also become a professional content engine where you can share opinions no one asked for (like every other social network). And, just as Instagram prioritizes the beige aesthetic above all else (recommended reading: Filterworld: How Algorithms Flattened Culture by Kyle Chayka), LinkedIn has started prioritizing certain content styles. Those who follow the not-so-secret formula often see large gains in engagement and following.

And, just like every other social network, the dopamine hit is addictive.

Let me be abundantly clear—I’ve used (and use!) these formulas and they typically “work” in the sense that people see my content. But, that doesn’t mean they don’t make me roll my eyes and want to crawl out of my skin anyway. The LinkedIn content formula follows a few patterns, the inspirational story, the listicle, the controversial opinion (I even used this tactic to open this article), and one that’s gotten under my skin—the hook and explanation.

Here’s how the hook and explanation works. First, write a shocking, catchy one-liner. Then, insert a few line breaks. Next, tell your audience you’ll explain everything with specific language like “Let me explain” or “Here’s why.” Now write a long-winded explanation no one asked for or needed. And finally, sit back and watch the comments roll in.

There’s something that’s irked me about this method of posting since I first saw it (circa one of the many years of the pandemic when I doom-scrolled anywhere I could). It took me a while to put my finger on it, and then I saw the post that triggered me in a way I couldn't ignore.

A former industry colleague used the tactic and I was immediately reminded of all the times he said, “Let me explain” IN REAL LIFE to tell me about something that I already understood (and typically had more experience with).

I can chalk all this up to playing the game of the algorithm (I do it, too!) and move on with my life. I scroll past posts, hide people from my feed, and sometimes I even learn something when someone does explain an unpopular opinion.

You’ll never believe what happened next.

Actually, if you’re on LinkedIn or anywhere else on the internet, you probably will believe this. Because regardless of your gender identity, it’s happened to you, too. One day this spring, I followed the LinkedIn formula to post an unpopular opinion about using “purpose-driven” in your brand positioning statement (TL;DR 🌶️ Those words don’t tell me anything).

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