Welcome to episode 2 of the Bingeability Show with Martin Huntbach & Lyndsay Cambridge from Vidonary.com - Plan, record, edit and publish videos for social media and YouTube.

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In a rare interview with The Times, LinkedIn CEO Dan Shapiro revealed his formula for success on the platform: insight plus personality. Insight means someone has to actually learn something, and personality means bringing your tone of voice and the essence of who you are, but he draws a firm line between personality and personal, and says keep it professional.

This is where we respectfully disagree with the CEO. From Stephen Bartlett's life updates blowing up compared to his business content, to our own candid posts about health issues (and even a gardener's AI mock-up of our garden becoming one of our most popular posts ever), the evidence is clear: personal content performs brilliantly on LinkedIn, especially as the line between work and life keeps blurring for entrepreneurs.

The reason personal gets a bad name is people doing it wrong: shoehorning a story about Sunday's football into a weird lesson about boardroom communication. Instead, share genuine value or a story with no forced link, then simply add a PS at the bottom: "FYI, I share insights like this in my newsletter every week, link below." That one strategy, the Everyday CTA, brings our clients hundreds of leads every single week.

Counterintuitively, longer videos (up to LinkedIn's fifteen minute limit) work brilliantly because they sit in the main feed where people can actually see your link, whereas short vertical videos get shoved into the swipe-happy Shorts feed. Barely anyone is posting YouTube-style talking head videos natively on LinkedIn, and it's one of the few ways to reach corporate audiences who can't exactly scroll YouTube at their desk.

Shapiro confirmed LinkedIn now uses AI classifiers to detect generic AI content and limit its reach, which is a bit rich given they spent years begging you to rewrite every post and comment with AI. Either way, the takeaway is the same: your own stories, anecdotes and IP are the only way to stand out, so ask yourself "could someone else have written this?" and if the answer is yes, make it more you.

This one works because it leads with emotion and opinion, and people can't help but wonder what's wound you up today. It's endlessly reusable too: it bothers me that more people don't know how to get leads from LinkedIn, how to use this iPhone setting, how to use this software. (And yes, the spicier "it pisses me off" version works too. We tested it this morning and LinkedIn didn't burn down.)

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