Posts that feel real. Go through your photo gallery and find work pictures with an emotional angle: a conference you were at, the first day you opened with your first client, a throwback. People are tired of authority posts. A bot can explain any topic. What people look for on social media now is reality and human connection.
We were planning LinkedIn content on a team call, and someone on my team made the point that the human factor is what separates a person from AI. I agreed, and I wanted to make it practical. So here is the way I would tell anyone to think about it.
Start with your photo gallery
Just go through your gallery. You will find certain pictures that are work related. It could be a conference you were at. It could be the first day you opened, with your first client. A memory.
What you are looking for is anything that sits in your professional world but has an emotional angle to it. A throwback. A moment. Something that carries a feeling, not just information.
This type of content always makes people feel real. It lets them relate to you on a non-professional level. And that is the key to LinkedIn, even though it is a professional platform.
Why authority posts are losing
People are tired of posts about authority. They are tired of posts about certain subjects, of posts that read like blogs. You have seen them. I have seen them. We scroll past them.
Here is the reason. Today, in the world of AI, if I want to know about any subject or any topic, all I need to do is chat with a bot. It is going to tell me, probably better than any person on the Internet.
So if your post is only explaining a topic, you are competing with something that explains topics better, faster and on demand. That is not a fight worth picking.
What I am looking for now on the Internet, especially on social media, is reality. And when I say reality, I mean anything that represents humans. Human connection. All of these different things that a bot cannot have, because it was never at that conference and it never opened a door on day one.
That is the shift. Information has become cheap. Reality has not.
So when you sit down to plan your LinkedIn, do not start with the question of what you can teach. Start with what you have lived. Open your gallery, find the moments that meant something at work, and tell the story behind them. Give people something only you could have posted.
From there, you can start building. One good real post gives you more ideas for the next one.
“What I am looking for now on the Internet, especially on social media, is reality.”
Said on the call, 8 July 2026
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I run MarketinCrew, a marketing agency of around sixty people across Mumbai, Lyon, Paris and Toronto, and AI Crew, where we set up AI and marketing systems for businesses. I work with founders as a Virtual CMO, teach Search Engine Marketing and Social Ads at YNOV Campus in Lyon, and host The Marketin Podcast. Before all of that I co-founded American Joint, a restaurant in Mumbai that grew to three outlets.
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