How to Make an Announcement on LinkedIn

Making a big announcement on LinkedIn is your chance to own your narrative, and doing it right can unlock incredible opportunities. This isn't just about sharing news, it's about shaping how your professional network - colleagues, clients, and future collaborators - sees you and your work. This guide breaks down exactly how to craft a compelling announcement from start to finish, so your big news gets the attention it deserves.

Why Your LinkedIn Announcement Strategy Matters

Every platform has its own unwritten rules, and LinkedIn is no different. It’s the one place where self-promotion isn’t just accepted, it’s expected - if it provides value. Unlike the visual-first feeds of Instagram or the rapid-fire conversations on X, LinkedIn is built for professional storytelling. An announcement here isn't a fleeting update, it's a documented milestone in your career or for your company.

Think about the audience. Your post will land in front of:

• Your professional circle: Past and present colleagues who cheer you on.
• Industry peers: Leaders and innovators in your field who are watching what you do.
• Potential clients: People who might hire you or buy your product based on the credibility you build.
• Future employers or teammates: Recruiters and managers looking for talent.

A well-crafted announcement can reinforce your expertise, celebrate your team’s hard work, launch a product with a bang, or mark a personal achievement in front of an audience that genuinely cares about professional growth.

Before You Post: Laying the Groundwork for Success

A great announcement rarely happens on the fly. A little bit of prep goes a long way and transforms a simple update into a strategic move. Before opening that "Start a post" box, walk through these steps.

1. Define Your One Clear Goal

What is the single most important thing you want people to do after reading your announcement? Resist the urge to have multiple goals. Clarity is your best friend. Your goal will dictate your tone, format, and call-to-action.

Examples of clear goals:

• Drive traffic to a new product landing page.
• Generate congratulatory comments and goodwill for a new job.
• Book demo calls for a new B2B feature.
• Establish thought leadership by sharing a new company report.
• Attract talent by announcing a company milestone and open roles.

2. Understand Your Audience

Who, specifically, are you trying to reach? A message for potential investors sounds very different from a message celebrating your team internally. Tailor your language, your tone, and the "why they should care" part of your message directly to that group. If you're announcing a new technical feature, for example, your audience of engineers will appreciate details, while your non-technical network needs to understand the benefit in simple terms.

3. Choose the Right Format

The format you choose has a huge impact on how your message is received. Don't just default to a text post with a stock photo. Consider the best vehicle for your specific news.

• Text with a Powerful Image: The classic choice for most announcements. Perfect for new jobs, work anniversaries, or quick company news. Use a high-quality headshot, a celebratory team photo, or a custom-branded graphic.
• Carousel Post (PDF Upload): Carousels are king for engagement because they make people stop and swipe. They're perfect for breaking down a big announcement into digestible pieces, telling a multi-part story, teasing a product launch with different features on each slide, or sharing key takeaways from a report.
• Video: Nothing builds connection like video. A short, direct-to-camera message from you or your CEO can make an announcement feel much more personal and authentic than text alone. Use it for major company news, a heartfelt thank you, or a personal milestone. Keep it brief (under 90 seconds works best in the feed).
• LinkedIn Live: For your biggest announcements - like a major keynote, product reveal, or company-wide town hall. This format is all about immediacy and interaction, but it requires the most planning.
• Article: If your announcement needs more context, depth, and detail than a post allows, publishing a LinkedIn Article is the way to go. You can then create a separate, shorter post to promote the article and drive traffic to it.

Crafting the Perfect Announcement: A Step-by-Step Guide

With your goal, audience, and format decided, it's time to build the post itself. This framework will help you turn your key message into an engaging story that stops the scroll.

Step 1: Write an Irresistible Opening Line (The Hook)

You have about three seconds to earn a reader's attention. The first sentence is your entire pitch. Don’t bury the lead. Make it punchy, emotional, or ask a thought-provoking question.

Instead of: "Exciting news! I'm happy to announce that I've started a new position."

Try: "After 11 interviews and one epic final presentation, I’m beyond thrilled to share what’s next."

Instead of: "Our new feature is now live for all users."

Try: "You told us you were tired of switching tabs to get your work done. We listened."

Step 2: Tell a Story, Don't Just State a Fact

Facts are forgettable. Stories stick. The "what" of your announcement is the news itself, but the context - the challenge you overcame, the people who helped you, the problem you're solving - is the story.

• For a promotion or new job: Mention a skill you developed in your previous role that prepared you for this one. Thank a mentor who guided you. Share what you are most excited to tackle in this new chapter.
• For a product launch: Frame it around the customer. Start with the problem they were facing. Explain how the new feature or product directly eases that pain. This makes the announcement about them, not just about you.
• For a company milestone: Acknowledge the hard work of the team that got you there. Share a surprising setback you overcame on the journey. Make readers feel like they were part of the process.

Step 3: Make it Easy to Read

No one wants to read a giant wall of text. Break up your content to make it scannable and visually appealing.

• Keep paragraphs to 1-3 sentences maximum.
• Use empty line breaks to create plenty of white space.
• Use emojis to add personality and draw the eye (but don’t overdo it!).
• Use bullet points (like these!) or a numbered list to make key points stand out.

Step 4: Tag Relevant People and Pages (@)

Tagging is one of the most powerful tools for extending the reach of your post. When you tag a person or a company, your announcement can appear in the feeds of their followers, too.

• Do tag: Your new or former company, key team members who contributed to a project, clients who gave you permission, or mentors you thanked in your post.
• Don’t tag: A long list of random influencers or people you don't know just to get their attention. It's disingenuous and comes off as spammy. Etiquette matters.

Step 5: Use 3-5 Strategic Hashtags

Hashtags help categorize your content so people who don't follow you can discover it. Think of them as keywords for your announcement. Avoid generic, overused tags like `#business` or `#success`.

Aim for a mix of:

• Broad tags: Relate to your post's main theme (e.g., `#newjob`, `#productlaunch`, `#marketing`).
• Niche tags: Specific to your industry or topic (e.g., `#saasmarketing`, `#fintech`, `#contentstrategy`).
• Branded tags: Your company’s name or slogan (e.g., `#YourCompanyName`, `#YourProductLaunchName`).

Step 6: Add a Clear Call-to-Action (CTA)

Your post shouldn’t just end. Tell your audience exactly what you want them to do next, guiding them back to the goal you set in the planning phase. Most of the time, the best CTA is a question that invites conversation.

Examples:

• "What was the best piece of advice you received when starting a new job?"
• "I'd love to hear how you're solving this challenge - let me know in the comments."
• "You can check out the new feature here: [Link in Comments]"
• "What other features would make your life easier? Drop your ideas below!"

After You Hit "Post": The First Hour is Everything

Your work isn't done once the announcement is live. The first 60 minutes after you post are a critical signal to the LinkedIn algorithm. Your goal is to generate as much meaningful engagement as possible, as quickly as possible.

Engage With Every Comment

As comments roll in, respond to them right away. And don't just "like" them - write a real reply. Ask a follow-up question. This creates a longer comment thread, which tells the algorithm that your post is sparking an interesting conversation, encouraging it to show the post to more people.

The "Link in Comments" Strategy

For years, marketers have debated whether putting external links directly in a post hurts its reach. While the algorithm is always changing, a safe and proven strategy is to post your announcement without a link first and then add the link as the very first comment. Then, in your post, you can write something like, "Link to the full case study is in the comments below!" This is believed to prioritize engagement on the post itself before sending people off-platform.

Share with Your Inner Circle

Don’t be shy about giving your announcement an initial boost. Send a link to your post to a few trusted colleagues or friends via DM and ask if they'd be willing to share a comment. Kickstarting the conversation with this "warm" engagement is a great way to build momentum.

Final Thoughts

A great LinkedIn announcement combines thoughtful strategy with authentic storytelling. By defining your goal, structuring your message for readability, using smart engagement tactics, and continuing the conversation after you post, you can turn a simple update into a catalyst for your next big opportunity.

Making a significant announcement involves careful planning and precise timing, which can be draining when you're managing everything manually. To simplify this, we built our Postbase visual calendar, which allows us to map out every piece of our launch content weeks in advance. When it's time for the big day, we have confidence knowing everything is scheduled reliably, helping our team manage the incoming comments across platforms in one organized inbox and track the announcement's impact with clear analytics.