The Post That Reached 50,000 People (Because Two People Shared It)
Samantha published a post about leadership blind spots. It was good content—thoughtful, well-written, actionable. She got her usual 2,000 impressions and decent engagement from her network.
Then she tried something different. She reached out to three people she'd interviewed for the post—leaders she'd quoted or whose experiences informed her thinking. She sent each a personal message: "I wrote this piece partly inspired by our conversation. Would you be open to me tagging you? No pressure, but I thought you might find it interesting."
All three said yes. Two of them reshared it with their own commentary. One had 15,000 followers, the other 30,000. Suddenly, Samantha's post reached 50,000+ people. More importantly, it reached different audiences—people who'd never heard of her before but trusted the people sharing her work.
That's the power of collaboration. When done thoughtfully, it creates exponential reach while adding credibility through association. But most people either avoid collaboration entirely or do it so clumsily that it backfires. Let's fix that.
Why Collaborative Content Works on LinkedIn (And Where Most People Go Wrong)
LinkedIn's algorithm loves collaborative content because it signals quality and relevance. When multiple people engage with the same post—especially early—it gets distributed more widely.
But collaboration only works if it's authentic. Forced tags, random shoutouts, and quid-pro-quo engagement schemes feel gross because they are. The key is creating content where collaboration emerges naturally from shared value.
Authentic vs. Transactional Collaboration
- Authentic: "I interviewed three marketing leaders about their biggest mistakes. Their insights shaped this post, so I'm tagging them to continue the conversation."
- Transactional: "I'm tagging 10 people in this post so they'll share it and boost my reach."
The first feels like generosity. The second feels like manipulation. Your audience can tell the difference instantly. If you want to create content that people actually want to share, start by understanding how to create posts that start conversations, not just impressions.
Five Types of Collaborative Content That Work
Not all collaboration looks the same. Here are five formats that naturally invite co-creation and mutual benefit:
1. Interview-Based Posts
You interview someone with expertise or experience worth sharing. You turn their insights into a post and tag them. They get exposure and credit. You get access to their audience.
Example: "I asked 5 founders what advice they'd give their younger selves. Here's what they said..." Then tag all five with a note thanking them.
2. Roundup Posts
Curate insights, quotes, or resources from multiple people in your network. Give credit where it's due and tag thoughtfully.
Example: "The best career advice I've received came from these people..." Tag each person with a specific callout to what they taught you.
3. Co-Authored Posts
Two people write something together and both publish versions from their own profiles, linking to each other. This works especially well when you have complementary expertise or audiences.
Example: A sales leader and a marketing leader co-write a post about alignment between their teams. Both publish it with slight variations, tagging each other.
4. Case Study Collaborations
You share a story about working with a client or partner (with their permission) and tag them. They benefit from the social proof. You benefit from the credibility.
Example: "Working with [Company] taught me how to scale customer success without burning out the team. Here's what we did..." Tag the executive sponsor who greenlit the project.
5. Debate or Dialogue Posts
Engage someone in a respectful disagreement or exploration of different perspectives. Tag them and invite them to respond in the comments or with their own post.
Example: "I recently had a great conversation with [Name] about whether remote work hurts creativity. We disagree—here's why..." Tag them and invite them to share their side. This kind of dialogue-driven content ties into how collaboration builds credibility and reach.
Tagging Etiquette Rule #1: Always Ask First
The fastest way to annoy someone on LinkedIn is to tag them without permission. It feels presumptuous and can put them in an awkward position—especially if they don't want to be associated with your post or don't have time to engage.
How to Ask for Permission to Tag
Send a quick DM before publishing:
"Hey [Name], I'm writing a post about [topic] and your perspective on [specific thing] really shaped my thinking. Would you be comfortable with me tagging you? Totally fine if not—I just wanted to ask first."
This does three things:
- Shows respect for their time and brand
- Gives them a heads-up so they're not caught off-guard
- Increases the likelihood they'll engage when the post goes live
Most people will say yes if the request is genuine and the content is relevant to them. And when they do, they're more likely to reshare or comment because they've already opted in. Want to deepen these relationships further? Learn how to turn LinkedIn conversations into meaningful client relationships.
Tagging Etiquette Rule #2: Tag with Context, Not Just Names
Don't just drop someone's name in a post with no explanation. Give context about why you're tagging them and what they contributed.
Bad Tagging
"Shoutout to @John @Sarah @Mike for being awesome leaders!"
Why it's bad: Vague, generic, and adds no value. They have no reason to engage.
Good Tagging
"I asked three leaders how they build trust with remote teams. @John's insight about 'consistency over charisma' really stuck with me. @Sarah's weekly video updates are a masterclass in transparency. And @Mike's approach to async communication changed how I think about Slack."
Why it's good: Specific, meaningful, and gives each person a reason to engage. They're not just tagged—they're honored. This approach aligns with why comments are content too, where specificity drives deeper engagement.
Tagging Etiquette Rule #3: Engage When You're Tagged
If someone tags you thoughtfully, reciprocate. At minimum, leave a comment thanking them. If the post aligns with your brand, consider resharing it with your own commentary.
This isn't just politeness—it's strategic. When you engage with posts that tag you, you signal to LinkedIn's algorithm that the collaboration is meaningful. That boosts the post's reach, which benefits both of you.
What to Say When You're Tagged
Don't just comment "Thanks for the tag!" Add value:
- Expand on your point
- Share an additional insight
- Ask a follow-up question that continues the conversation
Example: "Thanks for including me, [Name]! One thing I'd add: the best remote teams I've worked with also over-communicate context, not just tasks. When people understand the 'why,' they make better decisions independently."
Your comment becomes part of the content. It adds depth and gives other readers more to engage with, which is exactly how you turn comments into conversations that build relationships.
How to Maximize Mutual Reach Without Being Annoying
The goal of collaborative content is to expand reach in a way that feels natural and valuable to everyone involved. Here's how to do it without crossing into cringe territory:
Coordinate Timing (But Don't Over-Engineer It)
If you're co-publishing or asking someone to reshare, give them a heads-up about when the post will go live. But don't demand they engage at a specific time—that feels controlling.
Good approach: "I'm planning to publish this tomorrow around 9 AM. No pressure, but if you're able to comment or share, it would mean a lot!"
Make It Easy for Them to Reshare
If you want someone to reshare your post, make it worth their while. The content should:
- Reflect well on them (they're associated with quality)
- Provide value to their audience (not just yours)
- Be easy to add commentary to (give them a hook to personalize it)
When someone reshares your post and adds their own perspective, that's gold. Their commentary becomes new content that reaches a different audience while driving traffic back to your original post. To create content worth sharing, master the art of storytelling on LinkedIn.
Reciprocate Generously
If someone tags you or shares your content, return the favor when it makes sense. Collaboration works best when it's a two-way street.
But don't keep score obsessively. The goal isn't transactional exchange—it's building a network of people who genuinely support each other's work.
Collaborative Content Beyond Posts: LinkedIn Live and Newsletters
Co-hosting LinkedIn Live sessions or contributing to each other's newsletters are underused collaboration strategies that work incredibly well.
Co-Host LinkedIn Live
Invite someone to co-host a LinkedIn Live discussion. Both of you promote it to your audiences. Both of you appear on the recording. Both of you benefit from expanded reach and association with each other's credibility.
Guest Contributions to Newsletters
If you or your collaborator publishes a LinkedIn newsletter, invite them to contribute a guest section. It exposes them to your subscribers and gives your readers fresh perspectives.
Both formats create long-tail value—people discover the content weeks or months later and engage with both collaborators. When you approach these strategically, they become relationship-building engines that compound over time, much like the hidden power of posting consistently.
Frequently Asked Questions
Is it ever okay to tag someone without asking first?
Only if you have an established relationship and you're tagging them for something clearly relevant and positive (like thanking them for advice they gave you publicly). When in doubt, ask first. It takes 30 seconds and saves you from potential awkwardness.
How many people should I tag in one post?
There's no hard rule, but 3-5 is the sweet spot. Beyond that, it starts to feel like a mass tag situation and individual people feel less honored. If you genuinely need to tag more (like in a large roundup post), make sure each tag has specific context.
What should I do if someone tags me without permission?
If it's positive and relevant, engage graciously. If it's off-brand or makes you uncomfortable, you can politely ask them to remove the tag via DM. Most people will understand and comply. If they don't, you can untag yourself on LinkedIn.
Should I collaborate with competitors?
Absolutely, if it makes sense. Co-creating content with thoughtful competitors shows confidence and abundance mindset. It also signals to your audience that you're focused on value, not scarcity. Some of the best collaborative content comes from respectful debates between people with different approaches to the same problem.
Next step: Amplify your reach through thoughtful collaboration — Try ANDI Free.
