Human Marketing

LinkedIn is evolving. In this episode, Phil Ilic from Kiin.co breaks down exactly how he grows B2B demand with an authentic, human-first approach.

We dig into what no longer works on LinkedIn (automation blasts, AI slop) and what does: a tight content cadence, warm outbound to engagers, and one killer Loom video that consistently books calls.

Phil explains why Thought Leader Ads outperform company posts, how to boost customer and community posts for powerful social proof, and the three creative buckets, Social Proof, Features/Benefits, and Education, that keep your pipeline warm.

We also talk practicalities: getting your team to post, repurposing winners, and running simple experiments that create original insights.

If you market on LinkedIn, this is your playbook.




Connect with Philip on LinkedIn
https://www.linkedin.com/in/philip-ilic/

Follow Kiin.co - LinkedIn Ads Agency on LinkedIn
https://www.linkedin.com/company/kiin-linkedin-ads/

Visit Kiin.co - LinkedIn Ads Agency's Website
https://www.kiin.co/




Hosted by Chris Nelson, Founder of Human Video

Connect with Chris on LinkedIn
https://www.linkedin.com/in/chris-nelson-human-video/

Follow Human Video on LinkedIn
https://www.linkedin.com/company/human-video/


Video Podcast Remotely Developed, Produced, Edited & Distributed by Human Video
https://www.human.video
  • (00:00) - Welcome & intro to Phil and Kiin Agency
  • (00:35) - How Chris and Phil connected via LinkedIn social selling
  • (01:31) - Phil’s LinkedIn journey, experiments & what no longer works
  • (03:45) - LinkedIn’s clampdown on automation & AI spam
  • (04:25) - Human vs. AI video: authenticity, “no soul” avatars
  • (07:54) - The growth system: content cadence + warm outbound
  • (12:21) - The Loom play: one deep-dive video that drives calls
  • (15:52) - Thought Leader Ads explained (why boost people, not pages)
  • (20:09) - Supercharging social proof: boosting other people’s posts
  • (22:37) - Creative buckets that convert: Social proof, Features/Benefits, Education
  • (31:03) - Getting teams to post: processes, goals & internal encouragement
  • (35:31) - Recycling hits & running original experiments for standout content

Creators and Guests

Host
Chris Nelson
Founder of Human Video

What is Human Marketing?

Chris Nelson, Founder of Human Video, chats weekly to global marketing leaders about how, in an age of AI, we can humanize B2B marketing.

Even in the B2B marketing world 'people buy from people' and including real authentic human content in your strategy has never been more important.

Topics discussed include, founder-led branding, thought leadership, social proof, humanizing your brand, marketing to the the 95% and how to get your audience to know, like and trust you.

Welcome to Human Marketing, a weekly podcast for B2B marketers. Unpacking how brands can stay authentic, demonstrate authority, and build trust as AI floods or feeds with content. I'm Chris Nelson, founder of Human Video. We remotely produce podcasts and other video content, real humans and just the right amount of soul. Today I'm really pleased to welcome Phil ili from a kin agency. They're a LinkedIn ad agency. Welcome to the show, Phil.

Super happy to be here. Chris. Thanks so much.

We were just chatting before we started there, Phil, about our how we first got connected. It was kind of a classic tale of LinkedIn social selling. I had liked one your great, you're very active on LinkedIn with all things LinkedIn ads and I liked where your posts and with connected and there was a great initial message of you saying, I can see you have a LinkedIn tag in your website, Chris, but you haven't run any ads. Would you like any help with that? I just thought it was a really great, a little bit of effort to see what's going on and start those conversations. Tell me just initially I guess a little bit about how you're using LinkedIn initially, maybe just a little bit about what Ken does, but then how you're using LinkedIn and all the great content that you're putting out I guess for social selling and to grow your business. Yeah,

I'm all over LinkedIn in every single way basically, and I've been trying loads of different things and in the past I was doing things that I probably aren't recommended now. So I've done everything basically on LinkedIn. I've been doing LinkedIn since 2020 I would say, and even 2019 I started running ads but by really getting heavy on content around 2022. But basically I run a LinkedIn ads agency, so we are all about LinkedIn. We're not really about the content side, but use LinkedIn content and outreach to get clients. Obviously if you are on LinkedIn there's a big chance you might need LinkedIn ads, especially with today we're basically just boosting what's working organically. Strategies are changed really radically over the past, pretty much year and a half to more content-based strategies. So yeah, I'm using LinkedIn. I used to do massive outbound campaigns back when there weren't any limits.
I'll do I think like 150 to 200 connection requests a day. I wish I did more of it. I know some guys, I'm not going to name names who did a lot of it and they have like 30,000 followers, 40,000 follow, and they got it from these connection request automation stuff. Originally I did it on and off and it was very, very successful. It worked really well back in the day and then it became really annoying when everyone started doing it. So I would highly not recommend doing this these days. But yeah, just as a kind of caveat, I've tried all the good stuff, all the bad stuff. I'm always experimenting as well.

I love that. Yes, I totally admit five years ago maybe I did a little bit of that myself for a completely different business, but I can see how that was really successful for some folks. And actually now LinkedIn, I hear loads of stories of LinkedIn really clamping down on automation and plugins and some really famous stories of quite big companies and even recently some other really well-known companies that help people with LinkedIn content in a sort of AI automated way, actually just she shop because they realise they're totally violating the fundamental rules of LinkedIn.

I think it's a good thing, and I used to be one of these players, I'm going to play the system as much as I can. Anyone else, we're just trying to, our goal is to build our businesses, but actually to be honest with you, it's probably a good thing to limit this stuff because super annoying. And I do think keeping LinkedIn as a safe, good space, it's one of the few platforms out there which just isn't toxic as well, and that the AI bots are just making LinkedIn less exciting, less good, and you never know who's writing what. And yeah, I think LinkedIn has the potential to go in the wrong direction of all this, but hopefully not. Let's see.

Oh, well you've brought up ai. Let's dive into a little bit It, it's something I think about a lot, Phil. I guess I'm all about authentic human-based content and the nemesis of that for me is AI avatars of people. And I see just more and more even I was having a bit interaction last week with someone who latest put it up saying, here's the latest version of my avatar, and it's like I'm just not going to have to get my camera out ever again. And it's really interesting because quite a lot of the time I see just a flood of comments and going, yeah, it's still terrible, or it's you, but it has no soul. And sometimes they even show they've recorded themselves and then made a sort of slicker avatar version based on the recording and everyone's like, just use the recording, dude, it was so much better. It was human, it was real, it was authentic. And obviously there's so many other elements of that in terms of AI comments, as you say, just the posts that just are so formulaic and just feel like they're even someone's just a hundred thousand people who've got the same advice on how to format a post or something. And I

Think it's all about fighting, fighting, not looking like AI now. So even if you are using AI to help you write, it's like the dash.

You've

Got to get rid of the dash because AI always puts that, puts the dash and I mean I'm reading a book at the moment and in the book pre ai, it has dashes all over, so it is a normal way of writing a hundred percent, but because AI does it, we need to get rid of the dash and I write things like, I swear with a dollar sign or this is effing great. I try to make a sound as real as possible even though I do use a little bit of AI to just in ideation, getting a first draught and then I rewrite it basically. But sounding authentic is really important these days I believe

A hundred percent. And I always say as well, I use AI every day in running a business and as sort of automation of making certain bits of repurposing better and even especially for research, all sorts of things, but I absolutely would never just let it create posts and never let it comment and just without any human interaction at all. I just think that's, oh yes it is the dumbing down. I think of LinkedIn and as you say, LinkedIn is this kind of still relatively pleasant place to be, especially if you venture into other corners of the internet. It's pretty brittle. LinkedIn is still pretty friendly and pretty helpful in that way. But yeah, no, God's glad you're on team non-AI slop. That's great. Yeah. Diving a little bit more into I guess how you're using LinkedIn to grow the business. Talk a little bit about your content mix. I see use video really well. There's a lot of walkthroughs, there's even just talking heads stuff where you're imparting advice. What's your overall guess content mix? And actually tell me a little bit about I guess how we first met on that outreach with a lot of, based on an intense signal, how are you doing that? What's your overall strategy of that?

Yeah, I mean there are two bits to your question. I believe there's content strategy and then there's also just overall strategy of how to actually convert people into scheduled phone calls and eventually clients. But the whole point is that you're getting inbound messages. You want inbound messages or you go outbound to people. And what I do is a system where, well, it's a full system of Includes ads as well if you want to boost it, but basically I'm posting five days a week when I can. August has been really difficult, but I try to post five days a week and basically from those posts I get a lot of a bunch of engagements. Some posts do really well, some don't. I use video as much as I can because it cuts through the AI noise so people can see that I'm a real person, I make mistakes I say, and I think that stuff's more important now, so don't get rid of it in my opinion.
I think making mistakes, being genuine, making mistakes is good. People are like, oh, this is a real person and we can connect with this real person called Phil. So I use a lot of video sometimes I'm busy so I just do, I mix it up. I definitely do video, I do posts. I've been experimenting with nine by 16. My reach hasn't been very good of it. Everyone says do nine by 16. I found it to get me one quarter of the reach, then 16 by nine at the moment. I'm going to keep trying it at the algorithms changing all the time. But what I do, so everyone with you for example, I would look at anyone who's liked one of my posts, I'll check if I'm connected with them already. I'll check if they're ICP. Could they potentially run ads and I'll reach out to them, I'll research them for two minutes, check they have insight tag and say, Hey, I see you have an insight tag, but I see you're not running ads.
Is this something you'd like to consider? So all I do is I do an outbound message to anyone who's liked, commented or seen my profile and if they're part of the ICP, I'll do an outbound message and basically just say basically it's just about starting conversations. So know selling anything, don't do anything, which is just a bit annoying. Don't do automated emails, five messages and they don't reply. That stuff just annoys people. So I don't do that. I just try to start a conversation and I keep it reasonable. I sometimes use things like yo, and I know I'm not 16, but I say things like, yo, how are you doing just to make it sound really normal. So I use weird ways of saying which don't sound normal or don't sound businessy or whatever, but it cuts through the noise. It makes me more endearing I believe, and you can just start conversations basically it's all about starting conversations and I think that's the mix that people get wrong. They post quite a bit, but adding the outbound gets you the conversion to a scheduled phone call. So it's just about starting conversations basically. That's what it's all about.

I love that. Yes, I'm a hey introducer. I don't think I say hey very much in real life, but I hope I never say yo. Yeah, that's funny. So I love all of that. Thinking I guess a little bit more about the video aspect of that, I love that you're taking a signal. In my case, I've definitely interacted with bit of content. I've liked what you were saying and because of the video I've already heard you, I already see that you're just kind nice guy just chatting about clearly knowledgeable, approachable, and then when your outbound reaches my inbox and I already feel like I know you a bit and certainly there's a bit of trust there, a bit of familiarity. I'm certainly going to accept a content or a connection request and we're probably just in such a better place than this super cold pit slap. It's a wonderful way of doing it and that content over time, especially with video and the mix, and I hear, I love that you mentioned keeping ums and ahs and I shout this all the time, and there's so many tools now where there's literally just a slider like remove the ums and ass or a slider of how much would you like to remove the ums and those are the things absolutely that differentiate us from the robots. It's like

Absolutely

Keeping it human with super real and that is just what's building a trust so that when you do reach out at the right time, it makes a little

Difference. And I've got something you quite like Chris here as well, which is one of my biggest drivers of Frank calls is a loom video, which I send people to
And Loom and yeah, so you're going to like this. It's genuinely over the past three months I have this one Loom video which has been viewed nearly a thousand times now by people I've sent it to. It's not been boosted by ads. It's literally me just doing an outbound message to people saying, Hey, I saw you like this. I have this really deep dive loom video look, which goes over my exact ad strategy. I did this video five times, I screwed it up, I wanted it. Most videos I do, I just put out there. It's good, it's not, it's kind like just get the video out, it doesn't really matter, it's too much. This one I did over and over and over again. I got to a really good place of it and I would say it's quite tight. It doesn't bore people and it goes really deep and it's actually valuable. It goes over the exact strategy and so the message I'm sending out to a lot of people now is, Hey, by the way, if you just want to see this really deep dive into LinkedIn ads, check it out. And because you have a loom of video, it shows up as a gif
In the chat, so you can see a Loom video in the chat in LinkedIn and my face kind of doing a gif kind of thing. So it's very clickable and that loom video is probably a big factor to a lot of the scheduled phone calls I get on a weekly basis from this one loom video. So video is definitely a powerful thing to use

Here. Amazing. So you've put effort into something super valuable and that's almost the introduction is like here's tonnes of value from the first contact you're saying this is the next step for you. It feels like it's that concept of something that may have been gated in the past like, oh, I need, give me your email address and I'll give you some value, but absolutely in 2025 there's such a great play of just giving the value in a wonderful way and you're coming across in that and yes, loom and I use Sense Spark in a really similar way. They do wonderful thing with the gif. I sometimes start my sense Sparks by giving a ridiculous wave, but it comes up then in the gif, it's just like this.

That's quite cool.

Slightly goofy, be real friendly, inviting chap to just, it's probably okay to click on this video absolutely. But I absolutely love that. That's really great. All of that is coming from your personal account thinking of that and a lot of what we do is helping people creating I guess video content for founders and other thought leaders in their companies and creating that content. Obviously 2025, the big play is boosting some of that content with thought leader ads and I think that may well have been thought leader ad content that I initially or you talking about thought leader ads that I initially kind of find you with. I'd love to just dive a little bit into that world, how you see the boosting of personal posts rather than company posts, how that is working for your clients and possibly for you and just spell out I guess for folks that don't know really what's going on there, what it is, why it's so powerful and what the benefits of it are.

Yeah, absolutely. So traditionally you do run a LinkedIn ads from your company post, it's like a company post of the company logo about a year and a half ago, something like this thought the ads rolled out, which is basically you can boost your own post from your own personal profile and they've just been a complete game changer from a LinkedIn ads perspective and I would highly recommend I have a whole strategy based around top middle, bottom Funnel. Middle Funnel is very much content distribution and it's about putting content in front of people so they know who you are. They have social signals, social trust, they understand your features and benefits or how you work if you're a consulting company. So they kind of just get to know and video obviously plays a big part of that, but it's not only video, there's other formats, but posting from your personal profile, people like to buy from people.
So that's one of the things that is very powerful I'm finding and I'm basically putting, I'm telling most of my clients to please figure out their four leadership strategy. We don't do that as a service, we don't post for them. We know how to put it into an ad strategy, so I'm just trying to get them to do it. A lot of companies just can't do it or they can't get 'em to post or the bigger ones especially really struggle with this. The smaller guys will be like, okay, screw it, let's just do it, let's try it. So it's a little bit easier to get them to do that, but I would even design the middle funnel content distribution play in a links and ads strategy nearly a hundred percent four lead ads. And it's not because people like to buy from people, but it's also just all the metrics are better, like the CPC, sorry, the cost, it's a bit of a different metric for 40 ads, but you can edit a post after the organic reach kind of dies out after a few days.
I know the algorithm is pushing post now for weeks, but give it a few days. You can edit, edit the post and put a link and so instead of can just put a link at the bottom or wherever you want and say, Hey, if you want to learn more about this feature, check this page out. Or if you want to do a demo, you can have your own little call to back or check out this bigger video I have on it and it's in Loom. You can put a call to action there and the clicks to landing page metric, so not the CPC metric, it needs to be a clicks to landing page metric in LinkedIn is getting sometimes 50% of the C cost per click compared to a company page. It's way more affordable and just all the other metrics around it make a lot of sense.
And in the middle from a demand gen strategy, you just want to put your content in front of your ICP. So whereas organically you're going to post, for me it's fine, my market are the people who want to get LinkedIn ads like founders and the marketers, so my organic content will probably reach them. But if you are in a more niche segment in the market, your organic content might not reach your actual segment. Whereas with ads you can put that content, you can boost your personal for leadership content to exactly your ICP with ads. This is one of the benefits of LinkedIn ads. It's such specific targeting, it's like laser sharp targeting. So you can just put that content directly in front of your ICP, give it a good frequency penetration rate to make sure you're showing up in front of these people multiple times a month until they're ready to reach out to you. Or you also segment bottom of funnel ad there, which is, hey, do you want to talk to me about this kind of ad? So that's kind of the general overview. But yeah, I would say for leadership and for leader ads is the most powerful thing you can be doing right now on LinkedIn.

I love it and I fully agree it was great overview of it. Thank you. I noticed you were saying about even middle of funnel could and should it potentially all be thought leader ads. I saw a post, it was actually a LinkedIn video a couple of days ago with Stefan from Dream Data, but he kind of revealed that their entire LinkedIn ad spend is thought leader ads. Everything they do and it's folks right across the company even I imagine maybe some external folks, even customers talking about them, they're boosting their posts. I just thought it was a sight mind blowing stat. It was really funny because when he said it was being interviewed by somebody from LinkedIn and when he said it, you could see her face, you're doing what really? This isn't what we want people to know, but it was great but it was just quite a big thing that they're a hundred percent all in on thought leader ads.

One of the greatest things I'm trying to push on especially SaaS clients is finding other people that say nice things about you and boosting those posts. So with four lead ads you can also boost other people who aren't even connected to your company. And so for example, I haven't done the Instantly ads but I've analysed them, I've spoken to them instantly are really good at this. Other people speak about them, people have workflows, Hey we do this workflow and we use instantly in this way and then they'll boost other people how they use instantly in their workflows or anyone who says anything nice about you, you can boost that to your ICP. So it's the best social proof, which is someone else saying something nice about you and you could boost that with 40 dads. It's super powerful. It really is.

I love that. Speaking of other people saying nice things about you, one of the things we do is creating customer testimonials and that I found that to be an amazing bottom of the funnel, just tipping people over their edge. You're already aware of it, you're considering them maybe and it's maybe some very further down the line retargeting we're just as being multiple layers and these are the people you really think are kind of on the edge. Just placing a really having somebody else tell how wonderful you are is so much more powerful than just saying it yourself. Circling back slightly, I appreciate you don't create content but obviously many of the ads that you're managing for your clients or have images and videos and copy attached to them.
Thinking of thought leadership, I always think it is a little bit tricky because talk about thought leader ads, but that's basically boosting any personal post. It could nearly be any type of content and obviously there's thought leadership content which is quite often talking heads or written content. What other uses and types of posts are you finding folks are having success in as advertising creatives as it were in terms of video and even talking about images and the sort of personal content that people are putting a bit of spend behind? Take me a little bit through what you're seeing as being really successful in terms maybe at different stages of the funnel, different types of content.

Yeah, absolutely. I mean I have content buckets, so I think that organic strategy is a little bit different to the ads for the ship strategy. So from an organic perspective, you should probably put 10% of your stuff should just be about you and you're having a nice day on Sunday riding a bike or something so people get to know who you are as well. But that's like 10% from an ads perspective, I break it down into free buckets. It's basically social proof and these are the kind of ads of other people saying there's stuff about you or you basically saying, we worked with this company and this is the case study, this is the results we got. So this kind of social proof stuff is really great. And then there's features and benefits, but this also works for consultants, but if your SaaS company features and benefits obviously show your features and benefits, show how you work, show a specific thing that how you help people and why it's super useful, open up your demo, put a demo.
The one thing I'd like to push actually is less product or sorry, what's the word? Less high level video. I'll just get a loom video. Just the fans saying, Hey, this is our open demo, this is how it works. Keep it short and sweet, but having just a quick kind of loom kind of style video I think is really genuine and works really well. And the third bucket is education will just be as useful as possible and educate on the greater segment of where you're at. So it's not specifically, it's a little bit of a higher level of the segment you are in. So it's not just about the features and benefits of social proof, it's educational content in the space you're in basically. So those are the three content buckets I normally communicate.

I love that In some of our messages. I was looking back in preparation for this call, as I was saying what we've chatted about in the past, you had mentioned that I guess, and you just said it a moment ago as well, some of your clients just find really struggle I guess to create this content. Definitely. What are you finding in terms of, I'm selfishly just asking this, it's good market research for me, but it's probably relevant to the audience as well. What do you see people struggling with and I guess what do you see happening in the folks that are able to do it? Is it just certain characters that don't care what people think of them and they're happy to jump on video or they just work on it enough that they're comfortable, they're like what holds people back and what do you see works? I guess

In all honesty, I don't think it's the technical aspect or creating something high quality. I don't think that's totally necessary,

Even from my perspective breaks my heart. But I agree.

Sorry to say this Chris,

15 years as a commercial filmmaker, it's like, oh, but I'm totally there with you. We're fully remote now it does

Go, there's a segment in the market where it's really important and I know certain people on LinkedIn are creating these really high quality videos. They're really funny. They're like, I forgot what the guys are called, but they're making remakes of movies

For

B two, B2B world.

I totally know what you mean.

That's working really well for them.

Yeah, it's like Pulp Fiction, the

Reservoir. Yeah, pulp Fiction, that works great. And there's another, what's it called? I can't remember any of these guys' names, but there's another quite big SaaS company also doing something similar. They're experimenting with high production stuff and just trying to, one of them is experimenting with more awkward, funny, the office kind of style stuff

And it's entertainment really isn't it?

Filmed? Yeah, yeah. So I think there's a space in the market for that costs money and takes loads of effort, but it's great. If you can afford that and you can put some money and fall behind that, that's great. But the rest of us, I don't think you need to overthink it. I think you can do a really dirty loom video or some of this. The hard part is keeping it short and sweet, having a hook to keep people interested and I feel like people communicate. You can communicate something in one minute that you could also communicate in five minutes and people end up just talking round something too much. So trying to get really to the point is really difficult and I think that's a really difficult skill to learn. I'm not very good at it. If you watch my YouTube videos, sometimes they're 15 minutes of just me blabbing on, I probably could do it in five.
So it's a real difficult one to do. It's something I'm trying to hone in and get better at. But I do find that's the biggest challenge most people have because when I tell ask them, please can you just make a video? It always comes back really long and I'm like, oh, even just I can edit a little bit myself. So I've like, okay, let's just cut this off. I just, I'm not going to go back and forth with this. So making people charismatic and being able to communicate clearly, it's a skill that you can't just learn overnight. It takes time.

Needs a skilled, experienced remote producer, Phil. That's what it's, we need Chris on the team. I dunno who would offer such a service, but no, so it's really interesting. The answer to that for me is, and you said it is sometimes just the power of the edit being a skilled person just picking out the great piece and stitching it together in a natural way or you mentioned it as well in your big loom video that you send a lot of people to you that you did it a few times and just the more it's in your head, the more you've maybe even just felt the roots to what you're demoing and it looks like it's more familiar and even just you're not having to suddenly not having to create, generate the content as much in your head. You'll find yourself not pausing and looking away as much. It just compresses. And for my entire life when I've had people in the studio in front of the camera, I always say, what's going to happen here is we're going to do this a few times, even if it's scripted because they're thinking about what they're working their way through sentences, the more they do it, it just becomes easier really. And that's part of

The, I find that's completely true. And

So it is all J aside, the concept of having a third party guide you through this stuff, and I've heard it described as a content sparring partner where you're literally just you're giving somebody a face to chat to. There's a bit of interaction, but also from my point of view, I'm just really listening in on what's being said, where it could maybe be paired down where it could get to something faster, but also just encouraging. Sometimes it's like if we're talking about demos, it might be like an engineer or software engineer or somebody who's just not used to doing that or kind of terrified of the prospect of creating content and it's just a bug. But

Chris the best, some of the best in the more technical industries and sometimes at B2B it's very technical stuff and getting an engineer or getting a programme or whatever to the video to talk the talk and actually use their own jargon because they're talking to other potential. If their target audience is other engineers that works super well and people identify even with that introversion because maybe they're also introverted as well. So I don't think that's a handicap actually. I think being genuinely yourself and if you are genuinely a little bit quiet, so a bit more introverted or not, it doesn't matter. I think really leaning in onto that makes a big difference and putting that content in front of other engineers is I love getting the guys in the weeds to create the content. If we're targeting other people in the weeds, basically,

I love it. People trust people like themselves and people buy from people they trust. So it's totally appropriate to looking at who your audience are and finding those people within your company and encouraging them and facilitating them because it isn't always about founders and CEOs. It could be subject matter experts sometimes that as an engineer, sometimes it's like a customer success person who maybe was an engineer but is more connected with talking and helping customers maybe are just a little bit more equipped to communicate well, but it's finding those people in a company and they probably are selling somewhere. It's just a matter of identifying, facilitating and encouraging them. I find

It's really difficult. I'm in the process right now, this is my number one thing I'm working on at the moment is to find a way to get everyone in kin in my company to start posting the only one at the moment. And so right now I'm creating, I want to make a real big deal because when I say please start posting, I was like, okay, one post comes out and not for another month. And so it becomes this kind of thing where no one really prioritise it, they don't really understand how valuable it is potentially. So it's communicating the value firstly, but making it a business goal. This is a really important thing for us to do. And to do that, we're going to have weekly meetings. We've got a Slack group where I'm going to get every time they put the post in, so we're all encouraging each other, but each week we're also saying, going over the post we've posted and saying, how did they do? What's working, what's not? So it becomes an actual thing, a business goal rather than just like, Hey, we need you to post, or it needs to become a real thing. Otherwise I don't think people will prioritise it. There's so many other things to do in the day that posting becomes the least doesn't become a priority for of these people.

I love that and I see it and hear about it everywhere, even in my own clients are really getting involved in it. There's so many good things coming out of that. It can be not incentivized necessarily, but gamified sometimes there's data with this you can see who's winning I guess, and whose posts are being resonated, but also working as a team like that. I love the idea of being in Slack group together because the biggest hurdle is what am I going to post? And when you have that team approach, you can together identify subjects, even just problems that customers are having, things that people are talking about, solutions that you've found are just even just an interesting insight he posted this morning about I guess the cost advantages of thought leader videos and that's obviously just an insight from data that you've seen somewhere. And then Ian's really, I'll

Be honest with you, that one is a recycled one. I was so busy this.

That's okay. So

That's also part of it. That's also part of it. I hundred. I've been for years now. So sometimes a lot of the time when I'm doing something and a client asks me something, I'm like, actually, that's really cool. I'm always writing notes of potential posts when I'm going through my day or I find some data, I'm like, that's cool, let's do that. I'm just finding these inspirations from my day. But sometimes you wake up and you don't have anything and today I'm like, I'm so busy. I've got an interview of careers, I've got some other bits and bobs going on. So I literally just went to, I would scrolled three months back I was like, okay, that's a good one. Let just repost that and people don't remember. And so you need to be reposting the same things over and over again. Don't think people actually remember what you're posting three months ago. No one, I didn't even remember,

To be honest with you. No, they don't remember it. But also many of them don't see it. You have, what is it like 13,000 followers? I know I have a similar number, but I know if I post something, some of it might get shown to 800 people and that's just a tiny fraction of my audience. And even that some of the people that are seeing that are second and third degree connections, it's not even just my followers. So it's totally okay to recycle things and often maybe it's a video one day and it becomes a carousel another time. That same insight or that same piece of information, or it could just become a infographic and a great bit of text another time. It's the same. Absolutely. Just hitting people with the same thoughts, the same information, but in maybe sometimes different ways or just after a bit more

Time. The big insight I've had recently, because I've been looking at this quite a lot, is that because back two years ago, there weren't many people posting. So you could kind of do more broad posts about whatever LinkedIn ads do this or that or whatever you're doing. You can be more broad. But one I'm finding now is that because so many people are posting those kind of posts don't do as well. The ones that do really well is something that you found from your own data or something that's original to your own business and that's what I'm finding. So for us, it's literally the data I'm seeing and so I'm actually putting time and effort to creating experiments to see, okay, I know I go out and people are like for example, which how do you optimise your four lead as is engagement or is it brand awareness?
If you ask anyone, there's no consensus at the moment and I've some stats people come out and actually to me it's the opposite of what I'm seeing. I'm like, what's going on here? So I've decided to make an experiment. I know that's an experiment. People value so much. One of my biggest posts I posted last month was the experiment. It wasn't even the results. It was like these are the experiments I'm running and it got probably five times more impressions than any of the other people like to know original research or original insights. So if you can give that, I think that's going to go a really long way.

I love that. Phil, this has been fantastic. Tell me, I guess, how people can connect with you and find out more about what you're all doing at Kin.

Yeah, I guess the best place is on LinkedIn. I hang out on LinkedIn, wait many hours a day from Don't tell about to reach out to me. So it's just Phil iit, PHIL, and then ILIC or on YouTube you, you'll find me in various places, but probably LinkedIn's the best place. I'm on YouTube. I have a newsletter, but I think you'll find me, LinkedIn could be a hub, so you'll find all the various places. I'm from LinkedIn and you can also check us out@kin.co KI n.co. We are LinkedIn ads agency, so if anyone's interested, they're super welcome to reach out over there.

Love it. Thank you so much for this Phil, it's been really cool.

Yeah, it's been great. Thanks so much Chris.