Watch: Why short-form storytelling wins on LinkedIn

I never thought I would be the person telling brands how to appear more human on LinkedIn, but on 13 March, that is precisely what happened.

I was on stage with LinkedIn and VaynerMedia, speaking about storytelling, authenticity, and how creators like me reshape how brands build trust, not with polish or perfection, but with personality.

And here is what I told them:

Brands must stop hiding behind logos and show the people behind the scenes. We connect with faces, not corporate speak. If you want your brand to be trusted, start spotlighting your team like your writers, engineers, creators, and founders. Don’t just talk about culture; show it.

Take Morning Brew. I love how their journalists show up on LinkedIn and TikTok, breaking down complex news through hilarious skits. That is not “entertainment for entertainment’s sake” brand building through human storytelling.

I also shared how I practice what I preach. I’ve been cutting up short clips from my podcast and sharing the most real, raw moments on LinkedIn. One clip hit over half a million views, the highest I have ever gotten, not because it was perfect, but because it was real.

That’s the power of short-form video right now on LinkedIn. You don’t need Duolingo-level memes. You need eye contact. Emotion. Story. You cannot hide on video, which is precisely why it works.

And for the brands wondering how to work with creators like me?

Here is my rule: I will not promote anything and will not use it myself. If I have not tested your product or service, I am not putting my name behind it. I’ve built a brand around vulnerability and honesty. If I suddenly post something off-brand, my audience will feel it, and so will I.

I also reminded the room that authenticity is not a strategy but a stance. It is not a gimmick for engagement. It is about telling the truth, even when it is messy. Like the CEO of Chocolate Finance did recently, he owned up to mistakes in a vulnerable LinkedIn post, and it resonated far beyond any polished PR response could have.

When the Q&A rolled around, someone asked me: Where is the line between vulnerability and oversharing?

Here is what I said: Talk about the human struggles people are already whispering about, such as burnout, mental health, and remote work tension. If you name it, you build trust. But do it with intention, not pity. Share to serve.

The biggest misconception about LinkedIn is that it is still a place for job seekers and suits only. It is not. It is the most underrated platform for thought leadership and storytelling, especially in B2B. But only if you’re willing to show up as more than a headline or a product.

So, whether you are a brand, a founder, or just someone figuring it out like I am, remember this: Every post is a chance to connect. Every video is a chance to be real. Every story is a chance to build something that lasts longer than a like.

This is the new LinkedIn.

And we are just getting started.