feat(linkedin-thought-leadership): v1.0.0 — initial open-source import

Build LinkedIn thought leadership with algorithmic understanding,
strategic consistency, and AI-assisted content creation. Updated for
the January 2026 360Brew algorithm change.

16 agents, 25 commands, 6 skills, 9 hooks, 24 reference docs.

Personal data sanitized: voice samples generalized to template,
high-engagement posts cleared, region-specific references replaced
with placeholders.

Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>

plugins/linkedin-thought-leadership/references/linkedin-formats.md

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+# LinkedIn Format Specifications & Algorithm Mechanics (2025-2026)
+
+## Critical Context: The Algorithm Revolution
+
+**The 2025-2026 Shift:**
+- Organic reach declined 47-50% for average users
+- Top 1% of creators: content rose from 15% to 31% of all feeds
+- Algorithm now prioritizes topical authority over everything else
+- Dwell time became the golden metric
+- External links penalized 25-40%
+- Hashtags died as discovery mechanism (late 2024)
+
+**What This Means for Format Selection:**
+Choosing the right format isn't just about engagement rates—it's about understanding which formats the algorithm currently prioritizes and why.
+
+## Character Limits
+
+### Posts
+- **Maximum:** 3,000 characters
+- **Optimal for engagement:** 1,200-1,800 characters
+- **"See more" threshold:** 110-140 characters (mobile) / 140 characters (desktop)
+- **Short posts:** 150-300 characters (quick insights, questions)
+- **Medium posts:** 700-1,000 characters (balanced engagement and substance)
+- **Long posts:** 1,300-1,800 characters (storytelling, thought leadership)
+
+### Comments
+- **Limit:** 1,500 characters
+- **Visible before expansion:** 140-150 characters
+
+### Articles
+- **Character limit:** 125,000 characters (~20,000-25,000 words)
+- **Optimal length:** 1,900-2,000 words for maximum engagement
+- **Title:** 150 characters max, 40-60 optimal
+
+### Connection Requests
+- **Message limit:** 300 characters
+
+## Content Format Performance (2025-2026 Data)
+
+### Engagement Rates by Format (With Strategic Context)
+
+**1. Multi-image carousels: 6.60% engagement rate (highest)**
+   - 6-10 slides optimal
+   - 100-150 characters per slide
+   - Caption: 300-500 characters
+   - Why it works: Encourages completion, maximizes dwell time
+   - Best for: Frameworks, step-by-step guides, data visualization
+
+**2. Native documents (PDFs): 24.42% engagement rate**
+   - Great for frameworks, step-by-step content, detailed insights
+   - Keeps users on platform (no external link penalty)
+   - Downloadable = high perceived value
+   - Significant increase in engagement rate in 2026
+   - Best for: Comprehensive guides, templates, detailed analyses
+
+**3. Video posts: 5.60% engagement rate**
+   - Optimal length: 90 seconds for engagement
+   - LinkedIn Live: 12-24x engagement vs standard posts
+   - 85% watch without sound (captions essential)
+   - Vertical 4:5 aspect ratio (1080x1350) preferred over square
+   - First 3 seconds determine 70% of retention
+   - Note: Videos under 90 seconds optimal for engagement and dwell time balance
+   - Best for: Personal stories, quick insights, behind-the-scenes
+   - See "Video Content Deep Dive" section below for comprehensive guidance
+
+**4. Single images: Good baseline performance**
+   - Recommended dimensions: 1200 x 627 pixels (1.91:1)
+   - Maximum file size: 10 MB
+   - Works well with strong text posts
+   - Best for: Visual storytelling, infographics, quote graphics
+
+**5. Text-only posts: Variable performance**
+   - Can be highest performing with exceptional content
+   - Optimal: 1,200-1,800 characters for maximum engagement
+   - Need bold opinions, emotional moments, or surprising insights
+   - Sweet spot: 1,200-1,800 character range consistently outperforms
+   - Very short (150-300 chars) can perform well with concentrated insights
+   - Best for: Thought leadership, contrarian takes, personal stories
+
+**6. Polls: 1.64x reach multiplier (declining due to overuse)**
+   - Still generates high impressions but effectiveness declining
+   - Strategic use for industry trends, controversial opinions
+   - Use caption (300-400 chars) to provide context and insights
+   - Produce fewer deep conversations than other formats
+   - Note: Poll effectiveness declining in 2026 as format becomes overused
+   - Best for: Audience research, engagement spikes, starting conversations
+
+**7. Link posts: AVOID or use strategically**
+   - External links reduce reach by 25-40%
+   - 4.9% more impressions than no-link posts (OLD DATA - now penalized)
+   - Platform wants to keep users on LinkedIn
+   - If must link: Use native LinkedIn article or wait until second-tier comment
+   - Best for: Rare occasions when external resource is essential
+
+## Posting Frequency & Consistency
+
+**The Consistency Paradox:**
+- Minimum: 2-3 times per week for algorithm recognition
+- Optimal: Daily if you can maintain quality
+- Reality: Consistency matters MORE than frequency
+
+**What "consistency" actually means:**
+- Same days/times when YOUR audience is active
+- Consistent topics (algorithm learning your expertise)
+- Consistent quality (trust building)
+- Never skip more than 3-4 days
+
+**Content Mix for Sustainability:**
+- 70% medium-length posts (1,200-1,800 chars)
+- 20% short posts (150-300 chars)
+- 10% long posts or alternative formats (carousel, video, document)
+
+**The 90-Day Threshold:**
+Most creators quit before day 90. Algorithm needs 30+ days of consistent posting on consistent topics to recognize expertise and start meaningful amplification. Those who make it to 90 days see compounding returns.
+
+## White Space & Formatting Psychology
+
+**Why white space matters:**
+- 57%+ of LinkedIn traffic from mobile
+- Dense text = cognitive overload = instant scroll
+- White space = perceived ease of reading
+- More likely to click "see more"
+
+**Optimal formatting rules:**
+- Never exceed 1-2 lines per paragraph
+- Double or triple line breaks between sections
+- Each paragraph: 2-3 sentences max, under 100 words
+- Short sentences under 20 words maintain momentum
+
+**Visual hierarchy:**
+- Hook (1-2 lines with space after)
+- Context section (1-2 short paragraphs)
+- Main content (broken into digestible chunks)
+- Implication (1-2 paragraphs)
+- CTA (single line)
+
+**Sentence length variation for rhythm:**
+- Short sentences: Impact and emphasis
+- Medium sentences: Explanation and flow
+- Long sentences: Detail and nuance
+- Mix creates readable rhythm
+
+## Mobile Optimization (Critical)
+
+**The mobile reality:**
+- 70% of LinkedIn users access via mobile
+- First 110-140 characters visible before "see more"
+- Design for mobile-first with short paragraphs
+- Vertical visuals when possible
+- Test every post on mobile before publishing
+
+**Mobile-first checklist:**
+- Hook works in 110 characters
+- No walls of text
+- White space between every idea
+- Scrollable without friction
+- CTA visible without scrolling
+
+## Algorithm Considerations
+
+### The Golden Hour (First 60-90 Minutes)
+
+The first hour after posting determines 70% of your post's total reach. See the comprehensive Golden Hour monitoring guide in linkedin-growth-playbook-2025-2026.md for detailed velocity targets and real-time signals.
+
+### Engagement Quality Hierarchy
+
+**Not all engagement is equal:**
+
+1. **Saves** (Highest signal - people want to return to this)
+2. **Shares** (High signal - people want to show others)
+3. **Comments 15+ words** (High signal - 2x impact vs short comments)
+4. **Comments <15 words** (Medium signal)
+5. **Reactions** (Lower signal - 5x less valuable than comments)
+
+**AI-generated generic comments reduce reach by 30% and engagement by 55%**
+
+### Dwell Time: The Golden Metric
+
+Algorithm prioritizes content that keeps users on platform longer.
+
+**What increases dwell time:**
+- Storytelling with narrative tension
+- Well-structured longer posts (1,200-1,800 chars)
+- Native video (especially LinkedIn Live)
+- Document carousels that encourage completion
+- Content that makes people pause and think
+
+**What doesn't improve dwell time despite engagement:**
+- Videos under 90 seconds (balance engagement with dwell time)
+- Very short posts (quick reaction, quick scroll)
+- Polls (interaction but low time investment)
+
+### The External Link Penalty
+
+**Critical reality:**
+- External links reduce reach by 25-40%
+- Links in post body get penalized most heavily
+- First comment links are tracked but acceptable as workaround when necessary
+- Old strategy of "drive traffic to website" is now algorithmically punished
+
+**What to do instead:**
+- Use LinkedIn native formats (Articles, Documents, Newsletters)
+- Drive traffic to DMs for deeper conversation
+- When links are essential, place in first comment, not main post body
+- Build audience ON LinkedIn, monetize through Featured section
+
+### Topical Authority Signals
+
+**Algorithm learns your expertise through:**
+- Consistent topics over 30+ days
+- Keywords used throughout posts (not just hashtags)
+- Who engages with your content (are they experts in field?)
+- Engagement quality on specific topics
+- Profile optimization (headline, about, featured content)
+
+**Random posts confuse algorithm:**
+- Can't categorize your expertise
+- Doesn't know which audiences to serve content to
+- Reduces overall reach even on good posts
+
+### Hashtag Reality Check (Late 2024 Changes)
+
+**What LinkedIn removed:**
+- Ability to follow hashtags
+- Hashtag pages on desktop
+- Hashtags from profile displays
+
+**Current function:**
+- Metadata only, not discovery
+- Use 3-4 relevant hashtags (5+ hashtags = -68% reach)
+- Focus on keyword-driven SEO throughout content
+- Actual words in your post matter MORE than hashtags
+
+### Engagement Bait Detection
+
+**Algorithm actively down-ranks:**
+- "Comment YES if you agree"
+- "Tag someone who needs this"  
+- "Type 1 for X, Type 2 for Y"
+- Generic manipulation tactics
+
+**Gets detected and penalized even if it "works" initially**
+
+### Content Windows
+
+LinkedIn evaluates post performance in specific time windows:
+- **0-60 minutes:** Critical engagement velocity window
+- **1-3 hours:** Secondary distribution wave
+- **3-24 hours:** Extended reach to third-degree connections
+- **24-48 hours:** Residual reach and discovery
+
+Immediate engagement in first hour is critical for triggering subsequent waves.
+
+### Content Strategy for Algorithm Success
+
+**What the algorithm rewards:**
+- Consistent posting on consistent topics (topical authority)
+- Content that generates 15+ word comments (quality engagement)
+- Posts that keep users on platform (dwell time)
+- Native formats (carousels, documents, videos)
+- Genuine conversation (not engagement bait)
+- Strong first-hour engagement velocity
+
+**What the algorithm penalizes:**
+- External links (25-40% reach reduction)
+- Engagement bait phrases
+- AI-generated generic comments
+- Topic inconsistency (confuses your expertise)
+- Long gaps between posts (breaks consistency signal)
+
+**Thought leadership posts:**
+- Get 3x more shares than average content
+- Generate deeper conversations (15+ word comments)
+- Position you as subject matter expert
+- Compound authority over time
+
+**Hashtag guidance (updated for 2026):**
+- Use 3-4 relevant hashtags (5+ hashtags = -68% reach)
+- Focus on keyword-driven SEO throughout post
+- Actual words matter more than hashtags
+- Don't rely on hashtags for discovery
+
+## Video Content Deep Dive
+
+### The Video Paradox (Critical Understanding)
+
+**The Data Reality:**
+- Video posts get high impression counts
+- BUT: Engagement rates are often lower than text posts
+- Videos under 90 seconds optimal for balancing engagement and dwell time
+- Algorithm prioritizes dwell time over impressions
+
+**What This Means:**
+Video isn't the silver bullet many creators think it is. Text-based thought leadership often outperforms video for building authority and generating meaningful engagement. However, video DOES have specific use cases where it excels.
+
+**Lara Acosta's Position:** "Video is overrated on LinkedIn"
+
+**When Video Actually Works:**
+- Behind-the-scenes authenticity
+- Personal connection and trust-building
+- Demonstrating physical processes
+- Facial expressions add critical context
+- Teaching visual concepts
+- Quick tips that benefit from showing, not telling
+
+**When Text Outperforms Video:**
+- Complex frameworks requiring reflection
+- Thought leadership requiring contemplation
+- Contrarian perspectives needing careful articulation
+- Data-heavy insights
+- Long-form storytelling
+
+### When to Use Video (Strategic Decision Framework)
+
+**Choose video when:**
+
+1. **Authenticity is the primary goal**
+   - First-time audience introduction
+   - Vulnerability-based storytelling
+   - Building personal connection
+   - Behind-the-scenes content
+
+2. **Visual demonstration adds value**
+   - Product walkthroughs
+   - Technical processes
+   - Before/after transformations
+   - Workspace tours
+
+3. **Emotional tone is critical**
+   - Passion for a subject
+   - Excitement about developments
+   - Empathy for struggles
+   - Inspiration and motivation
+
+4. **You're particularly strong on camera**
+   - Natural presenter
+   - Comfortable with video
+   - Can deliver in one take
+   - Your energy translates well
+
+**Choose text when:**
+- The idea requires contemplation
+- You're sharing frameworks or models
+- The content is data or research-heavy
+- You want maximum engagement (comments)
+- You're not comfortable on camera
+- Production time is limited
+
+### Video Scripting Framework
+
+**The Hook-Story-Lesson-CTA Structure (30-90 seconds)**
+
+#### Hook (3-5 seconds) - CRITICAL
+
+**Your first 3 seconds determine 70% of retention.**
+
+**Hook types:**
+- **Pattern interrupt:** "This will sound counterintuitive..."
+- **Bold claim:** "We're approaching AI completely wrong."
+- **Question:** "What if everything you know about X is backwards?"
+- **Personal story opening:** "Three months ago, I made a $200K mistake."
+- **Stat shock:** "87% of implementations fail. Here's why."
+
+**Hook best practices:**
+- Grab attention immediately (no "Hey everyone")
+- Create curiosity gap
+- Signal value in first sentence
+- Look directly at camera
+- Animated energy (video rewards enthusiasm)
+
+**Bad hooks:**
+- "Hi, I wanted to share some thoughts on..."
+- "So today I'm going to talk about..."
+- Long introductions before value
+
+#### Story/Context (10-20 seconds)
+
+**Set up the lesson with relatable situation:**
+- Brief personal experience
+- Client scenario (anonymized)
+- Industry observation
+- Common mistake
+
+**Keep it tight:**
+- No rambling backstory
+- Only essential context
+- Every second must add value
+- Move quickly to the insight
+
+#### Lesson/Insight (30-50 seconds)
+
+**The core value - what they'll remember:**
+
+**Structure options:**
+
+**Option 1: The Framework** (3-5 points)
+"Here are three things that transformed our approach:
+1. [First principle] - [Why it matters]
+2. [Second principle] - [Why it matters]
+3. [Third principle] - [Why it matters]"
+
+**Option 2: The Contrarian Take**
+"Everyone says X. But here's what actually works: [Your perspective] Because [Evidence/reasoning]."
+
+**Option 3: The Transformation**
+"Here's what we changed: [Specific action]. The result: [Specific outcome]. Why it worked: [Key insight]."
+
+**Delivery tips:**
+- Maintain energy throughout
+- Use hand gestures (natural, not forced)
+- Pause for emphasis
+- Vary your pace (speeds up for excitement, slows for key points)
+- Direct eye contact with camera
+
+#### CTA (3-5 seconds)
+
+**Don't waste the ending:**
+
+**Engagement-focused CTAs:**
+- "What's been your experience with this?"
+- "Which of these resonates most?"
+- "Am I missing something here?"
+
+**Relationship-building CTAs:**
+- "Follow for more on [topic]"
+- "More frameworks in my Featured section"
+- "Let me know if you want me to go deeper on this"
+
+**Avoid:**
+- "Like and share if you agree" (engagement bait)
+- External link CTAs (algorithm penalty)
+- Asking for too many actions
+
+### Video Editing Guidelines
+
+**Mobile-First Editing Principles:**
+
+**1. Captions are NON-NEGOTIABLE**
+- 85% watch without sound
+- Auto-captions are insufficient (inaccurate)
+- Use professional captioning tools:
+  - Kapwing
+  - Descript
+  - Rev.com
+  - Zubtitle
+
+**Caption best practices:**
+- Large, readable font (minimum 60pt)
+- High contrast (white text on dark background or vice versa)
+- 2-3 words per caption for readability
+- Key words can be bold/highlighted
+- Bottom third placement (doesn't cover face)
+
+**2. Visual Dynamics**
+- Jump cuts every 3-7 seconds (removes dead air, maintains energy)
+- B-roll overlays for context (screenshots, examples)
+- Text overlays for key points
+- Zoom-ins on important moments
+- Never static for more than 10 seconds
+
+**3. Audio Quality**
+- CRITICAL: Bad audio kills videos faster than anything
+- Invest in decent microphone ($50-150)
+- Minimize background noise
+- Consistent audio levels throughout
+- Remove "ums" and long pauses
+
+**4. Pacing**
+- Faster pace = higher retention
+- Cut aggressively (every non-essential second)
+- Speed up slow sections by 1.1-1.2x if needed
+- Your comfort pace is usually 10-20% too slow
+
+**5. Length Optimization**
+- Ideal: 90 seconds (sweet spot for engagement vs dwell time)
+- Acceptable: 60-120 seconds
+- Avoid: <30 seconds (too shallow) or >2 minutes (retention drops)
+
+**Editing tools by skill level:**
+
+**Beginner:**
+- CapCut (free, mobile-friendly)
+- Kapwing (browser-based)
+- LinkedIn's native editor (basic but functional)
+
+**Intermediate:**
+- Descript (transcript-based editing)
+- Camtasia (screen recordings + editing)
+- Adobe Premiere Rush
+
+**Advanced:**
+- Adobe Premiere Pro
+- Final Cut Pro
+- DaVinci Resolve
+
+### Thumbnail Strategy
+
+**Critical Reality:** Thumbnails determine click-through rate on saved videos
+
+**High-Performing Thumbnail Elements:**
+
+1. **Clear facial expression**
+   - Emotion visible (excited, surprised, thoughtful)
+   - Looking at camera (direct connection)
+   - Well-lit face (no shadows on eyes)
+   - Genuine expression (not forced)
+
+2. **Text overlay (optional but effective)**
+   - 3-5 words maximum
+   - Large, bold font
+   - High contrast
+   - Complements hook, doesn't repeat it
+
+3. **Visual simplicity**
+   - Uncluttered background
+   - Single focal point (your face + maybe text)
+   - Avoid busy backgrounds
+   - Professional but not overly polished
+
+4. **Brand consistency**
+   - Similar styling across videos
+   - Recognizable color palette
+   - Consistent text placement/font
+
+**Thumbnail tools:**
+- Canva (easiest, templates available)
+- Photoshop (most powerful)
+- Phone screenshot + text overlay (simplest)
+
+**Pro tip:** Record a "thumbnail moment" - 2-3 seconds of exaggerated expression specifically for thumbnail capture, separate from main video recording.
+
+### Technical Specifications
+
+**Video Format & Resolution:**
+- **Aspect ratio:** Vertical 4:5 (1080x1350) preferred for mobile optimization
+  - Vertical 4:5: 1080x1350px (optimal for 2026)
+  - Square 1:1: 1080x1080px (acceptable)
+  - If using 16:9: 1920x1080px minimum
+- **File format:** MP4 (H.264 codec)
+- **Maximum file size:** 5GB
+- **Maximum length:** 10 minutes (but aim for 45-90 seconds)
+- **Frame rate:** 30fps standard, 60fps for smooth motion
+
+**Lighting:**
+- Natural light from window (best and free)
+- Ring light ($30-100) for consistent indoor lighting
+- Three-point lighting for professional setup
+- Avoid overhead lighting (creates unflattering shadows)
+
+**Background:**
+- Blurred or simple background (not distracting)
+- Bookshelf or plant works well (signals expertise/life)
+- Avoid messy or unprofessional spaces
+- Brand colors if possible (visual consistency)
+
+**Camera Setup:**
+- Eye level or slightly above (flattering angle)
+- 3-5 feet from camera
+- Webcam acceptable, phone camera better
+- Stabilization critical (tripod or stable surface)
+
+**Audio Setup:**
+- Lapel mic: $20-100 (Rode SmartLav+ recommended)
+- USB mic: $70-200 (Blue Yeti, Audio-Technica AT2020)
+- Built-in mic: Last resort, only in quiet environment
+- Record in quiet room with soft surfaces (reduces echo)
+
+### Video Content Strategy
+
+**Recommended frequency IF using video:**
+- 1-2 videos per week maximum
+- Supplement with 3-5 text posts
+- Video as variation, not primary format
+- Focus quality over quantity
+
+**Content mix for video:**
+- 40%: Personal insights and observations
+- 30%: Behind-the-scenes and authenticity
+- 20%: Quick how-to or tips
+- 10%: Vulnerability and storytelling
+
+**Video topics that consistently perform:**
+- "Here's what surprised me about..."
+- "The one thing nobody tells you about..."
+- "This common mistake cost us X..."
+- "What we're doing differently now..."
+- Quick framework explanations (3 points)
+
+### LinkedIn Live Considerations
+
+**The Live Advantage:**
+- 12-24x engagement vs. standard posts
+- Algorithm massively prioritizes live content
+- Real-time interaction builds community
+- Saved as regular video post after
+
+**When to go Live:**
+- 5,000+ followers minimum (smaller audience = low attendance)
+- Comfortable with unscripted content
+- Have specific valuable topic
+- Can promote 3-5 days in advance
+
+**Live format ideas:**
+- Q&A sessions (highest engagement)
+- Behind-the-scenes walkthrough
+- Co-host with another expert (cross-promotion)
+- Workshop or training session
+- Product/service demonstration
+
+**Technical requirements:**
+- Stable internet connection (critical)
+- Good lighting and audio
+- Backup plan for technical issues
+- 15-30 minutes optimal length
+
+**Promotion strategy:**
+- Announce 3-5 days before
+- Reminder post day before
+- Post 1-2 hours before going live
+- Tag co-host if applicable
+
+### When Video ISN'T Worth It
+
+**Skip video if:**
+- You're uncomfortable on camera (authenticity matters more)
+- Production time exceeds 3:1 ratio (3 hours for 1 minute video)
+- Your content is research/data-heavy (text better)
+- You're getting great results with text (don't fix what works)
+- Algorithm is favoring your text posts
+- You're trying to "game" the system (algorithms detect this)
+
+**Remember the core principle:** LinkedIn rewards expertise and value delivery, regardless of format. A mediocre video won't outperform excellent text just because it's video.
+
+### Video Content Checklist
+
+Before posting any video, verify:
+
+**Content:**
+- [ ] Hook grabs attention in 3 seconds
+- [ ] Clear value delivered (lesson/insight)
+- [ ] Tight editing (no unnecessary seconds)
+- [ ] Length: 90 seconds optimal
+- [ ] Ends with engagement-focused CTA
+
+**Technical:**
+- [ ] Vertical 4:5 format (1080x1350) for maximum reach
+- [ ] Professional captions added
+- [ ] Audio quality clear and consistent
+- [ ] Thumbnail captures attention
+- [ ] Lighting flatters face
+- [ ] Background uncluttered
+
+**Strategic:**
+- [ ] Aligns with core topics (topical authority)
+- [ ] Adds value text couldn't provide
+- [ ] Genuine and authentic delivery
+- [ ] Complements overall content strategy
+- [ ] Doesn't include external links
+
+**Bottom Line on Video:** Use strategically when it genuinely adds value beyond text. Prioritize authenticity over production quality. Focus on 90 second videos that deliver concentrated insights. Always optimize for mobile-first consumption with vertical 4:5 format, captions and strong hooks.
+
+
+## Creator Mode Features (Available to All Users)
+
+As of late 2024, Creator Mode features are available to all LinkedIn users without manual activation:
+- Follow button as primary CTA (instead of Connect)
+- Featured section for showcasing content
+- Newsletter publishing capability
+- LinkedIn Live access
+- Creator analytics
+
+**Note:** Profiles actively using these features see up to 35% more reach compared to inactive profiles. The key is not "enabling" Creator Mode (no longer exists as a toggle) but actively using the features.