This reference defines every element in the viral post taxonomy. Use it to:
- →Learn what each element means
- →Identify elements in posts you see
- →Reference while creating your own content
- →Communicate about post structure with precision
Elements are organized by category. Each includes a definition, purpose, and example.
Quick reference chart
The complete taxonomy at a glance. 47 elements across 5 categories.
| Category | Count | Purpose |
|---|---|---|
| Opening Elements | 8 | Stop the scroll |
| Structural Elements | 12 | Hold attention |
| Psychological Levers | 11 | Drive emotion |
| Visual/Formatting | 8 | Control pacing |
| Closing/Conversion | 8 | Prompt action |
| Total | 47 | Complete post |
Opening elements
Elements that control the first 3 seconds — the "stop the scroll" zone.
Definition
The first line of a post, designed specifically to stop scrolling and compel the reader to continue.
Purpose
Capture attention before the "...see more" cutoff.
Example
I got fired on my birthday.
Definition
A statement that creates tension between what the reader knows and what they want to know.
Purpose
Leverages information asymmetry to compel continued reading.
Example
What happened next changed everything.
Definition
An unfinished story that the brain naturally wants to complete.
Purpose
Activates the Zeigarnik effect — our tendency to remember incomplete tasks.
Example
Three years ago, I made a decision that cost me everything...
Definition
An unexpected element that breaks the reader's mental autopilot.
Purpose
Novelty detection forces conscious attention.
Example
🚨 STOP. Don't scroll past this.
Definition
An opening that challenges commonly accepted wisdom or beliefs.
Purpose
Creates cognitive dissonance that demands resolution.
Example
Hustle culture is destroying careers.
Definition
An opening question that triggers internal reflection.
Purpose
Questions activate self-referential processing, making content personal.
Example
What would you do if money didn't matter?
Definition
An opening that leads with specific, credible numbers.
Purpose
Numbers create concreteness and imply a story worth telling.
Example
127 rejections. 1 yes. That's all it took.
Definition
Opening that drops the reader into the middle of action (in medias res).
Purpose
Creates immediate narrative immersion.
Example
The email landed at 2am. I knew immediately something was wrong.
Structural elements
Elements that define the architecture and flow of the post.
Definition
Progressive build-up where each point elevates the previous one.
Purpose
Creates narrative momentum and transformation arc.
Example
Started at $0. Then $1K months. Then $10K months. Now $100K months.
Definition
Content organized into scannable, numbered points.
Purpose
Creates predictable rhythm and easy scanning.
Example
5 lessons from 10 years of building...
Definition
Small unresolved tensions sprinkled throughout the post.
Purpose
Maintains curiosity across longer content.
Example
I'll get to the biggest lesson in a moment, but first...
Definition
Repeating sentence structures for cadence and emphasis.
Purpose
Creates memorable, almost musical quality.
Example
I showed up tired. I showed up scared. I showed up anyway.
Definition
Chronological progression marking distinct periods.
Purpose
Perfect for journey stories and career retrospectives.
Example
2019: Broke 2020: Building 2021: First profit 2022: Scaling
Definition
Structure that presents a pain point, then resolves it.
Purpose
Positions author as expert with answers.
Example
Everyone struggles with X. Here's what actually works...
Definition
Two opposing elements presented side by side.
Purpose
Clarifies paradigm shifts and highlights differences.
Example
Old way: Hustle 80 hours New way: Focus 40 hours
Definition
Structure that builds toward a single key insight.
Purpose
Creates anticipation and delivers satisfying payoff.
Example
For years I did X. Then I discovered Y. Everything changed.
Definition
Strategic pauses before revealing key information.
Purpose
Creates tension and increases engagement at critical moments.
Example
And the result? $1,000,000.
Definition
Returning to an earlier element for cohesion and closure.
Purpose
Creates narrative satisfaction and reinforces key points.
Example
Opening: "I was fired on my birthday." Closing: "That birthday was the best thing that happened to me."
Definition
Stories or frameworks within stories.
Purpose
Adds depth for complex narratives or meta-commentary.
Example
Let me tell you about what my mentor told me about what his mentor said...
Definition
Distinct, self-contained sections that could stand alone.
Purpose
Allows for longer posts and easier repurposing.
Example
Each section tells a mini-story that contributes to the whole.
Psychological levers
Elements that trigger emotional responses and drive engagement.
Definition
Openly sharing failure, struggle, fear, or doubt.
Purpose
Creates trust, reciprocity, and relatability.
Example
I almost quit last month. Here's what I was feeling...
Definition
Before/after narrative arc showing meaningful change.
Purpose
Offers hope and proof of possibility.
Example
I used to be terrified of public speaking. Now I keynote conferences.
Definition
Taking a strong stance designed to divide opinion.
Purpose
Activates in-group/out-group dynamics and compels response.
Example
Unpopular opinion: Remote work isn't for everyone.
Definition
Juxtaposing opposite emotional states within the same content.
Purpose
Creates cognitive engagement through change detection.
Example
I went from terrified to relieved in 30 seconds.
Definition
"Here's what I learned" revelations from direct experience.
Purpose
Transfers authority and provides value.
Example
After 10 years, I finally understand: Speed beats perfection.
Definition
Content that speaks to or defines a specific group.
Purpose
Activates tribal belonging and encourages sharing.
Example
This is for the founders building in silence.
Definition
Credentials, results, or social proof establishing expertise.
Purpose
Builds trust and credibility.
Example
After working with 500+ clients... or 10 years in the industry taught me...
Definition
Content that suggests the reader might miss something valuable.
Purpose
Leverages loss aversion to drive engagement.
Example
Most people don't know this exists. or The top 1% understand...
Definition
Universal experiences and shared struggles that connect author to reader.
Purpose
Activates mirror neurons and creates "me too" response.
Example
We've all been there. Sunday night dread. Monday morning anxiety.
Definition
Deliberately provocative stance on a contested topic.
Purpose
Compels response — both agreement and disagreement.
Example
I'll probably get hate for this, but...
Definition
Content that activates future possibility and potential.
Purpose
Triggers dopamine and motivates action.
Example
Imagine waking up 5 years from now, financially free...
Visual/formatting tactics
Elements that control how the post looks on screen.
Definition
Arrows, bullets, checkmarks, and other symbols used for hierarchy. Common symbols: → • ✓ ✗ ↳ ▸ ◆ │ —
Purpose
Creates scanability and visual flow.
Example
→ Main point • Supporting detail ✓ Completed item
Definition
Unicode bold, italic, or special characters for emphasis. Examples: 𝗯𝗼𝗹𝗱, 𝘪𝘵𝘢𝘭𝘪𝘤, ᴄᴀᴘs
Purpose
Creates visual hierarchy without platform formatting.
Example
This is 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 and this is 𝘦𝘮𝘱𝘩𝘢𝘀𝘪𝘻𝘦𝘥.
Definition
Aggressive use of line breaks between sentences and sections.
Purpose
Improves readability and controls pacing, especially on mobile.
Example
Short sentence. Dramatic pause. Next key point.
Definition
Single sentence paragraphs for maximum emphasis.
Purpose
Makes key points impossible to miss.
Example
This changed everything.
Definition
Strategic, minimal use of emojis as visual anchors. Rules: Maximum 2-4 per post, meaningful placement, no emoji strings.
Purpose
Catches attention, breaks up text, signals tone.
Example
✨ Key insight here 🚀 Action step 💡 Final thought
Definition
Visual hierarchy through spacing and nesting.
Purpose
Shows relationship between ideas.
Example
Main point ↳ Supporting detail ↳ Another detail
Definition
Aside comments that add personality and conversational tone.
Purpose
Creates intimacy and voice.
Example
I started with nothing (literally $0 in my account)
Definition
Calculated pauses before key information.
Purpose
Creates tension and emphasizes what follows.
Example
And the result? $1M revenue.
Closing/conversion elements
Elements that drive action at the end of the post.
Definition
Free resource offered in exchange for engagement.
Purpose
Converts attention into list-building or DMs.
Example
Comment 'PDF' and I'll send you the template.
Definition
Direct instruction telling the reader what to do.
Purpose
Guides behavior and increases engagement.
Example
Follow for more. / Share this with someone who needs it. / Save for later.
Definition
A quotable line designed for resharing.
Purpose
Increases virality through quote-sharing.
Example
Stop trading time for money.
Definition
A question inviting reader response.
Purpose
Boosts comments and algorithm favorability.
Example
What would you add to this list?
Definition
Specific trigger designed to generate a particular action.
Purpose
Drives specific engagement metric.
Example
Tag someone who needs this. / Like if you agree. / Save this for later.
Definition
Call to action backed by evidence of others taking the action.
Purpose
Reduces friction through social validation.
Example
Join 10,000+ others who read my newsletter.
Definition
Returns to the opening hook, completing the narrative arc.
Purpose
Creates satisfaction and reinforces the journey.
Example
Opening: "I was broke." Closing: "That's how I went from broke to 7 figures."
Definition
Explicitly addressing a specific audience segment.
Purpose
Creates targeted connection and relevance.
Example
Founders, this one's for you.
Apply the taxonomy
Now that you understand all 47 elements, here's how to use them.
Continue learning
Explore the complete LinkedIn post content system.
This glossary is part of the complete LinkedIn Post Anatomy documentation.