The honest guide to hitting 200K LinkedIn followers 📈

How we hit 200K LinkedIn followers without BS tactics

When I joined Wiz as Head of Growth Marketing in November 2022, our LinkedIn company page had 30,000 followers. A decent start, but I knew we could do better.

Fast forward to today, and we’ve just hit 200,000 followers. 🎉

How did we do it? 👀

By following a simple (but not easy) playbook that any company can steal.

The honest truth is that we don’t have some magic growth hack or a fancy AI tool that does all the work for us. We just focus on creating really f*cking good content, every single day. And not letting our foot off the gas. 🏎️

Here’s exactly what that looks like:

1. ☀️ Write posts that are impossible to ignore

Let me tell you a story from my early days at Wiz:

I was working on a big LinkedIn post to announce some company news. I wanted to cram in everything: Customer quotes, shoutouts to employees, product updates, behind-the-scenes stories, the whole shebang.

Assaf Rappaport, our CEO, happened to sit next to me as I finished up my draft.

He took one look and said: “What are you trying to say here? Pick ONE main idea. Just one. Build everything else around that. Anything that doesn’t support the core message, cut it.”

Mind. Blown. 🤯

Sounds obvious. But check your feed. Most companies spray a dozen different ideas in a single post. The result? 🥱

Do this instead:

1. 🎯 One big idea per post. Cut everything else.

2. 🪝 Make your first line (the hook) irresistible. Be dramatic: “THIS. IS. HUGE.”

3. 😂 Use casual language. Write “huuuuge”, not “huge.”

4. 💬 Always end with a call-to-comment. Questions and tagging = algorithmic win.

Check out how we applied this to our Series D announcement post:

See how every element - the one-liners, the visual, the hype - is all in service of that single $10B valuation message? Here are a few more examples:

💡 TL;DR — Every Wiz post starts with one question: What’s the single most important thing we’re trying to say here?

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2. 🌈 Visuals that stop the scroll

After the hook, your graphic is the next most important element.

We’ve tested this to death (trust me), and here’s what works:

1. 📸 GIFs > photos > videos > PDF carousels > illustrations > no visual at all

2. 😃 Show real employees and customers

3. 🎉 When in doubt, go festive - e.g. confetti and balloons

4. 🖼 Sometimes “low-effort” graphics outperform polished designs

One more pro tip: ditch the link previews. Upload your image right to the post and put that link in the copy instead. You’ll get fewer clicks, but much (!) more reach.

We’re using employee photos whenever we can.

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3. 🌪️ Contests & giveaways FTW

Wanna know our dirty little secret for blowing up the comments section? Two words: 👇

Free. Stuff.

Our top-performing posts are often giveaways for Wiz swag or cybersecurity toys.

The key is making it stupid-easy to enter the giveaway: Comment, tag a friend, and you’re done. The easier the contest → the more people jump in.

The example on the left (Ugly Sweater) is my favorite: More than 1,000 comments!

Interested in our exact playbook for running viral social media contests? Let me know in the comments. I might share a step-by-step guide in an upcoming post.

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4. 🌊 Engage or die

Here’s a hard lesson we learned: the LinkedIn algo doesn’t care how good your post is. It cares how many people are tapping the like button and comment.

• Q: How to drive more likes and comments?

• A: By showing that we are active there, too.

We make engagement a daily non-negotiable:

1. 🙌 Respond to every comment you get (even just to say thanks)

2. 🔔 Turn on alerts so you never miss a mention (and engage with it)

3. 🗣 Leave supportive comments on other people’s posts

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5. ☄️ Turn your team into a hype squad

Employee advocacy has been one of our best strategies. I wrote about it thoroughly in this guide, but I want to share 3 specific tactics that won us LinkedIn followers:

1. 👥 Run internal contests for most creative comments on company posts

2. 📥 Send a weekly company newsletter featuring top posts

3. 🚨 Notify the team whenever there’s a new post

In your admin dashboard, click on the 3 dots → “Notify Employees”

LinkedIn allows you to notify employees once every 24 hours. They get a notification about the company’s new post, and nearly all of them engage right away.

Engagement flywheel: Activated! ✅

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☂️ It's not rocket science, but it works

And really, that’s the whole playbook: Make incredible content, pick scroll-stopping visuals, run fun contests, engage like your life depends on it, get your team on board.

I love it because it means you can continue publishing about the same old topics:

1. Company milestones
2. New features
3. Customer case studies
4. Employee stories
5. New research
6. TV appearances
7. Big media mentions
8. New swag
9. Conference booth
10. Memes

But with this playbook — all of that suddenly goes viral.

Shout out to our killer Growth Marketing team (Maya, Omer, Amit) for making it all happen. Wiz would never reach 200K without you guys 🙌

See you next week!

-Tom

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P.S. Reading about our LinkedIn growth is cool, but you know what’s even cooler? Being a part of it. 😉 Smash that follow button and join 200K+ of the smartest people in tech ⬇️