The Water Cooler: The Topic of COVID-19 Dominates the Most Shared Articles on LinkedIn

April 28, 2020

LinkedIn Water Cooler Series

Every month on LinkedIn professionals engage with and discuss content that’s important to them. In March, the large majority of the top 10 most shared articles on LinkedIn covered a topic that has quickly become a fact of life: coronavirus and its many facets and impacts.

The top story, for instance, was actually an interactive chart that showed the exponential growth of coronavirus cases that was already occurring back on March 14. Another article in the top 10, “The World After Coronavirus,” was written by Yuval Noah Harari, the author of the best-selling book “Sapiens,” who pointed out that coronavirus might accelerate changes to our society. And the top 10 also featured an article that took a historical look at previous pandemics, such as the Spanish Flu of 1918.

Here are the top 10 articles professionals were sharing on LinkedIn in March.

Most Shared Articles on LinkedIn in March

  1. These Simulations Show How to Flatten the Coronavirus Growth Curve | By Harry Stevens, The Washington Post
  2. Employees that Trust their Bosses have More Energy, Less Stress, and Fewer Sick Days | Business Insider (subscription)
  3. Yuval Noah Harari: The World After Coronavirus | By Yuval Noah Harari, Financial Times
  4. Mark Cuban Says how Companies Treat Workers during Pandemic could Define Brand 'for Decades' | By Kevin Stankiewicz, CNBC
  5. COVID-19: Implications for Business | McKinsey
  6. That Discomfort You’re Feeling Is Grief | By Scott Berinato, Harvard Business Review
  7. Visualizing the History of Pandemics | By Nicholas LePan, Visual Capitalist
  8. How the Pandemic Will End | By Ed Yong, The Atlantic
  9. Applications Welcome from Startups and SMEs with Innovative Solutions to Tackle Coronavirus Outbreak | European Commission
  10. Texas Roadhouse CEO Foregoes Salary for 1 Year to Pay Workers amid Coronavirus: Reports | By Michael Ruiz.

Lessons for Marketers

The more we produce these monthly Water Cooler lists, the more I see that LinkedIn is a living, breathing ecosystem. The conversations on the platform change day by day and month by month.

And while most of the articles shared on LinkedIn view the world through a business lens, the content shared on the platform represents a holistic set of interests. Here’s what I mean: the articles shared about coronavirus address the disease from a variety of viewpoints: the scientific, the historical, the societal, the medical, the psychological, the entrepreneurial, and, of course, the commercial.

Marketers should understand that LinkedIn provides a place to have wide-ranging and fast-moving conversations with their audiences. Marketers should value agility in their messaging and be able to adjust quickly to wherever the conversation goes, not only on LinkedIn but in the real-life business world that is reflected on the platform. For insight on how to adapt your messaging in the current crisis, take a look at our new guides, “Content Ideas for the Evolving World of Work” and “Trust in a Time of Uncertainty Executive Guide.”

If you want to take a deeper dive into the posts that are attracting the readership of professionals on LinkedIn, previous Water Cooler articles can be found here.