Two Simple Tests to Validate Your LinkedIn Content Strategy, According to Justinoberman

In a recent LinkedIn post, Justinoberman offers a critical perspective on common LinkedIn growth strategies, proposing two straightforward tests to evaluate the authenticity and effectiveness of one’s content. He challenges the efficacy of expensive “DM systems” and “guru” advice, suggesting that genuine audience connection and unique content are paramount.

“No guru selling you a $3k ‘DM system’ will ever tell you this — it’d put them out of business 👇”

Justinoberman asserts that many LinkedIn users struggle with generic content that fails to resonate with a specific audience. He introduces his “Barbecue Test” as a primary diagnostic tool. This test gauges whether a person’s professional label is something they would naturally identify with and share in a casual social setting like a barbecue. The implication is that labels like “CrossFitter” or “ag producer” signify a real community or identity, whereas vague self-descriptors such as “high performer” or even “CEO” might not carry the same tribal weight in everyday conversation.

The Barbecue Test: Gauging Genuine Identity

Justinoberman’s Barbecue Test aims to uncover whether a professional identity is a true marker of belonging or a superficial descriptor. He contrasts genuine community identifiers with those that are less likely to be shared organically.

“I’m a CrossFitter.” → Yes. Real tribe. “I’m an ag producer in rural Australia.” → Yes. Real tribe. “I’m a high performer.” → …dude, nobody has ever said this at a barbecue. “I’m a CEO.” → Not really.

According to Justinoberman, if your professional label doesn’t feel like a natural part of your identity that you’d share with others outside of a professional context, it may indicate a lack of genuine connection or a generic positioning that fails to build a strong community. This test encourages users to consider the authenticity of their self-presentation and its potential to foster a real “tribe.”

The ChatGPT Test: Ensuring Human Authenticity

The second test proposed by Justinoberman, the “ChatGPT Test,” focuses on the originality and human element of content creation. He argues that if artificial intelligence can generate your posts, the content lacks the unique perspective and lived experience that builds authentic audience engagement.

“Could AI have written your last five posts without ever living your life? If yes, there’s your problem. Not the hook. Not the algorithm. Not your posting time. The content itself is generic enough that a machine could’ve made it. (And let’s be honest, it probably did.)”

Justinoberman points out a significant irony: many who preach specificity and human connection often resort to generic engagement tactics themselves, such as repetitive calls to comment “BRAIN 🧠.” He suggests that such behavior, from those selling programs, indicates their own content might fail their own tests. This highlights a perceived disconnect between the advice given and the practices demonstrated by some online “gurus.” As Justinoberman notes, “The same crowd selling you to ‘be specific, be tribal, be human’ also posts ‘Comment BRAIN 🧠’ eight times in three days.”

The Challenge of Real Tribe Building

Justinoberman acknowledges that building a genuine community is challenging. However, he advocates for self-assessment using his tests as a more effective approach than relying on potentially misleading paid systems. He concludes with a pragmatic suggestion: “But you can skip their program and run the two tests yourself. Then steal their hard-sell strategy for when you need it.” This advice positions his proposed tests as a way to achieve authentic engagement, from which users can then learn and adapt more aggressive sales tactics if and when necessary, based on a foundation of genuine connection.