Placeholder: LinkedIn
The Scenario
Write a placeholder for an update input field for a business-related social network.
“Share what you’re thinking about”
The Brand Context
LinkedIn is a professional networking platform that connects people through ideas, experiences, and opportunities. Its interface encourages users to share knowledge and insights while maintaining a tone of trust, credibility, and encouragement. The placeholder text in the post composer must strike a balance between being engaging and remaining professional—it should prompt users to start a conversation while feeling authentic to the brand’s evolving social tone.
My Approach
Necessary
The placeholder clearly communicates the purpose of the field: it invites the user to share something—an update, thought, or idea—with their network. This helps orient the user within the interface and clarifies the action available.
Clear
“Share what you’re thinking about” provides an immediate understanding of the field’s function. The word “share” conveys posting or publishing, and “what you’re thinking about” reinforces that this space is for personal insight or reflection—central to LinkedIn’s value of professional expression.
Concise
At five words, the placeholder remains compact, readable, and visually balanced within the input field. It avoids unnecessary phrasing or punctuation, allowing the surrounding interface to breathe.
Useful
The text sets clear expectations about what happens when a user engages with the field. It subtly guides behavior without being directive or pushy, aligning with LinkedIn’s design principle of empowering professional voices rather than commanding them.
Conversational
The tone feels natural and human—something a colleague or mentor might say. The active voice and direct phrasing promote an approachable, confidence-building experience.
Branded
The copy draws from LinkedIn’s voice, which blends professionalism with warmth. Referencing “what you’re thinking about” reflects the platform’s purpose: fostering thoughtful, career-oriented dialogue rather than casual chatter. It’s both open and focused, inviting expression in a way that feels distinctly LinkedIn.
Key Decisions
Chose “Share what you’re thinking about” to maintain a conversational and idea-driven tone
Avoided imperative phrasing (“Post now,” “Write an update”) to align with LinkedIn’s encouraging rather than instructive brand personality
Kept the phrasing short for visual balance and quick comprehension within the input field