How We Hit 600K+ LinkedIn Impressions in 72 Days by Just Being Real

Here's what the five of us put out over those 72 days, and what it returned.

We needed every post to feel real. So after coming up with content ideas, we'd add a couple of questions and assign the topic to a team member. The aim is to get personal insights on that particular topic.

The responses could be a Loom recording, a voice note, or just text. One thing we noticed is that while answering those questions, we'd get enough material to write more posts or cover more topics.

At first, we started by posting Loom recordings of Cristian and plain text posts. They did decently well. But when we started posting alongside images, impressions took off like crazy. We don't know why. Is LinkedIn becoming Instagram? Or is the professional world evolving past just business? Maybe people want to feel like they know the person they're getting into business with. We don't know, but it works.

The craziest part is that our top two best-performing posts are simple text posts. Valentina has a text post that went viral with over 2,600 reactions, and Cristian's best-performing post is also text — currently over 45K impressions. So text posts work really well too. We advise a healthy combination of both.

We keep our tone conversational. We write exactly how we speak, using conversational patterns. If you check Cristian's posts, you'd see many start with casual words like “So” and he uses natural speech patterns. For example, when someone might write “Email delivery is expensive but worthwhile,” Cristian writes it like he'd actually say it: “Is it expensive? Well, yes.”

Our hooks aren't clickbait and they don't sound like topic headlines. They sound like real conversations or fragments of conversations. They sound like an actual human talking, and readers are always curious to hear what people have to say, especially when the first couple of words spark their interest.

For example, Cristian's best-performing post started like this: “I can't write production-scale code anymore. That's when I knew I had to stop being a developer and start being a founder…” Since he has a lot of tech founders and developers in his network, that post got over 45K impressions.

We also share business insights, but we present them as conversations. For example, one post about paying 3x more for email delivery sounds like Cristian just sharing a business decision, but potential clients now understand the lengths we go to in order to make sure their emails actually get delivered.

The post opens: “We pay 3x more for email delivery and it's worth every penny. A lot of cold email agencies use one vendor. Maybe two if they're smart. We use three vendors plus our own email system. Is it expensive? Well, yes.” It then walks through losing 70% of revenue at a previous company when one platform changed its rules — and why having three independent vendors plus an in-house stack means we don't go dark when SendGrid has a bad day. The pitch is invisible. The lesson is the point.

We repurpose old content that did well. For example, one of Cristian's posts that got 47 reactions was about how moving to Silicon Valley killed his interest in lifestyle businesses. It was a repurposed post that had done decently last year, so we decided to rework it.

Repurposing is basically doubling down on your success and milking it. Not the same thing.

People Spot Real Content. LinkedIn's algorithm rewards genuine engagement. When people read something that feels real, they respond differently. They comment with their own experiences and share it with colleagues who've dealt with similar situations.

Everyone's Tired of Generic Advice. There are only so many ways to repackage the same leadership tips. People want content that shows what building something actually looks like day-to-day. The uncertainty, the mistakes, the moments when you're making it up as you go.

Specific Moments Create Connection. Instead of broad principles, we share specific moments. People can see themselves in the story and learn from how we handled it.

Multiple Perspectives Tell a Complete Story. Having different team members share their experiences created something unique. People got a real picture of how we operate, not just polished highlights.

Small teams can get massive reach by documenting what they're actually doing. You don't need to be an established expert or have a huge marketing budget.

You just need to pay attention to the situations you're dealing with and share the actual lessons you're learning. But you have to be intentional about capturing these moments and telling the stories well.

Workplace stories will always get more engagement than generic business content. People want to see what building something actually looks like.