July is the quietest month in the Finnish working calendar, and the typical post still reached more people than in May or June. What worked, and who collected the benefit.
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July is the quietest month in the Finnish working calendar. Offices empty out, inboxes go silent, and many people decide the feed can wait until August.
But the feed did not wait! Across the accounts we manage, 303 posts went out in July, so a little bit fewer than in June. What is interesting & important is that the typical post now reached more people than in either of the two months before it!
The numbers below say why, and who actually collected the benefit. 🤌
The usual disclaimer first!
Our customers are working professionals: founders, executives and specialists at mainly Finnish and Nordic companies, writing under their own names, mostly to a Finnish-speaking professional audience (with a couple of exceptions here and there).
Most of them sit between 1,000 and 5,000 followers. None of these people are full-time LinkedIn influencers. They post 3-5 times per week: typically 3 times through Haamu, maybe adding a post or two on the mix on their own.
Everything below describes what that group actually produced in July, at a scale that is reachable from an ordinary profile.
The typical July post looked like this: 2,004 impressions, 35 reactions, 3 comments, a 1.96% engagement rate. That is the line everything else is measured against.
Every figure here is a median: the middle post. LinkedIn runs on a power law, where one post in fifty travels far enough to drag an average somewhere unhelpful.
The median tells you what a normal Tuesday looks like.
Fewer posts, more reach on each one. The volume of content in the Finnish feed dropped over the summer, and whatever was still there took the space that opened up.
Key takeaway: The typical July post reached around 370 more people than the typical June post, on 24% less posting volume.
What to do with it: A summer reach spike is a window in the calendar. Windows close.
Short posts lost. Everything past 600 characters landed in a comfortable band, with 1,000 to 1,400 characters on top for reach and the longest posts on top for reactions.
Key takeaway: The 1,000 to 1,400 band reached roughly 1,200 more people than posts under 600 characters.
What to do with it: Stop trimming a good argument to fit an imaginary attention span. If the thought needs 1,200 characters, give it 1,200.
Leadership topic took the reach crown outright and shared the top spot on reactions and comments. In June that crown belonged to personal and reflective posts, and those held second place in July without giving up much ground.
There is a summer logic to this. The people still reading in July are often the ones still working: the managers covering for half a team, or the founders who never quite get a holiday. Posts about how you lead and how you decide found that audience.
Key takeaway: Leadership content reached twice as far as content about AI, and started three times as many conversations.
What to do with it: Write about the decisions you make and the people you make them with. That is the material almost nobody else is willing to put their name on.
Key takeaway: A post with an image reached 1.9 times as many people as a text-only post.
What to do with it: Put something visual on it. A photo of you, a screenshot, a simple chart. The image only has to stop the scroll, and clever is optional.
Reach and engagement rate both move with follower count, and they move in different directions. Bigger accounts reach further per post and convert a smaller share of that reach into reactions. That is how the platform has always worked, so the useful comparison is against accounts your own size rather than against the feed.
Reach per post, by follower count:
Engagement rate, by follower count:
Look at the top row. An excellent post from an account with 3,000 followers reached more people in July than a typical post from an account with three times that following. Five times its own typical performance, off the same profile and the same network.
Key takeaway: The distance between your typical post and your best post is larger than the distance between you and an account twice your size.
What to do with it: Find your row, and read your own month against it. A rate that looks low next to a smaller account is usually just a post that traveled past the people who already know you.
Key takeaway: Accounts posting three to five times a week reached four times as many people over the month as accounts posting one to three times, and their individual posts were stronger too.
What to do with it: Three posts a week is the line where LinkedIn starts behaving like a channel.
The accounts we manage added about 4,000 followers in July. The typical account gained 38 of them, the strongest quarter gained 72 or more, and one account picked up 618 in the month.
June was the busier month on this measure: 4,600 new followers across the same accounts, and a typical gain of 53. Reach was up in July and follower growth still slowed, because fewer people were sitting at a desk deciding to follow someone new.
Key takeaway: A holiday month still put about 4,000 new people in front of the accounts we manage.
What to do with it: Keep showing up through the slow months. Followers arrive in dozens rather than thousands, and only for the accounts that are there to be found.
July 2026 answered this about as clearly as data ever does.
Some of our customers asked for a slower pace over the summer, which is a fair thing to ask for – but it showed in the numbers. That gives us two groups to compare: the accounts that held their usual rhythm through July, and the accounts that eased off.
Per post, both groups did better in July than they had in June:
Both groups saw their typical post travel further in July than in June. The accounts that eased off saw the bigger jump per post, spread over far fewer posts.
Over the whole month, the picture separates:
The accounts that held their rhythm grew their monthly reach in the quietest month of the year. The accounts that eased off gave up 88% of theirs, in the one month when reach was cheapest.
July did not call for different material either. Leadership at 2,774 and personal, reflective posts at 2,306 carried the month, and AI at 1,355 trailed it. The same things you would write in October worked, in front of a thinner crowd.
Key takeaway: July gave every post more room. Only the accounts that kept posting turned that into monthly reach.
What to do with it: Write and schedule ahead of the summer break, and ahead of Christmas, so that holding your rhythm costs you nothing while you are away.
There is a version of thought leadership that only happens when it is convenient. It starts in September with real energy, survives autumn, goes quiet in December, restarts in January, and pauses again for the summer. It is completely understandable, and it is why so many good experts have been posting for three years and still feel invisible.
The accounts that compound are the ones still there in week 29, when the feed is empty and every post gets more room than it will get again until Christmas.
You bring the expertise. We handle the rhythm, including the weeks you are not thinking about LinkedIn at all.
Now, back to it. September is coming, and everyone else is about to remember they have a profile.
Written by
Co-Founder & CEO
