July 24, 2026
We looked at every post our managed accounts published in June and asked: what does the data actually say about what earns reach, reactions, comments, and followers? Here is what we found.
Content by
Co-Founder & CEO
Some findings confirm what you would expect. A couple tell a different story. And one finding in particular quietly rewrites the standard advice about what kind of content to post.
Let's dig in.
This matters for reading everything below.
The accounts in this analysis are normal professional profiles, not full-time content creators or LinkedIn influencers. They are founders, executives, and subject-matter experts who post alongside a day job.
The typical account has around 3,000 followers, and most sit between 1,000 and 5,000. The bulk are Finnish professionals writing mainly for a Finnish-speaking audience, so these benchmarks reflect what real expert profiles achieve, not what someone with a six-figure following and a full-time content team can pull off.
If you recognise yourself in that description, this is your peer group.
The post count is almost identical to May (398 versus 383), but total impressions jumped from 1.35 million to over 2 million: a 50% increase in reach from the same roster posting at roughly the same pace.
Everything here is a median, not an average.
That matters more than it sounds. LinkedIn is a power-law platform: a handful of posts go semi-viral and drag the average into fantasy land. In June, two posts each crossed 130,000 impressions. The average post reached about 5,100 impressions because of them. The median reached 1,557: less than a third of that.
Medians describe the post in the middle of the pack, the one you will most likely write next.
The typical June post looked like this: 1,557 impressions, 27 reactions, 2 comments, a 1.9% engagement rate. That is the line everything else is measured against.
The conventional wisdom is that longer posts win on every metric. June's data tells a more interesting story.
Sort posts by length and you find not a straight line but a wave. Impressions peak at three different lengths, with dips between them:
Short posts (under 600 characters) perform well because they tend to be images or punchy single thoughts rather than half-finished essays. The 1,000 to 1,400 range peaks on impressions. And the 1,900+ bucket wins cleanly on reactions and engagement rate: at 3.4%, nearly double the baseline.
The 600 to 1,000 character zone is the one to avoid: long enough to look like a proper post but too short to make a real argument.
Key takeaway: For reach, several lengths work well. For engagement, only one length clearly wins: over 1,900 characters.
What to do with it: If a post is growing past 600 characters, commit to it. Take it past 1,000 and make the argument properly.
Median impressions (bars) and reactions (pill) by post length
The clearest content finding this month: personal and reflective posts (income reveals, career pivots, hard moments, lessons from lived experience) reached the furthest by a significant margin.
Among topic categories with real volume, the order by median reach:
Personal posts reached 68% above the overall median. They also earned the most reactions (39 per post) and the most comments (4 per post). The two posts that crossed 130,000 impressions this month were both personal: one an income reveal, one a vulnerability post about the early days of a business.
Key takeaway: The top-performing topic in June was personal and reflective content, by reach, reactions, and comments.
What to do with it: You do not need to share your salary or your worst moment. What you need is a post where the reader learns something true about you: a decision you made, a belief you hold, something that cost you.
Median impressions by topic category
AI and technology posts made up about 12% of the June total and reached the least of any major category: 1,225 median impressions, below the 1,557 baseline and well below personal content's 2,612.
The issue is not just saturation, though saturation is real. It is that most AI posts say the same thing in the same tone. When every post sounds like a press release for the future, the feed learns to skip them.
Key takeaway: AI content underperforms across the board. The problem is predictability, not just volume.
What to do with it: If you write about AI or technology, the bar is having a genuinely specific point of view; something you have actually observed, built, or been wrong about.
This is the format finding of the month, and it is starker than we expected.
Text-only posts reached less than half what image posts did. Video sits in the middle: better than pure text, but considerably behind images.
An image stops the scroll before a reader decides whether to read. A wall of text has to earn that pause. A good image gets it for free.
Key takeaway: Image posts reached nearly 2.5 times more people than text-only posts.
What to do with it: Put an image on it. A selfie, a screenshot, a simple graphic: any of these lift your post meaningfully.
Median impressions (bars) and reactions (pill) by post format
Engagement rate tends to run highest when your audience is small, and eases as your following grows.
Reach roughly doubles at each step up, reactions climb steadily. But the rate itself drifts gently downward: a small and tight audience engages more densely than a large one. This is completely normal. A low rate on a high-reach post is not a warning sign.
Here is what poor, typical, and exceptional look like at each account size:
Poor, typical, and strong rate by follower count
Key takeaway: Engagement rate naturally falls as a post reaches more people and as your following grows. Only worry if your rate sits consistently in the poor column and your reach is also modest.
Posts without an external link in the body reached a median of 1,640 impressions. Posts with a link reached 901: a 45% drop. The platform would rather keep people in the feed than send them elsewhere.
Key takeaway: A link in the post body trims reach by a meaningful amount.
What to do with it: If a post genuinely needs a link, put it in and accept the trade-off. When it does not strictly need one, leave it out.
Median impressions: posts with and without an external link
Posts with a small number of emojis reached 65% more people than posts with none, with no penalty to engagement rate. This is correlation, not causation: thoughtfully formatted posts (which often include a few signpost emojis) tend to perform better.
One thing that holds regardless of count: a wall of emojis increasingly reads as AI-generated. A rocket, a sparkle, a bar chart in every sentence is a tell.
Key takeaway: A few well-placed emojis correlate with higher reach and no loss of engagement rate. Packing them in does not help further.
What to do with it: Use emojis as real signposts, not decoration. Two or three in a post is a different thing from twenty.
Median impressions by emoji count
Posts that ended without a question outperformed those that ended with one on every measure. A tacked-on "What do you think?" signals that the post was engineered to fish for replies rather than to say something worth replying to. A strong post pulls replies on its own.
Key takeaway: Posts without a closing question outperformed posts with one on reach, reactions, and engagement rate.
What to do with it: Drop the reflexive closing question. If you want to invite conversation, write something genuinely interesting and let the content do the work.
Median impressions: posts with and without a closing question
Accounts that posted three to five times a week built a median of around 67,000 impressions in June, more than four times the monthly reach of accounts posting one to three times a week (around 17,000).
Median monthly reach by posting frequency
The consistent accounts reached four times as many people over the month, and their per-post reach also held steady (2,631 impressions per post at 3–5 per week versus 1,109 at 1–3 per week). Showing up more does not dilute each post's individual reach.
Key takeaway: Posting three to five times a week multiplied monthly reach by four compared to one to three times a week, and individual post performance stayed strong.
What to do with it: The floor matters more than the ceiling. Get to at least three posts a week, hold it consistently, and the monthly totals compound on their own.
Median monthly reach by posting frequency
Steady posting does not just win impressions in the moment. It builds the audience that earns future impressions. Across the accounts tracked in June, the typical account grew its following by 1.4% in a single month, with the top quarter growing at 3.3% or better.
That sounds modest until you compound it. A 1.4% monthly growth rate doubles an audience in about four years. A 3.3% rate doubles it in under two. The accounts that grew fastest in June shared two things: they posted consistently, and their content was personal or specific to their own experience rather than general opinion.
Key takeaway: The typical account grew 1.4% in June alone, with strong performers at 3.3%+. That rate compounds quietly into a meaningfully larger audience.
What to do with it: Keep showing up. The reach you earn today is the audience you post to tomorrow.
When someone with 3,000 followers gets 1,200 impressions on a post, are they doing well or badly? The honest answer is "compared to whom," so here is the comparison.
The table groups accounts by follower count and shows what reach looks like at three levels: a typical post (the median), a strong post (better than three-quarters of posts that size), and an excellent one.
Typical reach of a post by follower count
Reach grows with followers, but the gap between typical and excellent is enormous at every tier. The best posts reach three to six times what an ordinary one does, and that gap is won on content, not follower count.
Median engagement rate by follower count
June hit 2 million impressions. Not from influencers or full-time creators, just founders and experts posting alongside their actual jobs. No hacks, no viral moments manufactured on purpose. Just consistent posting and content that had something real in it.
The accounts that grew fastest were not the biggest ones. They were the ones showing up with personal, specific things to say, week after week. That is a slow burn, and most people underestimate how slow. But when you see a month like June, it is hard to argue with what it builds.
So if you are somewhere in the middle of that process and it feels like nothing is happening, it probably is! The numbers just tend to catch up all at once rather than a little at a time.
And one more thing. This article has a lot of numbers in it, and it might be tempting to go down a rabbit hole tweaking your emoji count and obsessing over post length. Please don't do that to yourself! That is what we are here for.
Your job is having things worth saying. We will handle the rest. 👻
