I run a one-person company, so LinkedIn was supposed to be free distribution. Instead my reach sat flat for almost half a year. The reason took me embarrassingly long to see: I was writing X posts and pasting them onto a platform that rewards the opposite behavior.
X rewards the quick hook and the clever one-liner. LinkedIn rewards dwell time. The algorithm watches how long someone actually stays on your post, so a punchy tweet that earns a like and a scroll-past is a signal that you are not holding attention. Once I started writing for dwell instead of clicks, things moved.
Something I keep going back and forth on: when you post the same update to several networks, do you send identical text everywhere, or rewrite it for each one?
Identical text is fast, but it reads lazy and a few platforms quietly throttle near-duplicate cross-posts. Rewriting each by hand respects the platform but eats real time, and honestly most days I don't have a fresh angle for X, LinkedIn, Bluesky, Threads and Telegram all at once. So I'd default to copy-paste and feel a little cheap about it.
Something I've never solved well: keeping a reference library of video posts that actually taught me something a hook that worked, an ad structure, a demo that landed.
Screenshots kill the motion, which is half the point of a video. Bookmarks on X work until you've saved 300 things and can never find the one you want. And browser tabs are not a system.
