---
aliases: ["LinkedIn Cross-posting Experiment"]
Is A: Experiment
Belongs to: "[[24q4]]"
Status: Done
Owner: "[[person-luca-rossi]]"
---
# LinkedIn Cross-posting Experiment

Tested whether repurposing newsletter essays as LinkedIn posts could drive meaningful follower growth and referral traffic back to the newsletter. LinkedIn's algorithm favors native content, so the hypothesis was that adapted versions of existing essays would perform well without requiring net-new writing effort, supporting both [[responsibility-grow-newsletter]] and [[topic-newsletter-growth]].

## Hypothesis

Posting 3 adapted newsletter essays per week on LinkedIn for 6 weeks would generate at least 500 new LinkedIn followers and drive 200+ clicks to the newsletter signup page, at under 30 minutes of incremental work per post.

## Setup

- Selected the top-performing newsletter essays from [[24q3]] and [[24q4]] based on [[measure-open-rate]].
- Adapted each essay into LinkedIn-native format: shorter paragraphs, hook-first structure, no external links in the body (link in first comment instead).
- Posted 3x per week (Monday, Wednesday, Friday) for 6 weeks.
- Tracked LinkedIn follower growth, post impressions, engagement rate, and UTM-tagged clicks to the newsletter signup page.

## Results

- LinkedIn followers: +812 over 6 weeks (from ~2,400 to ~3,200).
- Average post impressions: ~6,500 (range: 1,200 to 28,000).
- Newsletter signups via LinkedIn referral: 147 (below the 200 target but still meaningful).
- Time per post: approximately 20 minutes (mostly reformatting, not rewriting).
- Top-performing posts were contrarian takes and personal stories; tactical how-to posts underperformed.

## Takeaways

- LinkedIn cross-posting is a high-ROI channel for newsletter growth. The effort-to-output ratio is excellent since the content already exists.
- Follower growth exceeded the target. The platform rewards consistency and native formatting.
- Referral traffic was modest. LinkedIn users tend to engage on-platform rather than clicking out. The real value is brand awareness and top-of-funnel reach.
- Will continue cross-posting as a permanent part of the [[procedure-weekly-newsletter]] workflow.
- Consider having [[person-matteo-cellini]] handle the reformatting to free up time for [[responsibility-content-production]].
