✓Daily posting cadence
21× reach
Every dormant metric — impressions, likes, comments, reposts — turned on the day daily posting started. This is the single biggest lever pulled.
✓Direct competitor comparisons
46.3% ER
"Vs Decagon" (Sep 8) is the strongest post by a wide margin — CTR and ER both far above every other post. Do more of the "Versus" carousel format.
✓Industry newsjacking
15.6% avg ER
SoundHound/LivePerson and KT Corp/Woori Bank reaction posts both cleared 10%+ ER. Cheap to produce, consistently strong — keep reacting to real industry news.
✓Founder-story posts for reach
4,570 impr.
The "2 ex-Uber employees" post reached 10× any other post in the window — best top-of-funnel awareness play, even though its engagement rate was average.
!Follower base doesn't match the ICP
Only 5.7% Director+
52% of followers are Entry-level, dominated by India IT-services/software-dev. Fini sells to banking, fintech and healthcare leaders — raw follower count is the wrong success metric here.
!Case-study format underperforms
3.65% ER (lowest)
The Atlas case study — arguably the most sales-ready content — scored the lowest engagement rate of all 8 posts. Needs a sharper opening hook, not a narrative lead-in.
!Comments stay near zero
Max 2 / post
Likes and clicks scale with reach but comments don't — the in-copy questions aren't generating discussion. Worth testing sharper, single-question CTAs.
!Visitors > followers on quality
56% Senior+ visitors
Amsterdam is the #2 visitor city (328 views) and Financial Services shows up meaningfully — the content is pulling the right people to the page. Track visitor ICP-fit, not follower count, as the real north star.