Hallo zusammen,
A few weeks ago, I wrote about hitting 10,000 followers on LinkedIn. I don’t really care that much about numbers, but it still feels like a real milestone. Because out of all the networks, LinkedIn is honestly one of my favorites. I also write a lot myself – about my journey and the things that inspire me.
But about a year ago, there was a pretty major break:
I started posting in English. The result? My reach dropped dramatically. Basically, the same thing happened to me as when I moved from Leipzig to L.A.
Back in Germany, I pretty much had everything:
- a great network
- a well-oiled team
- strong partners
In L.A., I had:
- nothing
Whenever you make a major change in life (moving abroad, a new job in a completely different field, etc.), you have to rebuild a lot from scratch and prove yourself all over again. And that takes time. But all of that doesn’t matter if you genuinely want it badly enough. That’s why the most important credo in everything I do is:
Don’t do it for the money, don’t do it for the fame, do it for your passion.
So how do you get the most out of LinkedIn?
LinkedIn works like any other social platform: there’s a lot of background noise that usually performs poorly or just “okay.” But every now and then, you get these outliers that really take off. For me right now, it’s this post comparing New York and Leipzig. It’s already at 85,000 views.
So how do you make more posts blow up like that?
- Post more in general. If you’ve got great stories to tell—tell them. More good content = more chances.
- Double down on what works. If a post performs, make more of that.
In the past, I often didn’t take advantage of these opportunities. For example, we once threw a party together with McDonald’s, and I posted a video about it that went insanely viral. Watch the TikTok video. Unfortunately, I left it at that back then instead of putting out even more. I want to change that. That’s why I’m currently writing more posts, for example, comparing different cities.
Do you have ideas for which cities I could compare? Munich and L.A.? Berlin and Chicago? What would be a good match – what would you be into? Just reply to this post if any city pairings come to mind that share cool similarities.
That’s it for this week. We still have a few packed days ahead until Christmas before things finally slow down a bit for us too. But this weekend, I’m heading back into the desert. Where exactly and what happened out there – you’ll find out next week in the newsletter.
Oh, and speaking of Christmas: Next week, we’re having an awesome BDX Christmas party in Leipzig, organized by our colleague Jona. If you want to join, grab your ticket now.
See you next Friday! ✌️
Benjamin
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