Category: Social MediaCategory: Social Media

Jamie Cox wrote “Going viral is overrated,” all about a LinkedIn post that went viral, reaching 17,000+ people and getting around 35,000 impressions. What happened next?

• Project Inquiries: 1 (unqualified)
• Site Visitors: 0
• Newsletter Subscribers Added: 0
• LinkedIn Followers Added: 162

They won the “keep people on LinkedIn” lottery, sure, but otherwise their viral hit was a dud.

A viral hit can lead to opportunities, but that’s how casinos stay in business. People buy lottery tickets because of the slim chance they’ll win while forgetting about the many months of losing.

Like Angela Hollowell said during our video chat:

“I’m not tempted to leave LinkedIn because my LinkedIn reach has gone down… I’m tempted to leave LinkedIn and posting on any social media platform regularly because of the time that it takes for me to do that when I could be spending more time writing a better long-form article.”

Yes, you can make quick posts that get 35,000 impressions. But you can also write long-form articles that make you two sales and pay your rent for the next three months.

Communicate your ideas effectively with an audience that cares and you won’t need to spend your time at the casino.

Never forget that corporate vultures swooped in and wrecked blog culture with their SEO posts and 13 display ads, and said “wow, blogs suck now!”

Then those crooks rolled out their shiny social media platforms – “wow, so clean! Who even needs a website?!? LOL!”

Now everyone’s ideas and posts were readable, without pop ups or takeover ads. It was bliss!

But the pivot to video (which was based on a lie) got writers fired. Sites shuttered because social media sites throttled links.

We’re learning everyday that maybe centralized kingdoms of power maybe aren’t great.

The decentralized internet is already here in the form of domain names, websites, email lists, and RSS feeds. We don’t need to wait for anyone, we can just decide today where we spend out time and energy.

Angela Hollowell (Please Hustle Responsibly) and I talk about stepping back from algorithm-driven platforms like LinkedIn and Instagram to build slower, calmer, more sustainable creative practices.

Angela on her reason to spend less time on LinkedIn:

“I’m not tempted to leave LinkedIn because my LinkedIn reach has gone down. I’m tempted to leave LinkedIn and posting on any social media platform regularly because of the time that it takes for me to do that when I could be spending more time writing a better long-form article

Me on websites:

“I think curation is the big part of of like you came to my website and this is someone asked me like oh well why doesn’t my website my website doesn’t get the same engagement as as say a LinkedIn. Well yeah cuz LinkedIn is built for engagement. There’s all these things to click and do and this whereas your most websites are just like here’s a big picture here’s eight links here. What do you want me to engage with?”

Angela on doing the work, rather than writing everyday on LinkedIn:

“The thing I’m most known for now, and where I’m getting a lot more recognition as a writer, producer, and film director—is from (my documentary). Way more than I did in four years of writing every day on social media. Yeah, that project took me six months to make, and then another year basically doing a film festival circuit. But it has paid off exponentially. I try to remind myself of that when I start thinking, “Oh, I should post this on LinkedIn.” It’s like—no, I shouldn’t, actually. I should let it cook.

And this is me, talking about spending less time on social media, and seeing where that can lead:

“I started doing my my weekly Zoom calls with my paid members like a year and a half ago and let me say, when I started them I was scared out of my mind. Like, “who who am I to like host Zoom calls?” Now I get like 10 to 15 people. I had six or seven this morning at the last minute. It’s amazing. But like, that work and not being on social media and doing that kind of quiet ,behind the scenes thing… now I’m ready for whatever.”

I hope you get something from this chat! If you have questions, please get in touch: seth@socialmediaescape.club

Recorded live on Substack, July 28 2025.

Great line from Skyr0 at about the 1:20 mark:

“Social media just completely broke me, rewired my brain, and changed me for the worse. I’ve had multiple times of burnout, and I guess that’s kind of just the nature of short-form content. But honestly, at this point, I feel like my future fans—wherever they are—they aren’t on these apps, and it’s just not the place to be anymore for me.”

It’s possible your future fans aren’t on social media.

Here’s a bit from my interview with Rusty Pilgrim:

Q. I have to be honest —my opinion of marketing is pretty close to that old Bill Hicks joke where he says, “Are there any marketing people here? You? Great. Kill yourself. Seriously —kill yourself.” That’s more or less how I’ve always felt.

But your approach is completely different. In fact, it’s so different that I wouldn’t even call it marketing. Was there a specific moment or event that led you to take this path?

A. Lots of Seth Godin books, starting with Purple Cow. Make something remarkable, and people will make remarks. It five people like it, maybe they tell five more. If they don’t, start again. Either re-work everything, or play to the crowd, or double down and find the right five people who might enjoy what you’re doing.

Not everyone is going to love what we do, and that’s okay. Even the most famous people on the internet are complete unknowns to most of the world. So to me it’s all about making a thing that you can make, making friends, having fun, building community. If that leads to paying some bills, great. If not, at least you’ve enriched the lives of those around you.