Hey!

This week, we’re taking a look at Ruben Hassid’s account.

Quick highlights:

• Followers: 937,551
• # of posts (last 30 days): 54
• Post types
  • Text: 10
  • Carousel: 0
  • Image: 22
  • Video: 5
  • Giveaway: 0 (no direct comment "X" to get Y posts)
• Posts with link CTAs: 46 (almost every post has a link going to his newsletter, resource, article, or guides)

Best two posts (by likes):

1/ Instead of watching Netflix tonight.

Spend a day mastering Claude here: claude101.com

2/ My 9 (most-used) Claude Skills to write prompts.

Download the whole library for free:

Insights & Takeaways

1. Almost every post sends people somewhere.

46 of his 54 posts had a link or a comment-to-get CTA, which works out to about 85%.

That's a lot more than I expected. It looks like Ruben treats LinkedIn as the top of his funnel, and the real goal is getting people onto his newsletter or into one of his guides.

Way too many founders don't try to get people off platform and it's not a problem until it is.

One problem: Several of his lead magnets have no email opt-in and he's missing a lot of subs from those.

2. He picked one topic and went all in on it.

Both of his top posts were about Claude, and most of his giveaways were free Claude Skills.

People are really hungry for that topic right now, and he's become one of the people they think of when it comes up. My guess is that this works just as well in B2B. If you can figure out what your buyers are most focused on this quarter and keep showing up with useful stuff on it, you'll probably get a lot further than you would posting about a bit of everything.

Piggyback on the stuff that's trending (often called trendjacking).

3. His best post was basically a free course made from his old content.

The hook is just two lines, but the rest of the post is a curriculum. He takes 22 of his own guides and sorts them into four levels, from "the basics" up to "expert mode," and puts a rough time estimate on each level. I really like this one.

I've done this a few times myself and it's worked well.

If you've been posting for a while, you probably have enough material to build something like this yourself!

4. He makes the ask feel small.

I like the "instead of watching Netflix" framing a lot. He's comparing his offer to something his audience already does most nights, so spending a few hours learning Claude feels like a pretty easy swap.

You could do the same thing by putting your offer next to something your audience already spends time or money on.

5. He didn't post a single carousel.

This one surprised me a bit, since a lot of people treat carousels as the go-to LinkedIn format. Ruben posted zero in 30 days and leaned on images instead (22 of them). I'd take it as a reminder that the idea and the offer probably matter more than the format.

6. The volume is high, so I wouldn't copy it exactly.

54 posts in 30 days is almost 2 a day. That makes sense for someone with close to a million followers and a big content machine behind him.

This also works for accounts that lean more "news heavy."

For most B2B founders, I think 3 to 5 solid posts a week with a clear CTA will do a lot more for you than posting twice a day.

Biggest lesson: Ruben's account is basically built to grow his email list, and every post plays a part in that. If you only steal one thing from him, I'd steal that!

And that’s it.

Two questions for you:

1. Anything new or interesting you learned from this?
2. Who would you like me to cover next?

Best,

Matthew