For two years I made the content for damex.io, a Gibraltar fintech in crypto and digital payments. Regulated, technical, and selling to businesses and people at the same time. Not the easiest brief for social media.
I downloaded every platform’s own numbers each month and went back through them. A few things showed up again and again.
1. Give people a reason to turn up live
The best-performing post on X in the first four months of 2024 wasn’t a product launch. It was a simple announcement that the CEO would answer the community’s questions live on a Twitter Space. It reached 5,262 people with a 17% engagement rate, more than four times the next post.
People don’t engage with announcements. They engage with access.
2. Let the audience pull the trigger
One post said a new feature would launch on Thursday if it reached 30 likes. It hit a 12.5% engagement rate. Handing the audience a small decision turned a release date into something to join in with.
3. People beat product
Some of the strongest posts had nothing to do with the product: a team brainstorming day in the office, a celebration for International Women’s Day, a recap of the company’s year. On X, a photo from an office brainstorm reached a 15% engagement rate. On Instagram, the team and culture Reels sat near the top of an account of 52 Reels with 39,508 plays.
In a sector where every company sounds the same, the people are the difference.
4. Check who’s actually following
I assumed LinkedIn was a place for the B2B story. The follower data said so too, more than I expected: of roughly 3,400 followers, nearly 800 were directors or C-level, and the biggest industry was financial services. That changes what you post. Less hype, more substance; fewer emojis, more answers.
5. Video wins, and it has to be cut for each place
In June 2023 I wrote a report comparing our channels with competitors’. The pattern was clear: the companies doing well had moved to short video. The same story cut for Reels, TikTok and LinkedIn does far better than one video posted everywhere.
Over the first four months of 2024, our average engagement rate on X climbed from 6.7% to 10.6%.
What I’d tell any small team
- Pull the numbers every month, from the platforms themselves, and actually read them.
- Make things people can take part in, not just watch.
- Put the team on camera.
- Look at who follows you, then write for them.
The full story, with the results, is in the damex.io case study.
Written by Joseph Carey · 24 Oct 2026