Call IT Cringe
Well, apparently I'm cringe! According to Elon Musk, anyway…
He posted, and I'll quote him directly: "I instantly lose respect for anyone who posts on LinkedIn. Unbearably cringe." So by his math, I'm cringe, you're cringe, and everyone on LinkedIn is cringe. Fair enough. But here's the point I think everybody's missing on this one — even the rocket scientist himself.
Not Every Platform Is for Everybody
Here's what even a trillionaire rocket scientist is missing: not every platform gives every person the money or the attention they think it should. It's not one-size-fits-all.
There are creators crushing it on TikTok who move over to Instagram and fall flat. There are people who built entire careers posting on Instagram, then hop to TikTok and can't buy traction. There are brilliant tweeters — lifelong keyboard warriors with real audiences on X — who try Instagram, or TikTok, or LinkedIn, and just struggle. Same person, same talent, completely different results, because the platform and the audience didn't match.
That's where Elon is missing the moon on this one. It was never about which platform is universally good or universally bad. It's about which platform is right for you and the people you're actually trying to reach.
LinkedIn Is Where My People Are
So let me tell you what LinkedIn has done for me. It's brought Gavin (Bison) Media roughly 90% of its contracts. The other 10% came through word of mouth, but a solid 90% traces straight back to the effort I've put in on LinkedIn. Why does it work that well for me? Because that is where the decision-makers are. The CEOs. The directors of marketing. The people who actually sign off on hiring someone like me. Now, I also love making gym content, and I'll be honest with you, there are basically no gym owners on LinkedIn, so for that world, it's just not the play. But for the businesses I serve, LinkedIn is exactly where they quietly signal they need help, and exactly where I can show them how my video production and photography fit into that.
So why would I pour my energy into a platform where my buyers aren't, just because it looks a little cooler? Sure, a decision-maker might catch me on Instagram or TikTok. But on LinkedIn, I can actually connect with them.
Post Where It Works — Even If It's Cringe
So if I'm unbearably cringe because I post on LinkedIn, then fine. Call it cringe. Call it whatever you want. I'm going to keep posting wherever it works for me, and you should post wherever it works for you. Measure it by whatever metric you like — mine happens to be signed contracts.
And here's the thing: even a guy with a rocket ship company is allowed to disagree with me, and that is completely okay. I'll just be over here, being cringe, booking the work.
