Since joining Automattic, one thing has stood out.
There is an incredible amount of smart thinking and incredibly interesting work happening, and a lot of it stays in the building.
We’re getting better at changing that.
So in that spirit, here’s mine.
A transparent look at what happened when I posted consistently on X for a month.
Because I think it points to something bigger:
in a zero-click world, where software is being commoditised, trust and distribution matter more than ever.
The headline
In 28 days:
- 149,827 impressions
- 7,955 engagements
- 5.3% engagement rate
- 68 original posts
- 218 replies
Roughly 5,300 impressions a day from one account.
Here’s the full breakdown:
| Metric | March total |
|---|---|
| Impressions | 149,827 |
| Engagements | 7,955 |
| Engagement rate | 5.3% |
| Likes | 994 |
| Replies received | 382 |
| Bookmarks | 342 |
| URL clicks | 322 |
| New followers | 22 |
| Original posts | 68 |
| Replies posted | 218 |
| Videos posted | 16 |
| Video views | 9,139 |
Why this matters now
We’re moving into a phase where:
- software is easier to build
- features are easier to copy
- answers increasingly never reach your site
So the advantage shifts.
Not to who has the best product.
But to who has:
- attention
- trust
- distribution
That’s why X matters more now, not less.
It’s one of the few places where you can build all three, in public, in real time.
What actually worked
Not polished announcements.
Not carefully crafted messaging.
The posts that performed best were personal, specific, and rooted in real experience.
| Post / topic | Impressions | Engagements |
|---|---|---|
| Block themes debate | 10,794 | 642 |
| “Screenshot Test” | 9,502 | 548 |
| Vibe coding video | 8,511 | 163 |
| “Nobody wanted a website” | 6,621 | 754 |
| WordPress 7 preview | 5,396 | 462 |
| Transition effect demo | 5,336 | 179 |
| Twentig post | 3,031 | 583 |
| AI-first WordPress | 3,722 | 284 |
What these posts had in common: they were personal, specific, and rooted in real experience.
Pattern is simple:
- opinion → replies
- usefulness → bookmarks
- demos → clicks
The Automattic signal
This is the bit that matters.
| Category | % of posts | % of impressions | % of engagement |
|---|---|---|---|
| WordPress / Automattic | 35% | 37% | 39% |
Fewer posts. More impact.
People want to see:
- what we’re building
- how we’re thinking
- what’s coming next
And they don’t need it wrapped in launch copy.
Consistency > spikes
| Week | Posts | Impressions |
|---|---|---|
| Week 1 | 13 | 43,700 |
| Week 2 | 17 | 35,600 |
| Week 3 | 20 | 36,200 |
| Week 4 | 18 | 34,300 |
No viral moment.
Just showing up.
The real takeaway
This isn’t about “doing social media.”
It’s about distribution.
In a world where:
- clicks are weaker
- products are easier to replicate
- AI compresses differentiation
being known and being trusted becomes the advantage.
Posting is one of the simplest ways to build that.
Final thought
One person.
One account.
One month.
150,000 impressions.
Now imagine that effect multiplied across your company.
Because the companies that stand out over the next few years probably won’t just be the ones with the best software.
They’ll be the ones people feel they know.
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