My timeline told on me last week

Author

Kevin Szabo
February 25, 2026

In partnership with

A few months ago I noticed my account had basically flatlined.

Same impressions.

Same handful of people engaging.

New followers had slowed to a trickle. I'd been posting consistently so I couldn't figure out what was happening.

Then I scrolled back through my last thirty posts and it hit me immediately.

They were all the same.

Not in topic exactly, but in shape.

Every post was a list or a lesson. Here's what I learned.

Here are five things:

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Here's the framework.

Over and over, just formatted slightly differently each time.

I had accidentally turned my account into a textbook and people were tuning out the way you tune out a professor who never changes their tone of voice.

The thing about Twitter/X is that people don't follow accounts, not really.

They follow a feeling.

The anticipation of not knowing exactly what they're going to get when they see your name.

The moment that anticipation dies because they can predict you, they start scrolling past without even reading.

I started paying attention to the accounts I never skip.

And what I noticed is that none of them are one thing.

There's the guy who posts about business but then randomly shares a voice memo about something he's going through personally and it gets three times the engagement of anything else he posts.

There's the woman who writes sharp one-liners all week and then drops a 800 word thread on a Saturday that feels completely different and somehow more honest.

You never quite know what you're walking into.

That unpredictability isn't accidental. It's the whole strategy.

So I started mixing it up.

Some days a lesson. Some days just a raw observation I had in the shower.

Sometimes a short story about something that happened to me.

Sometimes a question I was genuinely sitting with and didn't have an answer to.

Once in a while something that made me laugh.

The irony is that the posts I was most nervous about, the ones that felt too personal or too random or not valuable enough, those are the ones that traveled the furthest.

Because people don't share things that teach them.

They share things that make them feel something or see themselves in something.

A post that lands emotionally will always outrun a post that's just correct.

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My friend who runs a pretty big account told me he thinks of his content like a conversation at a dinner table.

If you only ever talk about one thing in one way, people stop inviting you back.

But if you make them laugh, then make them think, then share something that surprises them, they lean in.

They want to know what you're going to say next.

That's the energy worth chasing.

Not consistency of topic.

Consistency of presence, with enough variety to keep people genuinely curious about what's coming.

My account picked back up within a few weeks of changing nothing except the texture of what I was posting.

Same niche. Same frequency.

Just less predictable.

Turns out that was the whole problem.

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