Why Some Content Outperforms—Even When It's Not That Good
And why yours might be better, but still overlooked.
Everyone wants to crack the code.
Why did that post go viral?
Why did mine (written with care, clarity, and original thought) barely get seen?
Most advice stops at copywriting tactics:
Use this hook
Format it like this
Post at this time
And while those things matter…
They are just the tip of the iceberg.
Underneath lies a messy, often invisible system of perception, psychology, and platform dynamics that quietly decides whose voice gets amplified—and whose gets buried.
Let’s pull back the curtain.
1. LinkedIn is not a social network. It’s a marketplace.
A B2B marketplace, to be precise.
And like any marketplace, there’s a power imbalance between buyers and sellers.
If you’re a:
Hiring manager
Founder with budget
VC partner
CMO building a team
…your content will usually perform better than someone trying to sell to you.
Why?
Because:
People follow power.
Visibility compounds around those seen as decision-makers.
Engagement from buyers signals importance to LinkedIn’s algorithm.
This mirrors the real-world dynamic: attention flows upward, toward those perceived to have authority, opportunity, or capital.
As Rory Sutherland said:
“The opposite of a good idea can also be a good idea. But the opposite of power is usually just irrelevance.”
This explains why a mediocre post from a hiring CEO gets 500 likes…
While a thoughtful post from a freelancer pitching their offer gets 5.
It’s not fair.
But it’s predictable.
2. Geography isn’t neutral. It shapes perception.
Here’s a hard truth:
Content from the West outperforms content from the East.
Even when it’s weaker.
Even when it’s recycled.
Why?
Let’s unpack it.
A. Platform Bias
LinkedIn’s own data shows that:
Premium (paid) accounts get 4x more profile views than free accounts.
Verified accounts get better reach and trust signals.
Now consider this:
Most users from developing countries use free accounts.
Most can’t verify their identity due to lack of NFC-enabled passports or Persona access.
That’s not a flaw—it’s a design choice. The platform is structured to benefit those who pay more and live in economies better integrated with the West’s digital infrastructure.
B. Cognitive Bias
There’s a well-researched phenomenon called the “country-of-origin effect.”
In global marketing, products from developed countries are seen as more reliable, innovative, and high-quality. Purely because of where they come from.
That bias spills into people too.
Someone saying “I built a $1M agency in California” is perceived differently than someone saying “I built a $1M agency in Karachi.”
Even if both stories are equally true.
C. Network Proximity
The Western professional class (particularly in the US, UK, and Canada) is more closely connected to:
Tech media
Capital allocators
Founders of popular SaaS tools
Venture communities
So when they post, the first wave of engagement often comes from others with large followings and verified badges.
This is how content spreads.
Not based on merit.
But on momentum.
3. Perception beats precision.
Let me give you a real-world example.
I've seen creators from developing countries write deep, well-researched, heartfelt posts (with clear takeaways and unique perspective) get under 100 likes.
At the same time, I’ve seen creators from Silicon Valley post the same recycled line:
“Execution > Ideas”
And get thousands of engagements.
Because perception = credibility = visibility.
This isn’t about being bitter.
It’s about being real.
This mirrors a concept from behavioral economics: Signaling Theory.
People don’t just consume content. They consume what that content signals.
A verified account from New York signals trust.
A clean, well-designed visual signals professionalism.
A strong personal brand signals social proof.
Even if the insight is weak.
4. Historical context matters more than we think.
Much of today’s attention economy is shaped by who got online first.
The West had a head start:
Silicon Valley built the tools.
The early adopters were in San Francisco, Austin, London, and Toronto.
Most popular voices grew their following during LinkedIn’s early growth (2017–2021).
So now, many creators from the East are playing catch-up in a game where:
Algorithms already favor legacy accounts.
Trends originate in the West and get localized later.
Even success stories from the East are told through the lens of Western validation (e.g., “featured in Forbes” or “backed by a US accelerator”).
This isn’t just platform dynamics.
It’s digital colonialism.
Subtle, but powerful.
5. So what should you do?
If you’re building a brand on LinkedIn…and you're not a big name, not in the West, not backed by a team…here’s the uncomfortable truth:
You’re going to have to be better.
Not just louder.
Not just consistent.
But sharper, more strategic, and more self-aware.
Because virality is never just about what you say.
It’s about:
Who says it
Where they’re saying it from
Who sees it first
And the sooner you accept this, the sooner you can stop chasing the wrong metrics, and start building real authority.
6. Final thought
The good news?
Trust compounds too.
Even if you grow slower, your credibility will run deeper.
The people who need to find you…will.
But not if you’re playing someone else’s game.
So write for the long game.
Serve your real audience.
And build a voice no algorithm can ignore.
Question for you:
Have you seen this bias in action?
Or experienced it yourself?
Hit reply. I’d love to hear your take.
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