EXACTLY How Often to Post? #1 Influencer! Chase Dimond 3.2 Million Followers on LinkedIn Shares his secrets! | Ep. 402

Jay Schwedelson: We are back for do this, not that podcast, and I have like an incredible human being guest here who's here. Chase Diamond. Now if you're on social media, which is the entire planet, you know Chase, why do you know Chase? Because the guy across all of his company pages, just on LinkedIn alone, is over 3 million followers on his personal pages, over 400,000.

Jay Schwedelson: Shopify named him the number one. E-commerce influencer on the planet. Okay. The dude is a big deal. Lemme tell you a little story about Chase before I even have him start talking. He doesn't know I'm gonna say this, but years ago, okay, coming right outta COVID, I was like, crap, I need to grow on LinkedIn. I had no followers, like zero.

Jay Schwedelson: And I'm on LinkedIn and I see this dude, this random guy chased Diamond, okay? Which is D-I-M-O-N-D. Okay? And he had at that time like 20,000 followers. I'm like, wow, that was a, that's a lot. Outta nowhere. I hit up Chase. I sent him a note. He doesn't know me from a hole in the wall. I said, Hey Chase, I'm a rando.

Jay Schwedelson: Will you take a call with me? I just wanna know how you're doing it. How are you growing on social? And the guy took a call with me. He told me all the stuff that he was doing. He was super transparent for no reason whatsoever, and helped me out a ton. And since then, he's just been the guy I turned to for all things for social media growth.

Jay Schwedelson: He's crushing it now. So Chase, thank you and welcome to the show.

Chase Dimond: Dude, thanks for having me. Can I bring you everywhere? I love how I love that hype. I wanna bring you with me everywhere. Thank

Jay Schwedelson: Me do, but it's so real because you know what? You didn't have to take that call. And it just speaks to kinda the guy that you are. And just so you all know, before Chase came on, I said, chase, what do you want me to promote? What do you want me to hype up on the co the, the, the episode? And he goes, no man, it's cool.

Jay Schwedelson: Let's just talk. I don't need to do all that. And I'm like, who is this guy? I get on that show, I'm like, I wanna promote this. I wanna sell that. You're like, so chill. I love it. It's the best. Is that like your go to market? Just to be a good dude?

Chase Dimond: Yeah, I don't know. I don't really need much. I've got everything I need and more, and I just like connecting with good people. So, you know, you gave me a good vibe and I'm happy to be here and hopefully gonna be able to add a lot of value.

Jay Schwedelson: Listen, when everyone listens to the podcast, all they do is go down people's, you know, the history, how did they start all this stuff, and I'm telling you, should go read Chase's history. It's inspirational. It's just great. But I don't wanna waste the limited time that we have at Chase. I want to get right into it.

Jay Schwedelson: So. Um, you, first of all, you're known as an email expert, but you're really, to me, the ultimate social media expert, especially on things like LinkedIn, uh, threads all of it. Let's dig into it. Is it too late to, to really grow on social significantly? Can you grow a following on LinkedIn? How do you do it?

Jay Schwedelson: 'cause you're doing things differently than everybody else.

Chase Dimond: No, I don't think it's too late. I know everyone likes to say that, but for example, I've been working with my wife over the past 12 months, and she's gone from basically no personal brand. She's got no following anywhere and you know, hasn't done anything notable or outstanding. Don't, don't tell her that.

Chase Dimond: I mean, obviously she's great. She's done a lot of cool stuff, but you know what I mean. Right. She's not, she. Like the guests you normally have on like the Gary Vees of the world. Um, and she's gone from basically zero to north of 70,000 followers in about 12 months, and she's doing, you know, in the ballpark of about two to four ish million impressions a month.

Chase Dimond: So by all means, I think it's very doable. I think it's really about now, especially in the age of ai, but I use ai. Everyone should be using ai, but I think in the AI age, it's about having some kind of personality, a stance. So for me, I just like to be helpful. I don't like to promote stuff. You know, you asked me that before.

Chase Dimond: I don't really ever promote any of my businesses. No one really knows what I actually even do. I just like to share great content online. So I think if you come from that mentality of wanting to add value, but also having a stance that's interesting. And the more cool stuff you do online and offline, the better, right?

Chase Dimond: The more interesting and rich experience you have, the better. So there's no substitute for great content. And it's also like, what does that look like? So on LinkedIn, um, my two personal best formats are image plus text and carousels. I think carousels used to be like the best and easiest way to grow.

Chase Dimond: They kind of fell off the ledge for whatever reason, maybe during like the huge video kind of boom. Um, and, and now they're back like carousels are, are just doing great. And I know there are a lot of work, but the beauty of that is you can repurpose the heck out of those. They make for really great, you know, Instagram posts.

Chase Dimond: Um, and that same kind of content. It could work for a Twitter thread. Um, if you basically take that content, you could work it for a newsletter. So my whole thing is because we're all so time poor, we're also time limited is creating one really good piece of content for newsletter that's typically long form.

Chase Dimond: And then how do you make that into digestible, interesting, shareable assets on social.

Jay Schwedelson: So, alright, there's something that you do. The secret sauce that I got outta that is you should marry chase and then you can have a huge following. You go from zero to 70,000 in one year, but that's taken. So now we need to dig into the how. So something that you do that always, I'm like, I don't know if I, I don't know if I could do it, is you actually post.

Jay Schwedelson: A lot. Right? You, you post a lot. I'm like, I don't know have have it in me to post that much. Talk to me about first of, we'll get into the company pages in a second, but on the Chase Diamond page, which has 400,000 LinkedIn followers, and you've grown that massively in a shorter period of time. Like what do you feel about frequency or reposting or whatever?

Chase Dimond: So I started posting three times a day every single day for like the first. 12 to 18 months. And it didn't matter how often I posted, every post would just hit. Um, there, there was no real thing around like, well, why are you posting so much? It was like, just quality and quantity was the name of the game.

Chase Dimond: And then I felt like throughout kind of the, the recent years, LinkedIn made a shift where like, you know, the second post could potentially cannibalize the first post. So a lot of people cut back. A lot of the big influencers started going from maybe doing more, maybe they only ever did once, but they were just doing one time a day.

Chase Dimond: And then I feel like there's kind of been this recent surgeons where, you know, if you do post, um, in the long enough gaps, you know far enough apart gaps. It doesn't really matter like how often you post. So I try to post two to three times a day, typically early morning kind of. PST. So I typically do like a, let's call it like a 5:00 AM PST type post.

Chase Dimond: Um, depending on how that post performs, if it's doing really, really well, maybe in that given day, I'll, I'll wait on that post that I normally do in PST afternoon, typically around like two three o'clock PSTI might hold on that post. Let the morning post run a little bit. Then I'll do an evening post. So I kind of post once and then I have potentially another one to two posts queued up that can go live depending on how that first post performs.

Chase Dimond: If the post post does underwhelming, I'll then for sure post a second time around that two or three o'clock, and then depending on how that post does, I might post again once I put my kids to bed around, let's call it eight to 9:00 PM PST.

Jay Schwedelson: So, okay, that's super helpful. So. Now I'm curious about something, 'cause you're, you're, you're out there on West Coast, so 5:00 AM whatever, everyone always talks about the first hour on LinkedIn of engagement. You better reply to comments, you better jump in there, whatever. Do you think that matters? I mean, you're probably sleeping when these things post.

Chase Dimond: Yeah. So in the, um, in the morning post I am sleeping, I have a team member that does that post for me. She specifically, 'cause she's overseas, she specifically does that post for me. And then the other two posts in the day, um, she's typically sleeping and I'm doing those posts myself. And at that point, because I've then been online, you know, in a normal time, PSTI have done some of the engagement.

Chase Dimond: But oftentimes, like we are, you know, just engaging, kind of seeing what's on the feed, kind of, she's checking the news and kind of just using my account to help me kind of respond to things. Um, so there is a little bit of that engagement. And what I think is the most important is engaging with the replies in the comments on your own posts within the first hour.

Chase Dimond: You know, I think it's great to warm up the algorithm. Comment and engage on other people's stuff, but I think it's especially important to, you know, like, and comment and respond to people that have taken the time out of their day to leave something of value on your own post.

Jay Schwedelson: A hundred percent. Alright, so let's, let's get into what I think that you really doing that most people are not doing, and I think they're sleeping on it, which is company pages. I even think the word company pages is stupid. What you've really done on LinkedIn is you've created, what are company pages, but they're on topics, you know, marketer tips or AI tips or whatever.

Jay Schwedelson: These kind of. Generic phrases that really resonate with people, and you've turned them into these juggernauts that then fuel your individual personal page. I mean, what is the playbook there?

Chase Dimond: yes. The playbook initially was, can I figure out LinkedIn a myself as a personal account? And once I started doing that and started growing, I think around the time that I had maybe like a hundred, 150,000 followers or so. I started my very first page, and you're right, they're, they're technically on LinkedIn, a company page.

Chase Dimond: I refer to them as a theme page, so they're topical pages around. I've got everything from, uh, marketing to sales, to business, to email marketing to AI to, you know, you name it, something around a business sales, marketing, copywriting type audience. I have, so we have at this point now about 24 accounts. A few of them are personal.

Chase Dimond: The rest are these theme pages that have about 3.2 million followers. So the first account I ever started was this one called Marketing Tips, or Marketer Tips, I guess is a specific name. It actually has now more followers than me, and I was the one that grew it, right? Like I use my account and kind of some of the, the taxes I did to grow that one that has like 450, 400 60,000 followers.

Chase Dimond: And basically what we're doing is we're doing a couple things. We're a, um, we're, we're exceptional curators of content. We're taking already viral content on the web. And just repurposing it and giving people the. Credit for it. Right? So what we basically do for LinkedIn is we're looking for content on LinkedIn, we're looking for content on Twitter.

Chase Dimond: For LinkedIn, we're looking on content on Reddit for LinkedIn, right? So we're basically taking content that is already done well on platform, on LinkedIn, as well as content that has done well off platform that maybe could be relevant by size and interesting for LinkedIn, right? There's so much great.

Chase Dimond: Gold and information within Reddit, right? You see LLMs looking at Reddit for their whole SEO. Um, Reddit, I feel like is so early to the conversation and Reddit's like this really foreign thing that we're just studying. What does well there? And then also Twitter X um, things move really quickly there. Uh, you'll know pretty quickly if something is viral or not over there.

Chase Dimond: So we use it also too, as like a testing ground. Does something pop over here? Not always does content on X or Twitter translate to LinkedIn, but the way in which we're looking at content in the way in which we study it, more often than not, it does. So the same playbook applies to all the other pages that we run, AI type stuff.

Chase Dimond: We're looking at the types of things that are already popular. We are curating content, giving people credit. That's one. Two is because we've been doing some of these pages and we have so much history, um, we're a, just basically looking at my own posts. What are the most viral posts I've ever posted on social media, on marketing?

Chase Dimond: Great. Those go on. Marketer tips. What's the most co viral copywriting pages posts I've ever made? That goes on our copywriting page, right? So we're basically looking at others mine. And then the third bucket is we're kind of creating. Based off of like, oh, this meme did really, really well. What are the seven other memes that are more like this that we can do?

Chase Dimond: So it's just like trying to find things that work and then trying to create so many different types of things for those. And also there, it's a volume game. We're posting on every single page two times a day.

Jay Schwedelson: Uh. It's such a great playbook and I think people are sleeping on it. And let's say you're out there and you know, uh, you don't have a huge volume. You, you know, you 500 people, whatever, it's, I can't do this, I dunno. 400,000, 5,000, whatever, whatever industry you're in, you're in the construction industry, set up these theme pages or these company pages, it costs you no money, it takes five seconds.

Jay Schwedelson: Go out there and see what's resonating. You start posting it, and then you can use that page to add fuel to your personal page. I mean, you don't have to be a monster to do this, right? Like, how long does it take to set up a company page to do what you're doing?

Chase Dimond: The setup itself is minutes, right? It's basically like you need a, a logo, uh, some kind of profile or banner image, and then you need a couple fee queue details. So the setup is, is minutes. And then the researching of the content, you know, that takes a little bit longer, but like I live on social media, my team lives on social media.

Chase Dimond: We're always just bookmarking things that like came onto our feed and our viral. So a lot of the work is just already done in our day-to-day practice.

Jay Schwedelson: It's so true. And you know, it's funny about what you all are doing. 'cause I do the same thing on mine and what I look for is stuff that like, let's say X has over like a hundred thousand likes or whatever, and half the time I'm, let's say it's something funny. Let's say I'm a post humor. I don't even know if I find it funny, but I'm like, I guess everybody else does.

Jay Schwedelson: And I'm like, screw it. I know it's gonna rip. I only want stuff that's gonna rip. I don't care if it's like, I personally think it's the funniest thing I've ever seen. It's just weird.

Chase Dimond: Yeah, there's some memes that my team's created where I'm like, I don't know if I'm getting old, or I, I just don't understand it. And they're like, no, no, like, it makes sense. I'm like, all right, well, let's see if it makes sense or not. We post it. I'm like, oh my gosh. Like. I didn't get it. They got it.

Chase Dimond: Thankfully, they're younger and they're with it and, and it, and it works. So you just never know. And it's just a game of repetition. And I think the same playbook I'm talking about on LinkedIn can work on most platforms. I know for sure it works on threads, right? The platform owned by Meta. Um, I started kind of taking threads seriously about six to 12 months ago.

Chase Dimond: Um, I now have four accounts there. My personal account plus these three, three pages. One's an email page, one's a general marketing page, and then one's a copywriting page. Um, and we've grown to something like. I don't know, 150 or 250,000 followers doing about five to seven ish million impressions a month there.

Chase Dimond: Um, by the way, the LinkedIn theme network has the 3.2 million followers. We're probably doing, I'd have to find the exact number, something north of like 20 or 30 million impressions a month. And my background, as you mentioned initially, is an email guy. So the way in which I see this is like, how do I use social media for strong top of funnel?

Chase Dimond: So how do I get. Eyeballs, impressions, views, followers, those types of things to then be able to funnel to my email newsletter to then be able to funnel to, um, virtual webinars or virtual summits. Right? I know that's a lot of your game too. You're doing the whole virtual event type thing. Um, for example, the other day I'd done like a simple LinkedIn post for an event I'm speaking at in October.

Chase Dimond: By the way, I don't even know what I'm gonna speak on. I don't know what's happening in October. I don't even remember what I had for breakfast. I don't know what I'm doing tomorrow. I did a post and there was like 300, 400 people that that res that responded and had signed up. Right? Um, and, and again, like that was just one simple quick post for something that's not even top of mind for people.

Chase Dimond: A lot of the times, the last few days of the event, like that same post could have done maybe double five or 600 signups, right? And think about if you go do now 24 posts across the 24 accounts, and each one does anywhere from, let's call it 10 to. 400 signups. Now you have thousands of thousands of people that are specifically in focus and interested in which are gonna attend your virtual summit.

Chase Dimond: You have their email, you have oftentimes information about them. They're filling out their, um, their job titles, what they're interested in, right? So using social and doing this is so important to drive that, that first party, zero party day, that you can then have on your email and SMS list, which I'm obviously preaching to choir with you, you know how important that is.

Jay Schwedelson: Dude, I, I, I totally agree. And, and you know, you bring up threads. Let's just talk about that for a second. 'cause I think people, I know they're sleeping on it, it now has 400 million monthly active users, and I saw a stat this week that literally almost fell over. It said less than 50% of those 400 million people.

Jay Schwedelson: It's, they have a different account on Instagram, meaning it's not just the Instagram people that are on threads, which is, I thought everybody was basically just taking their Instagram account and running a Threads account 'cause they were like married together. 'cause that's how Meta kicked it off. But now it's really its own platform.

Jay Schwedelson: So are you finding like. Because you're doubling down on threads. You have this, you're growing, you're following, you're doing whatever. Are you getting people to actually interact with your content there and then actually go in your funnel, get on your email list? Is it actually, is it a real functional network that we should all be involved with?

Chase Dimond: That's a great question. It's, it's early. Um, I have a link in my bio. I don't actually have any attribution set up, or I haven't ever run this segment to see how many have been there. I mean, we're doing, you know, millions of oppressions a month and we're growing, so I would be surprised if people. You know, to some degree weren't clicking.

Chase Dimond: I imagine we're driving maybe a. Hundreds, maybe low thousands of subs potentially a month. I don't have this specific number. Um, but at the end of the day, like my focus there is like, it's just a testing ground. Uh, to your point, it's growing so fast. Like at one point, like they were adding like a million plus users a day.

Chase Dimond: They're investing a lot into it. They recently started rolling out, uh, dms. That's like one of the newest feature. So I feel like now, like once dms kind of are there, right, they're gonna probably be rolling out ads if they haven't already. If they start adding stories now, it's basically like. I am taking advantage of threads.

Chase Dimond: Being early where I was later to Instagram, I wish I went harder on Instagram sooner. And I think that's the takeaway for everything. You know, wishing you had started sooner and done it better. Um, so my whole thing right now is like I'm more focused on threads because it's a newer platform because I don't need to monetize it on just getting mass amount of views and eyeballs and following.

Chase Dimond: And then as it becomes more mature. Story. Views and ads. Ads and ads, you know, mass dms or whatever. Then I'll think about monetizing, but it's probably contributing, you know, a little bit to the current newsletter strategy, I'd say.

Jay Schwedelson: I love it because now is the time to get on threads and to do all of that. I mean, other platforms, I hope Blue Skies like dying a quick death and you know, clubhouse died. I mean there's, you know, you have to pick the right platform, but if anything that Meta is doing is gonna exist, I mean, that's really the secret sauce, right?

Jay Schwedelson: Like if Meta is involved, it's gonna get to a billion users and by the time it does, you're gonna be a beast there, and then you'll figure out what to do with it. I guess that's the play.

Chase Dimond: Yeah, and, and everything too from like securing the right handles, like even if you could just get on platforms early to secure handles, like, I should have done this myself. Like could you imagine if I got just Chase at everything? Chase Bank's gonna come knocking my door and I'm gonna make seven figures from just having my own name, right.

Jay Schwedelson: Right.

Chase Dimond: Just capitalizing on that real estate. Like think about like, I think Instagram's probably the most prevalent where like I've seen friends buy and sell, just handles themselves irrespective of the actual audience and traffic for five, six figures. I don't know if there's many seven, but I know friends that have made 10 50, 250 grand just selling, you know, few.

Chase Dimond: It's like.com domains. It's like just selling those to big brands because you were early, like you could make a lot of money and obviously it's harder now.

Jay Schwedelson: Right. Yeah, no, I love it. I love your whole playbook. So listen, everybody out there, I want you to find Chase. First of all on LinkedIn, it's Chase, and then it's Diamond DI, no, A-D-I-M-O-N-D on LinkedIn. Um, I'm telling you, he's not only a great follow, but you gotta hit him up and ask him how the hell you can work with him, because he's done a lot for my business in a lot of different ways.

Jay Schwedelson: He's an excellent, great dude. Chase, how else should people find you and get connected with you? What should they do?

Chase Dimond: Yeah, my most platforms Chase no a in diamond. Um, just reach out to me, um, if you, I could share my email, uh, now or in the future. Um, it's justChase@chasediamond.com. Again, no a in diamond. And then I guess the last thing I, I wanna leave, 'cause this actually went by really quick. I wanna make sure I'm adding enough value.

Chase Dimond: Um, I think like the, the biggest thing that I would recommend to people is like, find. Three different groups of creators on any platform that you wanna dominate. Let's talk about LinkedIn just for there. So say you're starting out, like what are other people starting out posting? Right? That's one place to look.

Chase Dimond: It may or may not be helpful 'cause a lot of people are just kind of trying to get in the reps the next level up and try to find like the, the micro influencers don't, don't look at me just yet. Um, don't look at J just yet. Look at people that maybe have, let's call it three to 10,000 followers. You know, what are they posting?

Chase Dimond: What's working? Like, go through the last. Four weeks of their post and try to pick out the posts that are kind of more viral than other, kinda the outliers. And then go look at kind of more of the polished people like myself and Jay that have been doing this for a few years, or whoever is the respective person in your space.

Chase Dimond: And look at like, what's working for them. You know, the, the reason I say don't look at us first is because, because we have so many followers, things will probably go viral in a different way. Although if you look at my stuff, like there's huge variances. Some of my stuff gets. 150 likes, some of my stuff gets 20,000 likes.

Chase Dimond: Right. So there is some variance there and, and LinkedIn is so hot and cold every single day on LinkedIn. I don't know what ride I'm getting on. You know, it's, it's really the highs and the lows and across, you know, the 24 accounts we have and a given week, we go from like. The record breaking week, we had 5 million impressions on a given account.

Chase Dimond: So like the next week we're like a million. We're like, oh man, we were all on top of the world last week. And fuck man, we suck. Do we? Do we know what we're doing? So just study different types of content and figure out like what works. And then, you know, think about your own style and find ways to, not copy, but find ways to make it your own.

Chase Dimond: I think that's like the biggest thing I was doing is like when I first got into LinkedIn. I started reverse engineering what the big people and the medium people were, were doing. Um, and I started figuring out, okay, like this makes sense. You know, they're posting a lot of content, they're posting really good content, and it seems like they're getting their friends to engage with their post early on.

Chase Dimond: Like, those were the three things and like those are the three things that still work today. It's like you have to post really good content. You have to post consistently good content and, and be very consistent. I think a lot of people miss out on that part. Um, and then lastly is you have to get people to engage, uh, friends, family, coworkers, maybe a few peers.

Chase Dimond: I know people are like, oh, it's an engagement pod and weird. And that's like you asking two or three other creators that you're friends to support you and support them. Like, screw it. If people are gonna get mad about that being an engagement bot.

Jay Schwedelson: Right.

Chase Dimond: They have no business telling you that you need to find people that you can support and people that can support you and people that you can come up with.

Chase Dimond: It's the best way for you to, A, stay accountable, and B, get a little bit of action on your content other than like your mom or your grandma posting if they're even on LinkedIn. Right? So I think that's kind of what I wanna leave with. It's just like those are the three things. Content, consistency and finding like your tribe of people to just engage with you early in the post life.

Jay Schwedelson: Dude, that is so valuable. It's so many good takeaways, and it's true that that is what you need. And I love the fact that you call out. Yeah, let let people help you out and then help them. It's we're all in it together. Um, this has been fantastic. Chase. You're a legend. Everybody. Consume all this stuff.

Jay Schwedelson: Follow 'em everywhere. Hit 'em up. Do work with 'em. Uh, you're the best. Thanks Chase. Appreciate you being here.

Chase Dimond: Thanks for having me.