We Analyzed 100 Posts With More Comments Than Usual...

Here's What Happened... Part One

We analyzed 100 posts that got more comments than usual and noticed three major patterns…

Pattern #1
"Share the Process" Posts

The most obvious pattern was the amount of posts that shared some sort of process. Out of the 100 posts we analyzed, 32 of them shared some sort of process.

Sharing the process means letting your audience in on your world – or that thing you’re building that you want them to support.

It means stepping out of that teacher or leader role they usually see you in for a second and coming down to earth to relate to them, ask them for help, share an exciting win that happened for you or your business they’re supporting, etc. It’s a way to connect with your audience by stepping off your pedestal and putting yourself in a light that is friendly, warm and approachable.

It is the key to being perceived as “authentic” on social media without broadcasting it like some choad.

If there’s one thing I’ve learned in my 15 years selling things with social media — talking about something you suck at and sharing the process as you improve is a sure-fire way to look like a god damn legend.

This works on many levels, but the primary mechanism is that it’s so much more powerful to honestly document your process than it is to engineer an ideal image for yourself.

Sharing your Process is how you keep what you broadcast close to what’s actually real so that you don’t end up giving yourself a nasty case of Imposter Syndrome.


Out of 32 posts…

In some cases, the posts shared some sort of growth or news with their business.
  • A Yoga Studio Owner’s video of her happily dancing while she re-painted the lobby of her studio.
  • A Real-Estate Agent’s ‘boomerang’ or her handing her first ever client the key to their new home and a long caption expressing her excitement.
Some of them shared the process of them practicing whatever they teach. For example
  • A hairstylist doing her own hair for the day after being inspired by a recent continuing education class she took on styling.
We noticed that posts that “Shared the Process” almost ALWAYS did better than teaching posts.

The first example is a teaching post. It has a total of 6 comments.

The second example is a share the process post. As of today, it has 30 comments.

Brandon teaches movement – but the posts of him sharing his own movement practice consistently get more comments than posts where he is actually teaching movement.

These types of posts ALSO beat out “polished posts” when it came to getting comments.

This first example is a picture of a finished painting, which only got 5 comments. The second one is a share the process post, it got 54 comments.

This pattern was pretty consistent across her page. This was also pretty consistent across all the posts & pages we looked through, with very few exceptions.

View this post on Instagram

i’m jealous of this process photo. it is probably more beautiful and more meaningful than the finished painting itself. ⠀ the process of working on this painting was a perfect picture of life this past year: everything goes “wrong”, and not according to plan or expectations; i get frustrated, but then learn to relax into the process and work with the “mistake”; as i let go of how i would have done things initially, the “mistake” ends up leading me into a much better resolution than i could have planned or imagined. ⠀ i was going to use color for the first time in a painting. ⠀ i didn’t buy enough red paint, and then didn’t mix enough of my custom color. when i tried to mix more, i added too much black and now was out of red paint and it was the middle of the night. ⠀ i scrounged up all the different kinds of red paint i had around the house that i was using for different projects (usually kid’s toys) and managed to mix a close enough shade to the original one. used that for my lace stencil. ⠀ took off the lace and it turned out like a big mess, since the other red paints were too thin and seeped through the stencil. ⠀ decided to wait until morning to buy more of the original/right shade of red and cover the whole thing in red, and use my trusty old regular black on top of the red with the lace stencil. ⠀ the result was beautiful vibrant red roses - way better than the negative would have been - red lace with black roses. ⠀ plus i got this beautiful abstract shot of the washed pink lace stencil out of the whole process too. ⠀ letting go, softening, allowing, flowing with the “mistakes” and frustrating parts of the journey is key to good art as well as good living. ⠀ i hope you give yourself some grace on this gray monday morning, that you soften to the world and flow instead of resisting. and keep your eyes and heart open to the unexpected beauty. there is always beauty. ⠀ “keep some room in your heart for the unimaginable.” - mary oliver ⠀ #ancagray #mixedmediaartist #abstractpainter #inthestudio #artprocess #figurativeart #softnessisnotweakness #vulnerabilityisstrength #flowwithit #letgo #surrender #therearenomistakes #trysofter

A post shared by anca gray (@ancagray) on

Try it out… 

Shake off that nasty case of imposter syndrome with some share the process posts – and let us know how it goes… yah?

The next result of this experiment showed us an EXTREMELY effective way to demonstrate what you stand for, what type of character you are and if you’re the hippy type, your “why.”

“It blows me away how differently I saw marketing before running into Ryan Orrico. I used to think of it as this gross thing I had to do. Instead of the exciting way to connect my work to the world, and an integral part of the creative life I live.”​
Anca Gray
Scroll to top