--- title: Why 99% Never Post | Franchise Sidekick description: Brooke Budke, CEO of Momentum Brands, shares powerful insights on why so many people hesitate to post on social media – and what to do to overcome that. --- [Podcasts ](https://www.franchisesidekick.com/resources/podcasts) # [Why 99% Never Post | Franchise Sidekick](https://www.franchisesidekick.com/resources/podcasts/epsiode-31) Written by [Ryan Zink](https://www.franchisesidekick.com/resources/podcasts/author/ryan-zink) | Nov 12, 2025 6:00:00 AM   ## How CEOs can win on LinkedIn (with Brooke Budke) Why LinkedIn still has outsized opportunity ... “LinkedIn doesn’t have creators. Nobody’s willing to put their opinion out there in a professional setting," Brooke said. - The platform skews professional and under-saturated with original voices. - Content has long** **tail reach. Posts resurface for weeks or months because there’s less supply than demand. - If you’re a founder or franchisor, your voice reduces perceived risk for prospects. The relationship starts online and makes offline conversations warmer. **Key stats:** - About 1% of users post, 99% consume. - About 800 million users log in 8-12 times per day. - 80% of people prefer following a founder over the brand. ## The psychology blocking most leaders from posting - Core human fears: “I’m not enough” and “If I’m not enough, I won’t be loved.”** ** - Professional “boxes” (what we think we’re *allowed* to share) create paralysis. - **Authenticity > perfection.** Share beliefs, lessons and behind-the-scenes habits. You won’t be for everyone – and that’s the point. **“If everybody likes you, you’re probably boring.”** ## Brooke’s 10-day content system (steal this) ** Tool stack:** iPhone Notes + LinkedIn’s native scheduler + a photos/video folder. 1. **Batch writing:** Draft **10 posts** at a time (no further than 10 days to stay timely). 2. **Pair a visual:** Selfie, quick video or relevant photo (authenticity beats polish). 3. **Schedule:** Pick day/time on LinkedIn and remove emotion from the outcome. 4. **Engage:** Morning poster? Great – but **test nights/weekends** (Brooke’s surprise winners). 5. **Repeat:** Daily posting (or start with three per week). Compounding kicks in after months, not days. **Pro tip: **Enter a peak state before writing. Walk, breathe, music, affirmations – then draft. Brooke can now batch ten posts in about 90 minutes because she protects the energy *before* she writes. ## The executive edge: Leading so your team follows “So goes the leader, so goes the team.”  If the CEO is timid online, the team will be, too. - **Model the behavior**: Leaders post first, then invite teams and franchisees. - **Make it fun:** Sidekick ran a six-month contest with big prizes – behavior stuck even after it ended. - **Franchise play:** Momentum brands grouped franchisees, appointed peer captains, ran a Reels challenge and had the system vote on winners. ## Build your 5 pillars Pick five themes you want to be known for. Examples for founders in franchising: 1. **Leadership and culture:** Standards, hiring, mentoring 2. **Franchise education**: Owner stories, KPIs, funding, ramp-up 3. **Personal growth:** Habits, affirmations, fitness, routines 4. **Family/values:** What shapes decisions and priorities 5. **Industry insights:** Consumer trends, unit economics, tech Rotate these pillars and tell fresh stories within each. Repetition builds brand memory. ## Engagement strategy that actually moves the needle - **Comment > Like.** Every time you like, leave a thoughtful comment or question. It’s how you make friends, not followers. - **Ask questions in your captions** to invite dialogue (which boosts reach). - **Block “Power Minutes.”** - Habit stack engagement to existing routines (first five min. of breakfast and five min. after lunch). - Or block three five-minute slots (morning, lunch, late night) to reply with intention vs. rushing. - **Deal with negativity:** Many “this belongs on Facebook” comments are bots or low-signal. Stay curious, ask “why?” or simply move on. ## What should CEOs share on LinkedIn? **Short answer: **Your content should be more personal than you think. - - Post-COVID norms blurred office/home. Family and lifestyle moments can outperform pure business posts. - Dog cameos, garage-gym thoughts, morning routines – habits humanize leaders and build trust. - Avoid grandstanding on race, religion and politics. Instead, share beliefs and values that shape how you lead. ## A week-in-the-life posting template - **Monday:** Pillar #1 – Leadership lesson + selfie at the whiteboard - **Tuesday:** Pillar #2 – Franchise insight + quick chart or list - **Wednesday:** Pillar #3 – Personal habit (fitness/affirmation) + short video - **Thursday:** Pillar #4 – Family/value story + reflection question - **Friday:** Pillar #5 – Industry take + 3 actionable bullets - **Saturday:** Light lifestyle post (book, playlist, routine) - **Sunday:** Weekly recap or “What I’m testing next week” post Start with three days per week if daily feels heavy and scale up once you’re consistent. ## 10 post prompts to get you started 1. “Three mistakes I made in year one – and the fixes I’d use today.” 2. “My hiring litmus test in five questions.” 3. “What I wish every new franchisee knew about ramping to breakeven.” 4. “How I prep for a keynote (mindset + run-of-show).” 5. “Our meeting that actually works (agenda template inside).” 6. “Why we stopped renting attention and started earning it.” 7. “Our five non-negotiables for brand partnerships.” 8. “A customer story that changed how I lead.” 9. “What my [kid/spouse/mentor] taught me about leadership.” 10. “One dashboard metric I won’t delegate – and why.” ## Brooke’s favorite habit swap (for focus) When you feel the urge to doom-scroll before a big moment, open your Notes app and read affirmations instead. Train your mind to listen to *you*, not the feed. ## Measurable next steps (30-day challenge) 1. **Define your five pillars.** One sentence each. 2. **Batch 10 posts** in Notes this Sunday and pair each with a photo/video. 3. **Schedule** them using LinkedIn’s native scheduler. 4. **Set three five-minute engagement windows** per weekday (habit-stack to meals/coffee). 5. **Run a four-week team challenge** (points for posts, comments and value adds). 6. **Review weekly.** Which pillars/angles drove saves, comments and DMs? 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