--- title: "Distribution: questions" description: "How much goes out, where, and how to read it." canonical: https://tomsharman.com/questions/distribution/ updated: 2026-10-25 --- # Distribution > How much goes out, where, and how to read it. ### How often should a founder post? Two to three short form pieces a day, LinkedIn every weekday, and YouTube tested every one or two weeks. If three a day feels like a lot, start at one a day and add the second when it is easy. Two daily slots never change: a podcast clip and a selfie video. From: https://tomsharman.com/faq/ ### Which platform should a founder start on? Instagram first, because it is where you learn fastest. LinkedIn only gets the proven winners, because it holds the buyers. YouTube comes last, because it is the hardest place to grow without an audience and the slowest to learn on. From: https://tomsharman.com/faq/ ### When does content start working? The numbers usually move in months four to six. Before that, watch the signals: average views going up, a few outliers, DMs, regular viewers and named people watching the stories. The baseline moving matters more than any spike. From: https://tomsharman.com/faq/ ### What does "Three a day" mean? Post three times a day, with trial reels on top. At that volume every video is a lesson, and the momentum does the rest. From: https://tomsharman.com/playbooks/distribution/three-a-day/ ### How do I put "Three a day" into practice? Start at one a day, every day, and add the second once it feels easy. Build to three on the main feed, from one batch shoot a week. Run two trial reels a day to test hooks, and move the winners to the feed. From: https://tomsharman.com/playbooks/distribution/three-a-day/ ### Why does "Three a day" matter? Posting three times a day is really important. At that volume every video is a chance to learn. From: https://tomsharman.com/playbooks/distribution/three-a-day/ ### What does "Overwhelm the algorithm" mean? Overwhelm the algorithm. Every post is a shot on goal, and 80% of the way five times a day will always out-learn 100% three times a week. From: https://tomsharman.com/playbooks/distribution/overwhelm-the-algorithm/ ### How do I put "Overwhelm the algorithm" into practice? Lower the bar to 80% and raise the number of posts. Repurpose every winner into carousels, fake tweets and other platforms before filming more. Batch shoot so one day feeds the whole week. From: https://tomsharman.com/playbooks/distribution/overwhelm-the-algorithm/ ### Why does "Overwhelm the algorithm" matter? My whole strategy is overwhelming the algorithm. Shots on goal. From: https://tomsharman.com/playbooks/distribution/overwhelm-the-algorithm/ ### What does "Signals before numbers" mean? A follow is the biggest signal there is, short of a sale. Watch the signals for three months; the numbers arrive around month four. From: https://tomsharman.com/playbooks/distribution/signals-before-numbers/ ### How do I put "Signals before numbers" into practice? Track views divided by follows for every post. Lower is better. Watch the average and the median rise, and ignore the single spike. Count the DMs, the regular viewers and the named people watching the stories. From: https://tomsharman.com/playbooks/distribution/signals-before-numbers/ ### Why does "Signals before numbers" matter? A follow is the biggest signal you can get online, short of someone buying. So the metric I use most is views divided by follows, every post. From: https://tomsharman.com/playbooks/distribution/signals-before-numbers/ ### What does "Instagram first" mean? Instagram first, because that is where you learn fastest. LinkedIn gets the proven winners, because it holds the buyers. YouTube comes last, because it is the hardest place to grow. From: https://tomsharman.com/playbooks/distribution/instagram-first/ ### How do I put "Instagram first" into practice? Put every format on Instagram first and read the result within days. Rewrite only the winners for LinkedIn, with the depth written underneath. Cross-post to TikTok and Shorts when it costs nothing. From: https://tomsharman.com/playbooks/distribution/instagram-first/ ### Why does "Instagram first" matter? Right now you need to be Instagram first. It's where you learn fastest, so it's where we test. From: https://tomsharman.com/playbooks/distribution/instagram-first/ ### What is the most common mistake you have made building someone else's brand? Data plus gut, and back yourself. A bad video with no views harms nothing unless it damages the brand. From: https://tomsharman.com/lessons/assumptions-made-too-fast-and-risk-avoided/ ### What is the most common mistake in building a personal brand? Making assumptions too quickly, and being afraid to take risks. From: https://tomsharman.com/lessons/assumptions-made-too-fast-and-risk-avoided/ ### What does a bad video cost? Very little. If it gets no views, no one sees it. The exception is anything that damages the brand. From: https://tomsharman.com/lessons/assumptions-made-too-fast-and-risk-avoided/ ### What matters more than perfection? Momentum. Killing it over tiny decisions damages the outcome you want. From: https://tomsharman.com/lessons/assumptions-made-too-fast-and-risk-avoided/ ### Which platform should a founder own first, and which should they ignore? Instagram and TikTok are the test bed. LinkedIn only gets proven winners. YouTube is the slowest place to learn. From: https://tomsharman.com/lessons/short-form-first-linkedin-on-winners-youtube-last/ ### Should a founder start on YouTube? Usually not. It is the hardest platform to grow on without an audience, and learning is slow at one video a week. From: https://tomsharman.com/lessons/short-form-first-linkedin-on-winners-youtube-last/ ### Where should they start? Short form on Instagram and TikTok, with Instagram as the biggest lever. From: https://tomsharman.com/lessons/short-form-first-linkedin-on-winners-youtube-last/ ### What goes on LinkedIn? Only the formats and videos that already won on short form. LinkedIn holds the buyers. From: https://tomsharman.com/lessons/short-form-first-linkedin-on-winners-youtube-last/ ### Three months in, what tells you it is working before the numbers move? Average views rising, outliers, DMs and named viewers. The numbers come in months four to six. From: https://tomsharman.com/lessons/signals-show-before-numbers-and-numbers-come-at-month-four/ ### When do the numbers move? Usually in months four to six. Three months is too soon to expect it. From: https://tomsharman.com/lessons/signals-show-before-numbers-and-numbers-come-at-month-four/ ### What are the early signals? Average views going up, a few outliers, DMs, regular viewers and named people watching the stories. From: https://tomsharman.com/lessons/signals-show-before-numbers-and-numbers-come-at-month-four/ ### What matters more than a spike? The baseline moving. From: https://tomsharman.com/lessons/signals-show-before-numbers-and-numbers-come-at-month-four/ ### What is a realistic posting cadence for a founder? Short form two to three times a day, LinkedIn every weekday, YouTube tested every one or two weeks. From: https://tomsharman.com/lessons/two-to-three-a-day-linkedin-five-times-a-weekday/ ### How often should a founder post short form? Two to three times a day. From: https://tomsharman.com/lessons/two-to-three-a-day-linkedin-five-times-a-weekday/ ### How often on LinkedIn? Five times a week, every weekday. From: https://tomsharman.com/lessons/two-to-three-a-day-linkedin-five-times-a-weekday/ ### And YouTube? Running, or at least tested, every one or two weeks. From: https://tomsharman.com/lessons/two-to-three-a-day-linkedin-five-times-a-weekday/