The residents and the tourists

Of the 1,024 creators who post leadership consistently, only 138 dedicate more than half their feed to it. This top 20 splits the same way: residents like Mike Leber (90% of his feed), Costas K. G. (81%) and Dr. Brigette Hyacinth (78%), and tourists like Justin Welsh (3%), Colby Kultgen (8%) and Mel Robbins (11%) whose rare leadership posts massively out-earn their usual content.

The data behind that tourist premium is consistent: an audience that did not sign up for leadership still rewards a clear leadership take, while full-time leadership feeds compete with themselves. Justin Welsh earns a 31% premium on 3% of his feed; Mel Robbins earns 62% on 11%. Meanwhile the deepest residents hover near a 0% premium because every post is the comparison. If you write about leadership occasionally, you are playing the easier game.

Two related studies while you are here: who dominates LinkedIn country by country (United States, India, the full series), and how the broader creator landscape stacks up. And if your plan includes showing up in these creators' comments, an engagement feed makes that a daily five-minute habit.

Study them, then study yourself. With MagicPost you can analyze any leadership creator the way we just did (median engagement by theme, share of feed, premiums, trajectory) and benchmark your own profile. The data on this page is the product.