What Bert Hubert Gets Right About Content

What Bert Hubert Gets Right About Content

The first time I stumbled across Bert Hubert's posts, I was just scrolling. Two minutes later I was deep in a thread about GPS anomalies and European digital autonomy, thinking about cloud vendors and sovereignty on a random Tuesday morning. With 16,958 followers, a Hero Score of 468.00, and around 4.3 posts per week, he's clearly doing something right.

I wanted to understand why a Dutch researcher-publicist with no flashy personal brand trappings is outperforming a lot of classic LinkedIn "growth" creators. So I pulled his numbers next to two very different but successful profiles: Anastasiia Leiman (coachsultant helping ex-corporates build businesses) and Irene Rompa (event moderator and mediator). And the patterns that showed up were fascinating.

Here's what stood out:

• Bert punches above his weight - his Hero Score 468.00 beats Anastasiia's 370.00 and Irene's 351.00, despite them being in more obviously "marketable" niches.
• His content feels like public service, not self-promotion - yet it still drives serious engagement.
• He breaks a lot of LinkedIn copywriting "rules" - and that seems to help, not hurt.

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Bert Hubert's Performance Metrics

Here's what's interesting: on paper, Bert is not the obvious "influencer type". No polished brand tagline, no promise to 10x your revenue. Yet his stats say his audience really sticks around and reacts when he posts.

Key Performance Indicators

Now, here is where it gets fun: those numbers only really mean something when you stack them next to other creators.

Side-by-side Creator Snapshot

*Posts per week only available for Bert, but the relative Hero Scores already tell us how "efficient" their content is at sparking reactions.

Bert is not just bigger - his engagement relative to audience size is stronger. That's the core story here.

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What Makes Bert Hubert's Content Work

When you read through Bert's posts, you don't feel sold to. You feel briefed. Warned, sometimes. Pulled into a bigger conversation about who controls our infrastructure and data. That is a very different vibe from growth coaching or event promotion - and it gives us a nice contrast with Anastasiia and Irene.

1. Turning complex tech policy into punchy micro editorials

The first thing I noticed is how fast Bert gets to the point. He opens with a concrete event, news item, or technical anomaly, then twists it into a bigger warning about dependency or autonomy. No fluff, no preamble.

So you get lines like (paraphrased): threats about Greenland, punitive tariffs, then instantly "this list is alarming" or "more US dependency, just what we needed now". It feels like you walked into the middle of a sharp dinner conversation.

Key insight: Start with a real-world trigger, then immediately spell out the deeper risk or tension in one sharp sentence.

This works because people on LinkedIn are half-scrolling, half-thinking about their own work. When you hook them with something happening right now (a government move, a GPS issue, a migration to Azure) and connect it to a structural problem (loss of digital autonomy), they suddenly care. It is relevance plus stakes.

Strategy Breakdown:

Now look at this next to Anastasiia and Irene:

Same platform, totally different emotional contracts with their audiences.

2. Advocacy over self-promotion

Bert rarely makes himself the hero. Yes, he occasionally says "I just heard that..." or "I can't anymore" to vent, but the spotlight stays on systems, decisions, and power structures.

Anastasiia, by contrast, very clearly positions herself as a guide: ex-finance director, built a 6-figure business in 12 months, now helping you do the same. Irene positions as the safe pair of hands in the room. Both are classic authority-based personal brands.

Key insight: You can grow fast on LinkedIn by being a channel for something bigger than you - not just by polishing your own story.

Comparison with industry patterns:

This "public service" vibe is a big part of why his Hero Score is so strong. People share and comment because they feel he is speaking for the collective, not just for his own funnel.

3. A voice that sounds like an annoyed but informed friend

Want to know what surprised me? Bert's posts read more like high-end Twitter threads than classic LinkedIn posts. Medium-length sentences, lots of colons, occasional all caps for emphasis ("TOTAAL afhankelijk"), and that dry Dutch sarcasm.

He also flips between Dutch and English depending on topic and audience. That is risky - you are technically splitting your reach - but for him it reinforces authenticity. He sounds exactly like the kind of tech-policy nerd you would love to sit next to at a conference dinner.

The reason this works: people do not just respond to information, they respond to temperature. Bert's medium-high emotional energy ("this is bad, we should wise up") makes even dry topics feel alive.

4. Consistency without burnout-y spam

Remember that 4.3 posts per week number? That is quietly important.

He is not posting 3 times a day. He is also not vanishing for weeks. Four-ish thoughtful posts per week is enough to stay top of mind, but not so much that his feed feels like a factory.

Anastasiia likely posts more often with classic content formats (wins, tips, carousels). Irene probably posts less but with a focus on event visibility and authority. Bert sits in that sweet spot: frequent enough to spot patterns in the news, rare enough that when he speaks, it still feels like "oh, this is worth reading".

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Their Content Formula

So what is actually happening under the hood when Bert publishes? If you strip away the topic and look purely at structure, a simple formula emerges.

Content Structure Breakdown

The Hook Pattern

Bert rarely warms up. He drops you into the story at line one.

Template:

"[Current trigger or fact], and that makes this [systemic problem] painfully clear."

Example patterns, based on his style:

• "With the threats about Greenland and the punitive tariffs we're getting, this overview might be useful."
• "Something was off with GPS yesterday, and the data shows just how fragile our infrastructure really is."
• "Nice detail: the cabinet is quietly moving critical systems onto US clouds."

Why does this hook work? Because your brain is already primed by headlines. He taps into that and says: "Yes, that thing you saw? Here's the part you should really worry about." If you create thought leadership content, you can steal this gently: anchor in a news item your audience already cares about, then add the part no one explained yet.

The Body Structure

Once he has your attention, Bert moves fast through his logic.

Body Structure Analysis:

Notice what is not here: long listicles, complex frameworks, endless emojis. The body is compact and opinionated. That is perfect for busy professionals who want signal, not fluff.

The CTA Approach

Bert's calls to action are almost never "book a call" or "subscribe here". They sound more like: "we should urgently wise up" or "help us regain our digital autonomy". The ask is civic, not commercial.

Psychologically, this is clever:

• It makes people feel part of a responsible in-group.
• It lowers resistance because no one feels sold to.
• It triggers comments like "yes, this" or "sharing with my team" instead of "nice ad".

If you are in a commercial niche like Anastasiia, you probably do need more direct CTAs. But you can still borrow Bert's move: alternate between hard offers and soft, collective calls that build trust and identity.

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3 Actionable Strategies You Can Use Today

1. Hook your posts to real events - Instead of starting with "3 tips for better X", begin with "Yesterday [this happened], and it shows how fragile our X really is."

2. Make a bigger theme your main character - Pick one big idea (autonomy, safety, economic freedom, whatever fits your niche) and let your posts keep circling that, like Bert does with digital sovereignty.

3. End with thought, not just pitch - Even if you have an offer, close one or two posts a week with an implicit civic CTA ("we should stop doing this", "our industry needs to get better at...") to build credibility.

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Key Takeaways

1. Bert wins on depth plus urgency - His high Hero Score of 468.00 is not an accident; it is the result of opinionated posts tied tightly to current events.
2. Different niches, same principle - Whether you're a coach like Anastasiia or a moderator like Irene, you can still anchor your content in real moments and strong themes.
3. You do not need polished "influencer energy" - Bert's semi-formal, slightly irritated voice is proof that being clear, consistent, and genuinely concerned can outperform slick branding.

Long story short: if you care about something bigger than yourself and you are willing to say what you actually think, LinkedIn can absolutely reward that. Try one "Bert-style" post this week and see how your audience reacts.

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Meet the Creators

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This analysis was generated by ViralBrain's AI content intelligence platform.