How Esteban Perez publishes 110 posts a week, drives 4+ million monthly views, and has turned it into over 36,000 newsletter subscribers… with a two-person team.
It’s really hard to post consistently on social these days, while actually seeing results.
Between drafting, researching, formatting, and hitting publish, one post can eat an hour before you know it. Multiply that by daily and it’s basically a part-time job. Do it well AND run a newsletter on top of it? Feels impossible.
Enter Esteban Perez.
Esteban runs ADHD Weasel, a newsletter for late-diagnosed ADHDers. In 18 months he and his cofounder have grown to 36,000 free subscribers and 830 paid subscribers on a $10/month tier.
And the main reason behind it? He publishes 110 posts a week.
I had to double-check this number because it sounded crazy. Dylan actually interrupted him to ask how much AI was writing this stuff, because there was no way one human was doing it.
His answer, as it turns out, is not using AI, but using a scheduling tool and prepping in advance:
“I use Publer. That’s how we manage it. And for the actual newsletter content, that’s where my co-founder comes in. He’s the one on the product side, doing the writing. My co-founder schedules the entire [newsletter-specific] posts for the month in advance, so he has all the drafts ready.”
Before we dive in, let’s be clear: this isn’t a “how to grow on Threads” post.
Yes, Threads is where Esteban runs the machine right now. But the system underneath is what makes it work, and it works on any platform where you’re building an audience. Substack Notes, LinkedIn, wherever you are hanging out.
Here’s the exact system he uses.
The 60/40 Rule (What He Posts)
Every week’s content splits into two buckets:
- 60% proven formats. These are structures that Esteban already knows convert well based on months of running the same formats and watching the numbers. Same skeleton, fresh topic each time.
- 40% experiments. New formats he’s noticed working for other creators that week, plus resurrections of old winners that might have gone quiet in the algorithm.
That split is the reason this all works so well.
Too much experimenting and your baseline volume drops off. Too little and your proven formats burn out – because change what is working or not constantly. Threads especially…
Esteban put it perfectly:
“The algorithm just sort of kills them off after a couple of weeks.”
The 60/40 keeps you posting bangers while you keep finding new formats to mash together.
Get it? Bangers and mash….I’ll see myself out.
The 4 Format Types He Runs Simultaneously
Esteban runs 4 different format types every week. And each one has a specific purpose.
1. Pure resonance posts (the fuel)
These posts are short, specific, and relatable. The goal is engagement, which means they should be hyper-digestible and hyper-relatable. Esteban doesn’t add any links or CTAs to these posts.
These posts are basically algorithm fuel. Esteban’s hypothesis is that you need a critical mass of no-link posts before the platform will show your linked posts to a meaningful audience.
Your mileage may vary.
2. The mini-newsletter-in-a-post
These are longer-form posts with a specific structure: super specific hook, then a short bit of the science (“here’s what’s actually happening”), then 2-3 tips.
Basically a preview of the newsletter’s value in shorter form.
These post work especially well on Substack Notes where Esteban can add bold formatting and pull-quotes to break things up visually (which matters a lot for his ADHD audience specifically)
If you’re in finance, include a few tables and numbers as examples. Keep it relevant to your audience and they’ll stick around longer.
3. The Delayed Link Thread
Esteban leverages this strategy in most of his posts on Threads. And he uses Publer to schedule it out. Since there’s a lot more to it, we break it down in more detail further down in this post.
But if you want to see it live in action, here’s an example of the Delayed Link strategy right in Threads →
4. Newsletter-specific posts
They create 4-5 posts per newsletter drop, engineered to send readers to that specific article. Written after Esteban’s co-founder finishes the newsletter draft.
Mixing up the types of posts and formats really matter. Posts with links will constantly get buried by the algorithm while posts with zero link-outs will never convert any new subscribers. Esteban’s mix balances each.
The Batch Schedule (When He Posts)
Batching is what makes 110 posts a week possible. Instead of creating daily, Esteban creates “batches” of everything on Mondays.
Monday morning is one long block.
- He pulls last week’s data (more on that in a sec)
- Makes decisions based on his analysis of what went well/didn’t
- Schedules the entire coming week’s ~110 posts through Publer (roughly 1 every hour during active times like 8am to 6pm)
And then for the rest of the week, he collects ideas.
He scrolls the platform and saves references. He captures screenshots and formats, or ideas he wants to try the next week. The collecting happens continuously whereas the creating happens in one block.
This is how one person can run that crazy volume. “Posting 110 times a week” means writing on Monday and letting the scheduler run for the rest of the week.
The Delayed Link Strategy
Threads (and most social platforms) penalize posts with outbound links. Algorithms frown upon links because they read it as “trying to move users off-platform” and they bury the content.
Esteban’s workaround is to schedule it through Publer:
- Post 1 goes live with just the content (no link)
- Post 2 goes live an hour later as a reply (still no link)
- Post 3 (the final reply) drops 10-30 minutes after that… WITH the link.
By the time the link appears, the earlier posts have already generated views and engagement. The algorithm has already decided the content is worth showing.
This is something that used to work well on Twitter (RIP) so it’s no surprise that Threads has something similar.
This same principle works on LinkedIn, Instagram, and Substack Notes. Of course, the specifics change, but the logic is sound. You can (at least try to) avoid link suppression with sequencing with the Delayed Link Mechanic.
There are a group of people who say that adding links to their posts does not negatively impact them, but I’d say they are in the minority 🙂
The Weekly Analysis (& What He Actually Fixes)
Okay this is the part that separates Esteban’s machine from everyone else grinding out content and hoping.
The word he used more than any other in our entire podcast conversation was analysis.
Every Monday morning, before scheduling a single new post, he runs the previous week through Claude. And he’s not just asking “which posts got the most views.”
Esteban asks:
- Which posts drove subscribers, not just views?
- What was different about the verbiage, tone, or hook shape in the winners vs. the flops?
- Which formats from a month ago are still working? Which have stopped performing?
- Which CTAs converted? Quiz link, subscribe page, Substack link, no link at all?
- What are other creators in adjacent niches doing that he hasn’t tried?
The answers feed back into the 60/40 split from earlier. The formats that still perform well go into the 60% bucket. Formats that stopped working get shelved. New references from the week’s scrolling become the 40% bucket.
A specific example from our conversation: a few months in, Esteban ran a broader bottleneck analysis and realized Substack Notes was converting to paid subscribers at a way higher rate than Threads, even though Threads was doing more raw views. He shifted attention accordingly the following week.
That’s a perfect (and powerful) example of how a big content decision came directly from the numbers.
Tying It All to Newsletter Drops
Here’s where the machine turns social output into newsletter growth. Unfortunately, it’s the layer most of us skip entirely (guilty!).
But Esteban is extremely intentional with this.
His co-founder drafts the newsletter posts a month in advance. And for every newsletter, they write 4-5 dedicated posts engineered to send readers to that specific article.
They aren’t vague “check out my newsletter” types of posts.
They get way more specific. For example: a preview of the RSD breakdown from the day’s article, or a teaser of the actual research inside. It’s always tied to that article on the day it was published.
And believe it or not, these posts sit outside the weekly 110 count. They’re just bonus content. But they make sure every article gets a fair shot, instead of only the ones that happen to land on a good posting day.
How to Replicate This
- Pick one platform. Whichever one your audience is on and you can be prolific on. Don’t spread yourself across 4. Just one.
- Pick a weekly volume you can actually sustain. Even 10 posts a week is enough to run this system. Consistency plus enough at-bats to generate real data is what matters.
- Write down your 3-5 proven formats. These become your 60% bucket. Everything outside is an experiment.
- Pick one batch day per week. See if you can’t get everything written in a few hours. \ My brain loves turning things into games, so I think that could help a lot here.
- Save references as you scroll during the week. Screenshots, format ideas, hooks. Save everything that catches your attention. This is what feeds your batch day.
- Run a weekly analysis. 20 minutes on which posts drove subscribers will help you start to see patterns.
- Route around link penalties. Learn your platform’s outbound link rules and delay the link accordingly. This will take some trial and error.
- Tie 4-5 dedicated posts to every newsletter piece. Create posts for that specific article, instead of a “new post is up” reminder.
Start with 2-3 of these, and be patient. Esteban spent a year posting manually before he ever touched a scheduler… because he needed to know which formats deserved to be scheduled at volume in the first place.
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