Bray Jaks vs Stijn Feijen: Vulnerability beats volume on LinkedIn
Bray Jaks converts 72 avg engagements into 49.9% conversation by weaponizing personal failure and self-deprecation. Stijn Feijen converts 425 avg engagements into 77.5% conversation by leading with shocking numbers and proof-driven systems. Choose Bray if you're building personal brand authority through trust. Choose Stijn if you're selling a repeatable, automated process.
Bray Jaks
Disclaimer: I build & run 6-figure DFY LinkedIn pipelines for agencies with a proven offer.
Stijn Feijen
@ MakeUGC
- Bray: 13.4K followers, 72 avg engagement, 49.9% conversation via vulnerability stories.
- Stijn: 14.1K followers, 425 avg engagement, 77.5% conversation via numbers and proof.
- Bray owns the 'I messed up' narrative. Stijn owns the 'Here's the system' narrative.
- Both post 2x/week on Mondays. Stijn's readers engage 5.9x more per post.
Side by side
| Dimension | Bray Jaks | Stijn Feijen |
|---|---|---|
| Voice | Casual, self-deprecating friend with profanity and direct address ('Hear me out ladies & gents') who strips corporate polish through shared struggle. | Confident peer sharing a working blueprint using short declarative sentences ('No cameras. No editing marathons.') and impatient with theory. |
| Content mix | LinkedIn mechanics, personal vulnerability stories, tools/systems, and mindset shifts—all anchored to his own failures and restrictions. | AI tool stacks, automated business models, production workflows, and ROI math—all anchored to concrete cost and revenue numbers. |
| Hook style | Story cliffhangers ('And this man never replied to me again...'), conditional hypotheticals ('If I had to start LinkedIn from 0'), and urgent warnings with counterintuitive truths. | Shocking volume claims ('550 videos per day'), contrarian bold statements, and demand-validation openers that signal insider knowledge. |
| Engagement pattern | Lower absolute engagement (72 avg) but high conversation rate (49.9%) suggests readers feel safe commenting on personal admissions and asking follow-up questions. | 5.9x higher absolute engagement (425 avg) with even higher conversation rate (77.5%) suggests readers are compelled to verify, debate, and ask 'how do I do this?' |
| Posting cadence | 2 posts/week, best on Monday, story-driven format that requires narrative setup and emotional payoff. | 2.4 posts/week, best on Monday, proof-driven format that stacks numbers, systems, and results in tight sequences. |
Who wins what
425 avg engagements vs 72 means Stijn's posts reach 5.9x more people per post despite similar follower counts (14.1K vs 13.4K).
77.5% conversation index vs 49.9% means Stijn's readers are 27.6 percentage points more likely to comment than Bray's, signaling higher skepticism-to-belief conversion.
Proof-driven systems with specific tool names (VEO 3, Kling 2.6, ElevenLabs) and cost figures ($1 per video) are immediately actionable; Bray's vulnerability stories are memorable but less copy-paste.
Top 3 hooks average 2,331 engagements; Bray's top 3 average 187.7. Stijn's system is repeatable. Bray's relies on narrative timing and emotional resonance.
Pick Bray Jaks if…- You're a service provider (coach, consultant, agency) selling trust and relationship-building—Bray's 49.9% conversation rate means readers feel safe enough to DM and ask questions.
- You want to build a personal brand where your struggle becomes your moat—Bray's signature move is weaponizing failure ('Don't be like this dude... pLeAsE!') to create parasocial connection.
- You're early-stage and need to prove you're human, not a robot—Bray's self-deprecation and vulnerability stories disarm skepticism faster than credentials.
- Use the 'WARNING:' hook pattern followed by a counterintuitive truth about your niche—Bray's 122-engagement warning posts work because they signal insider knowledge and create urgency without being salesy.
- Lead with a specific moment of personal failure or embarrassment, then reveal what you learned—Bray's 'And this man never replied to me again...' (285 engagements) works because the cliffhanger forces a click and the vulnerability creates comment-safety.
- Use casual profanity and direct address ('Hear me out ladies & gents') to strip corporate polish—Bray's voice feels like a peer, not a guru, which lowers the barrier to engagement and DM outreach.
Pick Stijn Feijen if…- You're selling a product, tool, or system with measurable ROI—Stijn's 77.5% conversation rate and 425 avg engagements prove readers want proof, not personality.
- You have concrete numbers (cost, time, revenue) to back your claim—Stijn's hook pattern ('550 videos per day,' '$1 per video') converts skepticism into demand.
- You want maximum reach and algorithmic amplification—Stijn's 5.9x higher engagement per post means LinkedIn's algorithm treats his content as higher-value.
- Open with a shocking number or volume claim that contradicts the reader's assumption ('550 videos per day')—Stijn's top hook (6,709 engagements) works because it triggers immediate skepticism, forcing readers to click and comment to verify.
- Stack proof in a tight sequence: tool name + cost + output + timeline—Stijn's 'Set it up once. Automate with AI. Collect monthly.' pattern converts curiosity into action because it's specific, repeatable, and immediately testable.
- Use the 'This isn't luck. It's a repeatable system.' reframe to position your method as teachable, not genius—Stijn's 77.5% conversation rate suggests readers believe they can replicate the system, which drives comments asking 'how do I start?'
Bray and Stijn are playing different games on the same platform. Bray wins at trust-building through vulnerability—his lower engagement numbers hide a high-quality audience that feels safe enough to engage deeply and take action offline (DMs, calls). Stijn wins at demand-generation through proof—his higher engagement numbers reflect readers who are skeptical, curious, and compelled to verify his claims in the comments. Neither is 'better.' Bray's strategy works for service providers and personal brands where the sale is relationship-based. Stijn's strategy works for product and tool creators where the sale is system-based. The meta-lesson: choose your hook pattern based on what you're selling, not what gets the most comments. If you're selling yourself, steal from Bray. If you're selling a system, steal from Stijn.
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