Dakota Robertson's Full Story from College Dropout to a $250K Month on Social Media
Learn How Founders Build Their Brand, Content Strategy and Create Viral Moments.
*This is Dakota's total engagement numbers from his 2-year journey (through October 7, 2024)
Introduction
Last week, I launched The Creators Attention with Luke Matthew’s story and how he pivoted from LinkedIn to X and YouTube. LinkedIn was his home.
That got me thinking… why not find a top creator who pivoted from another social media platform to LinkedIn and still nailed it?
So, I narrowed everything down to Dakota Robertson.
Yes, he has 67k+ followers on LinkedIn today, but it wasn’t his primary social media - he actually pivoted here.
He has…
- 269K+ followers on X
- 162K+ on Instagram
- 58K+ on Threads
- 18K+ on YouTube
A few days ago, I was watching his YouTube video “From College Dropout to $1M Net Worth in 3 Years | My Story” (yeah, I do my homework). Dakota shared EVERYTHING about his childhood and life, and something caught my attention. It wasn't the numbers or the strategies – it was a simple piece of advice from his mom:
"Dakota, never work for someone else.
You’ll never be successful that way.
Start your own business when you grow up.”
But let’s rewind a bit.
Before the million-dollar business, before the 570k+ followers, Dakota was just a chubby kid growing up in an unbalanced world.
Video games… lots of them… became his escape.
But he later developed something many addicted gamers didn't – a persistent habit of reading, journaling, and listening to podcasts.
Then came December 2017 – the turning point.
After hearing about a podcast host's trip to Vietnam, Dakota made a decision that would change everything…
…a three-month backpacking adventure through Southeast Asia.
Most people come back from backpacking with photos and stories. Dakota came back with something more valuable – clarity.
“I realized my biggest value is Freedom.”
Fast forward to December 2020 – global pandemic, uncertainty everywhere, and here’s what Dakota did…
Dropped out of college and created a new Twitter account. Classic "either brave or crazy" moment!
But here's why this story matters:
In a world where most creators are fighting to dominate 1 platform, Dakota built an empire across 5.
He didn't just make money – he made systems.
He didn't just build followers – he built a community.
He didn't just create content – he created frameworks.
And today, I'm going to break down exactly how he did it.
So, let’s get into how this video game-loving kid turned his mom's advice into an empire…
How Dakota Makes Money
On September 12, 2024, Dakota shared a glimpse into how he made his first dollar after taking his “crazy action in December 2020.
In February 2019, he returned to Alberta from his life-changing trip.
Before eventually creating the new account on X, he tried pretty much everything… electrician work, crypto investing, iPhone flipping, eBay reselling, Amazon FBA, name it.
He never worked up to 6 months on any single job. But they taught him something valuable – the traditional path wasn't his path.
In the meantime, he went to college and continued his education (Dakota said schooling was a backup plan for him until he knew what he wanted to do with his life).
Well, he eventually dropped out of college in his 2nd year.
The moment everything changed
In September 2020, Dakota was scrolling on Twitter and suddenly saw a scroll stopper. It was a lightbulb moment for him.
A user was promoting an ebook that could potentially help the user grow their audience for $40.
After buying it, Dakota realized that he needed to open a new Twitter account where he would not just be posting about random motivational stuff but really valuable content that people would gravitate towards - writing… even though he also started learning it at the time.
Then comes another crazy decision, possibly crazier than dropping out of school…
With only $8,000 in his bank account, he spent $6,000 on Dan Koe's course - that’s 75% of his entire life savings and probably his net worth.
In a post Dakota shared in December 2022, he described his journey from dropping out of college in Year 2 and how he dabbled into online marketing.
Dakota's first paid gig was a modest $200 from Dan Koe for some community feedback. But here's where it gets interesting
Ghostwriting Agency (Growth Ghost)
His first real business was a ghostwriting agency focused on X.
In November 2021, a couple of months after his first gig with Dan Koe, Dakota launched his ghostwriting agency and landed 3 clients in 28 days, totaling $11k.
Of course, that was several months of intense reading and watching several YouTube videos (according to him).
In less than a year, he grew the business from $0 to $50k/month and by year 2, he consistently bags $30-50k a month and had built a $1M agency.
While making money, he kept growing his following on X and Instagram.
Premium Courses
In 2023, Dakota made a pivot. Instead of just writing for people, he started teaching them how to write.
He launched his online growth course in early 2023 earning him almost $300k. That, together with the second cohort fetched him over $500k in 2023 alone.
On May 11, 2024, Dakota started talking about his personal branding course on his LinkedIn post - Full Stack Creator, a program focused on teaching freelancers, coaches, and entrepreneurs the ultimate system for attracting more clients, charging premium rates, and scaling their businesses.
He started talking about the course in May 2024, and he mentioned it in his post for 4 solid months, non-stop - every single day.
As he kept talking about the program in his daily LinkedIn posts, he started building a waitlist for another cohort…. And it worked.
By September 21, 2024, he already had 1400+ people on the waitlist for the next cohort.
[The course costs $299 down payment and $99 monthly payment…do the math.]
The Newsletter
Dakota runs an email newsletter channel, using it to maintain an open channel to share more and extend premium offers to his audience.
On August 31, 2023, Dakota mentioned his newsletter in his LinkedIn post for the first time (that I found).
After that day, he makes signing up for the newsletter his CTA in almost every following post.
By the following month, in his post, Dakota mentioned that he already had 10,600+ subscribers to the same newsletter.
And later in the year, he mentioned having 11k+ subscribers.
Here’s how it happened.
He actually started the newsletter, Capital Creators in March 2022 - that was way before he started using LinkedIn.
So he has pulled subscribers from all over his social media accounts.
The Platform Jumps
One of the things that helped Dakota grow on LinkedIn is his community on X and IG. Often you will find him referring to his posts on social media platforms and using screenshots of his viral posts.
That’s how he started and reached 2k reactions in just 1 week.
Indeed, you could say he knew what he was doing before starting on LI. He understood what he wanted and how exactly to get it.
At other times, you will find a full post on LinkedIn just about his experience on Twitter - like the post he shared on December 27, 2022.
And there’s no better way to build trust than saying (without exactly saying) that you’re not only good on LinkedIn, but on X, Instagram, Threads, and even YouTube.
When you find someone who started two months ago and claims to following of up to 500k across other social media platforms… when they talk, you’ll listen.
Dakota simply leveraged his following on X, mostly.
And when he started on LinkedIn, he did that with consistency. He posted every single day, and sometimes multiple times a day, from the very first week.
In one of his posts shared on February 8, 2024, Dakota revealed how he repurposes content across social media.
With his style, he starts sharing different ideas on X. Of all the ideas he posts, he identifies the high-performing ones - those are ideas that resonate with his audience.
From those, he develops reels for Instagram and YouTube shorts. He also makes long-form copies for LinkedIn. Rinse and repeat.
One piece of advice you can take from him— never rely on a single social media platform to reach your audience.
And this is one of the reasons why you will find top creators extend their reach beyond only LinkedIn, IG, or even X.
A single policy change or even ban can ruin your business if you rely on just any one of them.
Take Luke Matthews, for instance (I reviewed him last week and you can catch the full deep dive here) was banned 8+ times on LinkedIn alone.
Same thing happened to Dakota. But in his case, it was on Instagram.
Here’s the short form of the long story…
In early 2024, he was banned, just ONE day before launching his big cohort.
Now imagine planning this big event…
You’ve grown a long waitlist for several months.
You’ve shared posts daily about the course and what they stand to gain.
You’ve promised and have made 100s of people make payments for a course you’d start with them.
ONE DAY to that… drum rolls… your profile disappears.
So...
What happens to you?
What happens to your audience?
What happens to the trust and reputation you’ve built?
Everything’s gone because one dude somewhere clicked their mouse and confirmed “YES” when the next prompt came up.
So, you’re banned and can’t reach anybody. Nada!
You know Dakota’s saving grace…
He has a newsletter subscribers’ email list.
…And that brings me to the next important thing, which I also mentioned last week.
Own Your Audience, Not Just Your Conversation
Dakota talked about this on May 2, 2024:
“Someone paid to ban me on Instagram at the start of the year.
It was the day before my big cohort launch when I logged in and saw the message:
“You have been suspended indefinitely”.
You may have so much authority on any social media platform that even when you “cough,” you get a million likes… it’s still not your platform.
Someone somewhere can decide “they no longer want you there”.
So you MUST build your platform where you do not only have control over the conversation but also the relationship.
Dakota continued…
“But if I didn’t have my email list or my other social media platforms…
I woulda been royally screwed.
That’s why it’s important to diversify your audience.
Get them on a traffic source where you’re in control, like an email list.”
And that’s what I’m talking about. With the email list, he maintained open communication with his 11k+ subscribers.
The Attention Timeline
Unlike many other top creators who started on LinkedIn without really knowing exactly what they’re doing, and having several months of trial and error, Dakota’s journey was pretty directional from the start - he knows WHAT he really wants and HOW to get it.
He’s the perfect example of someone who hit the ground running on LinkedIn in an intentional direction. He walked in like he owned the place.
His first post ever on LinkedIn had 300+ likes and then hit 2k likes the following week.
Here’s Dakota’s storyline on LinkedIn…
He shared his first post on October 22, 2022 (304 reactions, 54 comments, 19 reposts).
I actually had to triple-check this. You know that thing where you keep scrolling to the bottom of someone's profile thinking "There's no way this was their first post"? Yeah, I did that. Trice.
Who gets that many likes and comments on their first LinkedIn post ever??
But here's the thing – Dakota wasn't really a "new" creator. He was just new to LinkedIn.
By the time he posted his first LinkedIn update, he'd already built a massive following on X and Instagram. The guy had already cracked the code of social media engagement. LinkedIn was just his next conquest.
He knew exactly what he was doing.
He already identified his potential audience, voice tone, and brand. He literally has everything figured out before his first word appears on LinkedIn.
At that time, he already had a huge following on X and Instagram and just wanted to pivot to LinkedIn.
Now check out his first post;
Not only was this copy very well written with good use of white space and excellent readability, Dakota also attached 4 screenshots of his posts on X (all the 4 screenshots have 4.1k+ likes, 796 retweets, 137 replies).
So you see... he already gets 1000s of likes on his X posts before starting his LinkedIn journey.
In just 1 week, Dakota had 2k+ likes, 136 comments, 275 reposts on his post (on November 3, 2022).
His early strategy was simple yet brilliant and effective…
- Write killer copy that punches hard.
- Back it up with proof of viral success from X.
- Keep it short and sharp (the X influence was strong here).
On LinkedIn, Dakota displayed how to get more with less.
Of course, that’s what kills in on Twitter. There’s very little chance for long-form content. No room for fluff. You need to put your content summarization skills to the test and get your ideas out using the littlest amount of words.
This really helped Dakota on LinkedIn. Just drop the bomb and walk away.
On Boxing Day, 2022, he shared a screenshot - 4 lines of short sentences each.
This post got 3,800+ likes.
Still following his style of providing excellent copies, well written and a screenshot of his twitter post, Dakota shared a post on July 5, 2023 (barely 9 months after his launch), and got 12k likes, 300+ comments, 800+ reposts.
This post was the real game-changer for him on LinkedIn. His performance - reactions, comments, and reposts - rose to a new level.
Around this time, he started posting more long-form content as against the short, X-like posts that he previously shared for several months.
As it is a common act with top LinkedIn creators to reshare their posts, Dakota did the same here.
His highest post of all time, shared in July 2023 - Dakota shared again on September 9, 2023
Now, he used the post to invite his audience to signup for his newsletter, and this time, the post got 4.7k+ likes.
In early 2024, he resumed posting short and punchy text content on LinkedIn - just as he did when he started in 2022. But this time, he added a twist - videos.
One more thing here… when it comes to reposting your content on LinkedIn, many creators do that the same way. Dakota does it differently.
When he reshares his posts, he changes the media file attached to the post.
Like he did for this post he initially shared on December 21, 2022 (705 reactions, 80 comments, 40 reposts).
“The moment I decided to drop out of my 2nd year of college was during an activity where my professor told us to mimic a weather system for how we were feeling…”
He shared the same post 3 more times (October 6, 2023, October 26, 2023, and October 29, 2023). Ultimately the content of the media files was the same but he changed the design each time.
Here’s what I’m talking about:
The Attention Attractors of Dakota Robertson
His Raw Personal Story
Dakota's origin story isn't just compelling – it's relatable in a way that makes you stop scrolling. His YouTube content about growing up without direction until he was around 20 would strike a chord with anyone who's ever felt lost or misunderstood.
He's not afraid to get vulnerable (that’s actually the gateway to people’s hearts).
For instance, his August 17, 2024 post that started with "I was born without a father."
This isn't pity party – it's authentic sharing that helps his audience feel less alone in their struggles. His content speaks directly to:
- People searching for their path.
- Anyone who feels like an outsider.
- People who just want to “do their thing”.
- Those questioning conventional lifestyles.
Also on March 3, 2024, he shared “I scaled to $20,000 a month with a 10-year-old laptop, a shitty landing page, and Starbucks wifi.”
Cross-Platform Influence
Here's where Dakota plays chess while others play checkers. His multi-platform presence isn't just impressive – it's strategic.
He has more than half a million followers across X, Instagram, LinkedIn, Threads, and YouTube.
His performance on LinkedIn was greatly aided by his community on Instagram and X (especially).
So when he dropped his first LinkedIn post, it pulled 300+ likes. An insane performance or a first post. But here’s the truth…
He wasn’t just starting from zero. He brought his X and Instagram audiences with him, creating instant credibility. This cross-platform synergy helped him reach 11k+ newsletter subscribers within months of pivoting to LinkedIn (again, he already started building that before starting on LinkedIn).
That's what happens when you enter a new platform with proof of concept.
Master of the Hook
Dakota's hooks aren't just good – they're scroll-stopping. Dakota really uses them to “hook” his audience.
The hook is still one of the most powerful tools a copywriter can use to “key” readers to their page and still bring them back wanting more. Look at these…
"Writing 'dumb' is one of the smartest things I do" (May 7, 2024)
"You have 2 choices when bad shit happens to you" (March 25, 2024)
"Nothing speaks louder than a weak handshake + bad eye contact" (December 5, 2024)
Each hook is:
- Short and punchy.
- Slightly provocative.
- Impossible to scroll past.
- Promise of valuable insight.
Creator Connections and Strategic Mentions
Here's where Dakota shows real finesse. He doesn't just randomly tag big names – he builds genuine relationships first.
Build real relationships with other creators and you can freely mention them in your posts. This way, you leverage what they’ve built online.
His connection with Dan Koe is the perfect example. Dakota has mentioned Dan Koe 17 times in 2 years, but it's authentic because they actually lived together (mentioned on December 12, 2022 and September 8, 2023).
This isn't clout-chasing… it's natural relationship leverage.
Perfectly-Timed Humor
Everyone loves humor and Dakota knows exactly when to lighten the mood. Even in serious posts, he slides in humor that makes his content more memorable.
Everyone knows that Dakota dropped out of college in year 2. But he once mentioned he had a PhD…” I got my PhD from YTU.(YouTube University)”
He also said this line: "Pineapple on my pizza, oh so fine" – this has even become his signature. He’s always talking about pineapple toppings on pizza (but let's face it, pizza toppings are always controversial).
This mix of serious value and strategic lightness makes his content:
- More shareable
- Highly memorable
- Naturally engaging
- Authentically human
How to copy/paste Dakota’s success
Now, let's break down everything from Dakota’s journey into actionable strategies you can start using today.
Lead With Your Story (Even on LinkedIn)
Here's something most people get wrong about LinkedIn – they think it's too "professional" for personal stories. Dakota proves that's dead wrong.
Here’s why it always works:
- Creates hope.
- Feels authentic.
- Shows vulnerability.
- Breaks the "perfect success story" mold.
People make emotional decisions first, then justify them with logic later. Your personal story isn't just content – it's your connection point.
Show Your Receipts
Dakota doesn't just talk about building a huge online following across social media platforms – he proves it.
He has 269K+ followers on X, 162K+ on Instagram, 67K+ on LinkedIn, 58K+ on Threads, 18K+ on YouTube.
On May May 13, 2024, he posted:
"I've grown my total following to 500,000+ on Twitter, YouTube, LinkedIn, Threads, and Instagram."
But here's the thing – he wasn’t just bragging about numbers. He shows:
- Real revenue figures
- Platform growth metrics.
- Student success screenshots.
When you've got receipts, people don't just listen – they take notes.
Work Smarter, Not Harder
Here's Dakota's genius content strategy from May 23, 2024:
- Turn short-form into long-form.
- Transform newsletters into videos.
- Convert text posts into video content.
This isn't being lazy – it's being smart. Dakota knows that burning yourself out creating 100% original content for every platform is a fool's game.
He also shared a short on February 8, 2024: "How I scaled my audience to over 500,000 people" – it's about strategic repurposing, not reinventing the wheel every time.
Trust the Compound Effect
Posting consistently on LinkedIn has a compounding effect. So, trust it. This is the form it takes… it goes slow at first and then gets to a point where it gives you results automatically in a compounding manner (if you continue to post the right content consistently).
Dakota nailed this in his December 27, 2022 post:
"Never underestimate the power of compounding...
…Gradually, then suddenly"
LinkedIn growth follows this exact pattern:
But here's the catch – you have to keep posting quality content consistently during those quiet months. That's when most people quit.
Don't be most people.
Until I come your way next Wednesday,
Keep growing!
Learn How Founders Build Their Brand, Content Strategy and Create Viral Moments
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About the author
I'm ANDREW MCGUIRE
Creator Attention Guy
From burnt out exec (3 exits & 15 years experience) to capturing the right attention with my creator client magnets.
Living in Bend, Oregon and taking advantage of all the outdoor adventures.
If you can't find me, I'm probably lifting some weights in the gym, sweating in a sauna or freezing in a cold plunge.
Now I'm on a mission to help you understand how top creators have captured the right attention into revenue so you can weave it into your growth strategy.
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