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On a positive other hand though, I think some of that (engagement with the low-effort joke or whatever) only comes because of respect earnt with the higher effort content.

For example, I read the Money Stuff newsletter and follow its author Matt Leavine on Twitter as a result; I'd be much more likely to 'engage' on Twitter if he posted some joke (for other readers: a cartoon of him leaning forward into an email client after a holiday, say) than I would to reply by email with a well thought-out and in-depth response with additional information/correction on some technical detail say, even if I worked in the industry to have that information. But I'm only following him on Twitter because of the newsletter.




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