Cornel Manu

While building a product, I ve also been trying to run content on social media to bring in more traffic. I experimented with creating AI-generated characters and producing UGC-style videos around them.

During this process, I realized something interesting: there are hundreds of tools that can generate virtual characters and UGC-style videos. But what actually makes a video engaging isn t the tool - it s the authenticity of the person creating the content.

I posted a random thread on X about the cost of living in the Netherlands. Nothing about what we're building. Just genuine thoughts about life in the Netherlands.

It hit 1M+ impressions. And here's the weird part we got a ton of signups and paid users for Starnus from it. Without ever mentioning the product.

Meanwhile, my "here's what Starnus does" posts? Way less engagement.

This genuinely messed with my head. I'm sharing the actual X post below

At the beginning of the year, 2 co-founders reached out to me because they wanted to scale their personal LinkedIn profiles. The reason: In a few months, they re planning to raise funding and believe their personal brand could help.

A few days ago, another founder contacted me with a similar intention, although he s not planning to raise funding. For him, LinkedIn has become the platform that generates the most leads. He doesn t particularly enjoy the network itself, but he still wants to keep building it.