How much time (as founders) do you spend on social media to build your personal brand?
I've noticed that more and more founders are building their personal brand and prioritising it over building their company's brand (the company account then just reposts the founder's thoughts).
I notice this especially with solo founders.
So I was wondering if you, as founders, are also building your brand. If so:
Which platform is key for you?
How much time do you actually spend on social media vs. creating a product?
What are your proven hacks for building a personal brand?
As for me, it helps a lot to reply often, but then I spend less time creating something. And on socials, I am around 3 hours. :D OK, maybe more.
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For me the answer has become: a lot less social than most advice suggests.
I am a solo founder and I only want to post when I have a real observation from building. Generic "building in public" content burns time fast.
The posts that have actually felt worth writing came from specific pain:
- building TokenBar after realizing how easy it is to rack up AI spend when token usage is basically invisible
- building MetricSync because I kept wanting cleaner, more reliable metrics without babysitting dashboards
If I have one useful story from the week, I turn that into one original post. If I do not, I stay quiet and ship.
So for me the split is something like:
- most time on product
- a small amount of time collecting notes while building
- one solid post when there is a real lesson in it
I think founder brand works best when it is just evidence that you are in the trenches, not a separate job.
Also, I would rather write one specific post about a surprise AI bill or a weird customer workflow than spend 3 hours trying to look active online.