13-Social Media Strategies That Actually Work for Founders

With Less Planning, More Impact

As a founder, social media probably feels like one more thing on your very full plate.

Maybe you’ve tried to batch content and got overwhelmed.
Maybe you posted consistently for a while, then ghosted.
Maybe you’ve thought, “Do I really need to be doing this?”

Here’s the truth: Social media can be powerful, but only if it works for you.

For the most part, you're not a content creator first - but you have to look like one. You’re a business builder, and that requires a lot of energy. So your strategy has to be low lift, high return, and designed around your brain and bandwidth.

In this essay, we’re ditching the overcomplicated content calendars and reclaiming social media as a tool, not a time-suck. I’ll walk you through the strategies that work for real founders like you, including how to leverage low-touch content, high-impact moments, and authentic visibility that actually converts.

Start With Strategy, Not Platforms

Before you post, ask yourself:

• Why am I using social media? (Leads? Brand awareness? Connection?)

• What part of my business needs support right now - sales, visibility, trust, or recruitment?

• Where does my ideal client or partner already hang out?

This allows you to focus your energy. Maybe you realize TikTok is a distraction, but LinkedIn and Instagram are where your buyers are.

→ Founder Tip: One platform done well is better than four done inconsistently.

The Founder Voice Is the Secret Weapon

You don’t need polished brand statements. You need your voice.

People follow brands, but they buy from people. When founders speak directly, it creates trust, intimacy, and a reason to stick around.

You don’t have to share your entire life. A few ideas:

• Share the “why” behind your business decisions.

• Talk about what you’re learning (even when it’s messy).

• Tell stories your audience will see themselves in.

→ Founder Tip: If you hate “being on camera,” use text-based stories, audio notes, or behind-the-scenes photos with thoughtful captions.

Big Results from Low-Touch Content

Let’s talk about your new best friend: low-touch content.

Low-touch content is anything you can create quickly, organically, and without needing a full photo shoot, video edit, or content sprint.

Examples:

• A Story asking “What’s your biggest struggle with [your industry]?”

• A screenshot of a great DM or testimonial

• A poll to test interest in a new idea

• A quick behind-the-scenes photo with a caption that says, “Here’s what we’re building today.”

These don’t require a content calendar. They don’t require batching. And they often get way more engagement than a pre-designed graphic ever will.

→ Founder Tip: Use these as “filler content” that keeps you visible even when you’re in a heavy-building season.

Stories: The Low-Pressure MVP

Let’s be honest: Stories are the most forgiving, high-reward content tool out there.

They’re:

• Casual and quick

• Gone in 24 hours (aka: no perfection required)

• Great for market research, connection, and trust

• Excellent at warming up cold leads through visibility

For founders, Stories are your in-between content, they keep the lights on while you’re doing the big work elsewhere.

Here’s how to use them without feeling overwhelm:

• Share what you're working on

• Ask for opinions (“Do you want behind-the-scenes of our next product?”)

• Use polls and sliders for fun engagement

• Repost testimonials, reviews, or kind DMs

→ Founder Tip: Got 5 minutes between meetings? Post a Story. It keeps you top of mind without a single Canva template.

Create ONE Signature Series

You don’t need to post daily. But you do need consistency of voice and value.

Instead of trying to reinvent the wheel every week, create one signature content series you can repeat with slight variations.

Examples:

• “Tuesday Truths” a short behind-the-scenes founder lesson

• “Friday Wins” what your team, product, or clients achieved

• “Myth-Busting Mondays” debunking industry assumptions

A simple weekly series gives your audience something to look forward to, and gives you a repeatable rhythm that doesn’t drain you.

→ Founder Tip: Create a template or outline so your future self has less friction when posting.

Don’t Post Daily- Engage Daily

If creating content every day feels like too much, guess what?

You don’t have to.

Instead, make engagement your daily practice. Social media is a two-way street, and building relationships often matters more than publishing perfect content.

Here’s how:

• Comment on 3–5 posts from people in your space

• Reply to DMs

• Respond to Story replies

• Share someone else’s post and add your insight

→ Founder Tip: Set a 10-minute timer each day. That’s more effective than spending hours building content you don’t have time to post.

Repurpose What Already Works

You don’t have to be original every time. In fact, some of your best-performing posts should be reposted every 6–8 weeks.

Here’s what to reuse:

• A story that got a lot of replies → turn it into a post

• A great client testimonial → make it a carousel

• A podcast episode → break it into quotes or talking points

• A blog post → turn the headlines into tweets or short videos

→ Founder Tip: Build a “greatest hits” folder in Google Drive or Notion. Pull from it when you’re low on energy or time.

Use DMs and Comments to Convert Quietly

Likes and views are nice—but sales happen in the comments and DMs.

When people reply to your Stories or comment on your posts, treat that as the beginning of a relationship, not the end of a post.

Say thank you. Ask a follow-up question. Offer a resource. Let the conversation unfold.

→ Founder Tip: Keep a pinned note of common responses so you’re not retyping replies every time.

Track What Actually Moves the Needle

You don’t need to obsess over vanity metrics. But you do need to know what’s working.

Ask yourself monthly:

• What kind of content is starting conversations?

• What’s leading to discovery calls or sign-ups?

• What platform feels most natural to use consistently?

• What kind of posts feel energizing (not draining)?

→ Founder Tip: One spreadsheet column titled “This worked” is more useful than any Instagram analytics dashboard.

Final Thoughts: Sustainable Strategy > Flashy Trends

Your social media doesn’t have to be cinematic, daily, or “perfectly branded.”
It just has to be:

• Consistent in your way

• Grounded in real connection

• Aligned with your values and capacity

• Designed to support your business—not become your business

The real magic of founder-led social media is that you don’t need to “market”, you just need to show up, be honest, and build relationships.

Let it be light. Let it be real. Let it work for you.

Want help designing a social media flow that fits your energy, audience, and goals?
Let’s build your no-fluff, no-burnout strategy together.

Cheering you on,

Janell