The Scrappiness Scale for Social Media: What Founders Should Actually Post at Each Stage
Founders ask:
“What should I post?”
The better question is:
“What stage am I in?”
Because your content should change as your company evolves.
Stage 1: Raw and unfiltered
You’re:
learning
building
figuring things out
Your content should reflect that.
Post:
questions
early observations
things that surprise you
Not:
polished takes
big claims
Stage 2: Pattern sharing
Now you’re seeing consistency.
Start sharing:
insights
frameworks
lessons
This is where your point of view forms.
If you don’t have one yet, go back to your startup positioning framework (link).
Stage 3: Authority building
Now your content should:
teach
explain
simplify
You’re no longer exploring publicly.
You’re leading conversations.
Stage 4: Amplification
Now:
your content gets shared
reporters notice
opportunities come inbound
This is how social turns into press coverage (link to PR post).
The takeaway
Your content shouldn’t be static.
It should evolve with your company.
And the founders who get this right don’t just build audiences.
They build influence.
