Should Founders Post About Themselves or Their Business?

By Shakas Designer

Both, but not in equal amounts and not for the same reason. Business content builds authority. Personal, relatable, human content builds connection. You need the connection before anyone cares about the authority, so the honest answer is that your feed should have room for both, as long as you know which job each post is actually doing.

I think a lot of founders get stuck here because they assume every post has to justify its existence by selling something or teaching something. That's not actually how people build trust in you as a person. Sometimes a post exists purely because it's real, it's funny, or it's relatable, and that's enough.

Why does non-business content still matter for a founder

People don't follow founders the way they follow a brand account. They follow a person, and a person isn't only their job. If every single post I share is a lesson, a product update or a pitch, I start to read like a brochure instead of a human being. Relatable content, family moments, funny things your kids say, the small ordinary stuff, that's often what makes someone stop and actually feel something before they ever look at what you do for work.

How do you decide what to actually post

Here's roughly how I think about it before I share something that isn't directly about the business:

1. Is this true? Did it actually happen, or am I manufacturing a moment to look relatable?

2. Does it need an offer attached? Not everything does. Forcing a CTA or a lesson onto a genuinely funny or human moment usually ruins it.

3. Am I using a family member as a prop, or is this genuinely about them having their own moment? There's a real difference between sharing something real and turning your kid into unpaid content.

4. Does my overall profile still have enough substance somewhere? If someone scrolled my whole feed, would they eventually find real expertise, not just lifestyle content?

5. Would I be comfortable with this still existing in five years? Personal content ages differently to business content, so it's worth a quick gut check before it's permanent.

If a piece of content passes those, post it without overthinking whether it 'fits the brand.' The brand is still you.

What happens if you only post business content

The honest downside of only posting business content is that it can read as transactional. Every post becomes 'here's what I offer' or 'here's a lesson,' and there's no moment where someone just likes you as a person. I've built a lot of my own content philosophy around the idea that founders are a body of work, not disconnected posts, and a body of work includes the ordinary, funny, human parts, not just the polished expertise parts.

What happens if you only post personal content

The opposite problem is real too. If every post is lifestyle, family, humour and relatability with nothing underneath it, people enjoy you but they never learn what you actually know or do. That's a missed opportunity, especially if you're trying to build authority around real expertise. The goal isn't to pick one lane permanently, it's to make sure both lanes exist somewhere in your overall footprint.

Where does this fit with building a lasting body of work

This is actually where I'd separate the two problems I think about constantly. Not everything you post needs a permanent home. A funny family clip is fine living and dying inside a feed, because its only job was connection in that moment, not teaching something searchable. But the posts where you're explaining a real lesson, a real decision, a real piece of expertise, those are the ones worth giving a lasting, findable webpage somewhere, because that's the content someone might actually search for later. The Culo Village exists for that second category, not to turn every relatable clip into a knowledge article. Knowing the difference between 'this was just a nice moment' and 'this is actually part of my expertise' is most of the decision.

What should you actually do about this

Don't audit your content calendar trying to hit a perfect ratio of business-to-personal posts. Just be honest with yourself about which job each post is doing. Post the funny, relatable, human stuff because it's true, not because it's strategic. Keep publishing the real expertise too, because that's what eventually builds the authority people are actually searching for. The mix will sort itself out naturally if you stop forcing every post to serve the business and start letting some of them simply serve the truth of your life.

Join the Culo Village to republish the posts you have already distributed as individual web articles, then use Culo Creatives in Canva in one repeatable, sustainable workflow.