DistributionProven Pattern

Build in public on multiple platforms simultaneously to create compounding awareness

Insight from Thomas Sanlis

When to use

When finding channels to reach customers

Don't do this

Relying on a single channel or ignoring distribution early

12 Founders Who Did This

1
Portfolio of 80+ projectsby Florin Pop

Shipped publicly on multiple platforms (Twitter, YouTube, Reddit, TikTok) wherever potential customers hang out. YouTube content served dual purpose: $100K from ads/sponsorships + distribution for products.

Result:Content attracted attention which made products easier to sell - YouTube audience converted to course buyers, ebook purchasers, SaaS users
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2
Habit Kitby Sebastian

Built in public across X, LinkedIn, Bluesky, and Threads simultaneously, sharing authentic wins and failures

Result:Led to podcast appearances, video features, and valuable developer connections
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3
Portfolio of 26 startupsby John Rush

Posts 30+ tweets per month and repurposes same content across X, LinkedIn, Substack, and Facebook every day

Result:Creates awareness across multiple platforms simultaneously, compounding reach
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4
PostBridgeby Jack Friks

Built 40K+ following on Twitter by documenting his building journey daily. Also posts to Instagram, TikTok, YouTube, Blue Sky. Used PostBridge to manage cross-platform posting.

Result:PostBridge grew to $17.6K MRR partly through build-in-public audience
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5
Knowledge Businessby Justin Welsh

After LinkedIn success, applied same content principles to Twitter/X (Oct 2021) and launched Saturday Solopreneur newsletter (Jan 2022), creating three interconnected distribution channels

Result:Reached 1.5M total followers across platforms; newsletter grew to 200K+ subscribers; each channel drove awareness for the others
6
lemlistby Guillaume Moubeche

Built personal brand across Instagram (225K), LinkedIn (55K+), YouTube (37K), and TikTok (141K) simultaneously. Follows 100-day daily posting rule to build skill before evaluating

Result:Multi-platform presence became primary distribution channel, driving company's 90% inbound revenue without traditional sales force
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7
ShipFastby Marc Lou

Shipped 16 products publicly from 2021-2023 while sharing the journey on Twitter, YouTube, and newsletter. Built following even when individual products didn't succeed commercially

Result:When ShipFast launched, had an engaged audience that gave instant distribution. Made $500 in 2 hours, $40K first month without paid advertising
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8
Portfolio of 26+ startupsby John Rush

Posts 30+ tweets per month and repurposes same content across X, LinkedIn, Substack, and Facebook every day. Shares progress, milestones, and lessons learned consistently

Result:200K+ followers, 30M+ views on X, 20K Substack subscribers. Creates compounding awareness across multiple platforms simultaneously
9
Starter Storyby Pat Walls

Shared monthly revenue reports, blog posts, tweets, and videos across multiple platforms. Attracted organic coverage from influencers like Alex Garcia (160K followers).

Result:$10K in Lean SEO course preorders from a single tweet; Alex Garcia's unprompted 12-page LinkedIn post drove significant awareness
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10
Supademoby Joseph Lee

Both co-founders actively built in public across Indie Hackers, X, LinkedIn, and Medium with growth updates, milestone sharing, and educational content.

Result:LinkedIn impressions grew from 10K to 500K+ quarterly; product onboarding post got 3K+ LinkedIn engagements
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11
DesignJoyby Brett Williams

Built in public on Indie Hackers (detailed milestone posts, replying to every comment) and Twitter simultaneously. The combination created compounding awareness.

Result:Zero-cost customer acquisition. A viral tweet from Dan Rowden about his IH post doubled MRR from $80K to $160K in one month
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12
Uneedby Thomas Sanlis

Built in public simultaneously on Twitter, LinkedIn, and Bluesky while running newsletter and cross-promoting with DevHunt

Result:13K newsletter subscribers, consistent growth across multiple platforms
See Uneed growth story →