How to build in public on X: what to share
Updated
To build in public on X, share what you tried, what happened and what you'll do next, with real numbers where you can. Post about decisions and lessons rather than a list of tasks, and reply to other builders daily. Keep customer data, security details and anything you've promised to keep private out of your posts.
Building in public means sharing your work as you make it, instead of only announcing the finished thing. This guide is our advice for founders and indie builders, and we haven't measured it across accounts.
Why people do it, and what it won't do
It can bring early users and feedback, and it gives you something real to post each day. It also builds trust over time, since people can watch how you work.
It won't replace distribution on its own. A stream of updates can go unread if your account is small, so you still need to join conversations. Many of your first readers may also be other builders, not customers. So write some posts for the people who'd actually buy.
What to post
Decisions. What you chose, and why. "We're cutting the free plan's limit from 50 to 20. Here's the reasoning and what I'm worried about."
Numbers. Signups, revenue, churn or how long something took. A small real number is more interesting than a vague claim.
Things that failed. A launch nobody noticed or a feature nobody used, plus what you learned.
Before and after. A landing page, an onboarding step or a pricing table.
Questions. "Which of these two headlines says what we do?" People like to help when it's easy.
Customer language. What people actually asked for, with their permission and without names.
Here's an invented example of turning a task into a post:
- Task update: "Shipped onboarding v2 today!"
- Better: "New onboarding is live. 2 steps instead of 6. Last week, 31% of signups finished setup. I'll post this week's number on Friday, good or bad."
The second has a number and a reason to come back, and it makes you accountable.
What to keep private
- Customer data. Never share names, emails or screenshots with personal details unless you have clear permission.
- Security details. Don't describe unpatched bugs, your infrastructure weak points or anything an attacker could use.
- Other people's business. That includes partners, employers, investors and contracts.
- Your whole roadmap. Share the direction, and keep room to change your mind.
- Numbers that could hurt you. Sharing revenue is a choice, not a duty. You can share percentages or trends instead.
Also be careful with financial or legal claims about your business, and check any rules that apply to you.
A simple weekly rhythm
| Day | Post |
|---|---|
| Monday | What you're trying this week, and why |
| Wednesday | Something you learned or got wrong |
| Friday | The numbers, and what you'll change |
| Any day | A question, or a short clip of the product |
Then reply to other builders daily. Their threads are one of the easiest places to meet people who understand your work. Comment on the specifics of what they shared, and ask real questions. Our reply guide has patterns you can use.
You can find them with X's search, for example "building in public" min_faves:5 -filter:replies lang:en. Try our search builder to make your own version.
Reach the people who'd buy
"Building in public" posts tend to attract builders. That's useful for support and feedback, but check who's actually replying.
- Write about the customer's problem, not only your startup's journey.
- Join your customers' conversations, using the methods in how to get clients on X.
- Make your profile answer "what is this?" If someone likes your update, they should find the product in one tap. See our profile checklist.
Common mistakes
- Only sharing wins. People stop believing you, and you learn less.
- Vague updates. "Big things coming" gives nobody a reason to care.
- Posting screenshots with no context. Say what the reader should notice.
- Inflating numbers. Round down, and say what the number covers. It's far easier than walking back an exaggeration later.
- Treating it as your only marketing. Keep talking to customers directly.
- Ignoring replies. People who answer you are your best early supporters.
Common questions
Is building in public worth it?
It can be, particularly if your customers are on X or if you sell to other builders. It costs time, so check after a few months whether it brings users, feedback or partners. If it doesn't, change the approach.
Should I share my revenue?
Only if you're comfortable with it. It can draw attention, but it may also attract copycats and create pressure. Sharing growth percentages is a fair middle ground.
Won't someone copy my idea?
They might. In our view, the risk is often smaller than the cost of nobody knowing you exist, but be more careful if what you're doing depends on a secret.
What if I have nothing to share today?
Share something you read and how it changed your plan, or a problem you're stuck on. You don't need to post every day. Here are 30 prompts to draw from.
Next step
Write this week's "what I'm trying and why" post. Our tweet hook generator can help with the first line. If you'd like a plan each morning from your own account, Repli suggests what to post and who to reply to, and you post it yourself. See the demo.