We are a small team. We recently launched an early-stage product on the App Store and started trying to build in public on X.

In practice, I found it pretty difficult to get the official product account off the ground. X seems to rely heavily on engagement from existing followers to determine whether a post gets distributed more widely. It doesn't simply push content to a large audience of strangers just because certain hashtags are used. This creates a vicious cycle: without followers, it’s hard to get engagement; without engagement, the content rarely reaches a wider audience; and without that reach, it becomes even harder to gain new followers. This issue is particularly pronounced for a newly created official account that lacks a strong, distinct personal identity behind it.

The content that can be posted via an official account appears somewhat limited. In contrast, a founder's personal account seems better suited for sharing the thinking behind the product; often, people begin following the product only after first getting to know and trusting the founder.

We are currently considering maintaining two accounts simultaneously:

- The founder's account will focus on personal insights, product-related perspectives, etc.

- The official account will focus on product demo, version updates, usage instructions, etc.

I’m not sure if this is the most sensible approach for an early-stage team. Time and content resources are limited, and managing two accounts simultaneously might spread the team too thin. I’m also wondering how a founder’s account can naturally generate interest in the product without making the content feel like a blatant promotion.

I’d like to ask founders who are building their own products:

1. Do you maintain both a personal founder account and an official product account?

2. What kind of content do you post on each account?

3. How does the founder’s account naturally attract attention to the product without seeming like it’s constantly advertising?

I’m particularly interested in hearing about your actual experiences. Thanks!

Ask HN: Does a startup need both founder and company X accounts?