Yes — the founders who make it work run a repeatable system, not random posting: a clear content mix, a consistent post structure (strong hook, one idea, one takeaway), a soft lead magnet, and a cadence they actually keep. Here is what that system looks like end to end.
The first line does most of the work — if the hook doesn't earn the click on 'see more,' nothing else matters. Then: one idea per post, formatted for skimming, built on a specific story or number, ending on something that invites a real reply. Comments drive reach far more than likes.
It depends entirely on whether your buyers and community are there. X is genuinely valuable for tech, indie, dev-tool, and VC-adjacent founders and near-useless for many others. The 'void' feeling usually means wrong audience, wrong approach, or too early — not that X is worthless.
Brand awareness makes people know you exist; demand gen makes them want what you do; lead gen captures the contact info of people already interested. Early-stage B2B SaaS founders should put most of their effort into demand gen — creating interest through content — because only a small fraction of buyers are in-market at any moment.
For most B2B founders, LinkedIn alone is enough to start — and trying to be everywhere at once is the more common mistake. Master one platform until it's consistent and working, then expand. The one thing worth adding early is a newsletter, because it's an audience you own rather than rent.
The founder should be the primary face — founder authenticity and credibility convert better than anyone you could put forward, and audiences detect when the conviction isn't real. But don't make yourself the only face: keep your voice central while a team handles execution and other people also build presence.