Instagram might not be the first place you’d expect to find SaaS founders or solo developers. It’s visual, fast-paced, and often associated with lifestyle influencers or fashion brands. However, a growing number of tech entrepreneurs are utilizing the platform to establish authority, connect with their audience, and even attract customers. And they’re not just posting selfies with laptops. They’re building real communities.
Here’s how they do it—and how you can, too.
Why Instagram Matters for Tech Founders
Instagram isn’t just for product shots and travel photos anymore. For tech founders, it has become a platform to showcase work in progress, share lessons learned, and establish themselves as trusted voices in their niche. It helps humanize a brand, especially for solo founders or small teams who don’t have a big marketing budget. Services like Famoid growth services can also help amplify their reach by accelerating early traction and visibility.
Instead of polished brand campaigns, tech entrepreneurs on Instagram often post honest updates, short videos, and behind-the-scenes content. This fosters a sense of openness and gradually builds trust.
Profiles of Founders Doing It Well
1. @dannypostmaa – Founder of Landingfolio and Headlime
Danny Postmaa built multiple SaaS products as a solo founder, and Instagram became a key part of his strategy. He shares updates about feature releases, short UI demos, and personal reflections on building in public. His posts are clean and consistent, often using simple visuals to explain concepts.
He doesn’t just show off wins. He shares failures, too—like a failed product launch or burnout—which makes his audience feel like they’re in it with him. That transparency has helped grow a loyal following that actively supports his launches.
2. @arvidkahl – Author and Bootstrapped SaaS Builder
While Arvid Kahl is more active on X (formerly Twitter), he’s also on Instagram using a repurposed content strategy. He posts quote cards, snippets from his newsletter, and short video takes on entrepreneurship topics.
This mix works because it gives his audience multiple ways to engage. Not everyone wants to read a blog or listen to a podcast—some just want a 30-second takeaway. Instagram helps him meet people where they are.
3. @buildinpublic – A Startup Curation Account
A single founder doesn’t run this, but curates posts from solo builders and indie hackers. The account shares startup stories, product demos, and inspirational posts from early-stage entrepreneurs. It has become a community hub for people building and sharing their processes.
For founders featured on the page, it’s free exposure to thousands of potential followers. That’s another benefit of showing up consistently on Instagram—your content can be reshared by other accounts, multiplying your reach.
Content That Builds Authority
You don’t need to go viral to build authority. Instead, focus on clearly and consistently showing your process. Here are the types of content tech founders post that work well:
- Built-in public updates – Share what you’re working on, what you’re stuck on, and what you’re launching.
- Mini case studies – Post about how a customer used your tool or how a feature improved their workflow.
- Lessons learned – Reflect on a mistake or a win, and what you took from it.
- Behind-the-scenes – Show your setup, tools, or day-to-day work. It humanizes you and your product.
- Short educational videos – Teach something quickly: a coding trick, a UI tip, or a framework for growth.
Visuals matter, but you don’t need to be a designer. Simple screenshots, clean text overlays, and Loom-style walkthroughs go a long way.
Tips for Getting Started
If you’re a tech founder looking to build on Instagram, here’s what to keep in mind:
- Pick a simple format and repeat it. It could be a weekly “Build Log” or a series of short lessons. Consistency matters more than complexity.
- Engage in comments and DMs. This isn’t a one-way platform. Treat it like a community, not a billboard.
- Don’t fake polish. People follow founders for authenticity, not perfection.
- Use Stories and Reels. Stories are good for quick updates. Reels (short-form video) have huge reach potential if done right.
- Cross-post content. Repurpose tweets, blog quotes, or product updates into posts and stories. You don’t need to reinvent content for every platform.
From Audience to Customers
Instagram alone won’t sell your product, but it can pique people’s curiosity. Followers often become early adopters, testers, and evangelists. And since the platform encourages direct messaging, it’s a great way to initiate conversations and gather feedback.
Some founders even run small product launches on Instagram, offering early access or discounts to their most engaged followers. Others use it to recruit beta testers or validate new ideas before building.
The key is trust. By showing up regularly, sharing honestly, and responding thoughtfully to your audience, you build a genuine relationship. And when that relationship is strong, selling becomes a natural next step, not a hard pitch.
Final Thoughts
Instagram might not feel like the obvious choice for a SaaS founder or indie dev, but that’s exactly why it works. It’s still underused in the tech world, which means less noise and more opportunity.
Start simple. Share what you’re building, what you’re learning, and who you’re becoming in the process. People will follow because they’re not just interested in your product—they’re interested in you.
And that’s something no algorithm can replace.