A gentle reminder for all of us: Our online existence is all algorithms. Discovery doesn’t happen in one big moment anymore. It happens through a series of tiny interactions. Interactions that are stacked up and fleeting. Every like, comment, share, save, and upvote is a signal to the machine that the content actually counts. And it’s those signals that decide whether a startup founder’s ridiculously hard work manages to reach ten people — or ten thousand. So please take a few seconds and engage with that content in some way. Because on these online platforms, you are the key to someone else discovering that startup.
You don’t have to overdo it. Just pick the difficulty level and go for it.
Easy mode
tl;dr — If your thumb is already near the screen, you’re basically there.
- Hit like. It’s the lowest-effort vote of confidence there is. And it only costs you one tap.
- Leave a comment. A whole sentence beats an emoji, but an emoji beats nothing.
- Share it to your own feed or story. And tag them so folks know whose thing it is.
- Follow them. Then, when they post the next thing, you’re already in the room.
- Repost it. On Bluesky. Or Twitter. Or Threads. Or LinkedIn. Expand the energy and exposure.
Advanced mode
tl;dr — The algorithm is ambivalent. A human vouching for you is better.
- DM it to the one person you know would care. Quietly passing something along says “this matters” louder than a like does.
- Tell one person. Send a founder’s product or site to the single friend who’d actually use it.
- Mention them out loud. To a neighbor, a coworker, the person next to you at the thing.
- Leave a review. Amazon, Apple Podcasts, Google, Yelp, the App Store…wherever. And especially for the new kids without many yet. For them, a few kind words are worth their weight in gold.
- Share the news article about them. Just like the “Simple stuff” above. If somebody wrote something nice about a founder you know, don’t just read it and nod. Pass it around.
Expert mode
You already know two people who should know each other. You’ve probably known it for a while. So send the email.
A warm intro is the most generous ten seconds in this entire post. Because you’re not just spending your time. You’re not just sharing an opinion. You’re spending a little of your own credibility.
That’s worth more than any repost. And it’s still free. And it makes both people feel special. So make the introduction you keep meaning to make.
The final boss
tl;dr — An inbox is one of the most expensive pieces of real estate in the modern world.
- Sign up for their newsletter. It grows their list. It keeps you in the loop. And it gives you content to like and share.
- Actually open it. Like it. Comment on it. Share it. Modern newsletter platforms rely on this engagement to decide what to bubble to top of everyone’s feeds.
Expansion packs
tl;dr — Some support you can’t do from the couch. Worth it anyway.
- RSVP to their event — and then actually go. An RSVP is a signal. A warm body in the room is the reward.
- Say yes to the ask. You have opinions. They’re free. Give a few away.
- Pile onto the milestone. When a founder posts a win — small or large — pile on. A celebration always goes further when friends show up and amplify.
None of this is about gaming anything. It’s not a growth hack. It’s not a favor you’re quietly banking for later.
It’s a routine we all need to adopt. And perform, day in and day out.
So pick one. Even a simple one. And make it a habit. And the next time somebody you know puts something out into the world, do the ten-second thing before you scroll on by. We’ll be a whole lot better as community if you do.
And if you found this valuable, here’s your opportunity to share it 😉
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