What Platform Should You Create Content On?

Author

Jax Dwyer
February 03, 2025

Every founder knows they should be creating content.

But most get stuck on the first question:

Where do I post?

  • Twitter?

  • LinkedIn?

  • YouTube?

  • Podcasts?

The answer depends on who you’re trying to reach, how you communicate best, and what kind of content fits your audience.

Let’s break it down.

Step 1: Who Are You Talking To?

Different platforms attract different types of people.

  • Twitter/X → Web3 insiders, builders, traders, and investors.

  • LinkedIn → VCs, founders, and business development leads.

  • YouTube → A mix of retail, devs, and mainstream adopters looking for deep dives.

  • Podcasts → A long-form format for industry credibility and thought leadership.

If you’re launching a consumer-facing app, Twitter and YouTube make sense.

If you’re raising money or closing deals, LinkedIn is a no-brainer.

If you’re building in deep tech or infrastructure, podcasts help establish expertise.

Before you start posting, define who you need to reach.

Step 2: Play to Your Strengths

Some people write better than they speak.

Some can talk for hours but hate sitting down to write a thread.

The best content strategy is one you can actually stick to.

Here’s how to choose based on your strengths:

  • If you’re a writer → Twitter and LinkedIn

  • If you’re a talker → Podcasts and Twitter Spaces

  • If you’re good on camera → YouTube and short-form video (TikTok, Instagram, Shorts)

You don’t have to do everything.

You just need to pick one format you can be consistent with.

Step 3: Start Small, Then Stack

The biggest mistake founders make?

Trying to do everything at once.

Start with one platform.

Once you’re comfortable, repurpose that content onto others.

  • A Twitter thread can become a LinkedIn post.

  • A LinkedIn post can be turned into a Twitter thread.

  • A YouTube video can be clipped into Shorts and tweets.

  • A podcast episode can be repackaged into a newsletter.

Instead of creating content from scratch for every platform, reuse what’s already working.

Step 4: What’s Working in Web3 Right Now

  • Twitter/X → Still the most important platform for Web3. Fast, viral, and where the industry lives.

  • LinkedIn → More founders and VCs are getting active. Less noise, more serious discussions.

  • YouTube → The best place for long-term discoverability. If you can commit, it compounds.

  • Podcasts → Great for deep conversations but harder to grow. Best for credibility, not reach.

Right now, Twitter + LinkedIn is the strongest combo for Web3 founders.

YouTube is a long-term play.

Podcasts are great, but it takes time to build an audience.

Step 5: Don’t Overthink It. Just Start.

Most founders waste time debating platforms instead of posting.

Pick one.

Be consistent.

Then scale up.

The worst content strategy is the one that never starts.