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Breakdowns of how products actually post

Every article takes apart real posts from the library — the format, the account it came from, and what you can copy without copying the joke.

BrandMemes as a growth channel for dev tools

Memes as a growth channel for dev tools

Infrastructure companies post jokes because a joke about the job reaches everyone with the job. When that works, when it backfires, and the ratio to hold.

21 Aug 2026 · 6 min read

All articles

TikTokInstagram and TikTok for dev tools: does it ever work?

Instagram and TikTok for dev tools: does it ever work?

Screen recordings, carousels and the twenty-minute production budget: what dev tools actually post on short-form video, and the honest case for and against the channel.

18 Aug 2026 · 7 min read

RedditThe indie hacker's guide to Reddit without getting banned

The indie hacker's guide to Reddit without getting banned

Reddit is the highest-intent free traffic an indie product can get, and the easiest place to get removed for trying. Six rules, drawn from posts that survived.

11 Aug 2026 · 8 min read

StrategyFounder account vs official account: which grows faster?

Founder account vs official account: which grows faster?

Founder accounts compound faster from zero; official accounts never stop. A post-by-post breakdown of which account should carry launches, milestones, mistakes and jokes.

4 Aug 2026 · 7 min read

Launch5 launch post formats that actually worked

5 launch post formats that actually worked

Five launch formats taken from real posts — the subreddit write-up, the short demo, the feature drop, the changelog and the milestone — with the skeleton behind each.

28 Jul 2026 · 7 min read

Build in publicHow Cal.com builds in public on X

How Cal.com builds in public on X

Cal.com runs two accounts with two different jobs: a changelog with a personality and a founder with opinions. A breakdown of four real posts and the format behind each one.

14 Jul 2026 · 6 min read