If you’ve been wanting to post on social media but keep putting it off, this one’s for you. We asked Buffer’s team of creators—because creating is important to us since our product is for creators—to share what actually helped them get past the fear, overthinking, and blank-page paralysis that accompanies early-stage content creation. And their advice was refreshingly actionable.
A bit of backstory: In an initiative spearheaded by Sabreen Haziq, our Senior Brand & Community Manager, Buffer’s team has been transforming into a group of creators with real skin in the game. Over the past 8 months, we’ve collectively:
- Published over 11,000 posts
- Earned 14 million impressions
- Received 21.5 million views
📈 How We’re Empowering the Entire Buffer Team to Become Creators
If our growth stage was a “seedling” last year, many of us are becoming sprouts — hitting milestones, seeing real traction (hello, 1 million impressions), and learning a ton along the way.
Here’s what we wish we’d known from the start.
Lower the bar (way lower than you think)
The biggest thing standing between you and your first post probably isn’t strategy, timing, or even knowing what to say. It’s the belief that your first post needs to be good — or that you need to post a lot to make it count.
Neither is true. You need to post something, at whatever pace you can sustain.
“Ease in with anything that feels natural to you,” says Darcy Peters, Senior Customer Advocate Manager. “If that’s talking about a hobby, go for it! If it’s sharing an image with a one-word caption, please do! Get one post out, get another post out, get a third post out, and soon, the momentum will drive you.”
Arek Panek, Engineer on the Channels & Platform team, echoed this: “I decided it’s better to just start and see how it is. If I was waiting for my perfect moment, it’d probably never come.” So what does a low-effort, sustainable approach actually look like?
Find your “minimum viable post” or MVP
We asked the team what format they default to when they’re low on time or energy. The answers were almost boringly simple: a text-only post sharing a single thought, or an image with a short caption. And for getting from zero to one, boring is good.
Darcy keeps it especially low-lift: “I have so many images in my camera roll that I’ve thought, ‘Let me just take this to post later.’ Each image has a story to tell, and although it can sometimes tell it on its own, the short caption helps ensure the viewer understands my take.”
No carousels, no elaborate hooks, just one thought, out the door as quickly as possible.
And the best part is, once you stop treating every post like a performance, you’ll probably 1) post more and 2) get better, faster.
Start with a cadence you can maintain
There’s no magic number. Posting once a week works. So does once a month, if that’s what fits your life right now.
What matters is choosing a pace you can actually sustain. Rathes Sachchithananthan, Senior Engineer on our Core UX team, learned this the hard way: “I would send out big messages but then not be able to keep up with them. Instead, start small and stay consistent.”
A post you can maintain beats a schedule that burns you out. You can always ramp up later.
And speaking of lowering barriers — let’s talk about the biggest perceived one.
Video isn’t your only option (and it doesn’t have to be scary)
You’d be forgiven for thinking that video is the be-all and end-all on social. But with the rise of LinkedIn creators and text-based platforms like Threads and Bluesky, the barrier to great content isn’t as high as some think.
“The more I grow as a creator, the more I hear from people in my life that they would love to grow an audience as well,” says Alexandra Whitmore, Senior Content Marketing Manager. “I’ve seen people who are just starting out and they’re so nervous about making videos. But it doesn’t have to be scary. You can start with a simple text post and build from there.”
Here are some tips to make video content less daunting:
- Start with a script: Planning what you want to say can make the recording process smoother.
- Keep it short: Even a minute-long video can be engaging if it’s well-made.
- Use your phone: High-quality cameras aren’t necessary. Your phone can capture great videos.
- Edit simply: Use basic editing tools to remove any awkward moments.
Remember, consistency is key. Even if your first video isn’t perfect, keep posting. Your audience will appreciate your effort and see your growth.
Embrace the process and learn along the way
Creating content is a journey, not a destination. Expect setbacks and learn from them.
“I made a lot of mistakes early on,” says Alexandra. “But I learned from them. Each post, each video, each interaction is a lesson. Don’t be afraid to fail. Just keep going.”
Here are some lessons we’ve learned:
- Engage with your audience: Respond to comments, ask questions, and show genuine interest in what they have to say.
- Experiment with formats: Don’t be afraid to try different types of content. What works for one platform might not work for another.
- Track your progress: Use analytics tools to see what’s working and what’s not. Adjust your strategy accordingly.
Most importantly, enjoy the process. Creating content should be fun, not a chore.
Build a supportive community
Surround yourself with like-minded creators who can offer advice, encouragement, and a shoulder to lean on.
“I joined a Facebook group for creators,” says Darcy. “It’s been amazing to see the support and the advice I’ve received. It’s not just about creating content; it’s about building a community.”
Here are some ways to build a supportive community:
- Join online forums: Platforms like Reddit, Quora, and LinkedIn groups can connect you with other creators.
- Attend workshops and webinars: These events can provide valuable insights and networking opportunities.
- Collaborate with others: Partner with other creators on projects. This can help you reach a wider audience and learn new skills.
A supportive community can make all the difference in your content creation journey.
Conclusion
Starting a social media presence doesn’t have to be daunting. By lowering your expectations, starting small, and embracing the process, you can build a successful content creation routine. Remember, every post is a step forward, no matter how small.
We hope these tips help you get started on your content creation journey. If you have any questions or want to share your own experiences, we’d love to hear from you in the comments below.
FAQ
What if I don’t have anything to say?
Everyone has something to say. It could be a hobby, a passion, a skill, or even a daily routine. The key is to find what resonates with you and share it authentically.
How often should I post?
There’s no one-size-fits-all answer. Find a cadence that works for you and stick with it. Consistency is key, but so is sustainability.
What if I make a mistake?
Mistakes are a part of the process. Learn from them, move on, and keep creating. Your audience will appreciate your authenticity and growth.
How can I engage with my audience?
Engage with your audience by responding to comments, asking questions, and showing genuine interest in what they have to say. Building a community takes time and effort, but it’s worth it.
What if I don’t have the time?
Find the time. Content creation can be a part of your daily routine, no matter how busy you are. Start small and build from there.
We believe in the power of community and the potential of every creator. If you’re ready to take the first step, we’re here to support you every step of the way. Happy creating!
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