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Last Wednesday I hosted a founders meetup in Bali. One question for the room: what’s your best distribution channel? 6 founders. Different products, different audiences. But almost every answer came down to 2 things. SEO or social media. Here’s what stuck with me.

1. SEO is not dead. Everyone loves to say it is. The founders using it are quietly getting great results. What works for them is nothing fancy: → High quality content (once a day) → Backlinks → Good website structure Boring. Slow. Still works.

2. Social growth is slow, then sudden. One founder grew his Instagram to 500,000 followers. But his first 300 followers took 3 months. Then one reel blew up. Then another. And the next 3 months took him from 300 to 100,000. Same effort. Completely different curve once he found what works.

3. How he found it is the real lesson. He posted 4-5 times a day. Goal is to learn faster. More posts = more data = faster to find what goes viral. And he didn’t guess what to post. He watched his competitors, found their viral posts, and added his own 2 cents on top.

This is the exact playbook I see working on LinkedIn too. A lot of PostHero users do the same thing: check competitors, find posts that already went viral in their space, and adapt them to their own niche and voice. You don’t need to invent viral. You need to recognize it and make it yours.

So if you’re stuck on distribution: Pick one channel. Post more than feels comfortable. Study what already works. Wait for the curve.