Does building in public actually work? Buffer's data: 45% of creators who shared their journey saw stronger trust. The numbers, the trap, the playbook.
Building in public works — Buffer's 2025 State of Social Media report found that 45% of creators who shared their business journey publicly experienced stronger user trust and enhanced brand loyalty. But most of what passes for "building in public" today is a curated highlight reel, not transparency. I have been building in public with FIKR Space — 11 products, €3,250 invested, €2M+ in estimated value — and I have opinions. Let's start with the data.
Because if you have spent years in corporate watching ideas die in committee meetings and PowerPoint graveyards, building in public might be the most liberating thing you ever do.
The hype is real (sort of)
That 45% figure is nearly half of all creators who tried it. That is significant. Build-in-public content is now so powerful that a well-crafted post can do more than a pitch deck for attracting customers, partners, and investors. People are finding founders through public posts, not traditional channels.
Companies like Buffer (sharing salaries, equity, and revenue), Loom (early product videos), and Roboflow (real revenue updates) have built massive trust through transparency. The pattern is clear: sharing the journey attracts people. And if you have spent years in corporate feeling like nobody listens to your ideas — building in public is how you make them listen. On your own terms. On your own platform.
So what's the problem?
The Stripe screenshot problem
Here is where I get uncomfortable. "Building in public" has been hijacked by what I call Stripe screenshot culture: revenue graphs perfectly cropped to show only the good months. Posts about hitting revenue milestones with zero context about profit margins, team costs, or the decline that happened last quarter. It is "number porn," and it is everywhere.
The original promise of building in public was radical transparency — sharing the real journey, including failures, mistakes, and ugly months. What it has become for many is a carefully curated highlight reel dressed up as vulnerability. That is not building in public. That is marketing disguised as authenticity.
What actually works (with data)
Trust compounds. The 45% trust increase from Buffer's research doesn't come from one viral post. It comes from consistent, honest sharing over time — and LinkedIn's algorithm now measures expertise and conversation quality over recency.
Engagement follows authenticity. On LinkedIn, comments are 15x more valuable than likes in the first two hours. And what drives comments? Not "I just crossed $50K MRR" posts. It is "Here's the mistake that cost me $10K" posts. People engage with vulnerability because it is rare.
Community builds around struggle. The people who build real communities through public building share three things: real numbers (including the bad ones), decision-making processes (why they chose A over B), and lessons from failures — not just wins.
My playbook: transparent, not naked
Here is what I actually share, and what I keep private:
| Shared publicly | Kept private |
|---|---|
| Revenue numbers for FIKR Space (€3,250 invested, €2M+ value created) | Customer details and confidential conversations |
| Newsletter growth (736+ subscribers in the first weeks) | Unvalidated ideas before I've tested them |
| Podcast economics (€250/episode on promotion) | Internal financials beyond what serves the narrative |
| What's working and what's not in my content strategy; behind-the-scenes product decisions | Anything that could harm others |
The line isn't "share everything." The line is: share what helps others learn, even when it makes you uncomfortable. Four rules make that workable:
- Share the process, not just the outcome. "We hit 736 subscribers" is fine. But "here are the 5 things we tried, 3 that failed, and 2 that actually drove growth" is 10x more valuable — process posts are actionable.
- Include the losses. That founder who went from $800 MRR to $6K MRR using the 50/50 rule? Interesting. But what happened before that — the months of $0, the failed launches? That's the real story.
- Be specific with numbers. "We're growing fast" means nothing. "We grew from 200 to 736 subscribers in 4 weeks, primarily through LinkedIn posts and connection messaging" — that is something people can learn from. (The full subscriber breakdown is its own post.)
- Set boundaries and stick to them. You don't owe the internet everything. Decide what's public before you start. Then be consistent.
The ROI of real transparency
Here is the business case, because this is about building businesses, not performing for applause. When I share honestly about my journey, three things happen:
- Newsletter signups increase. People want to follow the story — my honest posts about content strategy drive more subscribers than any promotional post.
- Trust accelerates sales conversations. When someone already knows my numbers, my process, and my failures, the sales conversation starts at a completely different level.
- Feedback improves the product. Building in public is the ultimate user research. When you share what you're building, the right people tell you what's wrong with it. For free.
Content marketing generates $3 for every $1 invested. Building in public is content marketing with a trust multiplier. And for those of you still in corporate jobs — this is how you build the audience that will be waiting for you when you are ready to leave. Every post about your journey is an investment in your independence.
The catch: it's a strategy, not a hack
Building in public is not a growth hack. It is a long-term strategy. The first few months feel like journaling into the void. Your posts about struggles get 12 likes; some founder's Stripe screenshot gets 2,000.
But over 6–12 months, authentic building in public creates something a Stripe screenshot never will: a real relationship with your audience. People who know you, trust you, and want to buy from you. You just have to be willing to share the whole story — not just the highlight reel.
That is something corporate never let you do. Now you can.
Frequently asked questions
Does building in public actually work?
Yes, when it is genuine. Buffer's 2025 State of Social Media report found 45% of creators who shared their business journey publicly experienced stronger user trust and brand loyalty — and a well-crafted build-in-public post can now do more than a pitch deck for attracting customers, partners, and investors.
What should you share when building in public?
Real numbers (including the bad ones), decision-making processes, and lessons from failures. Keep customer details, confidential conversations, and unvalidated ideas private. The test: share what helps others learn, even when it makes you uncomfortable.
How long does building in public take to pay off?
Expect 6–12 months. Early posts about struggles may get 12 likes while someone's Stripe screenshot gets 2,000 — but consistent, honest sharing compounds into a real relationship with your audience that a highlight reel never creates.
Can you build in public while still employed?
Yes — sharing your side-project journey is how you build the audience that will be waiting when you are ready to leave. Every post is an investment in your independence; just set boundaries about what stays private before you start.