Why do indie hackers bet on their personal branding?

Recently I came to a realization: in the indie hacking space, there are people who are pushing a lot to build up their personal brand, communicating about their builder journey, sharing their numbers openly and putting themselves as the face of their business.

And often, their social media accounts aren’t promoting anything related to their product directly. Things like new features, use cases, etc. They just share things about the indie hacking process.

You can see the pattern… they talk a lot about the insides of their business, being open and transparent about it. But for most, they are not talking about the business itself, meaning their personal accounts are not a distribution channel for their indie business… or is it?

For most of them, the actual reason is different: they are targeting other indie hackers as their customer base, and they are building their distribution channel to sell them other products.

Some of them have their own podcast that is aimed to indie hackers, some of them have newsletters or the ones who really aim to cash in big on the indie hacking trend have courses where they teach how to become a successful indie hacker.

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