Authentic Social Posts Outperform AI-Generated Copy

Lovable's founder-led social media strategy has become one of their most powerful growth engines by prioritizing authenticity over polished corporate messaging.

In an era where AI can generate endless social content, Elena Verna discovered that the human element is what truly drives engagement and growth at Lovable. Their approach centers on founders and employees sharing product updates, growth metrics, and behind-the-scenes insights with their genuine voice and personality.

"For founder socials and employee socials, X and LinkedIn are fantastic sources especially for B2B because that's where all of the B2B people are at," Elena explains. "But you cannot just have ChatGPT write your copy and post it. You need to show personality—there needs to be humanity that goes through it."

This strategy works because it helps potential users connect with the team behind the product. In a market flooded with AI tools with similar functionality, people want to rally behind teams they believe in. As Elena puts it, "They want to have a team that they want to win, and for that you need to be vulnerable, you need to be authentic... you just need to be yourself."

The approach requires shedding the traditional "corporate scrubbing" of communications. Lovable's CEO Anton regularly tweets about new features, growth metrics, and company developments in his authentic voice. This creates constant "noise in the market" that serves multiple purposes:

1. It acts as a resurrection strategy, bringing back users who see new capabilities
2. It works as re-engagement, with users checking social media to see what's new rather than waiting for newsletters
3. It demonstrates the rapid pace from user feedback to implementation, making customers feel heard

The execution requires distributing marketing responsibilities beyond the traditional marketing team. At Lovable, engineers are expected to announce features they ship, functioning as "product engineers" with marketing responsibilities. This approach allows the company to maintain high shipping velocity without requiring an enormous marketing team.

While this strategy may become harder to maintain as the company scales, it has been instrumental in Lovable's growth to $200M ARR with just 100 employees. The authenticity in their social presence helps differentiate them in a crowded market and creates a sense of momentum that keeps users coming back to see what's new.