How to Grow Your Brand on X - 4 Mistakes That Destroy Reach (Personal Branding Coach)
Common Questions People Ask Me About Growing on X
How do I build a brand on X without followers?
You need to engage with other accounts first before posting your own content. Find accounts with 10,000 to 100,000 followers in your niche and comment on their posts daily. This leverages their audience and gets you visibility when people see your comments.
Why isn't my X account growing?
You're likely posting into the abyss without engaging with others first. When you have barely any followers, nobody sees your content, so you need to build visibility through strategic commenting before focusing on your own posts.
How often should I post on X?
Post once a day maximum when you're under 1,000 followers. Once you reach 1,000 followers, you can increase to two to three times per day because you'll actually have an audience that sees your content.
What is the pinned post strategy?
Every 12 hours, you can pin a new post and receive a boost in the X algorithm. I'm seeing a 3 to 5x boost every time I pin a post - if I normally get 1,000 impressions, I'll get 3,000 to 5,000 on a pinned post.
How do I avoid AI content mistakes?
Use AI for generating post ideas, but always write your own content. With 57% of content being AI-generated, it's never been easier to stand out by being human and typing your own authentic posts.
Here's what you'll discover:
- The four critical mistakes destroying your reach on X that I see people make every day
- How to leverage other accounts' audiences to build visibility when starting from zero
- The exact posting frequency strategy based on your follower count
- Why AI-generated content kills your personal brand and how to use AI correctly
- The pinned post strategy that's giving me 3-5x more impressions every 12 hours
- Step-by-step engagement tactics that build momentum and drive inbound leads
I'm Colin Rutherford, owner of Founder Brands. I've used these exact strategies to grow over 10,000 followers on Twitter and help entrepreneurs, consultants, coaches, and business owners build their personal brands. The mistakes I'm sharing today are ones I see people make every single day that completely destroy their reach.
So many people wonder why they aren't growing or driving inbound leads on X. They're making these four critical mistakes without realizing it. Whether you're just starting out with under 1,000 followers or looking to scale your existing presence, I'm going to show you exactly what not to do and provide the correct strategies to build momentum.
How to Stop Posting Into the Abyss Without Engagement
Mistake number one is posting into the abyss without engagement. At the beginning, you have barely any followers. Nobody knows who you are. If you post, you're just going to be posting into the abyss.
Nobody's going to see your content. So it's absolutely crucial that you engage with other people first.
What that means is commenting on their posts. When you do that, you get to leverage their audience because their audience is going to see the comments underneath their posts. They're going to see you, go to your profile, and if you have something to offer, they will follow you.
The Step-by-Step Engagement Process
Here's exactly how to do this:
- Find prospects in your niche - Look for accounts from 10,000 to 100,000 followers with engaged audiences who have your ideal customer profile
- Block out 15 to 30 minutes daily - I would schedule this on my calendar for "engagement mode" when I was first starting out
- Scroll and comment strategically - Every single post I saw that was relevant, I would comment on
Key Insight: Engagement First, Content Second
Build visibility through commenting before focusing on your own posts. Once you get followers around 1,000, then you can start posting more frequently.
This strategy helps you build your personal brand by leveraging other people's audiences. Before you reach 1,000 followers, post maybe once a day maximum. Do not post more than once a day when you're underneath 1,000.
Once you reach 1,000 followers, you can start posting two to three times a day because you'll actually have an audience and you're not posting into the abyss anymore.
How to Avoid Misusing AI for Personal Brand Content
Mistake number two is misusing AI for content. I heard a stat that 57% of the content on LinkedIn is AI generated. There's a lot like that on X as well, which means it's never been easier for a person to stand out.
It's never been easier to be human. You just have to be real. Type your own content.
The Right Way to Use AI
- Use AI for content ideas - This is great, do it all the time
- Generate post prompts - There are 41 post prompts in my Twitter growth playbook
- Never use AI to create the actual content - Write everything yourself to maintain authenticity
Critical Warning: AI Content Kills Personal Brands
Use AI to generate post ideas, but do not use it to create the content for you. Your authentic voice is what makes you stand out in a sea of generic AI posts.
When you're ready to scale your content creation systematically, check out our AI Content Machine that helps you generate ideas while maintaining your authentic voice.
How to Maintain Consistent Posting for Brand Growth
Mistake number three is inconsistent posting. Again, once a day before you reach 1,000 followers. After that, two to three times a day is fine, but you have to be consistent.
You have to do it every single day because it's the power law. You post, you build momentum, and you continue to grow.
If you're inconsistent, your growth will be down here, up and down, up and down. No, we want up and to the right. You have to post every single day.
Why Consistency Matters
- It's simple, but not easy - Anyone can do it, it's not complicated, but it's difficult
- Momentum builds over time - Consistent posting creates compound growth effects
- Batching content creation helps - I use a scheduling tool called Hype Fury for scheduling content over time
The Bottom Line on Consistency: Post Every Single Day
Stay consistent and understand that daily posting is non-negotiable for growth. Batch your content creation and use scheduling tools to maintain momentum.
If you're a consultant looking to build your brand, consistency becomes even more critical for establishing authority in your field.
How to Use the Pinned Post Strategy for 3-5x Reach
Mistake number four is not leveraging the pinned post strategy. This is something that's newer, and I love it. It's absolutely massive.
Every 12 hours you have the ability to pin a new post and receive a boost in the X algorithm. I'm seeing a 3 to 5x boost every time I pin a post.
The Numbers Behind Pinned Posts
Say I get 1,000 impressions on average. I'll get 3,000 to 5,000 on a pinned post. So you get that boost every 12 hours. Take advantage of this - it's absolutely huge.
I usually do it once a day, but you have the ability to do it twice a day, every 12 hours:
- Morning pinned post - Catch the early audience
- Evening pinned post - Reach different time zones
- Once daily is sufficient - Don't feel pressured to do it twice
Algorithm Hack: Pin Every 12 Hours for Maximum Reach
The pinned post strategy gives you 3-5x more impressions consistently. Use this feature to amplify your best content and reach significantly more people.
This strategy works especially well for agency owners who need maximum visibility for their thought leadership content.
Summary of Key Points
Here are the four critical mistakes destroying your X reach:
- Posting without engagement first - Spend 15-30 minutes daily commenting on posts from accounts with 10K-100K followers in your niche before creating your own content
- Misusing AI for content creation - Use AI for post ideas and prompts, but always write your own authentic content to stand out from the 57% of AI-generated posts
- Inconsistent posting schedules - Post once daily under 1,000 followers, then 2-3 times daily after reaching 1,000, but maintain daily consistency no matter what
- Ignoring the pinned post strategy - Pin a new post every 12 hours to get 3-5x algorithm boost and significantly increase your impressions
If you want to accelerate your growth with professional support, explore our personal brand services designed specifically for founders and entrepreneurs.
Your Next Steps
1. Start your engagement routine: Block out 15-30 minutes on your calendar today for daily engagement mode. Find 5-10 accounts in your niche with engaged audiences and start commenting on their posts.
2. Audit your content approach: Stop using AI to write your posts immediately. Use AI only for generating ideas, then write everything in your authentic voice to stand out from generic content.
3. Create a posting schedule: Commit to posting once daily if you're under 1,000 followers. Use a scheduling tool like Hype Fury to batch create and schedule your content consistently.
4. Implement the pinned post strategy: Start pinning your best post once daily and track your impression increases. Aim for that 3-5x boost by strategically choosing which content to amplify.
For comprehensive guidance on building your presence, grab our Twitter Growth Playbook that contains all 41 post prompts and detailed strategies.
Watch the Full Tutorial: Get the complete breakdown of these X growth strategies and see them in action. Subscribe for more growth tactics.
The Bottom Line: Stop making these four mistakes and start building your brand the right way. Engage first, post authentically, stay consistent, and leverage the pinned post strategy for 3-5x reach. Your personal brand growth depends on avoiding these reach-killing errors.
How long does it take to see results from engagement?
You should start seeing follower growth within the first week of consistent daily engagement. The key is commenting on posts from accounts with engaged audiences who match your target market. Focus on quality comments that add value rather than generic responses.
What type of content performs best when starting out?
Personal stories, industry insights, and educational content perform well when you're building from zero. Share your authentic experiences and lessons learned rather than trying to sound like an expert immediately.
Should I engage with competitors or complementary businesses?
Engage with both, but focus more on complementary businesses where collaboration is possible. Comment thoughtfully on competitor content, but prioritize building relationships with accounts that could become referral partners or collaborators.
How do I know if my engagement strategy is working?
Track your follower growth weekly and monitor profile visits in your analytics. If you're getting 5-10 new followers per week through consistent engagement, you're on the right track.
What's the biggest mistake people make with the pinned post strategy?
They pin the same type of content repeatedly instead of testing different post formats. Experiment with educational posts, personal stories, and promotional content to see what generates the highest engagement when pinned.
