I’ve received a few emails and DMs lately about the fact that many employees don’t want to start a public project (TikTok account, creating more content on LinkedIn, public newsletter, or a podcast) because they are afraid of what others will say about them, what their manager will think, or even what will happen if no one follows them.
I understand this struggle because many times I was in the same place as they were. When I worked for an agency 12 years ago, I was afraid of what my manager would say about my Instagram marketing blog. When I worked for a SaaS company, I was afraid of what my CEO would say about my podcast. Would they agree to me doing that in my free time? Would they understand that they could also benefit from these side projects I started?
And the struggle is real. So what can you do?
There are two kinds of B2B creators that can start on this journey.
A. The first is my kind – they start the project because they believe in it so much.
They work before their job (I woke up for several years at 5 AM just to write a blog post, edit a podcast episode, or create carousels for my Instagram).
They work on their lunch break (I finished my lunch in 5 minutes and then scheduled a podcast interview for the next 45 minutes).
Or they work after their job (sometimes I stayed late because I wanted to engage with other people on social media or just connect with them via a meeting and build up my network). I loved working like this, and I’m still working like this. For me, my content projects are not just a hobby, and they are not a lead magnet. My content projects are my business. But that’s just me.
B. And the second kind is a more withdrawn person. They don’t like to get in front of other people. They don’t want to build a public project at the beginning because they want to test the waters, understand the context more, and analyze a little too much before they start anything. I understand and respect these kinds of people.
So what if the second type of person wants to start their B2B creator journey but doesn’t want to shout out from the rooftops about their new project?
Answer: start a private content project.
It will be easier for you and will also ensure that you don’t need to make all the public statements and build-in-public ideas that many of these creators are doing.
If I were the kind of person who prefers not to build in public or share on my own Facebook or LinkedIn, but still wants to become a B2B creator with a future audience, here’s what I would do instead:
a. Private newsletter
Many creators believe that you need to have hundreds of thousands of subscribers to your newsletter to be successful. Guess what? I don’t believe this is true.
I think that a private newsletter can give you more control over who will see your content. Why would you let them subscribe to your newsletter? It would also create a safe space for yourself.
Take, for example, Shaan Puri (but don’t look at him as who he is right now; think about Shaan before he was the big name from the MFM podcast or the one that sold the company to Twitch). He started a private newsletter.
He said, “Anytime I would meet someone in the company I really liked, I would tell them I’m adding them to my private newsletter” – Shaan Puri LinkedIn post.
Simple. Useful. Easy to manage. Keep your network close to you.
Here are a few more reasons why a private newsletter is perfect for introverts:
1. Controlled environment for expression:
A private newsletter allows introverts to express themselves in a controlled environment. Unlike social media, where content is public and subject to widespread scrutiny, a newsletter lets introverts share their thoughts with a select audience.
This control over distribution can reduce the anxiety of putting oneself out there, allowing for more authentic and thoughtful communication.
2. Building Deep Connections:
Introverts often thrive on deep, meaningful connections rather than surface-level interactions. A newsletter is an excellent tool for cultivating a niche audience that genuinely appreciates the writer’s perspective.
By consistently delivering valuable content, introverts can create a loyal community of readers who share similar interests, building relationships that are more aligned with their communication style.
3. Creative Freedom and Personal Growth:
Writing a newsletter provides introverts with a creative outlet where they can explore and develop their ideas over time. It encourages introspection and the opportunity to refine their voice without the pressure of immediate feedback or judgment.
As they grow more comfortable with their audience, introverts can gradually expand their reach and influence, all while staying true to themselves and their passions.
Here’s how I would make this private newsletter:
I would create a private newsletter, talk with my closest colleagues – 3 to 5 max—and ask them if they would be okay with being included in my private newsletter, which I want to create and send weekly. Then I would start creating the newsletter, and every time I meet someone special, someone I like as a person, I would ask if it’s okay to add them to my newsletter.
This way, I can write there, engage with the accountability audience I want, and maintain a strong connection with them.
b. Faceless social media accounts
Jack Butcher started Visualized Value – a faceless Twitter and Instagram account where he shared his own vision and way to simplify complex ideas.
He built a massive community without ever showing his face.
This approach can be particularly empowering for introverts, and here’s why:
1. Reduced social anxiety:
For many introverts, the idea of putting themselves out there can be overwhelming. A faceless account allows you to focus on your content without the added pressure of personal visibility or public scrutiny. You can let your ideas shine without the stress of being in the spotlight.
2. Creative freedom:
A faceless account provides the freedom to experiment with different styles and formats without being tethered to your personal identity. This anonymity can unlock greater creativity and innovation, as you’re free to explore and share your ideas without the constraints of a personal brand image.
3. Selective engagement:
Introverts often prefer meaningful interactions over constant social interaction. With a faceless account, you can control how and when you engage with your audience, focusing on thoughtful conversations rather than managing ongoing social obligations.
I know this approach works because I’ve tested it myself. I created a second Instagram account without publishing my face, and it reached millions of accounts. Creators like Robert Ferraro and PJ Milani are doing the same, proving that you don’t have to follow the conventional route of showing your face to build a successful presence.
You can start a faceless social media account on any topic you’re passionate about.
Find a unique way to share your knowledge, and start building your audience without playing by everyone else’s rules. Embrace the faceless approach and see where it takes you.
Conclusion
Building an online presence doesn’t require being the center of attention.
Whether you choose a private newsletter or a faceless social media account, there are many ways to share your ideas and connect with your audience on your terms.
By embracing methods that align with your comfort and creativity, you can create impactful content and cultivate a loyal community without stepping into the spotlight. The key is to start small, stay authentic, and let your unique voice shine.