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Why content comes before fundraising
Consistent content is the most powerful way to build trust before you raise a dollar. When investors see you posting regularly about your milestones, your challenges, and your progress, they begin to understand who you are as a founder. They get to watch you build. They get to see your pace. They get to feel included.
Content should not be seen as decoration for your campaign. It needs to be part of the momentum that creates your campaign.
The principles of good founder content
- Be human, not corporate
Investors want to hear from you, not a perfectly polished brand voice.
Speak plainly. Share real experiences. Let people see your personality and your process.
A genuine founder quote about why you started the company.
This builds trust and emotional connection.
A generic slogan like “Changing the world, one step at a time.”
Vague platitudes don't tell investors anything meaningful.
- Show your work every week
Momentum is more credible when it’s visible.
Your job isn’t to deliver a massive update every time — it’s to stay present.
A quick photo of your team testing a prototype with one sentence of context.
Natural, authentic, and tied to real work.
A stock photo unrelated to your company.
Feels artificial and reduces credibility.
- Focus on one idea at a time
The best posts are simple. One story. One metric. One insight.
When in doubt, shorten it.
“We reduced onboarding time by 42% after redesigning our flow.”
Specific, actionable progress that shows you’re building.
“Big things coming soon…”
Teasers without details feel empty and don’t demonstrate execution.
- Make it visual
Photos, screenshots, diagrams, and short videos outperform text alone.
You don’t need fancy gear — your phone is enough.
Just use natural light, steady framing, and a clean background.
Post a simple photo or short video that clearly shows what you’re working on (a prototype, a feature, a customer using your product, or a behind-the-scenes moment).
Natural light, steady framing, and a clean background make it easy to understand.
Upload overly polished graphics, stock images, or busy visuals full of text.
These feel artificial and make your content harder to trust and harder to engage with.
- Your update appears in the Following Feed, where followers and investors see your progress in real time.
- Your update is emailed to all of your followers and investors, ensuring your message reaches people even if they’re not actively browsing Wefunder.
- Your update is added to your company’s campaign page, creating a visible track record of execution that compounds trust over time.
Updates don’t have to be long or formal, they just need to be consistent and real. Each one is a snapshot of what you’re building: what you shipped, what you learned, what changed, or what’s happening behind the scenes.
A simple update structure works well:
Headline → What Happened → Why It Matters
Check out some of our favorite examples in our Updates Swipe File.
Whether you’re sharing a major milestone or a small day-to-day moment, posting regular updates ensures your company stays visible across the platform and builds the familiarity that drives investment.
Spotlights: Your High-Visibility Moment on Wefunder
Every week, Wefunder releases a new Spotlight prompt — a simple theme or question that helps founders share something meaningful, personal, or inspiring about their journey. When you participate in that weekly prompt and your campaign is live on the Explore page, your Spotlight becomes eligible to appear in the Spotlight Carousel at the very top of the Wefunder Feed and Explore page.
Unlike updates, which focus on your week-to-week momentum, Spotlights focus on why you’re building your company: the mission, the story, the spark, the emotion. They’re founder-centered posts meant to help investors understand the person behind the company, not just the product. Emotion creates memorability, and memorability drives follow-through later in the raise.
A Spotlight can take many forms. Here are just a few examples:
- A sincere founder quote about why this company matters along with a high quality photo
- A short (1 min) portrait mode founder pitch tvideo
- An investor headshot with their testimonial
- A product demo (2-3 min)
If updates are your rhythm, Spotlights are your spotlight. Post them weekly, use the prompts thoughtfully, and treat them as your chance to reach the wider Wefunder community.
These need to go through a manual approval process on our backend, so it's important to follow all prompt instructions and guidelines.
Share an honest, personal story that connects to the weekly Spotlight prompt.
Post a vague slogan, an AI generated/polished marketing graphic, or a generic “we’re changing the world” message.
