Breakdown of Lovable's LinkedIn Strategy: How an AI Startup Dominates the Feed

LinkedIn is the most important organic channel for B2B startups right now. That's not even debatable anymore. And if you want to see what "doing it right" looks like, go follow Lovable.

Lovable is an AI coding tool -- you describe what you want in plain English and it builds the software for you. Cool product. But honestly? Their LinkedIn game is just as impressive as the product itself.

I've been watching them closely for months. Here's what they're doing and why it works so well.

Founder-Led Content Is the Engine

Anton Osika, Lovable's founder, is the main reason their LinkedIn presence is so strong. He posts almost every day. And his posts absolutely crush anything the company page puts out.

That's not a coincidence.

Anton does this thing where he ties a personal story to a product insight. He'll talk about a weird user behavior they noticed, a heated debate the team had about a feature, or some bold prediction about where AI is headed. You feel like you're getting a backstage pass to a rocketship startup. It never reads like a press release.

What really makes it work: he's specific. He doesn't post "We're excited to announce a new feature." He talks about the exact DM a user sent him, how the team argued about the fix, and what they shipped in 48 hours. That kind of detail is what builds trust. People come back for more because it's real.

Product Demos That Don't Feel Like Demos

Lovable's other big move is short product demo videos. But they almost never call them demos. Instead, it's someone building something real on camera. "I just built a full CRM in 3 minutes" hits completely differently than "Check out our new CRM template feature."

The recordings are raw. No editing, no transitions, no polish. And that's the point. Polished content gets scrolled past on LinkedIn. A video that looks like someone just hit record and started building? That stops the scroll.

They also let users post their own builds. User-generated demos have become a huge part of their LinkedIn presence, and honestly, those carry even more weight than the official stuff.

Build-in-Public Transparency

Most startups are too scared to share real numbers publicly. Lovable isn't.

They post actual metrics. User growth, usage stats, even the bad weeks where stuff broke. And it works for two reasons.

First, people engage with it. A post about hitting 100,000 users gets flooded with congratulations and shares. A post about a rough week where everything went sideways gets empathy and advice. Both drive massive engagement.

Second, it creates a story arc. People who follow Lovable feel invested in the journey. They're rooting for this team. That emotional connection is worth more than any ad campaign you could ever run.

Team Amplification Is Coordinated

Go look at Lovable's team members on LinkedIn. They all post. Engineers write technical deep-dives. Designers share UI decisions. PMs share roadmap thinking. And when one person posts, everyone else on the team jumps in with likes, comments, reshares.

This doesn't happen by accident.

There's clearly some coordination happening behind the scenes. When Anton publishes something, his team engages within the first hour. That sends a massive signal to LinkedIn's algorithm: this content is worth distributing.

The result? Instead of one account reaching 10,000 people, ten accounts collectively reach 200,000. The math on employee advocacy is honestly hard to argue with.

What Startups Can Learn from Lovable

Start with the founder. If your CEO isn't posting on LinkedIn, you're leaving the highest-leverage channel on the table. People follow people, not logos. One authentic founder post will outperform a month of company page content. Every time.

Show, don't tell. Lovable almost never talks about features in the abstract. They show the product doing something impressive, in a real scenario. If your product can do something cool, record it and post it. It's that simple.

Be transparent about the journey. Share the milestones. Share the setbacks. Share honest reflections. Corporate-speak pushes people away. Being real pulls them in.

Make team posting easy and expected. The biggest barrier to employee advocacy isn't willingness -- it's friction. Most people want to support their company but don't know what to say or don't have time to write something.

This is exactly why we built TeamPost. It helps teams coordinate LinkedIn content without it feeling like homework. You can draft posts for team members, schedule them across accounts, and make sure everyone's amplifying the right messages at the right time. If you're trying to replicate what Lovable has built, having a tool that removes the friction makes all the difference.

It compounds

What's most impressive: everything Lovable does compounds. Every post builds on the last one. Every new follower sees a backlog of authentic, engaging content. Every team member who starts posting adds another node to the distribution network.

Most startups spend months debating their LinkedIn strategy. Lovable just started posting. Consistently, authentically, as a team.

That's the real lesson. The best strategy is the one you actually execute.

Start with your founder. Add your team. Be real. Be consistent. The algorithm rewards people who show up.

Related reading: how Clay uses LinkedIn the same way, and how to encourage your whole team to post.