Can you build a personal brand without social media?
It feels like a trick question in today’s world, right? Social media is where brands are built - or so we’re told. No Instagram stories, no TikTok trends - can you actually create something meaningful without it?
Seth Godin thinks you can.
He’s a marketing legend, author of over 20 bestselling books, and has written a daily blog for more than two decades. Here’s the kicker: Seth isn’t on social media. At all.
Why? Because he believes social media isn’t designed for connection or authenticity. “The algorithms are optimized for anger and division,” he said. “I don’t want to support that.”
Instead, Seth chose a different path: blogging. Every day, without fail, he shares something - an idea, an insight, a provocation. Sometimes it’s just a few lines; other times, it’s a deep dive. But it’s always thoughtful, and it’s unmistakably him.
“A routine is a decision not made,” Seth explained. “I’ve already decided to do this every day, so it doesn’t take any energy thinking if I should or not.”
And here’s the thing: his blog will keep going even after he’s gone. Seth has scheduled posts far into the future because he knows that consistency isn’t about hustling harder - it’s about designing systems that work for you.
But here’s where it gets real: he didn’t start with millions of readers. When Seth began blogging, his audience was five people, friends and family. But he kept going. “Hustle and viral don’t work. If you’re doing good work, people will share it. That’s all.” He says.
Of course, it wasn’t without challenges. When his blog started gaining traction, Seth noticed the comments shaping his writing, pushing him to edit himself instead of speaking his truth. So, he made a tough call: keep blogging, but turn off comments. His focus was clear, write for himself and the people who resonated with his work, not for the algorithm or fleeting approval.
So, can this work for everyone?
Not necessarily. Social media can be a valuable tool when used intentionally. But Seth’s approach reminds us of a deeper truth: you don’t have to play by the algorithm’s rules to build something meaningful.
If you’re tired of chasing likes or trying to outsmart the next platform change, here’s what you can take from Seth’s example:
Consistency is key. Whether it’s a daily blog, a weekly newsletter, or monthly podcast episodes, create a routine that frees up your mental energy and keeps you showing up.
Own your space. Build on platforms you control - your website, email list, or personal blog. Don’t hand all your power to social media platforms.
Focus on depth, not breadth. You don’t need a massive audience. If your message connects deeply with a few people, it will grow organically.
Be human. Seth didn’t edit himself to fit an image or cater to everyone. He stayed true to his voice, and that’s what built his brand.
Seth proves that building a personal brand is less about where you show up and more about how you show up. Whether you embrace social media or choose to go without it, the core is the same: authenticity, consistency, and meaningful work.
So, what do you think? Could you build a brand without social media? Would you want to?
/M.