How 3 African Founders Build Influence on X

SDS 064: How 3 African Founders Build Influence on X

Hey! thank you for reading issue 064 of Startup Definition Sunday (SDS). You can read past issues here.

SDS is the only newsletter that is redefining support for Africa's emerging founders. Every other Sunday, we cut through the fundraising and ecosystem noise to bring actionable insights to 2,320 emerging founders.

If you’re building a startup, you’ve probably heard this phrase: “Founders need to build a personal brand.”

If this is your first time hearing it, I’ve written a newsletter issue on the topic that you can check out here.

But what does “building a personal brand” really mean?

Over the next two weeks, I’ll break it down in a 2-part series by exploring how six African founders are excelling at personal branding — three on X (formerly Twitter) and three on LinkedIn. Each founder has their own approach, but they all remind us of one key truth:

A personal brand isn’t about self-promotion. It’s about clarity, consistency, and credibility.

Let’s dive into part 1.

X: The Town Square for Builders

X is fast, sharp, and built for momentum. Founders who thrive on the platform tend to focus on commentary, storytelling, and building trust in public. Here are three standout examples:

1. Seye Bandele (@seyedele) - Co-founder, PaidHR

Seye’s posts are relatable and feel like they’re coming from someone actively navigating the challenges of building a startup in Africa — because he is. Whether he’s reflecting on how hard it is to find good talent or poking fun at the latest chaos on X, his tone is grounded, human, and engaging.

Instead of “talking at” his audience, Seye “thinks with” them. Almost effortlessly, his voice leads you to PaidHR — not through direct promotion, but by sparking curiosity about what he’s building.

What founders can learn:
→ Relatability is a growth engine
→ Providing value doesn’t always mean writing long threads.
→ Talk about your company by speaking like your customer.

2. Tosin Olaseinde (@tosinolaseinde) - Founder, Money Africa

Tosin has mastered the art of blending authority with accessibility. As the founder of Money Africa, her posts simplify complex financial concepts into bite-sized, actionable insights. Her tone is clear, her value is consistent, and her voice positions her as both an expert and a trusted friend.

Through her content, Tosin elevates her audience’s understanding while showcasing the value her company can bring.

What founders can learn:
→ Stick to one clear theme and revisit it regularly.
→ Share real value. It builds credibility faster than flashy marketing.
→ Speak like a friend teaching a friend, not like a guru preaching.

3. Ikpeme Neto (@docneto) - Founder, WellaHealth

Ikpeme is a healthtech entrepreneur and founder of WellaHealth. On X, his posts reflect his journey of scaling a company and community in healthcare. His voice is thoughtful, backed by data, and inspired by lived experiences.

Neto doesn’t shy away from topical or even controversial issues, showing us that founders can engage in meaningful discussions without harming their company’s brand.

What founders can learn:
→ Use your platform to build community and culture, not just personal narratives
→ Share strategies, not just results.
→ Reflect on broader topics (like healthcare, policy, or culture) to anchor your brand.

My Two Pesewas

X isn’t just for quick updates, it’s for building trust through consistent, meaningful engagement.

You don’t have to post daily. Instead, post deliberately. Choose one focus area, fundraising, product strategy, or industry insights, and share something valuable once or twice a day. Over time, these small contributions build momentum.

Next week, we’ll explore how three founders are using LinkedIn to build credibility and influence. If LinkedIn is your platform, stay tuned!

If this hit home, share this newsletter with a founder who's thinking about their next X post.

That's all for today. As always, thank you for being an engaged reader. Let me know your thoughts on this issue. I’d love to hear your experiences or tips on navigating tough decisions in leadership.

Until next time,

Jasiel

Find me on X, or LinkedIn