Self-Promotion: The Fine Line Between Positioning and Boasting

In today’s business world, it sometimes seems that self-promotion plays a key role in building a personal brand and professional identity. Social networks, blogs, podcasts, conferences, and platforms like LinkedIn have enabled every ambitious individual to expand their network of contacts and present their achievements, ideas, and values. However, with the increase in opportunities for self-promotion, questions have arisen about the boundaries of this tool: When is self-promotion beneficial, and when does it become tiresome? How can one maintain a balance between professional presence and excessive exposure?

Numerous experts agree that self-promotion is inevitable in the modern business environment, but they also warn of the risks associated with forced or unnatural communication. Authenticity, relevance, and tailoring content to the audience are key elements of a successful self-promotion strategy. Examples from successful entrepreneurs and market leaders show that promoting one’s achievements can significantly benefit personal and professional growth, but only if executed with moderation and a strategic approach. Together with domestic experts, we explored how and when self-promotion is useful, why it is important to understand your audience, and what key steps can be taken to avoid the negative consequences of excessive exposure.

Finding Balance

– The key to successful self-promotion lies in finding balance. On one hand, it is good and necessary to clearly present your successes and the value you bring. On the other hand, it is important to avoid exaggeration or misrepresentation. Authenticity is one of the foundations of any long-lasting business relationship, and self-promotion without authenticity quickly loses credibility. True self-promotion involves consistency in the story you tell and respecting your values and personality in every communication (and promotional) channel – explains communication and relations expert Ante Mihaljević.

Of course, timing also plays a crucial role. Self-promotion should primarily be linked to your business goals and the right moments in the development of your career or brand. For example, appearing at a conference will have the greatest impact when you have just launched a new product or service, while blogs and articles are more useful when you have deeper insights into a topic or experiences you wish to share. Planning key moments of self-promotion throughout the year can help maintain authenticity and ensure that every appearance is worthwhile. Where people often go wrong is the tendency to exaggerate. Frequent posts on social media or appearances at events without a clearly defined goal can bring you everything you did not want, which is damaging your image. People, Mihaljević points out, quickly sense when the motivation is ‘to be in the spotlight’ rather than to bring real value, so it is very important to know when to avoid talking about yourself without understanding and representing how your skills and experience can help others.

– When messages directed at the audience start to become more about self-praise and less relevant to those we are addressing, we risk losing trust. We always monitor audience reactions, that is, comments, feedback, and if we notice a drop in engagement or negative reactions, that is a sign that something needs to change immediately. Additionally, if we notice that communication is becoming monotonous and repetitive, without real news or value, it is time to adjust or find a new perspective – explains Manuela Šola, executive director of the Communication Laboratory.

Indeed, when promotional messages become too focused on self-praise, a key element of successful communication – audience trust – is lost. Instead of serving their primary purpose, such messages risk becoming monologues without real interaction with those they are intended for. Maintaining the relevance of messages in communication is crucial for long-term success, Šola believes, and the way the audience reacts to the content can be the most important indicator of the effectiveness of the communication strategy.

Monitoring engagement through metrics such as comments, feedback, and view counts reflects audience attitudes, and a drop in these areas is a clear sign that something is wrong. If the content is perceived as boring or repetitive, it may mean that contact with the true interests of the audience has been lost. Such situations should be responded to quickly, adjusting the tone and style of communication to regain interest and avoid a sense of monotony. Equally important as avoiding self-praise is ensuring that the content brings real value, which is well understood by those for whom self-promotion channels are crucial for generating profit.

Selling Smoke

– A key element is providing value. By sharing knowledge and experiences, trust is gained, and then a dose of self-promotion is acceptable. Unfortunately, there are a number of people on social media who act too egocentrically and boastfully, which I find quite off-putting. It is particularly off-putting when it comes to ‘selling smoke’. To be clear, there is nothing wrong with promoting one’s own products and services, but the problem arises when that is in the foreground. Personally, I prefer to first offer value to my followers on social media, and if they recognize it, sales happen on their own, without too much ‘advertising’. I believe it is crucial to be authentic and honest, to share personal experiences, to admit that you do not have answers for everything, and to be moderate in your approach. That is how trust is built; the problem is that a large number of people lack patience and many projects are run on short-term paths – explains Sandra Ferenčak, a financial blogger and educator specializing in financial literacy, savings, and investments.