Sabreen Haziq, Building Brand Equity on LinkedIn from Boston

Sabreen Haziq is based in Boston, works on the production team at Buffer, and has posted on LinkedIn every single day since June 2024. She grew up in New Delhi, moved to London at 22 to study, then to the US at 25 after getting married. The marriage ended. She rebuilt.

Her framing for content is “land and expand.” Pick one platform, invest deep, then port the brand equity somewhere else. LinkedIn has been her anchor because it kept showing up for her through layoffs and the US tech industry’s constant state of flux. YouTube is her current expansion project, a rebrand of a dormant 2013 account. The first video on the new trajectory brought in 400 new subscribers.

Sabreen’s brand deal pipeline runs through LinkedIn. SaaS companies DM her there, she builds the campaigns, the work repeats. Her Instagram did one big Etihad Airways campaign that hit 100,000 views and then quieted down. She’s direct about why: her Instagram audience is heavily South Asian, which makes it hard to pitch US brands looking for wallet-share conversion. She’s planning a new Instagram in July with a fresh email ID, geotagged to the US, scripted to speak to a US audience from the start.

On production, she’s not precious. One key light next to the camera. Two lights taped to the back wall. A night lamp for fill. Sony A7IV. She lives by “date the camera, marry the lens.” Most of the output comes from playing with shutter speed, ISO, white balance, and depth of field.

She runs serious AI workflows without writing any code. One example she walked through: every message from Buffer’s top ten Discord channels gets pulled into Google Sheets via Zapier, passed through a Claude prompt that analyses sentiment and surfaces programme opportunities, and spits out a monthly report into Notion. That report has directly shaped product decisions.

Her position on AI: nobody is behind right now, as long as you’re willing to embrace it. She’s not an engineer. She thinks in terms of problems she runs into daily, then talks to Claude.

On being an immigrant, she’s direct. London at 22 was culture shock, grey skies, waitressing, restocking shelves, and selling kitchen models to pay for her own life. She got her National Insurance number sorted before her friends went sightseeing. The US at 25 was harder for different reasons. “It’s so cool and terrifying being an immigrant.”

She also launched a coffee, Breadcrumb Behavior, light roast, natural processed, with a creator-brand partnership model. The launch ran on ManyChat: anyone commenting the word “coffee” got the link auto-delivered.

The biggest lesson she named for herself: “I get bored very easily. So I sometimes give up before the compound effect hits.” It’s why the new Instagram hasn’t launched yet.