Many people see successful indie developers use social media to elevate their success, and immediately think they have to do the same until you stop and realize that most successful indie developers on social media, actually sell “the formula for success” to other indie developers.
Now, I’m over generalizing but you get the point. There are many indie developers who have little to zero presence on social media because their customers are not there.
What’s your product? Who is your customer and where do they spend their time?