The Importance of Founder-Led Content For Any Small Business

As a small to medium-sized business owner, you probably have an incredible story to tell. But many business owners mistakenly think their journey isn't interesting or relatable to others. Wrong!

The foundation of social media is storytelling. Stories about people, what they eat for breakfast, and yes, how they’re growing their businesses. Founder-led content taps into this exact human element, offering authenticity and relatability that can connect with your audience. But if you’re new to the idea of showing your face and sharing your entrepreneurial journey on social media, you might face a few hurdles.

Here’s my take on why you should consider founder- led content in your social content strategy for stronger engagement and visibility and some tips on how to overcome those cringey feels.

Why Founder-Led Content Works

Founder-led content is one of the most powerful ways to differentiate your brand and build trust with your audience. It humanises your business, showing the faces and stories behind the products or services you offer. This level of authenticity resonates deeply with consumers, particularly in today’s world where people crave real, unscripted content.

As brand owners, we sometimes focus a little too hard on our brands and products in our communications forgetting that people don’t connect with what we are trying to sell them. They connect with people. When you share your entrepreneurial journey—the challenges, triumphs, and lessons learned—you’re not just promoting your business; you’re telling a story that can inspire and engage others. Your story is what makes your brand unique, and incorporating it into your social strategy will allow you to connect with a more loyal and engaged audience.

My Tips To Overcoming The Cringe….

Embrace Imperfection: Perfection Isn’t Necessary.

Many business owners shy away from sharing content because they fear it won’t be "perfect." Maybe you’ll stutter during a video, or you’ll feel that your hair isn’t styled just right. But here’s the thing- imperfection makes you human. Social media is about sharing real stories, and your audience will connect with you more when they see the genuine, behind-the-scenes side of your business.

The days of a polished Instagram feed with glossy filters are over. Social content on TikTok is raw, unfiltered and sometimes a little unhinged.

Remember, it’s better to capture a moment and share it, even if it’s not flawless, than to let the opportunity pass. Most likely, your audience won’t be scrutinising your content as much as you are. They’ll appreciate the authenticity.

Film ‘Something’ Every Day.

One of the most common hurdles my clients face when starting to create content is consistency. They often talk about exciting moments in their week but forget to capture them on video. My advice? Start filming every day, even if it’s just for a few seconds.

It doesn’t need to be a big production. The beauty of founder-led content is that it doesn’t have to be polished or scripted. Just document what’s happening in your day-to-day—whether it’s a win, a challenge, or a funny moment. Over time, this practice will become second nature and will help you gather a bank of content for your social media posts.

Don’t Get Discouraged by Low Engagement

You’ve spent time creating content, only to see it get just a handful of views. It’s normal to feel discouraged when the results don’t immediately reflect your effort. But the key to success in content strategy is consistency. Social media algorithms reward regular posting, and the more content you create, the better insights you’ll have into what resonates with your audience.

Not every post needs to go viral. In fact, viral content is often unpredictable. However, with each video or post you share, you’re learning what works and what doesn’t. And when you finally hit on that piece of content that takes off, it will feel like the payoff for all your hard work.

So Ready To Get Started?

If you're a founder-led business, your story is an asset. Start small, embrace the process, and remember that consistency and authenticity will lead to success in the long run. With the right content strategy and social strategy, you can connect with customers on a deeper level and grow your business organically.

If you are looking for guidance and maybe even a little help pulling it all together- get in touch today.