✌️ Lights, camera, action!

Metricooler, today I’m bringing you a trend that’s quickly becoming the norm: founders and business owners stepping in front of the camera and becoming the face of their brands on social media. And it makes sense when you think about it.

So turning all of that into content comes naturally, because they already know this stuff inside out. They’re not just posting for the sake of it. They’re sharing what they experience every day, not reading from a script someone else wrote for them.

If you run a small business and don’t know where to start with social media content, forget about coming up with some big master plan. Sometimes, the first step is simply getting comfortable in front of the camera. You already know your business inside out. Now you just need a phone to start sharing that knowledge.

For this newsletter, we’ve rounded up real founders and business owners who’ve become the face of their brand on social media, and they all have one thing in common: they’re not afraid to put themselves out there.

The best way to show the value of your product is to show people how to get the most out of it and how it fits into their everyday lives. 

Katerina Mountanos, CEO of Kosterina, a premium extra virgin olive oil brand, does exactly that on her Instagram profile, where she shows how to use the product in recipes, how to store it, and how to tell good olive oil from the rest.

Priscilla Tsai does the same, showing the product, how it works, and how to use it.

If your product solves one very specific problem, show it. Tallow Ash, a laundry care brand, uses this video to show how their new product gets different stains out of clothes.

➜ How can you apply this? Create content focused on the actual use of your product. Think about what problem it solves and bring it into your users’ daily life: a post with a recipe, a video showing different ways to use it, or a carousel with a before and after.

If your content looks like a never-ending infomercial, people are going to scroll right past it.

Nick Stenson, CEO of Nick Stenson Beauty, doesn’t just show off his products. He shares hair care tips and techniques his audience can actually use. So when they’re ready to buy a new hair care product, guess who comes to mind? Nick.

Chace Barber, from Edison Motors, has a slightly trickier task: making a subject as complex as hybrid electric trucks genuinely interesting. He’s leaned into content that compares and explains these vehicles, helping people understand them without the technical jargon.

➜ How can you apply this? If you sell coffee, your audience is going to want to know about the different varieties and flavor profiles out there. If you sell stationery, someone out there is wondering which marker works best on which type of paper. The same logic applies no matter what you sell.

On social media, your community should be part of the conversation, and Chace Barber and Priscilla Tsai both get that.

They both turn real questions from their comments into content. It’s a simple way to answer what their audience actually wants to know, make followers feel heard, and build stronger relationships with their community. All in one post.

Most of the time, you don’t need to rack your brain trying to come up with new content. Your own audience is already handing you the ideas.

➜ How can you apply this? Keep your eyes open when you’re on social media. Read the comments on your posts, check your DMs, and pay attention to what your community is asking about. That’s where your next post idea is hiding.

Once you’ve built a loyal community, sharing your brand’s wins with your followers humanizes the relationship and brings you closer to them.

Audrey, from The Nitro Bar, shares this reel celebrating the opening of a new location, while Nick celebrates seeing his name on the shelf at a beauty store.

➜ How can you apply this? Is your product now available at a new store? Hit a milestone number of customers? Get five stars on Google? Celebrate it, and bring your followers along for the ride.

If your goal is to connect with people and humanize your brand, telling the story of how it all started is a great way to do it. Katerina shares the story of how she started her premium olive oil brand, complete with old photos, early sketches, and original packaging.

It’s the kind of content that creates an emotional connection. People love a good origin story. Sharing where you started, the challenges you faced, and how far you’ve come makes your brand feel more human and gives people something to connect with.

➜ How can you apply this? Think about a video, a carousel, or even a whole content series where you tell people how you started, where the idea for your business came from, and what obstacles you ran into along the way.