Founders are becoming a bigger part of brand social strategies as short-form video continues to shape how consumers discover products. According to the report, this shift is not limited to companies that already have a founder-led identity; it is increasingly tied to the demands of influencer-style content, where a recognizable person can help a brand stand out online and, in some cases, support wholesale ambitions as well.
Katina Mountanos, founder and CEO of olive oil brand Kostarina, said she did not set out to become a social media personality. But once she began posting practical videos about olive oil quality and category basics, the content started performing well and pushed her into a more camera-facing role. Her approach has been to lean on expertise rather than chase controversy, even though more provocative posts can draw larger audiences. She said she prefers to keep the brand aligned with her background as an olive oil sommelier and her focus on the Mediterranean diet.
Founders are balancing authenticity with performance
At women’s outdoor apparel brand Seniq, co-founders Madison Hilson and Valentina Thompson have been posting from the company account since launch in 2024. Their early content centered on startup life, but the brand’s growth and wholesale expansion, including accounts with Dick’s Sporting Goods, has changed the mix. The founders now work to serve both direct-to-consumer shoppers, who respond to personality-driven behind-the-scenes content, and wholesale partners, who may want more campaign-style or product-focused posts.
The Seniq team reviews analytics to understand which formats and hooks drive engagement and sales, using Triple Whale to track what content performs best. Some of the strongest videos show the founders wearing the products and highlighting features, while others gain traction by marking major milestones, such as the brand’s launch in Backcountry stores this spring. Hilson said the team has also learned to embrace a lighter, more personal tone, even when it feels less polished, because that better reflects the brand’s identity.
That same evolution is visible at Nick Stenson Beauty, where founder Nick Stenson has adjusted his Instagram and TikTok strategy over time. He initially tried to keep the emphasis on products, but his team has since pushed the content in a more founder-led direction as brands continue to treat social video as a key part of retail and consumer marketing.
Source: modernretail.co
