In today’s landscape, every founder is also a content creator—and every piece of content is a chance to move your business forward.

But let’s get clear: we’re not playing by 2018’s rules anymore.

Paid media alone won’t save you. Influencer campaigns need more than swipe-ups. And simply being on TikTok isn’t enough—you need a cohesive, multi-platform brand strategy that feels intentional, human, and dynamic.

As someone who’s built brand strategies for beauty giants and indie startups alike, here’s what I want every founder to know about building momentum in 2025 and beyond.

1. You Don’t Need to Be Everywhere—But You Do Need to Be Cohesive

A presence on five platforms is useless if your brand feels fractured across them. Instead of chasing every trend, get clear on:

  • What are your brand’s core values, tone, and POV?
  • Which platforms best support that POV?
  • How does your visual language show up in motion, static, and UGC?

Repetition isn’t boring—it’s brand building.

2. Organic Content Isn’t Optional

Founders, this part’s for you: You don’t need to dance on TikTok. But you do need to show your face, share your process, and tell your story in a way that’s consistent, not just cute.

Brands with “main character energy” aren’t afraid to:

  • Talk to the camera
  • Show behind the scenes
  • Educate in your zone of genius
  • Repurpose that content across channels

If you’re not showing up in your feed, why should customers believe you’re showing up for them?

3. Paid Media Only Works If Your Organic Content Is Doing Its Job

Paid and organic should be best friends—not strangers.

Don’t run paid against content that hasn’t proven traction. Instead:

  • Let organic content surface your strongest hooks
  • Use top-performing Reels or TikToks as ad creative
  • Run paid to amplify—not validate—your voice

It’s not about spending more. It’s about amplifying what’s already working.

4. Communities Scale Faster Than Campaigns

Social-first brands aren’t just posting content. They’re creating a world people want to belong to.

  • Use story polls and comments to co-create
  • Spotlight customers as creators
  • Let your community shape language and content
  • Reward engagement with more access—not just discounts

This isn’t “audience growth.” It’s relationship building. And it’s the only strategy that still works long-term.

Final Thought: Show Up With Strategy—and Soul

Whether you’re pre-launch or Series B, the brands that thrive today are the ones that move with intention.

They know what they stand for.
They show up where it matters.
They use content as a vehicle for connection—not just conversion.

And they know: momentum starts with one person pressing “post.”

Dina Fierro is a digital marketing strategist and former VP of Global Digital Strategy at NARS Cosmetics. She now advises emerging brands on full-funnel growth, content strategy, and future-facing commerce.