Trends on social media are constantly evolving, and some current popular 2025 marketing trends include AI-produced ads, short-form videos and influencer collaborations. However, (somewhat potentially contradictory to this), brands are also seeking ways to build deeper, more authentic connections with their audiences. *Enter founder-led content into the chat*: a raw, genuine, and powerful approach to marketing that puts the brand’s creator front and centre.

From candid Instagram stories to direct-to-camera TikTok videos, founder-led content is more than just a social media trend - it’s a secret weapon for building trust, showcasing passion, and fostering loyalty. Google reports that search interest in "dopamine fasting" has skyrocketed by 6X this year, with people actively seeking refuge from overstimulation.” 

But how can direct-to-consumer (DTC) brands effectively incorporate authentic founder content into their 2025 marketing strategy?

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Why Founder Stories and ‘Authentic Content’ are Trending in 2025 

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In 2025, a year where AI is transforming digital marketing and we are puzzling ‘Is that AI?’ while scrolling, consumers are craving authenticity like never before (as reiterated by Google with a rise in ‘dopamine-fasting’ searches). Polished campaigns are effective for building awareness, but the story behind the product often seals the deal. 

Founder-led content brings a human face to the brand, offering a glimpse into the journey, values, and mission that drive its existence. In 2025, Hootsuite reports that ‘more organisations will step outside their creative comfort zone and test content that pushes beyond their brand guidelines to capture and delight audiences”. Founder content is the perfect way to do just that. 

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Key reasons founder-led content works:

• Emotional Connection: Seeing the person who created the product fosters an emotional bond. Customers resonate with the passion and vulnerability of founders sharing their stories.
• Trust and Transparency: Founder-led content feels personal and real, countering scepticism around overly curated advertising.
• Differentiation: In crowded markets, founder-led content offers a unique edge, highlighting what makes your brand truly special.

One great example is Emily Weiss of Glossier, whose founder-led approach helped the brand become a cult favourite. Her storytelling and direct connection with customers set the tone for a new wave of beauty marketing. Read more about the full Glossier marketing strategy, and what we can learn from their success, here. 

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How to Leverage Founder-Led Content in your 2025 Marketing Strategy

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1. Tell Your Origin Story

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Your brand’s origin story is the foundation of founder-led content. Share why you started the business, the challenges you faced, and the values that drive you. Customers love to feel they’re supporting a person or team, not just buying a product.

Actionable Tips:

• Record a short video explaining how your business began and what inspired your first product.
• Be transparent about hurdles you’ve overcome; it makes your story relatable and inspiring.
• Use platforms like Instagram Stories, TikTok, or LinkedIn to share behind-the-scenes moments from your journey.

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2. Create Product-Focused Content

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Nobody knows your product better than you do. Founder-led product content showcases your expertise, passion, and pride in what you’ve created. This type of content is especially powerful for DTC brands offering niche or innovative solutions.

Will (AKA The Inhaler Tailor) makes vegan leather inhaler holders with various useful USPs for inhaler users. This is far from a typical TikTok shop product offering, but it worked.

Upon his appearance on Dragons Den, he stated the stats around his business:

📦 6000 units sold

💸 90,000 in revenue

📲 50% of sales through the site. 25% through Etsy. 25% through TikTok shop.

What did he do to sell on TikTok?

Not a lot.

Will posted 1 organic video - a simple face-to-camera video, speaking through why he created the product and the variety of benefits.

The result? Over 3.4 million views and 300k likes. The traction from the video was enough to sell 2250 units (25% of overall sales).

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Actionable Tips:

• Film quick demonstrations or tutorials explaining how to use your products.
• Share insights into what makes your product unique, such as its design process or sourcing journey.
• Highlight customer feedback and show how it influences product development.

Take a cue from Ben Francis, the founder of Gymshark, who frequently shares videos discussing product launches and the brand’s growth, building an authentic connection with his audience.  Read more about the full Gymshark marketing strategy, and what we can learn from their success, here.

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3. Go Behind the Scenes

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Behind-the-scenes content gives customers an exclusive look at how your brand operates. Whether it’s the day-to-day grind or special moments like product launches, this transparency builds trust and creates a sense of community.

Check out some great examples of ways brands are producing engaging ‘BTS’ Employee Generated Content here. 

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Actionable Tips:

• Share “a day in the life” content on Instagram Stories or TikTok.
• Show your team at work to humanise the brand and celebrate company culture.
• Highlight how decisions are made—whether it’s choosing sustainable materials or developing a new flavour for your product.

Aimee Smale, founder of Odd Muse, is doing an incredible job of this on TikTok and has lifted the curtain on everything from production to marketing - her TikTok page is a masterclass on how to humanise your brand and build an engaged community. 

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4. Engage Directly With Your Audience

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Founder-led content offers a unique opportunity to connect directly with your audience. By engaging in real-time conversations, you can foster loyalty and turn customers into brand advocates.

Actionable Tips:

• Host live Q&A sessions on Instagram or TikTok to answer customer questions.
• Respond personally to comments and direct messages whenever possible.
• Use audience feedback to inform your content, showing that you value their input.

A prime example of this is Sara Blakely, the founder of Spanx, who frequently engages with her audience on Instagram, offering a mix of humour, relatability, and heartfelt moments.

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5. Be Vulnerable and Real

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Founder-led content works best when it feels genuine. Sharing personal challenges or lessons learned along the way resonates deeply with audiences. It shows the human side of your brand, making you more approachable and relatable.

Actionable Tips:

• Share a time when you made a mistake and what you learned from it.
• Discuss the challenges of running a business, such as balancing growth with maintaining quality.
• Post candid, unpolished content - it doesn’t have to be perfect to be impactful.

For example, Daniel Lubetzky of KIND Snacks often shares his thoughts on leadership and social impact, connecting his personal values to his brand’s mission.

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Integrating Founder-Led Content With Your 2025 Marketing Strategy

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Founder-led content shouldn’t stand alone - it should complement your broader marketing efforts. Here’s how to seamlessly integrate it:

• Social Media: Make founder-led content a regular feature on your brand’s social channels. Use it to anchor campaigns, announce product launches, or celebrate milestones.
• Email Marketing: Include personal messages from the founder in your newsletters or post-purchase emails to reinforce trust and connection.
• Paid Media: Test founder-led content as ad creatives, especially for platforms like TikTok and Instagram, where authenticity drives performance.

Heres is a link to a founder story Foreplay board for inspiration.

• Website and Product Pages: Add videos or written content from the founder to your site to enhance the shopping experience and highlight your brand story.

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Measuring the Impact of Authentic Marketing and Founder-Led Content

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To assess how well founder-led content is working, track these key metrics:

• Engagement Rates: Monitor likes, shares, and comments on social media posts to gauge audience resonance.
• Conversion Rates: Measure how founder-led content impacts sales, particularly for ads and product pages.
• Customer Feedback: Look for comments or reviews that mention your founder story or content.
• Brand Sentiment: Use surveys or social listening tools to understand how customers perceive your brand.

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Overcoming Common Challenges

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Time Constraints

Running a business is demanding, and creating content can feel overwhelming. Batch-create content during slower periods or delegate production tasks to your team.

Camera Shyness

Not every founder feels comfortable on camera. Start small with informal recordings, and over time, your confidence will grow. Alternatively, focus on written storytelling.

Balancing Authenticity and Professionalism

While founder-led content should feel natural, it’s essential to maintain a level of professionalism. Edit for clarity and ensure visuals align with your brand’s aesthetic.

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Founder-Led Content: A Marketing Trend or Long-Term Strategy?

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Founder-led content isn’t just a trend - it’s a long-term strategy for building meaningful connections with your audience. By sharing your story, showcasing your passion, and engaging authentically, you can differentiate your brand in the crowded DTC landscape.

Whether you’re a new brand finding your voice or an established player looking to reconnect with your audience, founder-led content is a powerful way to inspire loyalty, drive sales, and grow your community.

So, grab your phone, hit record, and start sharing your story - you might be surprised at the results!

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Written by: Jody Lynch - Content Marketing Manager

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