The Rise of Founder-led Storytelling and Why it Works

Over the past year, we’ve seen an undeniable shift: brand founders are stepping into the spotlight. What started with the rise of Employee Generated Content (EGC) has evolved into more personal content. Founders are becoming the face of the brands they’ve built, leading storytelling from the front and centre. From day-in-the-life content to candid behind-the-scenes moments, this approach is redefining how brands connect with their audiences.

According to our Senior Account Manager and social media expert, Tom Milne, this gained momentum during the pandemic: "Covid was the turning point. Founders started flipping the camera and getting in front of the lens as we saw consumers desire real and meaningful connections. That desire for transparency has only grown."

The power of putting a face to the brand...

Studies suggest that about 88% of consumers say authenticity is an important factor in deciding which brands they support. Founder-led storytelling puts a face to the brand. It creates a human anchor that builds emotional connection, trust and loyalty that outlasts any campaign. In social commerce, where consumers have endless choice, this personal connection can be the difference between scrolling past or checking out.

Founder-led content turns brands into stories, and stories into community. It humanises the brand, deepens community trust and drives conversion, especially in social commerce where authenticity sells. It’s not just about promoting products. It’s about showing what life looks like inside the brand. The decisions, the values and the people. And when done right, it turns followers into engaged fans.

Founder-led storytelling isn’t a passing trend. From Molly-Mae to Emma Grede, we’re seeing founders lean into lives, behind-the-scenes storytelling and podcast appearances to bring followers into the reality of running a business. Diipa Khosla, the founder of Inde Wild, exemplifies how influencer-founded brands often leverage the founder’s existing community, creating a deep connection that naturally drives trust and sales. Even legacy brands like Marks and Spencer are bringing board members to the forefront, proving this model works at scale.

What are the right content formats?

Does this mean every founder needs a full content team? Not necessarily. The most effective content is often organic:

• Founder-led Lives - Stream Q&As, product launches or team takeovers in real time.

• Day-in-the-life content – Give a glimpse into the founder’s routine, team culture, and brand decisions to build an engaged community of customers.

• Talking head videos – Share personal takes on the brand’s journey, challenges, or milestones in organic video formats.

• BTS moments – From packaging products to testing samples, take your audience behind campaigns and product launches with transparency.

Where founders should start...

For brands or founders looking to show up authentically, Tom recommends starting simple:

1. Test and learn - Just show up. See what resonates. Let your audience see an authentic and unpolished version of you.

2. Start small - Share who you are, what you do, and why you care. Consistent presence over perfection.

3. Ask your community - People want to feel seen and heard. Let the audience shape the conversation to build trust.

4. Keep it fun - Social is about being fun. People relate to normality and personality.

Want to know how to build founder-led storytelling into your strategy? Get in touch.