More brands are turning to their founders to drive social content, as the prevalence of short‑form video and influencer culture puts pressure on them to get in front of the camera. Katina Mountanos, founder and CEO of olive oil brand Kostarina, is one example, having started posting on social media about product specs and the category as a whole, which launched her into a new role as a creator.
Founders as Creators
Mountanos is one of many brand leaders handling short‑form video at a founder‑led brand. While having a founder as the face of a company is hardly a new strategy, the opportunity to connect with would‑be customers and drive in‑store traffic has made it a key part of many brands’ marketing efforts.
According to a survey by Constant Contact, nearly three out of four small business owners are adopting a “creator” identity, with nearly half of them personally managing their company’s social media presence. HubSpot‘s 2026 State of Marketing Report found that nearly half of brand marketers said that short‑form video had the highest ROI of any visual format.
Challenges and Opportunities
However, adopting and maintaining a social video strategy comes with its own set of challenges. Founders are tasked with finding time in their calendar to shoot brand content amid day‑to‑day operations, and some may also need to stretch outside their comfort zone. Mountanos said one of the biggest points to be mindful of is not just posting for popularity, but making sure that short‑form videos stay true to the brand’s positioning.
Related: AI becomes active participant in buying
Madison Hilson and Valentina Thompson, co‑founders of women’s outdoor apparel brand Seniq, have been posting from the brand account since its launch in 2024. They started with more behind‑the‑scenes content about start‑up life, but as Seniq has grown, they’ve had to mix up their formula to include more personality‑driven content and campaign imagery.
The Seniq team reviews analytics in meetings to figure out what hooks or formulas are working to drive views and engagement. They also use the e‑commerce intelligence platform Triple Whale to help figure out the details of what content and when drives the most sales from social.
Authenticity and Algorithms
Balancing authenticity with algorithmic demands, the founders stay true to themselves as a women‑focused brand that embodies an outdoorsy‑yet‑fun lifestyle.
As the lines between founder and influencer continue to blur, it’s likely that we’ll see more brand leaders taking on the role of creator. By being authentic, vulnerable, and true to their brand’s positioning, they can build a loyal following and drive real results for their business, such as increasing sales through health tracking and other tools.