For years, we’ve been told that the key to success on social media is to follow best practices, stay within the lines, and be careful about how much of ourselves we reveal online. But what if the real magic happens when we step outside those lines? What if the exceptions are the ones who change the rules?
Over nearly two decades, I’ve seen this play out time and again. Those who dare to be different—who post their most vulnerable thoughts on LinkedIn or share personal moments on platforms typically reserved for professional content—are the ones who build the most vibrant communities.
Here are some of the conversations I had on The Lead Creative that drive this point home.
What’s Your Secret Sauce?
The founder of Mashstartup, Mashudu Modau, knows a thing or two about building successful collaborations. His advice? Focus on your community, not the brands you hope will collaborate with you. “As you grow your community, brands will follow.” He emphasises the importance of having a single-minded message—something that differs from the multi-faceted approach many content creators take.
This is his secret – not-so secret – sauce: find yours, lean into it, and your community will amplify your work. Mashudu’s ability to build one of the most inspired startup and creator communities in Africa and beyond has attracted leading brands like Red Bull, Yoco, Telkom, and Sage. His insights into strategy and action are a masterclass for anyone looking to thrive in the creator economy.
Be Unapologetically You
Take Sol Phenduka, for instance, who, alongside MacG, has built a massive following with Podcast and Chill by being unapologetically himself, even in the face of cancel culture. He’s learned that the people who love what you do will stick with you, and they’ll become your most ardent supporters.
Build Cross-Platform Communities
Lebo Lion, a dynamic marketer and influencer, has built a cross-platform community by being her true, authentic self. She connects with people on a human level, and it’s clear that her audience doesn’t just consume her content—they engage deeply with it.
Lean into Your Differentiator
Similarly, Alphi Mkhwanzi knows that what sets him apart in a saturated digital landscape is his keen understanding of his unique offering. He aligns with brands that amplify his essence and understands his audience deeply, revealing that his Instagram community engages more in conversation than on TikTok. His ability to sell his craft is evident in the viral #KFCWedding phenomenon, which wasn’t just a moment—it was a testament to Alphi’s magnetic resonance.
Authenticity Wins
Brent Lindeque, known as The Good Things Guy, also exemplifies this approach. He mixes personal reflections with societal issues, showing that you don’t have to be all work or all play—you can be both, and people will follow you for it. When I spoke to him on The Lead Creative, Brent shared that his platform reflects what he genuinely stands for – being a good person.
Our Humanness Connects Us
In a world that often urges us to hold back, it’s the ones who wear their hearts on their sleeves who truly stand out. Authenticity, I’ve learned, isn’t a one-size-fits-all concept. It’s our humanness—flaws, quirks, and all—that draws people in and creates communities that last.
Recent Comments