Founder Visibility on Social Media: A Key to Small Business Success

Toronto-based companies are demonstrating that a founder-led social media presence can be a powerful tool for building brand trust and driving sales, though a “faceless” approach can also work depending on the business.

Rawcology, a Toronto snack company, found that featuring co-founder Tara Tomulka’s personal journey – from corporate burnout to holistic nutritionist – resonated deeply with its audience. “Rawcology was started to share the message that nutrition can be powerful and life-changing,” Tomulka said, noting the strong community that developed from this personal approach. Her sister-in-law and Rawcology’s chief marketing officer, Megan Loach Tomulka, emphasized the role of “vulnerability,” recalling posts where Tomulka shared her experiences with anxiety. This strategy has helped the brand grow from Tomulka’s kitchen to placement in Costco, and is a growing trend in social media marketing.

However, not all businesses require a visible founder. Hamilton, Ontario’s Lootacris, which creates customized party loot bags for high-profile clients like Justin Bieber’s half-sister, has successfully built a brand without featuring its founders. Elissa Yeardsley and Stefania De Martino, Lootacris’s founders, explained in an email that they wanted the focus to be on their products and the celebratory experiences they create. They’ve found success through engaging content like short reels and leveraging trending audios and hashtags, and have seen growth through customer tags and giveaways. This highlights the importance of a strong social media presence, even for businesses that prioritize anonymity; without it, reaching customers beyond word-of-mouth would be significantly more challenging.

Experts suggest authenticity is key, regardless of the approach. Sarah Francis, vice president of partnerships at Platform Media & Management, stated, “More and more people make their decisions based on that trust factor, and it’s hard to do that without having some sort of a social media presence.” She added that consumers are increasingly wary of overly polished facades, creating an opportunity for genuine connection. The rise of AI-generated content is further increasing the value of a human touch.

Rawcology’s Loach Tomulka acknowledged the challenges of balancing founder visibility with other business demands, but emphasized that “no one sells or tells your story like you do.” Officials say they will continue to refine their approach, exploring tools like AI to streamline content creation while maintaining authenticity.