Abby Riggleman

You are doing everything that running a business asks of you, from the website to the team to the product to the books, while also carrying the vision that nobody else can fully see yet.

And on top of all of that, somebody is telling you that you should also be the face of your brand on social media. The camera part is the one that scares you.

I help founders work through this exact moment, and here is what I have come to understand about it.

The work of becoming the face of your brand is almost never about the camera itself.

It is about whether you believe you are someone whose face belongs on it.

The hardest part has almost nothing to do with filming and almost everything to do with the moment a founder decides they are willing to be seen.

There is something I want you to know that gets lost in this conversation. You do not have to be the face of your brand forever.

Social media is still where founder-led brands grow, but the goal is never the camera. The goal is to build something that can outlast you, something that can stand on its own once it has roots.

The founder-as-face phase is the accelerator. It is what gets your brand to a place where it no longer needs you in every frame, because the world it built has its own gravity.

That is the work I help founders do. The Brand Story Content Accelerator is a six-week intensive for the founders ready to take ownership of their story and step into the work of being seen.

Inquiry form is in my bio. See you there.

Look, I’m not trying to say that content creation isn’t difficult, because it is. However, there’s no need to overcomplicate it when you find a format that is performing well.

I often see people leaning into other directions now that they had a piece of content that worked well, but what you need to do is double down on the content that worked instead, and that’s how you are going to continue to grow.

If you are a business or a founder looking to grow on social media, follow my account for more content strategy.