🔥 "You'll do anything for likes"
Probably. But before we get to that I need your help. I'm expanding my content topics this year and need to know what you're actually interested in. Would you let me know here?
Now onto the trolls!
You've seen the comments: "You'll do anything for likes," "Narcissism at its finest," or "So self-promotional." Sound familiar? Yep, they are the internet trolls who fail to grasp the strategic layers of the creator economy and categorize creators (disproportionately women*) as being narcissists.
Here's what they're missing: Yes, likes mean attention. More importantly, attention can be monetized. Every like, comment, and share expands the reach of our content, amplifying our message to a broader audience (yep even the troll comments boost engagement, driving up the value of your content).
Trolls are just one hurdle (along with cringe, content creator blocks, imposter syndrome, algorithm, time constraints...) to building a creator presence. So it can feel discouraging to take the vulnerable leap to be met with comments like these (thanks, Neal):
But social media is the leading way to monetize a personal brand, so for those of us creating profitable businesses out in the wild, this is how personal brand content makes you money:
- Reach: Likes and shares translate into free brand awareness, pushing your brand into new networks and potential markets.
- Authority: Higher engagement builds credibility so people trust you enough to buy.
- Driving traffic: More eyes on your content means more pre-qualified opportunities to link to a conversion point.
- Loyalty: If your content and your product/service add real value, you'll get people preaching your name to their friends and in the comments.
So, the next time you encounter a troll, remember that their perspective is limited. Your focus is on building a community and a business that thrives on genuine, valuable interactions. And for those of us who dare to put ourselves out there, we know that it takes awhile for posting ourselves to not feel cringey. This sh*t's hard!
Keep engaging, keep growing, and let's transform those likes into something impactful!
*Research indicates that women are more likely than men to experience sexist abuse and trolling, particularly when they are visible in the media or active in online discussions , and women receive higher rates of severe online harassment compared to their male counterparts, and this harassment can often include disturbing threats of physical violence.
January Brand Insider Events
Unlimited events are included in Brand Insiders membership! Join here.
📆 From Corporate to Skincare: My Career Glow-Up
January 14, 3pm ET
Speaker: Tara Fox
If you've hustled to climb the corporate ladder and found yourself disappointed and burned out at the top, you're not alone. Join us for a candid conversation with Tara Fox, former corporate finance marketer turned aesthetician, about how she quit the corporate grind to do the work she actually loves, and rediscovered herself in the process.
📆 Building a Personal Brand
January 17, 4pm ET
Speaker: Brianna Doe
Brianna Doe of Verbatim & current LinkedIn creator with over 240,000 followers will be teaching us the fundamentals of building and monetizing a personal brand.
📆 AI Essentials
January 23, 4pm ET
Speaker: Mark Briggs
This workshop is for people who want to use AI to get more done but haven't had the time or help to learn what's out there. Learn how to apply new generative AI-powered tools to real-world practices, build your personal AI toolkit, and improve workflows.
What to know this week
♾️ Meta is created fake AI accounts complete with fake kids and pictures, and is now scrambling to delete them after the internet dragged the shit out of them.
🥸 Elon Musk is accused of using burner accounts to like and comment on his own posts, bc why not.
✌️ Maddie Wang explains how she cracked the elusive Reddit organic marketing code.
🍔 Guillame Huin of McDonald's global marketing team did an AMA on the inner workings of their strategy and the thread delivered.
💁♀️ Glossy released what we should expect for influencer marketing in 2025 given politics, potential TikTok ban, and emerging inclusion rider.
Hot jobs
- Multiple roles Squarespace
- Social Media Empire State Building
- Bunch of roles in pet industry
- Head of Social Athleta
- Art Director Boll & Branch
- Brand Experience Specialist RovR Products
- Marketing leadership role for bonobos / rainforest conservation
- Growth Marketing Lead Punks & Pinstripes
- Social Media Marketing Manager FoodScience, LLC
- Digital Marketing Director Reparel
- Data Analyst Lexicon
- Sr. Director, Marketing Neighborly
- Marketing and Community Manager The Business News
- Director of Digital Marketing Cookies Retail
- Director of Marketing Komline
- Partner Marketing Manager PetCareRx®
- Regional Director of Sales and Marketing Spring Arbor Senior Living
- Digital Marketing Manager Starfish Project
- Freelance Social Media Manager Do What You Love Productions
- Marketing Assistant ExitFive
- Multiple roles PayCompass
- Paid Social (LI/YT) Databox
- CRM Executive LIV Golf
- Bunch of sports marketing roles
- Director of Event Audience Development Digiday
Even more jobs posted in Brand Insiders throughout the week! Join here.
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