Controversial take, but not every founder should be on camera.

@coldestjoel

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Why it worked

The video provides high-value, actionable educational content for founders, using recognizable brand examples to illustrate each point, which encourages saves and shares.

Summary

The creator breaks down four effective content archetypes for founders to use in their marketing strategy. He provides examples of brands that successfully utilize each archetype to build trust and engagement.

Structure

1Introduction to founder content archetypes
2The Underdog archetype
3The Rollercoaster archetype
4The Perfectionist archetype
5The Professor archetype
6Conclusion and call to follow

Call to action

Follow along for more creative insight.

On-screen text

5 BEST ARCHETYPES OF FOUNDER CONTENT 1 THE UNDERDOG EXHIBIT A I QUIT EXHIBIT B EXHIBIT C WHY I QUIT MY 9 TO 5 JOB 2 THE ROLLERCOASTER DUMBEST THINGS WEVE DONE IN 2025 3 THE PERFECTIONIST BEHIND THE SCENT 4 THE PROFESSOR The future of work is already here. I brought back landlines The real reason you can't stop scrolling

Original caption

NOT every founder should build in public, but these are 4 content ARCHETYPES that work 📲📝 #marketing #creatoreconomy #brandstrategy @Good Girl Snacks @hairsyrup @Odd Muse London

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Transcript

Controversial take, but not every founder should be on camera. These are five content types that actually work. Number one, the underdog. Look at the viral brand Hair Syrup. Their content is designed to feel us against the world. Rejected on Dragons Den. Notice how the underdog hooks always sound something like... I quit my full-time job. I quit my 9 to 5 job. Is why I quit my 9 to 5 job. They say ignore the haters. Me ignoring. Number two, the rollercoaster. Brands like Good Girl Snacks treating their socials like a scrapbook. They're showing you the failed launch. Odd Muse. It's unpolished iPhone content. You watch for the founder's personality, as if they're the lead in a TV show. You build trust fast. Number three, the perfectionist. This is rare. They have a premium visual aesthetic from day one. Look at the perfume brand Lore, shooting founder content that feels straight out of Vogue. It doesn't feel cheap. They're building an aspirational world beyond the founder's face. No vulnerability. Number four, the professor. Cat GPT building the viral physical phones. They're breaking down technology science, making it accessible to the masses. No sob stories. Their enemy is the people at the top gatekeeping knowledge. This is proof that founder content doesn't just look like crying on camera. Which one do you love most? Follow along for more creative insight.