What Hailey Bieber, Rhode, and a 50M follower strategy teach us about founder visibility
A recent breakdown of Rhode’s business blew my mind. Not just because they released the full profit and loss report (flex), but because of a single number buried in the marketing section:
11%.
That’s how much Rhode spends on marketing.
For context? Most DTC beauty brands are burning 30% to 50% of their revenue just on customer acquisition. Some spend even more, trying to hack Instagram and outmaneuver TikTok’s ever-changing algorithm.
So how does Rhode get away with spending so little?
Because Hailey Bieber is the marketing.
She has 50 million followers on Instagram. Every selfie? An ad. Every paparazzi shot? A product placement. Every red carpet appearance? Organic visibility most brands would give up their paid media budget for.
And the part that really stuck with me?
“Too many brands over-index on paid ads when they could build organic channels.”
I read that and wanted to underline it with a Sharpie.
Because it speaks to what I tell founders every day:
You are the brand. And your personal visibility is a business asset.
Gone are the days when you could hide behind a mascot (although I do love the Duolingo owl). If you’re a founder who wants to build trust, drive demand, and create real connection?
You need to show up.
Not just when you launch.
Not just when you have something polished to say.
And definitely not only when your ad budget allows.
Your face, your voice, your perspective, that’s what creates affinity and long-term buy-in.
“Every founder is now a media brand.” – Forbes
And I know what you might be thinking:
“But what do I even post?”
Good news: I’m working on that. It’s called Traction Templates, a starter suite for founders who want a quarter’s worth of strategic content without spending a month staring at a blinking cursor.
It’ll include plug-and-play templates, video explainers, and story prompts to help you:
- Showcase your values
- Position your offer
- Build visibility before you need it
(If that sounds like something you need, reply and let me know. I’ll add you to the beta list.)
3 Ways to Start Showing Up as the Marketing
- Share your why. Don’t just pitch your product, share the story that inspired it.
- Use your face. Your headshot gets 3x more engagement than a product image, so no more hiding.
- Tell us what you believe. Thought leadership starts with saying the thing most people are thinking but won’t say.
You don’t need a podcast or a perfectly curated feed. Just a point of view and the courage to say it.
Because here’s the truth: organic isn’t just more affordable, it’s more authentic. It’s more durable. And in a landscape where CPMs are rising and every platform is leaning pay-to-play (yes, even LinkedIn now), your best bet is still your own story.
According to Vena Solutions, the average cost of customer acquisition in B2B SaaS is $205. For eCommerce, it’s over $86. And that’s before retention costs.
And according to Sprout Social, 90% of people say they are more likely to buy from brands they follow on social media. But the real magic? Engagement is strongest when brands are human, relatable, and responsive.
“People don’t want more ads. They want more alignment.”
Your Story Makes it Stick
When you think of Spanx, you think of Sara Blakely. And not just because she built a billion-dollar brand—but because we know how she got there. She started out selling fax machines door-to-door. She cut the feet off her pantyhose before a party. She needed a better undergarment solution, so she made one. That scrappy, DIY moment not only makes her relatable, it gives her product credibility. We trust her because we know her.
Or take Bea Dixon, founder of The Honey Pot. She battled bacterial vaginosis for months before receiving a dream from her ancestor with a healing recipe. That’s not just a brand origin story—that’s spiritual lineage, community care, and a deep sense of purpose rolled into one. Her vulnerability and voice have helped build a feminine care brand rooted in trust and storytelling.
https://www.instagram.com/p/CwTFdhnoRLT
And then there’s Ankiti Bose, who co-founded Zilingo at just 23 after a trip to Bangkok opened her eyes to how disconnected small fashion vendors were from global opportunity. She did more than build a company, she stepped into the market gap with vision, guts, and a story. Her narrative of bold youth and global ambition puts a face on what could have been “just another platform.”
These stories stick. They educate and endear. They make the brand unforgettable because the founder is unforgettable.
Okay, but a caveat…
I know I might be preaching to the choir here. You’re reading this on Substack, which means you’re likely a founder, creative, consultant, or writer using storytelling to build your business or shape your reputation.
But I also know this:
Some of us write for a living. And some of us write to live.
Writing is cathartic. Storytelling is healing. Sometimes we write because we need to process. We need to see ourselves on the page before anyone else sees us online.
I get it (I’m between therapists right now, too).
But even if you’re writing as a personal practice, remember:
Every post is an opportunity to build your business, deepen connection, and invite readers into your world.
So just get clear on your goal.
Try asking:
- Am I writing to express?
- Am I writing to connect?
- Am I writing to convert?
Each is valid. Each holds power. But only one grows your business consistently.
Whether you’re writing to heal, to teach, or to sell, own it. Be intentional. Be brave.
And that’s how you build a brand that outlasts the algorithm.
Sources:
- Rhode P&L breakdown via Substack
- Customer Acquisition Cost Stats – Amra & Elma
- Average CAC by Industry – Vena
- Why Every Company is a Media Company – Forbes
- Social Media’s Business Impact – Sprout Social
If today’s post hit home, let’s keep the conversation going. You can:
- Complete my 7-question subscriber survey so I can shape future posts around what you (I’ll donate $100 to Kiva for every 100 responses)
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- Join the waitlist for my 1:1 advisory if you’re ready for a system that sticks
