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Kaitlin Howard thinks most brands are overcomplicating social media. As Head of Marketing, she’s seen firsthand that the content that works usually isn’t the most polished — it’s the most human. Whether it’s a founder sharing the real story behind a company update on LinkedIn or a tightly edited TikTok that jumps straight into the problem and solution, Kaitlin’s approach is simple: help people first, sell second. In this Q&A, she shares the strategies that have actually moved the needle, the metrics she pays attention to, and why finding a brand’s true voice is still one of the hardest (and most important) things in social.
1. What’s one social strategy you’ve doubled down on this year that’s actually moved the needle?
For brands using LinkedIn, using the founder to give brand updates rather than the brand itself. For Instagram, using ads alongside reels.
2. Walk us through your best performing post. What was the idea, why did it work, and how did you know it hit?
This was for Mock Exchange on TikTok. It was a fast-paced edit with quick cuts and text overlays. The script was very problem–solution focused, with no gaps in the audio, and designed to keep it supeerr engaging. I knew it hit because I got a LOT of traction.
Otherwise, For Vygo/Linkedin, the best-performing post came from a campaign about university funding. We used our founder to bring a personal angle and tied the message back to his ‘why’ - his rise-from-the-ashes story, paired with a throwback photo of him. People crave human stories and vulnerability.
3. What’s a mistake you see brands making on socials right now that’s quietly killing reach or engagement?
Two things: 1) Not using ads to amplify their content. 2) Not creating repeatable segments or series.
4. What’s the metric you care about most and why?
Website clicks or sends.
5. What’s the best piece of advice you’ve ever been given about content or creativity?
"I dumb down for my audience and double my dollars"
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6. What’s the worst advice you followed for way too long?
Caring too much about a strategy.
7. What book, album, podcast, or creator has quietly shaped how you think about your work?
Whenever I need inspiration I watch David Fragomeni's youtube. Socially Sands for founder led content advice. The Boron Letters for copywriting.
8. What’s a habit or rule in your workflow that keeps you sane and consistent?
If I can help it, every edm/social post has to answer one question: why should my audience care?
9. If you had to explain your content strategy to a non-marketer in one sentence, what would you say?
Help people first. Sell second.
10. What’s something about working in socials that doesn’t get talked about enough?
Founders and brands REALLY finding their unique voice. Aka: their tone, perspective, filming style, writing style and everything that surrounds that. I see a lot of founders stuck only sharing big announcements because they haven’t figured that out yet. They can't create the off-the-cuff content that actually grows an account.
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