# Q&A with Kaitlin Howard
> Canonical: https://skedsocial.com/blog/q-a-with-kaitlin-howard  
> Last updated: 2026-03-12  
> Author: Lach Bradford
Founder-led updates on LinkedIn. Fast-cut, problem-solution videos on TikTok. And a ruthless focus on answering one question: why should the audience care? Head of Marketing Kaitlin Howard breaks down the social strategies that actually drive traction, why repeatable content form
[Kaitlin Howard ](https://www.linkedin.com/in/kaitlin-howard-60446991/)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"

**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.