Face it, the Founder Era is here!

By Keira Maloney – The Salon Photographer

If you’ve got a business, and a face - this one’s for you.

I know how it is. You open Instagram to post a Reel, and suddenly it’s:

• Three hours gone

• Five drafts recorded

• Zero videos posted

You’ve spiralled. You’ve analysed every blink, every “um,” every slightly off-centre background plant. You tell yourself you’ll post it tomorrow, when you feel more... ready. And the next day? Same thing.

But here’s the thing: your business doesn’t need a perfect Reel. It needs you. And right now, showing up online as the founder of your business isn’t just “nice to have”, it’s a non-negotiable, and I’ll tell you why….

Hot take: People don’t buy from Canva templates. They buy from people. We are deep in our “please, no more perfect” era. The overly curated feeds? The beige aesthetic with one carefully placed latte? We’re done.

Trust is the currency now, and faceless brands? Flat broke.

Here’s the deal:

81% of consumers won’t buy from a brand they don’t trust.

82% are more likely to trust a business if the founder shows up on social media.

So if you’re hiding behind stock photos and hoping your logo will do the talking… babes, it won’t.

After working with a heap of beauty, wellness, and coaching brands, I’ve seen what actually works. And spoiler alert: it’s not the stiff, awkward “professional” photos where you look like you’re about to deliver a TED Talk on spreadsheets. It’s the candid shots, it’s you, being a normal human, showing up with real energy, doing what you do best.

Did you know that Instagram posts with human faces get 38% more likes and double the impressions (Random Labs, 2024). Also, 77% of people prefer to buy from brands they follow on socials. And if they’re already following you? They want to trust you; they just need to see your face to believe you.

Add in the fact that 71% of people are now worried they can’t trust what they see online thanks to AI, and 83% think AI content should be clearly labelled (Quirk’s Media) … so showing up as the founder isn’t a nice-to-have. It’s a survival strategy.

So no, you don’t need to rehearse a 12-slide pitch deck or learn TikTok dances. You just need to show up. Talk to camera. Share a story. Laugh at yourself. Be wildly, wonderfully human.

Because that’s what cuts through now.

Not a filter. Not a font. You.

Visibility isn’t just about bookings. It’s about impact.

Okay, sure, showing up might be the difference between someone booking a treatment or clicking out of your website. But zoom out for a second. What if your visibility is the reason someone else starts?

Think about it: someone out there is quietly watching your stories, your behind-the-scenes posts, and unfiltered updates. They’ve got the dream, the idea, the fire, but no real example of what’s possible - Until they see you.

You showing up, might be the thing that makes someone believe they can do it too. You stop being just a business owner. You become proof.

The reason a person sticks it out through their apprenticeship. The reason a therapist finally raises her rates.

The reason someone opens their own space, because they saw you do it first.

You’re not just selling a service. You’re showing people what success can look like in this industry. So yes, show up for the bookings, but also, show up because someone out there needs to see what’s possible.

You’re not “too small” to be seen

Let’s kill the myth that founder visibility is just for million-dollar brands and TED Talk types. In reality, it’s the solo operators, the creative misfits, the people doing things differently who benefit most from showing their face.

Because you’re not trying to reach everyone. You’re trying to reach your people. So, if you’ve been waiting for the perfect timing, the right lighting, or a more polished version of yourself, stop. Just show up.

You could be the reason someone books. Or better yet, the reason someone dares to back themselves and start. Because when we see you, we believe we can do it too.

Keira, @the_salonphotographer