#482 - Personality beats clout in today’s social media game

Selling on Amazon with Andy Isom

Andy Isom | Amazon FBA Seller & Agency Founder

Amazon, Business, Amazonfba, Selling, Marketing, Entrepreneurship, Personalbusiness, Productbusiness, Ecommerce, Onlinebusiness

4.9 • 816 Ratings

🗓️ 17 July 2025

⏱️ 10 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

You don’t need influencers to grow your brand in 2025—you need the right personality. In this episode of Built by Business, Andy Isom breaks down why the algorithm shift on platforms like TikTok, Instagram, and YouTube Shorts is rewarding raw, relatable content over polished influencer campaigns.

We talk through why follower count doesn’t matter, how to find the right people to star in your brand’s content, and how low-budget, high-authenticity videos are outperforming $10K creator campaigns. If you’re still hiring influencers but not getting traction, this episode will rewire how you think about content.

Want us to manage this for you? Reach out at www.andyisom.com

Transcript

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0:00.0	You don't need a million followers. You need one good video, but more importantly, you need the
0:06.0	right person in front of the camera. In 2025, it's not clout that wins on social media. It's
0:12.9	personality. Let's talk about how real people could outperform influencers on social media and how
0:19.6	to apply this to your own brain.
0:30.2	Welcome back to Built by Business. I'm your host, Andy Isam, on this beautiful Thursday afternoon.
0:35.7	Got another late episode for you guys today.
0:38.2	I apologize.
0:40.5	I've been so busy lately.
0:43.0	Today I had, how many calls did I have today?
0:44.1	I think I had five calls.
0:45.6	I still got two more this afternoon.
0:52.0	But maybe one of the benefits of a late afternoon episode and even daily episodes,
0:53.8	as I've been doing for the past couple months,
0:54.5	is that you're getting the most real-time podcast out there. This is stuff that is happening in real-time.
0:58.7	In fact, just an hour ago, I had a call with one of my Wevos clients and we were talking
1:05.4	more about social media, using social media to drive sales, to drive impact, to to drive reach and I was talking to my client
1:14.8	about using social media to grow her brand and it was really interesting because she said I hate
1:22.0	posting on social media and I totally get it social media can feel like an absolute chore for so many people out
1:29.6	there. But for so many other people out there, they genuinely enjoy creating content. And you can find
1:35.2	some real magic for your brand and your social media strategy when you simply find the right
1:39.7	personality to help you with your social media or content creation. The cloud era is over for most brands.
1:47.2	Social media used to be about follower account.
	...

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