In my recent conversation with Portia Hart, a dynamic entrepreneur and the force behind Blue Apple Beach in Colombia, we peeled back the layers of an issue that plagues many founders: the tug-of-war between running a business and feeding the ever-hungry social media machine.
Portia shares her struggles with balancing daily operations and social media marketing, emphasizing the need for authenticity and realness in content. They explore how the perception of social media has shifted, particularly during the COVID pandemic, where less polished content has become more accepted and appreciated by audiences. The discussion highlights the importance of storytelling and engaging customers through genuine content.
Portia openly admitted that while her brands brim with meaningful stories and impactful initiatives, their presence on social media has been intentionally understated. Her reason? A steadfast commitment to authenticity and doing the work well before broadcasting it. Ironically, it’s this authenticity that has become their silent marketing weapon. Guests consistently remark that the real-life experience far exceeds what they saw online—a rare compliment in the Instagram-first age.
We explored the notion that modern audiences are increasingly allergic to over-polished content. They crave real, unscripted moments that reflect the actual soul of a brand. That five-minute video of crushing glass bottles for sustainable construction or a simple clip of the team prepping for the day? These speak volumes more than a stylized promo reel.
Portia is now evolving her approach. With the right people in place and a clearer view of what resonates, she’s ready to put a phone in someone’s hand and let the story unfold naturally. She summed it up perfectly: websites are your best self; social media should be your real self.
My takeaway? In a world driven by authenticity, perhaps the most powerful content strategy is simply to start showing up. Not perfectly, but consistently—and honestly. For founders like Portia, it’s not about shouting louder; it’s about telling the right story in the right way.
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