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

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  

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