Startup founders use influencer marketing to attract users and investors

10 articles · Updated · Business Insider · Apr 27

Young CEOs like Myles Slayton of Cerca and Claire Lee of Selleb post daily on TikTok and Instagram, amassing tens of thousands of followers and driving significant user growth for their startups.
Venture capital firms now seek founders skilled in self-promotion, with accelerators like Andreessen Horowitz’s Speedrun and A16z New Media advising on brand-building and narrative control to improve fundraising and visibility.
While viral content can boost downloads and investor interest, experts warn it risks founder burnout and may not guarantee lasting business success, highlighting the need for sustainable growth beyond fleeting online attention.

As founders become influencers, who is actually building the business?

With social media reach crashing, is a founder's TikTok fame now worthless?

How can investors spot the next Theranos in a sea of viral founders?

Can AI save founders from burnout or will it just create more noise?

If AI now drives purchases, does a founder’s personality still matter?

The 'Attention Internet' is ending. What does this mean for your startup?