We're into double-figures as we land our Scrolls #10 - let's celebrate that milestone with a browse through some highs and lows of the last week in social media. 

This week it's all weenies, scoops and bad botox 👇

Krispy Kreme say what we’re thinking 🍩🧠

Ayoh announce ‘Weenie Fest’ 🌭

Free Soul’s sexy scoops 🤤

Two tourists getting it all wrong ✈️💩

Zac Efron looks ‘different’ 🙀🤖

“Need a minute” makeovers ⏳💅

“This summer…” memes are everywhere 📺

Social media started life as p2p networks - they’ve always been about connecting people. That’s why they are so addictive - it’s where we go for inspiration, support and discussion.

Brands are welcome in that space, but on the condition they behave like humans. That means not turning up just to sell - but showing up with stories, values, and personality.

The most effective way to do that? Put people at the front of your brand.

For challenger brands, this is a real advantage. The category leaders may still be relying on polished campaigns and perfect visuals. Challengers can feel fresher, more relatable and more human by having a face their audience can connect with.

But - who should that be?

👉 Founders?

It’s not mandatory, but founders can give their brand instant differentiation. By sharing the journey, being open about the highs and lows and taking audiences behind the scenes. It builds trust at the same time as building engagement.

👉 The team?

EGC (employee-generated content) is everywhere, because it engages - it’s also cheap, which doesn’t hurt. Expect to see a move away from using anonymous SMMs or random creators to the actual people in the business.

👉 Ambassadors?

If the founder or team can’t take it on, an external face can lead the charge. But, credibility matters. The role works best when the person has provenance in the category, influence in a relevant community or is a team member embodying the brand’s values.

👉 Fans?

Sometimes the most powerful voices are your customers. Featuring genuine fans shows your brand in action, adds authenticity, and inspires others in a way that feels organic rather than staged.

Also, this doesn’t need to be just one person. A founder for vision, an ambassador for authority, and customers for advocacy can combine to create a more human, layered presence.

Having a face isn’t a strict requirement. But, for challenger brands, it’s a tool worth sharpening. In a cluttered space, people will connect with people. That is one of the biggest opportunities for challengers to outmanoeuvre their bigger, but less nimble, competitors.