Today I cover why most people in advertising build an audience by being good at what they do. The ones who sustain it understand that insight alone isn’t enough. This edition looks at why mixing real expertise with personality, humor, and perspective is what turns attention into something that actually lasts.

Most people think building a personal brand on social media means picking a lane and staying in it forever. If you’re in marketing, you post about marketing. If you’re in ad tech or media, you post about platforms, performance, and industry news. That focus matters because people need to understand what you’re actually good at. But where a lot of folks get stuck is treating that focus like a cage instead of a foundation.

If you look at the people who are genuinely active and influential on social, there’s almost always a clear theme to what they do. You know why you follow them. They understand marketing strategy, ad tech, media buying, measurement, or how the ecosystem actually works. But scroll a little closer and you’ll notice something else. Not every post is a lesson. Not every post is serious. And not every post is trying to prove how smart they are.

There’s usually a mix. Some posts are thoughtful and practical. Some are personal. Some are funny or a little self-aware. Some are just observations from the day that happen to tie back to work in advertising or media. That variety is what keeps people interested. It reminds the audience there’s a real person behind the expertise.

Diversifying the type of content you post gives people more ways to connect with you. One person might follow because of a smart take on a media trend. Another might stick around because a personal story felt familiar or a joke about agency life hit close to home. Even when a post isn’t directly about ad tech or marketing, it still adds context to who you are and how you think. Over time, that makes your professional insights feel more relatable and easier to trust.

It also helps your audience grow. Personal or lighter posts tend to travel farther, which brings new people into your orbit. Once they’re there, your more focused content around marketing, media, and advertising gives them a reason to stay. That balance keeps your feed from feeling repetitive and keeps you from blending into the noise of the industry.

As that audience grows, everything starts feeding everything else. Social posts drive newsletter signups. Newsletter readers become podcast listeners. Podcast clips turn back into social content. The more touchpoints you create, the easier it becomes for people to move with you across platforms without feeling like they’re being sold to.

At the end of the day, the goal isn’t to turn your feed into a personal diary or a constant punchline. It’s to show range while staying grounded in advertising and media. Your expertise earns attention. Your personality keeps it. When those two work together, your personal brand starts to feel less like a strategy and more like a natural extension of how you already show up.