Why founders need to spend more time on Tiktok and Instagram (and why scrolling actually matters)

I have a belief I don’t like holding.

The reason I don’t like it is because it goes against everything we’re told about good habits and mental health.

But I think it’s important for founders and marketers to hear it.

Here it is:

If you’re building a consumer brand, you should be spending a lot of time on Instagram and TikTok.

That might not sound controversial at first.

But if I had a pound for every founder I’ve heard say:“I don’t use social media, it’s a waste of time, that’s for the social team”…I’d be a few hundred quid up.

It’s almost become a badge of honour.

Why founders avoid social media

There’s a clear narrative around social media:

• it’s addictive

• it’s bad for your mental health

• it’s a distraction from “real work”

And to be fair, a lot of that is true.

I hate plenty about it too.

But the problem is - if you’re a founder or marketer, opting out completely isn’t a neutral decision. It’s actively opting out of the culture your customers live in.

Why scrolling is actually useful for marketers

Social media is where culture lives.

It’s where ideas are created, tested and spread. In real time.

It’s where creativity is on constant display. Where people experiment. Where brands win and lose attention every single day.

By not spending time there, you’re:

• reducing your exposure to the culture you’re trying to tap into

• ignoring what your customers are actually consuming

• limiting your inputs — which leads to worse outputs

  
  

You end up building brands in isolation, based on assumptions instead of reality.

Is doomscrolling a waste of time?

Not exactly.

Mindless scrolling probably is.

But intentional scrolling is one of the most underrated tools a marketer has.

It can:

• unlock ideas when you’re stuck

• show you what’s working right now

• expose you to formats and trends early

The key is how you do it.

How to scroll properly (without wasting your life)

If you’re going to spend time on TikTok or Instagram, do it with intent.

A few simple rules:

• don’t just stay in your niche — explore outside it

• save things that make you stop and think

• pay attention to patterns, not just one-offs

• notice what keeps your attention (and why)

You’re not there to switch off.

You’re there to build taste.

So there you have it

This is me, effectively advocating for spending more time on platforms I don’t even like that much.

But until culture moves somewhere else, this is where the game is played.

And if you’re building a brand, you don’t really get to opt out.

If you’re trying to figure out how to turn this into actual content for your brand, we’re covering exactly that in our upcoming session…sign up below.