And she should know, she’s standing in the middle of it all. As a millennial, digital marketer, a self-described social media addict and someone who desperately wants more for our culture than what we’ve been given, she’s looking at the problem from both ends. As a brand, how do you make and maintain an authentic voice that actually connects with your audience? And as an individual, is it possible to engage in social media, and even as your audience grows, remain authentic?
Wolf believes both are possible. When it comes to brands, “There's more than enough proof to show that it's worth asking and worth building brands and careers off organic reach online, and that we tend to get really distracted by metrics that seem to be helpful or reflective of how much we are appreciated.”
Instead, Wolf advises brands focus on the clarity of their voice and not fall for the belief that social media has made it possible to see and measure what has always been intangible about audience reach. “Understanding that there is dialog and energy and perceptions that get exchanged between their brand and their consumers that are invisible… because when it comes to creating a brand and building trust, it's always been that way.”
And when Wolf considers the role of social media in our lives as individuals, she senses there’s a lot of shame among millennials around our excessive use of the platforms, but who could have known—young founders included—what we were getting ourselves into? The Internet has totally reshaped ourselves down to how we view adulthood, “We're the only generation that grew up as the Internet was becoming a mainstream service, and our version of adulthood is through adults who didn't use this technology. So I think there is a huge level of cognitive dissonance happening on a societal level.”
But there’s an upside. It’s now more possible than ever to make a living as an artist while remaining authentic to your vision. Wolf explains, this too, is all in the marketing, “I think the art of it comes down to just being really picky about who you decide to serve, when it comes to your business. Because I realized that, I knew exactly the type of person I wanted to talk to. I knew what they already had to know, what they already had to like, what they already had to not like.”
Basically, you have to know your audience to connect with your audience, “Just really knowing who your customer is and not being afraid to be picky as hell about it because that makes the difference in your experience in working with them. It only becomes a headache, you only lose your authenticity, when you have to dumb yourself down, or change how you naturally engage with people.” Stay true to you, and if Wolf’s any indication, the money will follow.