Entrepreneurs and company chiefs are increasingly stepping into the limelight, tempted by the promise of new revenue, low barriers to entry, and the pressure to keep pace with competitors. Half of businesses (52%) now bring in more customers via social media than any other channel, while 61% of companies launched in the last 12 months sell the bulk of their products or services through social channels.

Three-quarters (73%) of CEOs say effective social media use will be critical for future growth, and two in three (66%) believe it’s essential to be a good leader in 2025. Despite this, a third (34%) say they have had no training on how to use it in the workplace and 40% still feel uneasy representing their company online. It’s one of the main reasons why more than half (56%) feel digital skills training would help their company target prospective customers more accurately.

To help business leaders navigate life as an ‘InfluenCEO’, BT has teamed up with entrepreneur and star of The Apprentice Amber-Rose Badrudin to outline the hard and soft skills required to use a personal brand to boost business growth. Amber-Rose built her Asian convenience store Oree Mart from scratch, generating a network of about 1.6 million followers across her personal and business social channels, including nearly a million on TikTok.

Amber-Rose Badrudin, CEO, Oree Mart, comments: “Leadership isn’t confined to the boardroom anymore. Today’s CEOs have an opportunity to speak directly to their customers and be an influencer among their peers, and the rewards can be well worth it. If you want a big audience, the most important thing is to be authentic, be honest, and find ways to get people invested in and energised about your business. You can’t do this half-heartedly, it takes time, effort and plenty of planning. Social media has been the key to transforming my company into a well-known brand, and with help from BT, I want to show entrepreneurs how to harness it for business growth.”

Digital infrastructure is also playing a vital role supporting these ‘InfluenCEOs’. More than half (52%) say better broadband has helped them monetise their business, while an overwhelming 9 out of 10 (89%) believe they couldn’t keep their business running without reliable mobile and broadband connectivity.

Caroline Southall, Director of Small and Medium Enterprise at BT, comments: “Building a public profile can be a game changer for business leaders, unlocking new business opportunities, and showing a more engaging and human side to a company. No wonder then that 85% of FTSE bosses have a personal LinkedIn profile, up from just 12% in 20232. Better digital connectivity is underpinning their social media push, enabling them to use data-intensive technology like TikTok Live and Instagram while on the move. I hope Amber-Rose’s story and guidance helps those that want to boost their social presence understand the tricks of the trade.” 

This partnership is part of BT’s wider effort to empower business leaders and entrepreneurs with the tools, training, and connectivity they need to thrive in today’s digital world. Building on its support for over 1.2 million small businesses since 2015 via digital skills programmes, BT continues to offer evolving initiatives around AI and cybersecurity, ranging from one-to-one mentoring via Digital Boost to community Netwalks and free sustainability training. 

Amber Rose’s practical advice for business leaders hoping to blaze the same trail includes:

• Firm foundations: a personal brand channel and a business page are very different, but many confuse them when marketing their business on social media. The personal channel should give your audience the story of the business through your eyes, insights into who you are, and create a connection. It will complement your company page, which should be focused on showcasing what your business does along with specific events and products. Make the distinction by using a different style and tone of voice for each, writing in the first person and voicing opinions for your channel
• Be authentic: it’s a crowded field out there, with many business owners looking to carve out a personal brand through social media. To stand out, share your company journey in a way that captures your personality, rather than how you feel a leader should behave. Whether this is recalling your first customer or showing how tired you are at the end of a hard week, authenticity is the super-power to help you shine
• Get started… then get polished: it’s nearly impossible to “get it right” first time when taking your first steps to build your business online. Don’t hold back on posting or sharing content because you feel it’s not perfect, it’s better to embrace those mistakes – they’ll help you learn faster. Everyone has their own path to success
• Risk and repeat: whether it’s through making a bold investment or a first TikTok LIVE video, don’t be afraid to step outside your comfort zone. Improved connectivity means you can easily reach out to your audience while out and about so why not try it? Viral entrepreneurs thrive on failures as much as successes, and your audience will recognise and appreciate you trying new approaches and taking some risks
• Power on through: being the public face of a business will throw up challenges and regularly test your limits. If you’ve had a bad week or been criticised, posting on your socials may be the last thing on your mind. In tough times, always ask: “If 10 people faced this exact situation, how many would give up?” Don’t be the nine who walk away – be the one who keeps on going. Resilience will separate you from the rest and make your success even sweeter

Further research findings:

• Britain’s bosses now spend 28 days per year1, promoting their business on social media with personal posts
• Just a quarter (27%) are doing this during the traditional nine to five as digital advances mean they can create and film new content at any time
• One in six execs (16%) use this flexibility to create content as soon as they wake up, while 12% do so last thing at night
• Four in five execs (79%) believe their social media activity has boosted their revenue in the last year
• Nearly a third (30%) admit their confidence has been dented by negative responses to their posts, and 29% worry that something they write online will get them cancelled

Case study: Lee Chambers, Founder of Male Allies UK

In Preston, social media has played a pivotal role in helping Male Allies UK reach new heights, all without a penny spent on advertising. The company, founded in 2023, promotes workplace gender equity by equipping men with the knowledge and tools to foster inclusive company culture.

Founder, author and business psychologist Lee Chambers credits LinkedIn as being “revolutionary” for the growing company, with 55% of its revenue now linked to activity on the platform. 

Lee comments: “I thought social media was a distraction - a personal thing to do. But you don’t realise the value of it until you start to utilise it wisely, leveraging the benefits and mitigating the risks.”

And it’s not just the business’ social media channels. Lee credits building his personal brand as a critical part of using social media for revenue. “One of the biggest challenges facing businesses today is that society is becoming less trusting, which means businesses have to actively generate that trust” adds Lee. 

“My advice for any other business leader would be to create content for your personal social media channels to develop that connection. Even in my leadership position, I still create content for my own LinkedIn page, and every leader should be considering their personal brand in the current climate. Be brave, be intentional, have a plan but don’t lose the organic and personal touch. Be willing to experiment.”

The success Lee has experienced through social media has prompted further investment into digital growth, with Make Allies UK now renting a studio space to create professional video content. His sights are set on TikTok and YouTube as the next frontiers for reaching wider audiences and championing better mental health and workplace wellbeing.

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