Spoiler: It helps if you’re kinda hot.
Social media has become an indispensable tool for small businesses, revolutionizing the way we communicate, share, and consume content. While many people use platforms like Instagram, TikTok, and Twitter casually, some seem to have an innate ability to thrive in and monetize the social media ecosystem. What exactly makes these individuals stand out? In this article, we’ll explore the key traits of people who are good at social media and the valuable lessons you can learn from them.
As a quick disclaimer, the fast pace of social media means we won’t be updating this article to add or remove people based on their behavior. Nor should anyone included in this roundup be seen as an endorsement by The Shop Shop. Rather, this is a commentary on the techniques they’ve used for social media success and not their values or business practices.
The Power of Positivity
One of the standout characteristics of successful social media personalities is their ability to maintain a positive vibe. Positivity not only attracts followers but also fosters a sense of community and engagement. These individuals often radiate optimism, making their followers feel good and encouraging them to return for more.
Examples
View this post on Instagram
@nottheworstcleaner (Brogan Ingram)
She deep-cleans homes (often ones in very bad shape) for people who are struggling with mental &/or physical health, or difficult circumstances — often single moms, people with disabilities, folks overwhelmed by their situation. She pairs her cleaning with kindness, no judgment, and also offers help beyond cleaning (meals, supplies, etc.).
What they do
- Offers a model of “service + storytelling”: solve a real problem, show empathy, and let people see both the transformation and the humanity.
- Also: leaning into niche (cleaning + mental health) creates something emotionally resonant.
- You can replicate by choosing a helpful action + spotlighting people’s real lives.
View this post on Instagram
Drew Afualo (@drewafualo)
Uses humor, directness, and identity to call out misogyny, racism, fatphobia etc., while promoting self-confidence, body neutrality, and empowerment. She mixes serious messages (inequality, social justice) with comedic tone, making her content shareable and strong.
What they do
- Great example of bold voice + consistency.
- Also, courage to use conflict (call-outs etc.) when aligned with values can attract attention while staying positive.
- Shows how you can build a following by standing for something, not just entertaining.
- And using humor to disarm or engage.
View this post on Instagram
Joel Bervell (@joelbervell)
Medical student / creator who educates about health equity: racial bias in medicine, debunking medical myths, shining light on parts of medical history and modern practice that are under-discussed. His videos are informational but accessible, and often spark important conversations.
What they do
- Shows how educational content can be positive & empowering if done well.
- Key moves: taking complex or technical topics and breaking them down in chatty, digestible way
- Choosing topics people care about (justice, fairness)
- Using evidence, not just opinions.
- Also consistency in theme helps establish authority & trust.
What You Can Learn
Embrace positivity in your social media presence. Share content that uplifts and inspires, and engage with your audience in a friendly and supportive manner. This approach not only boosts your brand image but also encourages long-term engagement from your followers.
Big Energy and Big Emotions
People who excel on social media often have a unique ability to project big energy and emotions. The behavior would seem absolutely manic in real life but, plays well in the cluttered online space. Their content is filled with enthusiasm and passion, making it captivating and relatable.
Examples
Matthew Beem
Content involving large props / big visual spectacle (e.g. building giant things, outrageous objects) + fast edits. His projects are visually over the top.
What they do
- Visual scale can itself create energy.
- Big visuals = meme potential. Use “scale + surprise + fast pacing” to hook people.
- Even in smaller content, exaggeration and scale imagery helps.
CoryxKenshin
High-energy, comedic, lively personality. He plays horror games but his reactions, humor, timing make it more than just gameplay. The way he builds tension, then reacts, engages with audience — big emotion.
What they do
- Emotional arcs work: build up tension / suspense, then relief or surprise.
- Use voice modulation, pauses, humor.
- Emotion + personality = connection.
View this post on Instagram
Alisha Marie
Her lifestyle / vlog content uses energetic intros, quick cuts, excitement, visible enthusiasm about daily life. Hauls, “morning routines,” fashion, lifestyle mixed with high-energy presentation.
What they do
- Even in “ordinary topics,” you can amplify energy with good editing, transitions, enthusiastic tone.
- The intro matters: hook people early with energy.
- Also, mixing “high energy bits” with some rest gives contrast.
Chloe Ting
She’s not always screaming or hyper, but her fitness content is energetic: upbeat music, motivational energy, driving tone (“you can do this”). Big peaks in effort, visible passion.
What they do
- Use motivational cues, pacing, calls to action, strong energy peaks.
- Let your content lean into the energy: music, editing, speech.
- Physical movement or visual dynamism adds impact.
What You Can Learn
Don’t be afraid to show your enthusiasm and emotions. Authenticity is key, and when you express your feelings openly, your audience is more likely to connect with you on a personal level.
Making Everything an Event
Consider Casey Neistat, a filmmaker and YouTuber known for his vlogs that make even a simple bike ride through New York City feel like an adventure. Successful social media users know how to turn even the most mundane activities into exciting events. This ability to create a sense of occasion makes their content more engaging and shareable.
Examples
View this post on Instagram
Boman Martinez-Reid
He takes small, everyday family or friend interactions / little disagreements and frames them like dramatic reality TV feuds. So things that would be overlooked in normal life become charged, funny, memorable moments.
What they do
- Exaggeration + drama + comedic timing.
- Even though the content is simple, the framing (sound effects, timing, editing, dialogue) makes it feel “bigger.”
- You can similarly amplify small moments: tension, suspense, humor; cast them with big stakes even if they’re small.
View this post on Instagram
StreetArtByDavidZinn
Takes cracks, patches, manhole covers, bits of the sidewalk — everyday overlooked canvases — and turns them into whimsical characters and scenes. He transforms the environment.
What they do
- Using creativity + imagination to make the familiar magical.
- You don’t always need large budgets — often it’s perspective.
- For content: look around you, pick things people ignore, and show what’s possible with them.
View this post on Instagram
Grace Wells
She makes mock “commercials” for random, trivial things — a single kernel of corn or a crumb of toast — treating them like they’re important and grand.
What they do
- Framing is everything. If you treat even a crumb like it’s worthy of a cinematic commercial, the contrast creates humor, charm, shareability.
- You can do this with everyday objects and moments — exaggerate the importance or treat them like big productions.
View this post on Instagram
Jada Holmes (@afropuffjada)
She turns everyday items (gas canisters, chip bags, etc.) into fashion accessories. What might be trash or just stuff people don’t think about becomes a statement piece.
What they do
- Repurposing + aesthetic + surprise.
- She sees potential in objects others overlook, then dresses them up & aligns them with style / personality.
- You can apply this by re-imagining what’s around you; repurposing; using juxtaposition (ordinary object + high style).
What You Can Learn
Look for opportunities to create events out of everyday activities. Whether it’s a product launch, a behind-the-scenes look at your business, or a day in the life, framing your content as an event can increase its appeal.
The Art of Nutshelling
Influencers like Gary Vaynerchuk excel at distilling valuable business advice into bite-sized, actionable tips that are easily shared and understood. Nutshelling refers to the ability to condense complex ideas or stories into easily digestible content. This skill is crucial in a fast-paced social media landscape where attention spans are short.
Examples
John Green / CrashCourse
YouTube Educational series on history, science, literature in short, fast-paced videos. Dense topics (world history, biology) → compressed into 10–15 min bursts, with humor & metaphors.
What they do
- Uses editing pace + story beats to keep things moving.
Kurzgesagt – In a Nutshell
YouTube Animated explainers about science, space, philosophy, existential questions. The actual “in a nutshell” channel.
What they do
- Uses bright animation + simple metaphors + big-picture takeaways.
- Great model of distilling.
Johnny Harris YouTube / Instagram Reels
Journalist who explains geopolitics, travel, and culture with map graphics & narrative storytelling.
What they do
- He takes intimidating world issues and boils them down with maps, clear visuals, and “here’s the gist” storytelling.
View this post on Instagram
Sharon McMahon (@sharonsaysso) Instagram / TikTok
“America’s Government Teacher” — explains U.S. civics, news, Supreme Court decisions in plain English.
What they do
- She’s excellent at cutting through jargon: “Here’s what this ruling really means for you.”
- Good for showing authority + clarity.
Marques Brownlee (MKBHD)
YouTube Tech reviews that nutshell new devices. Simplifies complex specs into “what this means for you.”
What they do
- Uses clean visuals & metaphors to nutshell tech.
Dylan Page (@dylanpage) TikTok
Explains finance, crypto, economics in short, entertaining videos.
What they do
- Takes intimidating financial concepts and compresses them into approachable clips.
What You Can Learn
Practice the art of nutshelling by breaking down your content into key takeaways. Use bullet points, lists, and concise language to communicate your message effectively.
Hyperbole and Exaggeration
We’re obsessed! While authenticity is important, a touch of hyperbole and exaggeration can make content more entertaining and memorable. Successful social media users often use these techniques to capture attention and spark interest. Consider how beauty influencers often use dramatic language to describe makeup products, creating excitement and buzz around their reviews.
Example
IShowSpeed YouTube / TikTok / Streams Known for screaming reactions, over-the-top facial expressions, chaotic energy.
What they do
- Hyperbolic reactions to games & chat
- Turning small in-game events into huge spectacles.
Exaggerated Reenactments (like @Kallmekris)
TikTok Comedy sketches with multiple characters (all played by her), each with cartoonish, exaggerated quirks.
What they do
- Overstates accents, mannerisms, emotions to keep it absurd and memorable.
Ryan Trahan YouTube
Challenges like “Surviving on 1 Penny” turn minor inconveniences into high-stakes adventures.
What they do
- The framing is exaggerated (“can I make it across America with nothing but a penny?”) — makes it feel way bigger than it is.
What You Can Learn
Use hyperbole strategically to enhance your storytelling. Just be sure to balance it with authenticity to maintain credibility with your audience.
Tapping into Universal Experiences
The backbone of communication and persuasion starts with finding similarities with other people. Content that resonates with a wide audience often taps into universal experiences and emotions. By addressing common themes and challenges, social media personalities create content that feels relatable and inclusive. Humor accounts like The Dad focus on universally relatable parenting experiences, which helps them connect with a broad audience.
Examples
Brittany Broski (@brittany_broski)
TikTok Started with the “Kombucha Girl” meme; now makes relatable, funny commentary about everyday life, dating, pop culture.
What they do
- Her faces + humor hit on shared awkwardness, overthinking, and “why am I like this” moments everyone recognizes.
Emma Chamberlain YouTube / Instagram
Vlogging about coffee, errands, daily messiness.
What they do
- Leans into the universally shared “I don’t have it all together” vibe — turning ordinary routines into content.
View this post on Instagram
Sarah Schauer TikTok / YouTube
Comedy about awkward social interactions, home life, weird habits.
What they do
- Uses humor to dramatize things like procrastination, roommate quirks, anxiety spirals — all super relatable.
View this post on Instagram
Tabitha Brown (@iamtabithabrown) TikTok / Instagram
Warm, motherly cooking & encouragement videos. Universal appeal in food + comfort + kindness.
What they do
- She taps into the human need for care, love, and nourishment.
Steven He (@stevenhe) TikTok / YouTube
Famous for “Asian Dad” skits and “Emotional Damage” meme.
What they do
- Plays with strict-parent tropes and childhood misunderstandings that cross cultures — exaggerated but familiar to almost everyone.
View this post on Instagram
Khaby Lame (@khaby.lame) TikTok
Became the most-followed TikToker by reacting to overcomplicated “life hacks” with silent, simple solutions.
What they do
- Taps into the universal frustration with unnecessary complexity — and the universal language of gestures.
What You Can Learn
Identify themes and experiences that are relatable to your target audience. Craft content that speaks to these shared experiences, fostering a sense of connection and community.
The Role of Conventional Attractiveness
While it’s an uncomfortable truth, conventional attractiveness can play a role in social media success. People who fit societal standards of beauty often receive more attention and engagement. Models, influencers, singers and actors often leverage their looks to gain a following, using their platform to promote brands and products.
Examples
View this post on Instagram
Addison Rae (@addisonraee) TikTok / Instagram
Blew up with dance videos showcasing beauty + charisma; later expanded into music, acting, and brand deals.
View this post on Instagram
Sommer Ray (@sommerray) Instagram / TikTok
Fitness routines and aesthetic visuals; her appearance is part of the brand appeal.
View this post on Instagram
Noah Beck (@noahbeck) TikTok
Started with dance/transition videos highlighting his looks, then built personality-driven content.
View this post on Instagram
Madison Beer (@madisonbeer) Instagram / TikTok
Her conventional beauty pairs with singing talent and aspirational content — often styled photo/video shoots.
View this post on Instagram
Jay Alvarrez (@jayalvarrez) Instagram / YouTube
Uses looks and aesthetic travel cinematography — surfing, skydiving, luxury lifestyle.
Nikita Dragun (@nikitadragun) TikTok / Instagram
Models glamorous looks, showing beauty transformations and confidence as a core part of her appeal.
View this post on Instagram
Bretman Rock (@bretmanrock) Instagram / TikTok
Combines attractiveness with bold humor, fashion, and makeup artistry.
View this post on Instagram
Gabby Thomas (@itsgabriellethomas) TikTok / Instagram
Athletic content that highlights physical ability and conventional attractiveness, balancing sports with personal brand.
What You Can Learn
While you can’t change your appearance, you can focus on presenting yourself and your brand in the best light. Invest in high-quality visuals, use flattering angles, and be mindful of your presentation to enhance your online presence.
How to Grow Your Social Media Following
If you’re struggling to grow your online following, you need to pick at least of these things and lean into it. People who are naturally good at social media possess a combination of traits and skills that make their content engaging, relatable, and shareable. By embracing positivity, projecting big energy, turning everyday moments into events, mastering the art of nutshelling, using hyperbole, tapping into universal experiences, and presenting themselves attractively, they capture the hearts and minds of their audience.
As you develop your social media strategy, consider integrating these techniques into your approach. While not every method will resonate with every individual or brand, experimenting with these strategies can help you find your unique voice and connect with your audience in meaningful ways. Remember, the key to social media success lies in authenticity and creativity.
So, go forth and share your story with the world!
Understand Shopping Trends
We’re dropping our next newsletter in July 2025. Sign up for exclusive freebies, giveaways, and industry insights.
