Nina Youe

I first saw what organic social could do as a wellness and fitness creator. I built an audience without spending a dollar on ads, and that audience led to partnerships with Nike, Peppermayo and Muscle Republic. Along the way, I learnt how to take something I knew inside out and make it interesting to someone who’d never heard of me.

Then I noticed how many brilliant small businesses were being overlooked online. They had loyal clients and years of skill behind their work, but no one had shown their founders how to make that come through on social media. That’s the gap Flicker exists to close.

Three years on, Flicker has generated more than 200 million views across 250+ businesses. We work with female-founded beauty, wellness and lifestyle brands, and have grown to a team of six, with revenue up 100% year on year.

Why it matters

Most small businesses are on social media without a plan. Nearly six in ten Australian SMEs post without an established social media plan.¹ That’s a missed opportunity. Writing the strategy down makes a marketer 414% more likely to report success.²

Buyers are also doing more homework. For 69% of Australian online shoppers, the confidence to buy comes from researching online first.³ By the time someone enquires, they’ve often seen your ad, Googled you, scrolled your Instagram and read your reviews. Your social presence has to show why your work is worth paying a premium for.

The Flicker Formula

Our strategy rests on one idea: some of your best future customers aren’t looking for you yet. They’re already paying attention to things your brand has something interesting to say about.

1. Build a distinct brand world. We define what the brand stands for, how it looks and sounds, and what people should associate with it beyond the service it provides.

2. Follow the audience’s interests. We look at what the people we want to reach are already watching, reading and talking about, and use that to broaden what the brand talks about. We use those interests, whether or not they relate to the service, to bring people into the brand’s world and give them something of value before we ever ask them to buy. Leading with value is what builds trust and loyalty.

3. Turn expertise into content. We make content that draws those people in before they start searching for the service, so the brand is the obvious choice when they do.

The Flicker Revamp

In recent months, we kept hearing from female founders who needed this help but couldn’t make ongoing management work financially. The Flicker Revamp is our answer. It’s a one-off package that gives founders a distinct brand world for social, a content strategy and reusable templates, with AI support so they can keep creating on their own.

Reset Fairy, one of our first Revamp clients, saw a 110% increase in monthly revenue within four weeks of putting the strategy into practice. I want more female-led businesses to see that kind of growth, and to be recognised and paid for the quality of their work.

Sources

1. GetApp, SMEs and Social Media Survey 2022, as reported by eCommerceNews Australia: 41% of Australian SMEs follow an established social media plan.

2. CoSchedule, Trend Report: Marketing Strategy 2022.

3. IAB Australia and Pureprofile, Commerce & Discovery Report 2026.