With so many changes happening across the digital marketing landscape, sometimes the best strategy is to have no strategy at all — at least when it comes to social media, according Melissa Ben-Ishay, co-founder and CEO of dessert company Baked By Melissa.

Instead, Ben-Ishay props her phone up on her kitchen counter at least once a week, where she walks her TikTok followers through everything from how to make crispy rice to gnocchi, and, of course, a catalog of desserts.

Ben-Ishay is one of many founders-turned-influencers who are navigating the booming influencer marketing space and putting a face to their brands to more authentically connect with followers. The founder-influencer pipeline is standard at this point, and perhaps the trend is most commonplace in the small- to medium-sized business and direct-to-consumer brand spaces, where founders are cranking out content to keep up with the likes of influencers who are launching their own brands.

In this episode of the Digiday Podcast, Ben-Ishay talks about being a founder-influencer, and shares her thoughts on the ever-looming TikTok ban and why Baked by Melissa’s social strategy is no strategy at all.