The Founders is an Azzet finance series showcasing the inspiring journeys of visionary entrepreneurs who turned ideas into thriving businesses. Dive into captivating stories and insightful interviews with founders and CEOs. They share their challenges, triumphs, and industry insights in this ongoing series.
Nina Youé wants to shake up marketing in the modern world through the power of social media. She's not here to play small.
Founder and director of Flicker Socials, Youé is already taking those steps at just 25 years' old.
Flicker Socials is a marketing business, offering social media management and content creation. It was established in 2022.
As the world shifts more and more towards social media as a marketing tool, Nina and her team want to help businesses make that happen.
Speaking to Azzet from her newly opened office location in Perth, she says, “I've always loved socials, and I think just the more I got into it, the more I was seeing how many other people were doing it wrong and how much they were missing out on.
“I just think there's such a gap between people who are amazing at running their business but then they’ just completely flopping on socials because it's not their forte.”
“So I love bridging the gap between that and being like, hey, you can still have fun with socials, and it doesn't have to be this big, scary thing, it can actually work for you and support your business and it doesn't have to be the worst thing in the world!” Youé adds.
Offering businesses the chance to “hand over the reins”, Flicker Socials provides social media management strategies, trend tracking, an in-house database of viral content to draw ideas from and a content concierge service.
There is also the more intensive option with Socials Basecamp, described on their website as a three-part, self-paced course designed for small business owners.
The one thing in common with all these offerings is the aim to boost a business's social media presence and overall traction. This is without costing owners their own time.
With a firm gasp on this “Gen-Z approach” to marketing Youé has stayed ahead of the curve but has found that some companies have yet to take a seat at the social media table.
“It's interesting because they [businesses] seem to understand that they need to do it, but a lot of people are really not willing to invest in it, and that to me just does not make any sense.”
Flicker and Youé’s own personal socials have brought some big name clients to the table already, including Nike, Peppermayo and Princess Polly, but the company began by happy chance.
“I started Flicker, honestly, accidentally. I've always been very into my own social media…working as a pilates instructor I had a personal brand that's more like a health and wellness kind of space.” Youé says.
“And then one of the gyms I was working with at the time, they approached me and asked me to run their socials and I was like, yeah, sure, like why not?”
In the two years since, and into the future, Nina has focused on growth, with her sights set high.
So what's next for Flicker Socials?
On an average work day, Nina will start by checking their client content calendars, as she still personally does “pretty much all of the strategy for all of our clients.”
“I would just say my weeks now look very different to how they looked even like six months ago,” She says. “I'm still very heavily involved with the clients…which is, you know, a blessing and a curse! Trying to move away from that a bit…[to] delegating and monitoring.”
With a team of five, including editors, an assistant and operations manager, and more full time employees starting in 2025, Nina is looking to shift her personal focus towards networking for Flicker Socials and becoming the go-to name for social media management.
Recently moved from Sydney to Perth, Youé was setting up the first office space for Flicker Socials when we spoke. She also had plans to add an in-house content studio on site, which will operate “as a separate business in and of itself”, as well as expand the team.
“I think honestly since I've started Flicker, I've had such a clear vision of what I want it to be like.” Youé says.
“I really don't want to play small… I would love to be known as one of the like go to agencies in Australia and then hopefully at one point establish a global presence.”
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