The Underdog Anti-Hero Social Media Marketer: Why They Keep Showing Up (and Why People Keep Watching)

Have you ever heard of a micro-influencer? They’re someone who has a small following and DIY branding, but has curated such intense brand loyalty that their audience shows up for EVERY post they put out. You might be surprised to find out that many of these successful smaller brands fit under The Underdog Anti-Hero Social Media Marketer!

While most of us stumble upon these marketers long after they’ve found their success, it’s likely they’ve been building their brand for a long time and shared every secret and setback along the way. This has led them to have the highly engaged and loyal audience that you see today.

So whether you took the What Kind of Anti-Hero Social Media Marketer Are You? quiz and landed on The Underdog or you want to emulate this scrappy strategist, you’re in the right place.

Inside the Mind of The Underdog

The Underdog didn’t enter the conversation with a perfect plan. They arrived in the middle of the mess, still figuring it out as they went along. They don’t post because they crave the spotlight; they post because they know someone out there needs to feel like they’re not alone in the middle of their own mess. And they need to know it’s possible to crawl out of the mess and find success along the way.

The Underdog Anti-Hero Social Media Marketer is often underestimated and overlooked until they hit the height of their success. During their journey, they lose proposals because their pitch is not polished enough or flashy enough. They often feel like they are too raw, too much, or not enough. And still, they keep showing up, sharing their lived experiences and collecting a devoted audience along the way.

What sets them apart isn’t aesthetic or authority, but sheer grit and determination. Underdogs are willing to say, “Here’s what I’ve figured out so far,” even when the wins are small and the algorithm is not in their favour. Their content isn’t boastful; instead, it says ‘you’re not alone in this struggle.’ When I think of Underdog Anti-Hero Social Media Marketers, I think of the DIY Influencers who are learning how to renovate, build or garden and showing it all online to help others. I think of people who have served time in jail and go on to have successful businesses. And I think of women who have survived domestic violence and human trafficking, using their lived experiences to lift other women out of those situations.

But the Underdog could just as easily be a small business owner just starting out, or someone who unexpectedly lost their dream job and needs to start over, building something for themselves instead.

Personally, I think this is one of the strongest of the archetypes, because the consistency that other archetypes struggle with comes naturally to the Underdog.

Your Natural Behaviours On Social Media

Underdogs are documenters by nature, sharing behind-the-scenes breakdowns, honest updates, and in-the-moment reflections. They are incredibly resilient, sharing what’s happening while it’s happening, and they aren’t deterred by a lack of engagement.

• You’re not afraid to be vulnerable online and share the messy behind-the-scenes of your daily operations.
• You know how much people relate to your content because you’re open and inspiring, sharing the process instead of just the success at the end. You help people feel like they can be successful, too.
• You’re process-focused in all of your content. Willing to share each step of your journey and answer all questions along the way.
• You’re known for overcoming adversity and aren’t afraid of showing how you did it in your online presence.

Underdogs love to post the small wins…because sometimes their people understand ANY win is a big win, truthfully. You share lessons that hurt and the days when you want to give up. Even when no one’s engaging, you show up.

Your Strategic Edge

While most brands try to impress, The Underdog Anti-Hero Social Media Marketer aims to relate. You build a loyal following by positioning yourself as an example instead of an expert. Your story is integral to your strategy online, meaning you don’t need to spend time proving yourself.

While others in your industry are trying to sell shortcuts, you’re quietly showing people what it looks like to keep going, even if you fail along the way. You celebrate micro-successes and how you got there, and most importantly, you keep posting even when it feels like it’s useless.

Because your growth often feels accidental, you may not even realize that every post is building your brand. And your audience sees you as someone real, who doesn’t have it all figured out but shows up anyway.

Potential Pitfalls

Unfortunately, there are a lot of people online willing to punch down. And The Underdog is in a vulnerable position because of what they share online. Here are some things to be careful of:

• Underdogs often carry old wounds from people saying they’re too much or not enough. So they wait to post until things look more legit, and they downplay their expertise.
• You might struggle to take up space, even when you’ve earned it. Or to see successes when you’re in the thick of things.
• You have to be careful not to get stuck in the struggle and inadvertently make your brand ‘hardship’ instead of ‘resilience.’
• Some Underdogs struggle to keep their messaging niche enough to maintain an audience. Because they spend so much time sharing behind the scenes, it becomes too easy to post about things that are irrelevant to your audience. (i.e. a home baker gets a new puppy and starts posting mainly about their struggle with puppyhood instead of their recipes and baking experiments.)
• Underdogs post from a place of vulnerability. Sometimes it’s too easy for you to give away all of your secrets and weaken your sales offers. Make sure you protect your value while posting online.
• Underdogs can get too wrapped up in negativity in the comment section. It’s important for you to understand when someone is engaging and when someone is posting to get negative attention in your comment section. Use the block button if you need to.

The Underdog often looks a lot like The Reluctant Expert. But while The Reluctant Expert avoids attention because they don’t want the pressure, The Underdog fears they don’t deserve it. The inner critic asks, “Who am I to share this?”

The differences between Underdogs and Honest Realists can sometimes feel quite subtle, too. One lives in emotions, and the other thrives in pragmatism.

Your Social Media Strategy, Anti-Hero Style

Here’s how to make your Underdog energy work for you without burning out or playing small:

• Prioritize progress posts over polished results. Borrow from The Maverick’s energy and get it done, instead of waiting to get it perfect!
• Share behind-the-scenes content. From daily activities to decision points and important mindset shifts.
• Lean into captions that say, “I didn’t think I could do this, but I did.” While it can feel salesy, it gives people outside of your audience a chance to engage in your story.
• Use storytelling to connect. Your words matter more than your visuals. Even if it feels uncomfortable, lean into video content of you chatting with the camera whenever possible.

Give your audience permission to be where they are, simply by being where you are.

Try This Tactic: The Weekly Win Post

Each week, post one thing that moved you forward. It could be something big like a launch, a pitch, or a yes. Or it could be tiny, like a tough decision, overcoming self-doubt, or a good idea that finally clicked.

Use this formula:

1. What happened
2. How it felt
3. What it taught you

Keep it short or write it long. Use a selfie, a screenshot, some generic b-roll of you walking around, or no image at all. The impact isn’t in the format, it’s in the honesty. Invite your audience to share their own wins in return to build a rhythm of celebration.

You’ve Already Proven You Can Show Up. Now Let’s Make It Count

You’ve done the hardest part: you kept showing up when it would’ve been easier to quit. You’ve posted the progress, the pivots, the near-misses and the small wins. You’ve built trust by being honest. Now it’s time to turn that authenticity and consistency into real momentum.

The Social Media Strategy for Anti-Heroes course was made for you. It’s not about chasing trends or forcing formulas; it’s about helping you create a system that fits your voice, your energy, and your way of working into a strategy, so you can stop second-guessing and start seeing the results you’ve earned.

If you’re ready to build a strategy and a content system that grows with you, not against you, this is your best next step.