Why One Account Might Not Be Enough Anymore

People are always asking how to stand out online—and this is one clever way to do it.

Creating multiple accounts isn’t just about posting more—it’s about building a brand that people actually want to interact with. One they follow, engage with, and stick around for.

You’ve probably seen it in action—founders growing massive audiences on their personal pages and using that to drive traffic to their business. Mascot accounts with their own personalities. Brands like Gymshark running niche sub-accounts that speak directly to different corners of their community.

Let’s get into how this works—and how to use it strategically.

Pro Tip:

If you’re going to run multiple accounts, make sure each one has a clear purpose and a distinct personality. Whether it’s a mascot, a founder, or a sub-community, the voice should feel intentional—not like a copy-paste of your main brand page. That’s what keeps it engaging (and worth the follow).

Case Study: 3 Ways to Execute a Multi-Account Strategy That Actually Works

Running multiple brand accounts doesn’t mean more chaos—it means more connection. Here are a few smart ways brands are doing it right now:

• Sub-Accounts for Specific Communities
  Example: Gymshark
  Gymshark runs multiple niche accounts like @gymsharkwomen and @gymsharklifting to speak directly to specific segments of their audience. Each one has its own tone and purpose, making the content feel more relevant—and more personal.

• Regional or Country-Specific Accounts
  Example: Duolingo
  Duolingo runs different accounts for different countries and languages. This lets them localize their content, tap into regional trends, and show up in ways that feel familiar to each audience.

• Mascots, Founders, and Alt Personalities
  Example: Duolingo & Lemme
  Duolingo’s mascot account (@duolingo) is chaotic in the best way—and it works. It interacts with the brand, creators, and followers like a real person, not a corporate page. On the flip side, Lemme leans into founder-led influence, with Kourtney Kardashian’s personal brand doing heavy lifting to drive awareness and trust for the product.

Actionable Insight:

Not every brand has a celebrity founder—and that’s okay. Hire creators or build distinct personalities to be the face of each account. Think mascots, community leads, or even fictional characters. Let them interact across accounts, comment on each other’s posts, and create an online universe your audience actually wants to follow.