Aware Social with Aliyah WareThe Aware Social Show is a podcast about the messy, fascinating intersection of social media and real life. Hosted by marketing strategist and entrepreneur Aliyah Ware, each episode explores how the internet shapes the way we build businesses, create identities, form communities, and connect with other people. From marketing and creator culture to motherhood, entrepreneurship, friendships, personal branding, and the pressure to constantly be “on,” Aliyah has candid conversations with people who have something interesting to say about life online and off. Expect honest stories, smart marketing insights, behind-the-scenes conversations, a few hot takes, and plenty of questions we probably should have asked sooner. Because social media was never just about posting. It’s about people.enMon, 19 Oct 2026 09:00:00 -0000Mon, 19 Oct 2026 09:00:00 -0000https://rss2.flightcast.com/sp4bhpn6u9vreumx325lwsgc.xmlFlightcast RSS Feed GeneratorAware Social with Aliyah Warehttps://files.flightcast.com/workspaces/wxcjmg6w5p18o9ndg82859qo/01M2TX1GZC9Y73PQQCN4NQH5KZ/aware_social_podcast_art.jpghttps://rss2.flightcast.com/sp4bhpn6u9vreumx325lwsgc.xmlepisodicAliyah WareAliyah Warealiyah@awaresocialco.comThe Aware Social Show is a podcast about the messy, fascinating intersection of social media and real life. Hosted by marketing strategist and entrepreneur Aliyah Ware, each episode explores how the internet shapes the way we build businesses, create identities, form communities, and connect with other people. From marketing and creator culture to motherhood, entrepreneurship, friendships, personal branding, and the pressure to constantly be “on,” Aliyah has candid conversations with people who have something interesting to say about life online and off. Expect honest stories, smart marketing insights, behind-the-scenes conversations, a few hot takes, and plenty of questions we probably should have asked sooner. Because social media was never just about posting. It’s about people.falsenoWeeklyAI, Authenticity & Why Most Content Fails | Strategic Communication LessonsDan Farkas on Strategic Content Marketing, AI, and Why Going Viral Isn't the Goal We’re creating more content than ever. But are we actually getting any better at communication? In this episode of The Aware Social Show, I’m sitting down with Dan Farkas, professor of strategic communications at Ohio University, former TV journalist, entrepreneur, podcast host, and author of Strategic Content Marketing: Creating Effective Content in Practice. We’re getting into what makes content strategic, why so many brands struggle to connect with their audiences, and how the rise of AI is changing the way we communicate. Dan shares why strong storytelling still matters, how to make content that actually resonates, and why chasing viral moments can distract you from the work that drives real results. We also talk about the marketing metrics that matter, the importance of understanding your audience, and how to build a content strategy you can realistically maintain. Because sometimes the post you spent hours perfecting won’t perform as well as the quick selfie you almost didn’t publish, and sometimes reaching 20 people who genuinely care is a bigger win than getting thousands of views from people who will never take action. Whether you’re a business owner, marketer, content creator, or communications professional, this conversation is a reminder that the goal isn’t simply to create more content. It’s to communicate with purpose. Chapters 00:00 Introduction: Creating More Content, But Communicating Less 01:51 From TV News to Teaching: Dan's Unconventional Journey 05:29 The Foundation That Still Works: Three-Act Storytelling 07:53 Meeting People Where They Are: Perspective-Taking in Communication 08:41 From Necessity to Choice: The Reality of Audience Attention 10:58 AI in the Classroom: Teaching Students to Drive Technology 14:52 The COVID Effect: Soft Skills Aren't Soft Anymore 17:09 Busting Marketing Myths: What Actually Works 19:04 The Attention Economy: Being Repetitive Without Being Annoying 29:47 Content Pillars and Strategic Frameworks: Making Subjective Work Objective 31:51 Do What You Like So You'll Actually Do It: Finding Your Communication Style 36:42 Beyond Vanity Metrics: Measuring What Actually Matters 42:12 The Word I Despise: Why Viral Doesn't Work 44:51 Checklists, Timelines, and Vulnerability: Leading with Humanity 53:00 Reps, Reps, and More Reps: Final Advice for Future Communicators *Keep Up with Aliyah* Follow Aliyah on IG: aliyahware_ (https://www.instagram.com/aliyahware_/) Follow Aware Social on IG: awaresocialco (https://www.instagram.com/awaresocialco/) Follow Aliyah on TikTok: mommaliyah (https://www.tiktok.com/@mommaliyah) Follow Aware Social on TikTok: awaresocialco (https://www.tiktok.com/@awaresocialco) *Keep Up with Dan* Find his book, Strategic Content Marketing: Creating Effective Content in Practice. Listen to his podcast, The Strategic Communicator (https://marketingpodcasts.net/category/strategic-communicator/). (https://marketingpodcasts.net/category/strategic-communicator/) Follow him on LinkedIn (https://www.linkedin.com/in/danfarkasinteractive/) Key Takeaway Stop chasing attention for attention’s sake. Build a content strategy around your audience, tell stories that matter to them, measure the actions that support your goals, and keep improving through practice. You don’t need every post to go viral to make meaningful progress. About The Aware Social Show The Aware Social Show explores the intersection of marketing, social media, business, and real life, with honest conversations about what actually happens behind the scenes of building brands, creating content, and making a living online. Because the internet shows you the finished product. We’re here for everything that happened before you got there. Subscribe for conversations about marketing strategy, social media trends, entrepreneurship, content creation, and the realities of building a business in an always-online world.flightcast:01M593FX20SCENK4RSCH1B9STYMon, 19 Oct 2026 09:00:00 -0000Aliyah WareDan Farkas on Strategic Content Marketing, AI, and Why Going Viral Isn't the Goal

We’re creating more content than ever. But are we actually getting any better at communication?

In this episode of The Aware Social Show, I’m sitting down with Dan Farkas, professor of strategic communications at Ohio University, former TV journalist, entrepreneur, podcast host, and author of Strategic Content Marketing: Creating Effective Content in Practice.

We’re getting into what makes content strategic, why so many brands struggle to connect with their audiences, and how the rise of AI is changing the way we communicate. Dan shares why strong storytelling still matters, how to make content that actually resonates, and why chasing viral moments can distract you from the work that drives real results.

We also talk about the marketing metrics that matter, the importance of understanding your audience, and how to build a content strategy you can realistically maintain. Because sometimes the post you spent hours perfecting won’t perform as well as the quick selfie you almost didn’t publish, and sometimes reaching 20 people who genuinely care is a bigger win than getting thousands of views from people who will never take action.

Whether you’re a business owner, marketer, content creator, or communications professional, this conversation is a reminder that the goal isn’t simply to create more content. It’s to communicate with purpose.

Chapters

00:00 Introduction: Creating More Content, But Communicating Less
01:51 From TV News to Teaching: Dan's Unconventional Journey
05:29 The Foundation That Still Works: Three-Act Storytelling
07:53 Meeting People Where They Are: Perspective-Taking in Communication
08:41 From Necessity to Choice: The Reality of Audience Attention
10:58 AI in the Classroom: Teaching Students to Drive Technology
14:52 The COVID Effect: Soft Skills Aren't Soft Anymore
17:09 Busting Marketing Myths: What Actually Works
19:04 The Attention Economy: Being Repetitive Without Being Annoying
29:47 Content Pillars and Strategic Frameworks: Making Subjective Work Objective
31:51 Do What You Like So You'll Actually Do It: Finding Your Communication Style
36:42 Beyond Vanity Metrics: Measuring What Actually Matters
42:12 The Word I Despise: Why Viral Doesn't Work
44:51 Checklists, Timelines, and Vulnerability: Leading with Humanity
53:00 Reps, Reps, and More Reps: Final Advice for Future Communicators

*Keep Up with Aliyah*

Follow Aliyah on IG: aliyahware_ (https://www.instagram.com/aliyahware_/)

Follow Aware Social on IG: awaresocialco (https://www.instagram.com/awaresocialco/)

Follow Aliyah on TikTok: mommaliyah (https://www.tiktok.com/@mommaliyah)

Follow Aware Social on TikTok: awaresocialco (https://www.tiktok.com/@awaresocialco)

*Keep Up with Dan*

Key Takeaway

Stop chasing attention for attention’s sake. Build a content strategy around your audience, tell stories that matter to them, measure the actions that support your goals, and keep improving through practice. You don’t need every post to go viral to make meaningful progress.

About The Aware Social Show

The Aware Social Show explores the intersection of marketing, social media, business, and real life, with honest conversations about what actually happens behind the scenes of building brands, creating content, and making a living online.

Because the internet shows you the finished product. We’re here for everything that happened before you got there.

Subscribe for conversations about marketing strategy, social media trends, entrepreneurship, content creation, and the realities of building a business in an always-online world.

]]>AI, Authenticity & Why Most Content Fails | Strategic Communication LessonsAliyah Warefull3345false31Dan Farkas on Strategic Content Marketing, AI, and Why Going Viral Isn't the Goal We’re creating more content than ever. But are we actually getting any better at communication? In this episode of The Aware Social Show, I’m sitting down with Dan Farkas, professor of strategic communications at Ohio University, former TV journalist, entrepreneur, podcast host, and author of Strategic Content Marketing: Creating Effective Content in Practice. We’re getting into what makes content strategic, why so many brands struggle to connect with their audiences, and how the rise of AI is changing the way we communicate. Dan shares why strong storytelling still matters, how to make content that actually resonates, and why chasing viral moments can distract you from the work that drives real results. We also talk about the marketing metrics that matter, the importance of understanding your audience, and how to build a content strategy you can realistically maintain. Because sometimes the post you spent hours perfecting won’t perform as well as the quick selfie you almost didn’t publish, and sometimes reaching 20 people who genuinely care is a bigger win than getting thousands of views from people who will never take action. Whether you’re a business owner, marketer, content creator, or communications professional, this conversation is a reminder that the goal isn’t simply to create more content. It’s to communicate with purpose. Chapters 00:00 Introduction: Creating More Content, But Communicating Less 01:51 From TV News to Teaching: Dan's Unconventional Journey 05:29 The Foundation That Still Works: Three-Act Storytelling 07:53 Meeting People Where They Are: Perspective-Taking in Communication 08:41 From Necessity to Choice: The Reality of Audience Attention 10:58 AI in the Classroom: Teaching Students to Drive Technology 14:52 The COVID Effect: Soft Skills Aren't Soft Anymore 17:09 Busting Marketing Myths: What Actually Works 19:04 The Attention Economy: Being Repetitive Without Being Annoying 29:47 Content Pillars and Strategic Frameworks: Making Subjective Work Objective 31:51 Do What You Like So You'll Actually Do It: Finding Your Communication Style 36:42 Beyond Vanity Metrics: Measuring What Actually Matters 42:12 The Word I Despise: Why Viral Doesn't Work 44:51 Checklists, Timelines, and Vulnerability: Leading with Humanity 53:00 Reps, Reps, and More Reps: Final Advice for Future Communicators *Keep Up with Aliyah* Follow Aliyah on IG: aliyahware_ (https://www.instagram.com/aliyahware_/) Follow Aware Social on IG: awaresocialco (https://www.instagram.com/awaresocialco/) Follow Aliyah on TikTok: mommaliyah (https://www.tiktok.com/@mommaliyah) Follow Aware Social on TikTok: awaresocialco (https://www.tiktok.com/@awaresocialco) *Keep Up with Dan* Find his book, Strategic Content Marketing: Creating Effective Content in Practice. Listen to his podcast, The Strategic Communicator (https://marketingpodcasts.net/category/strategic-communicator/). (https://marketingpodcasts.net/category/strategic-communicator/) Follow him on LinkedIn (https://www.linkedin.com/in/danfarkasinteractive/) Key Takeaway Stop chasing attention for attention’s sake. Build a content strategy around your audience, tell stories that matter to them, measure the actions that support your goals, and keep improving through practice. You don’t need every post to go viral to make meaningful progress. About The Aware Social Show The Aware Social Show explores the intersection of marketing, social media, business, and real life, with honest conversations about what actually happens behind the scenes of building brands, creating content, and making a living online. Because the internet shows you the finished product. We’re here for everything that happened before you got there. Subscribe for conversations about marketing strategy, social media trends, entrepreneurship, content creation, and the realities of building a business in an always-online world.Dan Farkas31 Things I've Learned at 31 | Life Lessons | Big Sister Advice31 Things I've Learned at 31 | Life Lessons | Big Sister Advice What would you tell yourself if you could go back in time? What lessons have shaped who you are today? In this very first solo episode of Aware Social, Aliyah is getting cozy, pulling back the curtain, and sharing 31 life lessons she's learned in 31 years. From habits and self-love to parenting, confidence, and career advice, this episode feels like a late-night FaceTime call with your big sister. Aliyah opens up about the lessons she's learned the hard way, the habits she's unlearning, and the truths she wishes someone had told her sooner. She talks about what it means to love yourself while still wanting to change, why success isn't always what it looks like online, and how the habits you build today become who you are tomorrow. In this episode, we talk about: Why self-love and self-improvement are not mutually exclusive How to love yourself in the process of change Why your mom is probably right (if you have a good relationship) Finding the sweet spot between rumination and disassociation Why everything is figureoutable The importance of slowing down and waiting things out Finding movement that you actually enjoy How your habits become your character Why you're either intentionally building good habits or passively building bad ones The habits you're creating for your children Why sometimes you are the problem Embracing your natural self and building confidence from the inside out The truth that people have made more doing less Why what is yours will be for you How people don't notice a fraction of the insecurities holding you back Why you should call the people you care about How avoidance will almost always hinder the solution Why you need more time than you think you do The importance of skincare and body care routines Why kids change everything and aren't for everyone Doing it scared instead of waiting until you feel ready Why habit stacking outperforms drastic changes Being honest with people who look up to you How everyone is craving connection Why everyone should live alone at least once The importance of therapy and inner child work When people deserve explanations and when they don't Why you should apologize to your children Never stop reading and never stop writing Success rooted in survival vs. success rooted in consistency How people will remember how you made them feel Keep Up with Aliyah Follow Aliyah on IG: aliyahware_ (https://www.instagram.com/aliyahware_/) Follow Aware Social on IG: awaresocialco (https://www.instagram.com/awaresocialco/) Follow Aliyah on TikTok: mommaliyah (https://www.tiktok.com/@mommaliyah) Follow Aware Social on TikTok: awaresocialco (https://www.tiktok.com/@awaresocialco) About The Aware Social Show Aware Social explores the intersection of marketing, social media, business and real life with honest conversations about what actually happens behind the scenes of building brands, creating content and making a living online. Because the internet shows you the finished product. We're here for everything that happened before and after hitting "post".flightcast:01M454DSQK8XMFF3KBA2RXHEM6Mon, 05 Oct 2026 14:30:00 -0000Aliyah Ware31 Things I've Learned at 31 | Life Lessons | Big Sister Advice

What would you tell yourself if you could go back in time? What lessons have shaped who you are today?

In this very first solo episode of Aware Social, Aliyah is getting cozy, pulling back the curtain, and sharing 31 life lessons she's learned in 31 years. From habits and self-love to parenting, confidence, and career advice, this episode feels like a late-night FaceTime call with your big sister.

Aliyah opens up about the lessons she's learned the hard way, the habits she's unlearning, and the truths she wishes someone had told her sooner. She talks about what it means to love yourself while still wanting to change, why success isn't always what it looks like online, and how the habits you build today become who you are tomorrow.

In this episode, we talk about:

  • Why self-love and self-improvement are not mutually exclusive
  • How to love yourself in the process of change
  • Why your mom is probably right (if you have a good relationship)
  • Finding the sweet spot between rumination and disassociation
  • Why everything is figureoutable
  • The importance of slowing down and waiting things out
  • Finding movement that you actually enjoy
  • How your habits become your character
  • Why you're either intentionally building good habits or passively building bad ones
  • The habits you're creating for your children
  • Why sometimes you are the problem
  • Embracing your natural self and building confidence from the inside out
  • The truth that people have made more doing less
  • Why what is yours will be for you
  • How people don't notice a fraction of the insecurities holding you back
  • Why you should call the people you care about
  • How avoidance will almost always hinder the solution
  • Why you need more time than you think you do
  • The importance of skincare and body care routines
  • Why kids change everything and aren't for everyone
  • Doing it scared instead of waiting until you feel ready
  • Why habit stacking outperforms drastic changes
  • Being honest with people who look up to you
  • How everyone is craving connection
  • Why everyone should live alone at least once
  • The importance of therapy and inner child work
  • When people deserve explanations and when they don't
  • Why you should apologize to your children
  • Never stop reading and never stop writing
  • Success rooted in survival vs. success rooted in consistency
  • How people will remember how you made them feel

Keep Up with Aliyah

About The Aware Social Show

Aware Social explores the intersection of marketing, social media, business and real life with honest conversations about what actually happens behind the scenes of building brands, creating content and making a living online.

Because the internet shows you the finished product. We're here for everything that happened before and after hitting "post".

]]>31 Things I've Learned at 31 | Life Lessons | Big Sister AdviceAliyah Warefull3113false2131 Things I've Learned at 31 | Life Lessons | Big Sister Advice What would you tell yourself if you could go back in time? What lessons have shaped who you are today? In this very first solo episode of Aware Social, Aliyah is getting cozy, pulling back the curtain, and sharing 31 life lessons she's learned in 31 years. From habits and self-love to parenting, confidence, and career advice, this episode feels like a late-night FaceTime call with your big sister. Aliyah opens up about the lessons she's learned the hard way, the habits she's unlearning, and the truths she wishes someone had told her sooner. She talks about what it means to love yourself while still wanting to change, why success isn't always what it looks like online, and how the habits you build today become who you are tomorrow. In this episode, we talk about: Why self-love and self-improvement are not mutually exclusive How to love yourself in the process of change Why your mom is probably right (if you have a good relationship) Finding the sweet spot between rumination and disassociation Why everything is figureoutable The importance of slowing down and waiting things out Finding movement that you actually enjoy How your habits become your character Why you're either intentionally building good habits or passively building bad ones The habits you're creating for your children Why sometimes you are the problem Embracing your natural self and building confidence from the inside out The truth that people have made more doing less Why what is yours will be for you How people don't notice a fraction of the insecurities holding you back Why you should call the people you care about How avoidance will almost always hinder the solution Why you need more time than you think you do The importance of skincare and body care routines Why kids change everything and aren't for everyone Doing it scared instead of waiting until you feel ready Why habit stacking outperforms drastic changes Being honest with people who look up to you How everyone is craving connection Why everyone should live alone at least once The importance of therapy and inner child work When people deserve explanations and when they don't Why you should apologize to your children Never stop reading and never stop writing Success rooted in survival vs. success rooted in consistency How people will remember how you made them feel Keep Up with Aliyah Follow Aliyah on IG: aliyahware_ (https://www.instagram.com/aliyahware_/) Follow Aware Social on IG: awaresocialco (https://www.instagram.com/awaresocialco/) Follow Aliyah on TikTok: mommaliyah (https://www.tiktok.com/@mommaliyah) Follow Aware Social on TikTok: awaresocialco (https://www.tiktok.com/@awaresocialco) About The Aware Social Show Aware Social explores the intersection of marketing, social media, business and real life with honest conversations about what actually happens behind the scenes of building brands, creating content and making a living online. Because the internet shows you the finished product. We're here for everything that happened before and after hitting "post".Going Viral, Getting Copied & Building a Beauty Brand During MotherhoodThe Truth About Going Viral, Getting Copied & Building a Beauty Brand What happens when the signature thing that made you successful becomes the thing everyone else wants to copy? Marylia Scott joins Aware Social to talk about going viral before the modern creator economy existed, turning an audience into a beauty brand, navigating dupe culture, and building a business that can stand apart from competitors. Marylia shares the story behind her beauty career, from posting makeup looks as a creative outlet to developing products based on what her audience was asking for. She also explains how her experience testing makeup in Puerto Rico eventually helped shape the brand's “island proof” positioning. In this episode, we talk about: Going viral before “going viral” was a business model How Marylia turned audience feedback into product ideas The story behind her viral highlighters and fake freckles Building a product that solves a real problem What happens when bigger brands copy your products Why competitive differentiation matters more than simply having a good product The evolution and rebranding of Marylia Scott Cosmetics The darker side of dupe culture Why a product's story and point of difference can be harder to copy than the product itself The difference between an influencer and a content creator Why having millions of followers doesn't necessarily mean you have influence How creators can make money beyond traditional brand deals UGC, affiliate marketing and performance-based creator partnerships The changing economics of TikTok Shop Why some creators may be leaving money on the table by focusing only on flat-fee deals TikTok vs. Instagram and how the platforms are changing Why follower count isn't always the most important metric Authenticity vs. oversharing Why Marylia chose to protect her family's privacy The pressure creators feel to share more of their personal lives Building a personal brand around what you actually want to be known for Motherhood and entrepreneurship The reality behind the “quit your 9-to-5 and make six figures” narrative Why analysis paralysis can keep aspiring founders from moving forward What Marylia hopes other founders learn from watching her build her company Keep Up with Aliyah Follow Aliyah on IG:  aliyahware_ (https://www.instagram.com/aliyahware_/) Follow Aware Social on IG: awaresocialco (https://www.instagram.com/awaresocialco/) Follow Aliyah on TikTok: mommaliyah (https://www.tiktok.com/@mommaliyah) Follow Aware Social on TikTok: awaresocialco (https://www.tiktok.com/@awaresocialco) Keep Up with Marylia Visit the Website: https://maryliascottcosmetics.com/ Follow Marylia on IG: maryliascottcosmetics (https://www.instagram.com/maryliascottcosmetics/) & maryliascott (https://www.instagram.com/maryliascott/) Follow Marylia on TikTok: maryliascottcosmetics (https://www.tiktok.com/@maryliascottcosmetics) & maryliascott (https://www.tiktok.com/@maryliascott) About The Aware Social Show Aware Social explores the intersection of marketing, social media, business and real life  with honest conversations about what actually happens behind the scenes of building brands, creating content and making a living online. Because the internet shows you the finished product. We're here for everything that happened before and after hitting "post".flightcast:01M32F3X6DGFZVC27M8Y2662PRMon, 28 Sep 2026 10:00:00 -0000Aliyah WareThe Truth About Going Viral, Getting Copied & Building a Beauty Brand

What happens when the signature thing that made you successful becomes the thing everyone else wants to copy?

Marylia Scott joins Aware Social to talk about going viral before the modern creator economy existed, turning an audience into a beauty brand, navigating dupe culture, and building a business that can stand apart from competitors.

Marylia shares the story behind her beauty career, from posting makeup looks as a creative outlet to developing products based on what her audience was asking for. She also explains how her experience testing makeup in Puerto Rico eventually helped shape the brand's “island proof” positioning.

In this episode, we talk about:

  • Going viral before “going viral” was a business model
  • How Marylia turned audience feedback into product ideas
  • The story behind her viral highlighters and fake freckles
  • Building a product that solves a real problem
  • What happens when bigger brands copy your products
  • Why competitive differentiation matters more than simply having a good product
  • The evolution and rebranding of Marylia Scott Cosmetics
  • The darker side of dupe culture
  • Why a product's story and point of difference can be harder to copy than the product itself
  • The difference between an influencer and a content creator
  • Why having millions of followers doesn't necessarily mean you have influence
  • How creators can make money beyond traditional brand deals
  • UGC, affiliate marketing and performance-based creator partnerships
  • The changing economics of TikTok Shop
  • Why some creators may be leaving money on the table by focusing only on flat-fee deals
  • TikTok vs. Instagram and how the platforms are changing
  • Why follower count isn't always the most important metric
  • Authenticity vs. oversharing
  • Why Marylia chose to protect her family's privacy
  • The pressure creators feel to share more of their personal lives
  • Building a personal brand around what you actually want to be known for
  • Motherhood and entrepreneurship
  • The reality behind the “quit your 9-to-5 and make six figures” narrative
  • Why analysis paralysis can keep aspiring founders from moving forward
  • What Marylia hopes other founders learn from watching her build her company

Keep Up with Aliyah

Keep Up with Marylia

About The Aware Social Show

Aware Social explores the intersection of marketing, social media, business and real life  with honest conversations about what actually happens behind the scenes of building brands, creating content and making a living online.

Because the internet shows you the finished product. We're here for everything that happened before and after hitting "post".

]]>Going Viral, Getting Copied & Building a Beauty Brand During MotherhoodAliyah Warefull4331false11The Truth About Going Viral, Getting Copied & Building a Beauty Brand What happens when the signature thing that made you successful becomes the thing everyone else wants to copy? Marylia Scott joins Aware Social to talk about going viral before the modern creator economy existed, turning an audience into a beauty brand, navigating dupe culture, and building a business that can stand apart from competitors. Marylia shares the story behind her beauty career, from posting makeup looks as a creative outlet to developing products based on what her audience was asking for. She also explains how her experience testing makeup in Puerto Rico eventually helped shape the brand's “island proof” positioning. In this episode, we talk about: Going viral before “going viral” was a business model How Marylia turned audience feedback into product ideas The story behind her viral highlighters and fake freckles Building a product that solves a real problem What happens when bigger brands copy your products Why competitive differentiation matters more than simply having a good product The evolution and rebranding of Marylia Scott Cosmetics The darker side of dupe culture Why a product's story and point of difference can be harder to copy than the product itself The difference between an influencer and a content creator Why having millions of followers doesn't necessarily mean you have influence How creators can make money beyond traditional brand deals UGC, affiliate marketing and performance-based creator partnerships The changing economics of TikTok Shop Why some creators may be leaving money on the table by focusing only on flat-fee deals TikTok vs. Instagram and how the platforms are changing Why follower count isn't always the most important metric Authenticity vs. oversharing Why Marylia chose to protect her family's privacy The pressure creators feel to share more of their personal lives Building a personal brand around what you actually want to be known for Motherhood and entrepreneurship The reality behind the “quit your 9-to-5 and make six figures” narrative Why analysis paralysis can keep aspiring founders from moving forward What Marylia hopes other founders learn from watching her build her company Keep Up with Aliyah Follow Aliyah on IG:  aliyahware_ (https://www.instagram.com/aliyahware_/) Follow Aware Social on IG: awaresocialco (https://www.instagram.com/awaresocialco/) Follow Aliyah on TikTok: mommaliyah (https://www.tiktok.com/@mommaliyah) Follow Aware Social on TikTok: awaresocialco (https://www.tiktok.com/@awaresocialco) Keep Up with Marylia Visit the Website: https://maryliascottcosmetics.com/ Follow Marylia on IG: maryliascottcosmetics (https://www.instagram.com/maryliascottcosmetics/) & maryliascott (https://www.instagram.com/maryliascott/) Follow Marylia on TikTok: maryliascottcosmetics (https://www.tiktok.com/@maryliascottcosmetics) & maryliascott (https://www.tiktok.com/@maryliascott) About The Aware Social Show Aware Social explores the intersection of marketing, social media, business and real life  with honest conversations about what actually happens behind the scenes of building brands, creating content and making a living online. Because the internet shows you the finished product. We're here for everything that happened before and after hitting "post".Marylia ScottAliyah Ware