We were lucky to catch up with Callie Rojewski recently and have shared our conversation below.

Callie, looking forward to hearing all of your stories today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

One of the biggest emerging trends I see this year is around human-centered technology.
As environmental and social challenges intensify, this shift will prompt louder conversations in mainstream culture about the role technology can play in improving our lives. How can we use technology to resolve social and environmental issues?
There is a big opportunity for startups to combat information overwhelm, loneliness, burnout and other issues exacerbated by technology.
I believe we’ll see tech startups and platforms address emotional and social well-being. New tools and community features will be designed to prioritize a user’s human experience, mental health and connection with others.
Marketing trends and social media platform changes are already reflecting this. There is a big focus this year on experiential marketing and supplementing digital efforts with IRL [in real life] events. Engagement features are social media platforms are changing. YouTube, for example, is rolling out a new community feature called “Hype” that prompts viewers to become active advocates for their favorite creators and invest in their success.
While I’d love to have a completely optimistic view on this topic, it is important to move forward intentionally. These tools could seem like quick fixes, leveraging the narrative rather than addressing systemic issues more deeply. People are at risk of developing unhealthy relationships with AI companions. There’s also the question of accessibility—how do we ensure that these innovations reach the people who need them most, not just those who can afford them?
Overall, I believe these innovations will fundamentally change how we engage with technology, transitioning our behaviors around constant consumption to more meaningful interaction.

Callie, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Callie Rojewski. I partner with visionary founders to craft innovative brand and business strategies that captivate audiences, create cultural movements, and transform their industries with global impact.

I started my career with a passion for helping small businesses connect with the people they wanted to help—their customers. I’ve worked with startups, creators, nonprofits, and Fortune 500 companies across a diverse set of industries, including technology, consumer products, media, and nonprofits. I’ve developed global, community-driven public awareness campaigns and programs, working with the community of B corporations and other startups to amplify their missions.

Constant changes in social media platforms and emerging technologies leave businesses confused about how to approach marketing effectively. They are encouraged to prioritize vanity metrics and algorithmic efficiency over meaningful connection. It’s becoming increasingly difficult for businesses to cut through the noise and build authentic relationships with their target customers. Both businesses and consumers find themselves stuck in surface-level interactions, making it harder to achieve sustainable growth.
Startup founders and marketing leaders, in particular, struggle to balance visibility and impact. Many feel trapped in the need to “play the game,” churning out endless content, chasing trends, and keeping up with constantly changing, unsustainable marketing tactics.
I started my company to change this. My unique approach bridges consumer psychology with insights from cyberpsychology, the study of how people interact with technology and how technology affects human behavior. I teach entrepreneurs how to design and expand their businesses sustainably, with programs and products grounded in collaboration, community and impact.
An example of this is my work with Cyber Collective, an organization empowering people to protect themselves online. Together, we mobilized the Cyber Collective Advocates to co-create Internet Street Smarts, an online safety course. By centering lived experiences and integrating a racial and social justice lens, we expanded the digital safety conversation, encouraging people to develop “digital instincts” and embrace our shared responsibility to protect one another online.
My platform, Online & IRL, explores the impact of technology on human connection, creativity, and entrepreneurship. I love creating experiential content to get people to think differently about the internet. I share informative videos, expert interviews, and special projects—physical and digital. Most recently, I published a book of my “content,” prompting people to ask themselves how they would create differently if their content lived on, beyond trends and platform changes.
I also serve as a board member for Cyber Collective and EnterTech, a creative agency bridging the entertainment industry and Web3 technology.
I absolutely love what I do, and if I can share one message to anyone reading this article, I would remind them that their greatest strength is their intention and authenticity. They have the power, even in rapidly changing industries, to shape the future.

How do you keep in touch with clients and foster brand loyalty?

As a former Director of Customer Marketing and Advocacy, my biggest piece of advice is to focus your efforts on your customers’ milestones. There are different types of milestones that you can keep a pulse on. Milestones can be general and/or specific to your client and include relevant national holidays, birthdays, work anniversaries (including the anniversary of your transformational work together). Supporting the updates your clients share on social media and engaging with their content goes a long way. If they are open to it, I also recommend capturing mailing addresses. This gives you the opportunity to take your appreciation offline, allowing you to surprise and delight them in unique ways.

We’d love to hear the story of how you built up your social media audience?

It is important to invest in your social media platforms to develop your voice, gain visibility, and connect with customers. This is an exciting opportunity for entrepreneurs to get audience members invested in their business.
However, social media followers are not the same as customers. Keeping up with content can become a huge burden and hinder the growth of your business, especially if you are building in public. To overcome the pressure to produce at volume and please the algorithms, I created a concept called “Minimal Viable Content.” It’s a framework for entrepreneurs to simplify decision-making around content creation. It helps you focus on platforms and strategies that align with your business goals, creative energy, and personal boundaries, instead of chasing trends or trying to be everywhere at once. By starting small, testing what works, and staying intentional, you can build a presence that feels authentic and sustainable.

My advice for those just starting out: Be strategic and aligned with your goals from the beginning. Focus on quality over quantity, engage meaningfully with your audience, and don’t be afraid to set boundaries with your content. The key is to create in a way that energizes you while building real connections with your community.

Contact Info:

• Website: https://www.onlineandirl.com
• Instagram: https://www.instagram.com/callieand.co
• Linkedin: https://www.linkedin.com/in/callierojewski/
• Youtube: https://www.youtube.com/@CallieandCo
• Other: https://www.tiktok.com/@callieand.co