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The founder of Kantelle on building strategic growth online.
Entrepreneurs and creators are constantly told to “get attention online.” But attention alone doesn’t build an audience or drive conversions. The real challenge isn’t getting seen, it’s getting seen by the right people.
In a digital space where everyone is posting, the advantage no longer belongs to the loudest voice, but to the one with a strong personal brand.
Emna understood that early. While working full-time in customer marketing at a SaaS company, she grew her Instagram audience to 90 000 and built a five-figure business in just twelve months by focusing on data and audience psychology.
Her results extended far beyond metrics. Emna began collaborating with 5-star hotels and luxury fashion brands, hosted private dinners cooked by a chef who had worked with McLaren and Chanel, and attended Paris Fashion Week wearing a couture gown hand-embellished with over 14,000 pearls.
“These moments weren’t about lifestyle,” she says. “They were proof that positioning works. When your identity is clear, the world places you where you belong.”
The process led her to create Kantelle, her Paris-based agency that helps entrepreneurs and creators define their voice, communicate their why, and turn content into attention into conversions.
Her journey started on a private Instagram account with 2 000 friends and a simple goal: to one day launch her own clothing brand. “I believed the right way to do that was to build a community first,” she says. “Trust had to exist before any product or offer.”
At first, she followed the rules, posted consistently, showed up daily but nothing worked. Then one reel went viral: one million views, zero conversions.
“That moment forced a decision,” she recalls. “Give up or take it seriously as a business. I chose to commit. I don’t stop until it works.”
That commitment became her framework for growth grounded in testing, data, and understanding her audience psychology.
Today, Ouerfelli shares the three strategies behind her growth that anyone can follow.
Growth doesn’t come from posting more, but from testing, analyzing, and adapting.
When consistency alone didn’t deliver results, she began experimenting, studying topics, timing, tone, and visuals to see what actually resonated.
She advises studying others in your niche, focusing on founders and creators just a few steps ahead.
“The goal isn’t to copy,” says Emna. “It’s to understand what’s working and why. Look for patterns, not personalities. If you study people like Alex Hormozi or Steven Bartlett, remember that their results come from brand recognition as much as content. For smaller creators, it’s the strategy that makes the difference.”
Her rule is simple: don’t try to hack the algorithm. Understand your audience. “Collect data and study psychology. That’s how you make your content perform on purpose instead of by chance.”
Not all attention carries the same value. Going viral might look impressive, but if the wrong people are watching, it leads nowhere.
“The right views matter more than big numbers. It’s not about being seen by everyone, it’s about being seen by the people who care, connect, and ultimately convert.”
The key is to optimize for the right audience. When your message truly fits the people you’re speaking to, growth becomes steady and predictable.
She divides her audience into two distinct groups: the Ideal Client (IC) and the Ideal Follower Persona (IFP). Think of this as creating content with two lenses, one focused on conversion, the other on community.
“If you only focus on one, you limit your potential.”
Positioning isn’t about logos or aesthetics. It’s about identity.
“I see founders and creators constantly searching for their competitive advantage,” she says. “But most of the time, it’s already in their story.”
She believes that real positioning begins when you stop trying to sound exceptional and start communicating authentically. “Your story is part of your strategy,” Emna says. “When you know who you are and communicate it clearly, positioning stops being something you chase. It becomes something you own.”
That belief also fuels her philosophy on ownership.
“I believe in building an audience you own. If your entire brand lives on social media, you don’t own your growth, the platform does.”
Through Kantelle, she helps entrepreneurs and creators apply the same principle:: building sustainable, data-driven brands that grow with clarity and intention.
Emna’s long-term vision remains unchanged: the clothing brand will come.
For now, her focus is on building and scaling Kantelle.
Her approach to business is grounded in discipline and focus, traits honed through 13 years of taekwondo and a lifelong passion for horses.
“Horses remind me of what truly matters in business,” she says. “Hard work, patience, and presence. You can’t fake any of them.”
“This isn’t my success story,” Emna adds. “It’s the beginning, and a reminder that the opportunities online are limitless. You just have to start showing up and posting strategically.
Instagram: @emna.ouerfelli
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