Discover How This Startup Tripled Profits for Businesses Using Social Media—Are You Missing Out?

In the ever-evolving landscape of social media, few stories exemplify the blend of creativity and strategic thinking better than that of Connor Flannery, also known by his online persona @connorpugs. Flannery, a student at Wake Forest University, began crafting his digital identity at just 12 years old. His early ventures into content creation included a variety of YouTube videos that showcased video game livestreams, personal stories, and commentary—most of which were made for enjoyment rather than profit. Fast forward over a decade, and Flannery now boasts millions of followers across various platforms, with his videos collectively garnering over 200 million views per month.

Flannery attributes much of his success to a mathematics background, which has equipped him with the skills to analyze metrics such as audience demographics and engagement rates. “It is a data-driven game,” he emphasizes. “There is a lot of noise, so you need a bit of intuition, but mostly it comes down to understanding a data set and applying the results to your next round of scripting, editing, and posting.” This analytical approach has proven invaluable in a world where trends can shift overnight.

While many successful content creators earn a living by becoming influencers—essentially promoting brands to their followers—Flannery has carved out a unique niche for himself. Instead of simply advertising products, he has launched Pugs Media, a social media marketing agency. This venture, which he co-founded with fellow Wake Forest student Charlie Phinney, focuses on helping other businesses develop their own personalized social media brands. The agency has primarily served a business-to-business (B2B) clientele, including financial advisory groups and real estate companies.

Flannery and Phinney first conceptualized Pugs Media in Wake Forest's Startup Lab, and the agency has since grown to include 15 clients and three full-time employees. The company has remained bootstrapped, relying on cash flow and recurring revenue rather than seeking external investments, a decision that Flannery believes provides stability and a tested business model. “We’ve taken no money, and we don’t really plan to take any money,” he asserts. “With a service business, we can prove demand and scale, purely from cash flow, instead of betting on an idea before it’s tested.”

Pugs Media’s unique approach addresses a major challenge for many businesses: transforming a founder or executive into the face of the brand. As experts point out, storytelling and effective company messaging are increasingly important assets that are often overlooked. Flannery's team emphasizes the need for organic social media growth, helping clients build authority and trust through relatable content rather than flashy advertisements. “We find that people connect with people,” he explains. “Nobody really connects with a brand unless it’s a highly reputable one with lots of name recognition.”

The process begins with an initial consultation, during which the Pugs Media team conducts an audit of the client’s existing social media usage and performs industry research to craft a tailored posting strategy. Clients commit to producing one video or content creation session per month, while the agency handles everything from scriptwriting to tracking performance. Ultimately, the goal is not to go viral but to reach key decision makers within the target audience. “At the end of the day, these are professionals, and the whole point is to reach more of their ideal customers online,” Flannery explains.

Flannery and Phinney graduated from Wake Forest last year, yet their roots remain deeply embedded within the university community. Their earliest clients emerged directly from the Wake Forest alumni network, a testament to the school's supportive entrepreneurial environment. Gregory Pool, Director of the Startup Lab, described Pugs Media as part of a "virtuous cycle" that reinforces Wake Forest's entrepreneurial spirit, highlighting their commitment to serving alumni, hiring graduates, and reinvesting in fellow startups.

Looking ahead, Pugs Media is considering new avenues for growth. Flannery mentioned the possibility of introducing a more affordable "do-it-yourself" version of their services, akin to an online course, although he aims to maintain a personalized touch for as long as possible. However, the challenge remains: can Flannery train others to replicate the success he has achieved? The social media consulting space is competitive, and scaling a service-oriented business often hinges on performance, personality, and trust.

As the digital landscape continues to shift, the path taken by Flannery and Phinney offers valuable insights for aspiring content creators and entrepreneurs alike. Their journey underscores the importance of adaptability and strategic thinking in an industry often characterized by unpredictability. “It’s going to come down to execution,” Pool notes, pointing out that while competition is fierce, Pugs Media has established a model that resonates with its clients. The question now is whether they can successfully expand their impact while maintaining the quality that has brought them success thus far.