Social media is a tool, and like any tool, its impact depends on the hands that hold it.

As a part of our series about leaders who are using their social media platform to make a significant social impact, we had the pleasure to interview Natalie McCarty.

Natalie McCarty is a dedicated social media advocate and content creator focused on using her digital presence to drive awareness for social justice and environmental causes. With a background in community organizing and digital strategy, she has successfully built a global network of followers committed to creating tangible change. Natalie’s work bridges the gap between online activism and real-world impact, proving that social media can be a powerful force for good.

Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?

It began as a way to document my own learning process. I was passionate about social justice but felt like I didn’t have a voice. I started sharing what I was reading and learning on social media, and I realized very quickly that there were thousands of other people who felt just as passionate but didn’t know where to start. That realization turned a hobby into a calling.

Can you share the most interesting story that happened to you since you began this career?

One of the most surreal moments was being invited to a global summit to discuss digital activism. I went from filming videos in my living room to sitting at a table with policy makers and international activists. It was a reminder that the digital space is no longer separate from the “real world”; what we do online has a seat at the table of global change.

It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

Early on, I once posted a long, heartfelt video about a very serious social issue, but I accidentally had a “funny face” filter on the entire time. I didn’t notice until it had thousands of views. I was mortified at first, but it taught me that authenticity and humility are more important than perfection. My audience actually appreciated the laugh, and it humanized me in a way I hadn’t expected.

You have been blessed with success in a career path that can be challenging. Do you have any words of advice for others who may want to embark on this career path, but seem daunted by the prospect of failure?

Don’t be afraid to start small. Everyone looks at the “stars” and sees the millions of followers, but every single one of those people started with zero. Focus on the impact you want to make for one person. If you can change one person’s perspective or help one person, you’ve succeeded. The scale will come with time and consistency.

Ok super. Let’s now jump to the core focus of our interview. Can you describe to our readers how you are using your platform to make a significant social impact?

I use my platform to bridge the gap between complex social issues and everyday action. I take large, often intimidating topics like climate policy or systemic inequality and break them down into “micro-actions” that my followers can take. Whether it’s signing a specific petition, supporting a local grassroots organization, or just starting a conversation at their dinner table, I want to make impact accessible.

Can you tell us a story about a particular individual who was impacted by this cause?

I recently heard from a young woman who had been feeling completely overwhelmed by the state of the world. She told me that after following my “Weekly Wins” series — where I highlight positive news and small actions — she felt empowered to start a community fridge in her neighborhood. Seeing her go from apathy to action was the greatest reward I could ask for.

Was there a tipping point that made you decide to focus on this particular area? Can you share a story about that?

The tipping point was during a major natural disaster when I saw how much misinformation was spreading. I realized that my platform could be a source of truth and a hub for direct aid. That weekend, we raised thousands of dollars for local families, and I knew then that I couldn’t go back to just “content creation.” I had to be a social impact creator.

Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?

1. Prioritize digital literacy education so people can distinguish between misinformation and reality.
2. Create more direct avenues for citizens to participate in local government and decision-making.
3. Provide more support and funding for grassroots organizations that are already doing the work on the ground.

Why do you think social media in particular has the power to create social change and create a positive impact on humanity?

Social media democratizes information. It allows voices that have been historically marginalized to be heard globally without the need for a traditional gatekeeper. It creates a sense of global empathy; when you see a personal story from someone halfway across the world, it’s much harder to remain indifferent to their struggles.

What are your “5 things I wish someone told me when I first started” and why? Please share a story or example for each.

1. Authenticity Over Aesthetics

When I started, I thought everything had to be perfectly curated. But I found that my most “unpolished” posts — the ones where I was just talking to the camera about something I cared about — performed much better. People want to connect with a person, not a brand.

2. Protecting Your Mental Health is Productive

The internet can be a heavy place, especially when you deal with social issues. I used to think I had to be “on” 24/7. I learned the hard way that if I don’t step away and recharge, I can’t be an effective advocate for others.

3. You Don’t Need to Be an Expert to Start

I was so afraid of being called out for not knowing everything. I wish I had known that it’s okay to say, “I’m learning about this, too.” Taking your audience on the journey of learning with you creates a deeper bond of trust.

4. Numbers Aren’t Everything

I once had a post go viral with millions of views, but it resulted in very little actual “impact.” Conversely, a post with only a few thousand views once helped fund a local shelter for months. Engagement and action matter far more than vanity metrics.

5. Build a Support System

This path can be lonely and the criticism can be harsh. I wish I had sought out a community of other creators earlier. Having a group of people who understand the specific challenges of this career makes all the difference.

You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂

I would love to inspire a “Radical Empathy” movement. Imagine if every time we encountered someone we disagreed with or someone whose life looked different from ours, our first instinct was to ask, “What is it like to be you?” If we led with curiosity and empathy instead of judgment, we could solve so many of our systemic problems.

Is there a person in the world, or in the US whom you would love to have a power lunch with, and why? He or she might just see this, especially if we tag them. 🙂

I would love to have lunch with Melinda French Gates. Her approach to philanthropy and her focus on empowering women and girls globally is so strategic and impactful. I’d love to learn how she balances data-driven results with the personal stories that drive the work.

How can our readers further follow your work online?

You can find me on Instagram, TikTok, and YouTube where I share daily updates and deep dives into the social issues I’m passionate about. You can also sign up for my newsletter via my website to get weekly action items.

This was very meaningful. Thank you so much!

Social Media Stars Making a Social Impact: Why & How Natalie McCarty Is Helping To Change Our World was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.