Stylized black and white graphic combining the numbers 1, 9, 7, and 7.

Strategic Social Media That Grows Your Brand and Converts Your Audience

OUR CLIENTS HAVE BEEN FEATURED IN
The word 'goop' written in white lowercase letters on a black background.
The word 'Glamour' written in bold white letters on a black background.
Forbes logo with white text on a black background
Close-up of the Vogue magazine logo in white text on a black background.
A person taking a photo of magazines or booklets with a smartphone, the phone's screen showing a grid of similar images.

At 197, our mission is to empower bold brands with social media that does more than just show up — it stands out, speaks clearly, and drives real growth. 

We exist to help founders rise above the noise with strategy-led content that converts, builds authority, and scales impact. From idea to execution, we make sure your brand isn’t just seen—it’s remembered. At 197, we partner with brands who are ready to grow with purpose and show up with authority. Whether you're just getting started or scaling fast, we craft strategy-led content that doesn’t just fill your feed—it fuels your business.

our latest work
↓
Collection of skin care and cosmetic bottles and tubes on a shelf.
Circular logo with the words 'LATHE WORK. LATHE WORK. LATHE WORK.' written around the circumference.

Lifestyle

View WORK →

Hospitality

View WORK →

Clothing

View WORK →

Aesthetics

View Work →
Two women at a poolside with tropical drinks, a volleyball, and a modern building in the background. One woman is wearing a yellow bikini with glasses, and the other is wearing a brown bikini with glasses on her head, smiling and holding a coconut drink.
Close-up of a person wearing brown athletic shorts with the brand name 'LONDONRY' visible, lying on their side on a bed or surface.
Close-up of a woman with green eyes and freckles, touching her face with her left hand. She has multiple jewelry rings on her fingers and pink nail polish with a small white heart design.
explore our work
explore our work
Graphic of a stylized musical clef and the number '97' in black and white.

Social Management

Content Creation

1:1 Coaching

our services
our services
A woman wearing a white blazer and blue jeans, holding a camera, standing in front of a table with various camera equipment including a tripod, a box labeled 'HEAVEN' and 'VOL. 02', and other accessories. 
You’ve built something powerful.

Now it’s time the world sees it.

No more second-guessing what to post. No more blending in. We bring clarity, consistency, and creativity to your social media so your brand can finally become magnetic.

From your first strategy call to your final post, we handle it all—so you can focus on the big picture, while we make sure your brand stays visible, relevant, and trusted online.

This isn’t about going viral.

 It’s about building a presence that converts followers into community—and community into paying clients.

view our process
view our process

  • “Working with the 197 team has completely transformed my brand.”

    From the moment we started two years ago, they’ve elevated my page, brought in more clients, and given my med spa the online presence it truly deserved. Their strategy works — period. But beyond the results, it’s their energy that sets them apart. Every shoot feels like a collaboration with friends who get the vision. I wouldn’t trust anyone else with my brand.

    — Sheryl Hidalgo, Founder of Naked Aesthetics

  • “The team at 197 just gets it. They take the time to understand the unique vision of each property and bring it to life with strategy, intention, and creativity.”

    Whether it's working with onsite staff or corporate teams, they blend in seamlessly and make the process not only smooth — but fun. Every move they make has purpose, and that level of thoughtfulness is rare. It’s been a joy to work with them.

    — Tery Soriano, Regional Director at Driftwood Hospitality

  • “From day one, they took the time to learn our services, our ideal client, and the nuances of everything we offer — from aesthetics to biohacking.”

    Because of that, the content doesn’t just look good — it speaks to the right people. They’re not just a social media team; they’re true partners who care about results and bring strategy to every single move.

     — Bella, Owner of 4Beauty Med Spa

work with us
A woman with dark hair and tan skin poses next to a black metal grid display with a white tote bag, a green and white trucker hat, and a small white card. The tote bag and hat are branded with "THE AGENCY 197" logo.

I'm Nicole

FOUNDER + CEO

Nicole is the founder and creative force behind 197, a social media agency built for brands that are ready to scale with strategy—not guesswork. With a sharp eye for storytelling and a deep understanding of digital culture, she helps female founders turn content into clients through bold positioning, standout visuals, and scroll-stopping strategy.

Driven by the belief that visibility creates opportunity, Nicole leads a team that takes brands from overlooked to unforgettable—handling everything from high-level strategy to hands-off execution. Under her direction, 197 has become the go-to partner for businesses that want to grow with purpose, show up with confidence, and own their space online.

meet our team
meet our team
A digital planner displayed on a tablet screen, showing dates, goals, and travel plans for December 2023, with images of Paris, Dubai, UCLA, and coffee 
the 197 shop

We Don’t Gatekeep - The Tools Are Yours

Built in Notion and ready to plug into your workflow, this Client Portal is your go-to space for delivering content, collecting approvals, and keeping everything organized in one sleek, professional hub.

Shop Now
Shop Now