Forcing a team to meet a weekly post quota often leads to mediocre content. A better strategy is to ditch fixed schedules and instead post extensively—even ten times—about a single viral moment when it occurs. This approach prioritizes quality and impact over arbitrary volume.

Don't wait for large corporate campaigns to get audience feedback. Marketers should be "religiously" creating content on their personal social channels to micro-test messaging, language, and program ideas. This provides a direct, rapid feedback loop on what the audience actually cares about, enabling content-led innovation.

Stop planning creative and media buys simultaneously. Instead, post creative organically first. Then, exclusively allocate media spend to amplify the content that has already demonstrated strong consumer engagement, forcing creative to be effective on its own merit before receiving paid support.

Instead of only planning future content, systematically tag every published piece with its topic, performance metrics, and the pain point it addresses. This creates a data-rich, reusable library that allows you to identify and remix your most successful content ideas.

Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.

Creating viral content requires a formula: identify a dominant fandom driving conversation, understand the target platform's user base, and find a brand-relevant angle within hours. It's a strategic process of connecting cultural moments to your brand in near real-time, not a random act.

Instead of constantly creating new material, an efficient growth strategy is to 'upcycle' posts. Repost successful content after 90 days, aiming to publish every piece at least three times to maximize reach and reduce workload, as most followers missed it initially.

Glucose Goddess founder Jessie Inchauspé treats her Instagram posts like a tech product, using audience comments and DMs as direct user research. This iterative process of listening to and adapting based on feedback, even when negative, is key to refining a message for mass appeal.

Instead of only planning future content, create a database (in Notion or a Google Sheet) of all published assets. Tag each piece by topic, pain point, and performance metrics (likes, shares, open rates) to systematically identify what resonates and should be repurposed.