Relying solely on performance ads for rapid growth creates a sales machine, not a defensible business. This strategy makes you vulnerable to copycats who will replicate your product and target the same audience for less. Reinvest ad profits into organic content to build a brand moat.
When an organic post achieves significant viral reach, it has proven its creative resonance. Repurpose that exact video as a paid ad, adding a subtle call-to-action. It will often outperform meticulously tested performance creative because its engagement is authentic and pre-validated by the algorithm.
In an AI-driven world, "scaling the unscalable" creates a competitive edge. Host intimate, in-person events like local dinners or meetups. The primary ROI is not direct sales but filming the interactions to create a powerful engine for authentic, high-performing social media content that can be distributed globally.
Traditional strategy forces "either/or" choices due to resource constraints. On social media, where distribution is cheap, the best strategy is "and." Don't choose between two brand names or content pillars; create content for both. This allows you to test what resonates with different audience segments without artificial limitation.
Instead of focusing on post quantity, measure content success by the North Star metric of "views achieved," both in aggregate and per post. A single high-performing video that generates millions of views is far more valuable than numerous low-engagement posts, clarifying the quality versus quantity debate.
Owning the intellectual property of a well-known historical figure is a powerful asset. Use generative AI to "bring them back" as a virtual influencer. This character can create new content and engage modern audiences, but with the massive head start of pre-existing fame, authority, and credibility.
Platforms like TikTok have shifted the paradigm where success is tied to each post's individual merit, not the creator's follower base. A single viral video can generate massive reach and sales, even if other posts have low engagement, a trend now adopted by LinkedIn, YouTube, and others.
If your podcast has built brand equity but now serves the wrong audience for your business goals, don't scrap it. Instead, pivot by changing the guest mix. Drastically shift the ratio of guests to reflect your new target demographic while retaining a small number of original-style guests to keep existing listeners engaged.
To drive sell-through for a new CPG product in retail, run hyper-local video ads featuring the founders telling their story. Directly address shoppers in a small (e.g., 5-mile) radius of each specific store, calling out the city by name. This personal, targeted approach creates an emotional connection and drives immediate foot traffic.