Maximize the ROI of analog events like pop-ups or conference booths by treating them as content creation opportunities. Film everything—activations, customer interactions, behind-the-scenes—to generate creative assets for social media, effectively doubling the value of the execution.
When faced with a disruptive technology like AI, many business leaders default to raising theoretical societal concerns ("it's bad for society"). This is often a defense mechanism to avoid the hard work of learning and adapting, using high-minded objections to mask inaction.
Content published on YouTube Shorts feeds directly into Google's Gemini LLM. This makes it a critical platform for "Answer Engine Optimization" (AEO), ensuring your product appears in AI-driven search responses for relevant queries about your category.
To succeed today, a CPG brand's primary function must be content creation. The strategic imperative is to think and act like a media company that happens to sell a food or beverage product, not the other way around. This reframes the entire business model and priorities.
It's easy for investors to write checks because they feel for a founder and want them to succeed. Gary Vaynerchuk calls this ineffective "charity work." A true investment must be detached from this "bleeding heart syndrome" and focus objectively on the operator's capabilities and the business thesis.
Algorithms no longer prioritize content from people you follow. Instead, they serve content based on your demonstrated interests. This means brands can reach vast new audiences organically, as their content finds its own relevant viewers without needing a pre-existing following.
Use organic social as a mid-funnel testing ground. When a post wildly overperforms, don't just celebrate the viral moment. Repurpose that proven creative for lower-funnel performance ads and upper-funnel brand campaigns to maximize its impact across the entire funnel.
Today's college students hold significant influence over their parents' buying behaviors. Instead of marketing directly to older demographics, CPG brands can achieve greater success by targeting Gen Z on platforms like TikTok, prompting them to recommend products to their parents.
Leaders often tolerate a top salesperson who is toxic because they drive short-term revenue. This is a fatal mistake. Tolerating this "cultural cancer" for immediate economic gain will destroy morale, increase turnover, and ultimately undermine the business's long-term health.
Instead of trying to convince leadership internally to adopt a new initiative like sustainability, junior employees should use social media to build conviction publicly. Creating content that demonstrates consumer demand for the change provides external proof that is far more persuasive than an internal presentation.