Stop being scared of AI and start using it as a weapon. While others are paralyzed by fear of job replacement, the winners will be those who aggressively adopt AI to enhance their productivity and efficiency. In the short-term, use AI to dominate your competition, not worry about it dominating you.
Traditional marketing personas (e.g., '18-35 year old males') are obsolete. Instead, define hundreds of hyper-specific subgroups based on intersecting demographics, interests, and geography. Create tailored content for each to maximize relevance, allowing social algorithms to find and serve the right audience.
Marketing efforts are crippled by two core issues: subjective opinions on creative driven by ego, and flawed reporting that either uses outdated vanity metrics or is so hyper-quantitative that it misses the emotional side of brand building. This prevents teams from measuring what truly drives business impact.
Test all creative content organically on social platforms first. The algorithm's response (views, engagement) provides a free, data-driven measure of the creative's relevance. Only amplify the proven winners with paid media spend, eliminating wasteful ad buys on content that doesn't resonate with audiences.
Be channel-agnostic and focus on 'day-trading attention.' The goal is to identify platforms where consumer attention is high but the cost or effort to reach them is low. Currently, platforms like Threads and classic Facebook offer outsized organic reach because content supply has not yet caught up with user demand.
Follower count is increasingly irrelevant. Today's social platforms function as 'interest media,' where algorithms prioritize surfacing the most relevant content to users, regardless of who posted it. This creates a meritocracy where a new account with great content can get more views than an established one with mediocre content.