My thoughts and notes on marketing strategies, trends, tools and consumer insights.
AI Where It Helps: Variant Factories, Human Guardrails
AI boosts performance when it scales creative options and automates low-risk decisions—while humans keep judgment, claims, and brand integrity intact.
Beyond #Ad: Why Affiliate + Long-Term Creators Are Eating Paid Social
One-off influencer posts are dying; long-term creator relationships and affiliate engines now outperform traditional paid social.
Creators as the New SEM: Build Searchable Trust, Not Just Impressions
When creators become media channels, brands win by making their content discoverable, trustworthy and measurable—not just viral.
Design for Human Rhythms: Plan Social by Behaviors, Not Stages
Funnels assume logic; humans behave in loops. Plan content by behavior—scroll, stream, search, shop—for smarter, modern social strategy.
Design for Stream→Search: Sequencing Content That Survives the Algorithm
Why brands need content ladders that move people from passive scrolling to active searching—and how to build sequences that compounding attention.
Ditch Vanity: The 4 Social Metrics That Predict Revenue
Likes don’t pay rent. Conversation, amplification, applause, and economic value do. Here’s how to measure social like a strategist—not a scoreboard watcher.
Social Commerce Is Growing Up: What to Copy (and Not) from China
Western social platforms are finally maturing into real shopping ecosystems—but China’s playbook isn’t a template, it’s a teacher.
Trust First, Reach Second: How Proof Assets Turn Scrolls into Sales
Attention is cheap; trust is the bottleneck. Win the decision by stacking proof assets—UGC, reviews, demos, creator credibility—at every behavioral moment.