Inner Sircle

On this episode, I am advocating for AI content creation...NOW! It really is no longer an OK posture to just be binary about AI content or not. I think brands need to be thinking more about how and where.

Fresh off of The Fancy Food show in NYC, just some tips for CPG brands considering attending shows.

1- Have someone from marketing/brand there.

2- Have a digital display of some kind with a brand video.

3- Capture email and have a follow up plan.

On this episode, I talk about being more open minded to content types and disciplines and just adopting a more holistic view on what content is right for your brand.

 WHAT WAS SAID “The era of followers is dead.”

Urban Outfitters’ Head of Brand Marketing and Communications, Cyntia Leo, wrote the obit for follower counts during one of the first sessions Monday morning: How Brands Are Winning With Creator-Led Strategies in 2025.

“This is really a time about the algorithm,” said Cyntia. “Creators help us be in the algorithm, not just being in the platform.”

The idea that follower count no longer holds the value it once did echoed throughout the week.

Prop CEO Joseph Perelli drove the point home in a panel on creators and performance marketing: “Obsessing over followers is the biggest mistake marketers make.” Between fake followers, poor audience targeting, and limited organic reach, follower count is no longer a reliable metric — for creators or brands.

Takeaway: If leadership still insists on hiring creators based on follower count, it’s time to let them know the game has changed. Smart marketers are prioritizing deep content alignment and leveraging creator content for paid media opportunities.

Now that our feeds have changed from who we’re following, to what they’re talking about, follower count matters less than a topic alignment, said Sprout Social Vice President, Outbound Product Management, Brittany Hennessy.

Brittany pointed to Loewe and how they opted for the “cucumber guy,” TikToker Logan Moffitt, instead of a fashion or beauty creator when the company launched a cucumber-scented candle.

There's a lot of conversation about topic-based marketing, agreed Nya-Gabriella Parchment, UTA’s Head of Brand Partnerships.

When you understand what your consumer is talking about, what they’re truly interested in, what movies they’re watching, what podcasts they listen to, that’s when, “you can understand who's leading that conversation to tap into and work with,” Nya recommended.

Takeaway: Topic alignment is another way of saying ‘Don’t focus on follower count.’ Instead, brands should prioritize creators who are actively driving conversations around consumer interests — like cucumbers.

I got to speak with Lindsey Gamble and Adweek’s Senior Tech Reporter, Kendra Barnett, on a panel titled: Creator Content Only Belongs on Social... Or Does It?

Spoiler alert: Creators are being effectively deployed up and down the funnel and across every channel.

“Creator-featured ads do much better,” echoed Snapchat's Global Head of Public Figures, Francis Roberts, during a panel on Building a Brand That Lasts.

The benefit of creators isn’t purely for advertising purposes. With more brands launching personality-first projects — like Substack newsletters — creators are becoming even more indispensable for their creative skills and audience insights: these are partners who understand the type of content audiences want to consume!

Takeaway: You’re not just paying for assets or access to an influencer’s audience, said Lindsey: “What I'm really excited about is bringing them in as consultants, bringing them in as creative partners. That leads to more co-creation and collaboration, as opposed to just, ‘Here's a brief, go create a video.’

“You want to lead with a content-first approach.”“Brands want to be humanized, and creators can help them.”

On this episode, I share some more on AI, and some tips for using ChatGPT.

1- Make sure you have some custom GPTs

2- Experiment with Deep Research

3- Build a companion one for yourself that you continue to feed and nurture so it really gets to know you and your goals.

The launch of Instagram’s Edits app presents a compelling new option—particularly for Instagram-first content—while tools like CapCut remain industry standards for versatility and trend responsiveness.

Edits is a smart, streamlined solution for creators producing Instagram Reels or Meta content. It removes friction, has no paywall, and eliminates the watermark hurdle. For newer creators or those focusing on speed and simplicity, this tool is a win. It gives us a clean, Instagram-native workflow, with thoughtful touches like audio cleanup and built-in voiceovers that meet our baseline content quality expectations.

That said, CapCut still reigns supreme for trend-driven and complex edits. Its expansive template library, keyframe capabilities, and integration with TikTok make it our go-to for creators working across multiple platforms or producing high-tier edits. It’s especially useful when we need to scale creative formats quickly or replicate performance-driven structures.

My takeaway:Edits is a great entry point for UGC creators focused on Meta platforms. While we’ll continue to lean on CapCut for more advanced, cross-platform edits—especially for PGC—Edits is a valuable addition to our tech stack, particularly for quick-turn Reels, Stories, and platform-native drafts. It’s not a full replacement yet, but it lowers the barrier for clean, high-quality edits within the Meta ecosystem.

Going forward, I’ll be recommending that beginner SMMs and interns use Edits for Meta-first content—particularly for Reels and Stories—outside of template-based workflows in CapCut. PGC creators should continue using CapCut for more advanced edits, trend-driven formats, and cross-platform needs.

For brands in the CPG space, Name, Image, and Likeness (NIL) partnerships present a unique opportunity to connect authentically with athlete audiences. NIL offers fresh, relatable content through college athletes who resonate with both Gen Z and Millennial consumers.

• Authenticity: College athletes are perceived as relatable and genuine, fostering stronger brand loyalty

• Cost-Effectiveness: NIL partnerships can be more budget-friendly than macro and mega influencer partnerships

• Targeted Reach: Athletes often have strong regional followings, allowing for precise geographical targeting

In order to make sure a partnership between a college athlete and a brand is successful and strategic, there are some key considerations when building the partnership:

• Athlete Alignment: Prioritize athletes who genuinely align with brand values and naturally integrate products into their daily routine

  • Focus on authenticity over follower count, as relatable content drives higher engagement

• Content Creation Capability: Ensure athletes are skilled content creators who can produce high quality, engaging lifestyle content

  • Just because an athlete has a large following, doesn’t mean they excel at creating compelling content - prioritize those with proven content creation skills

• Regional Targeting: Leverage athletes with strong regional or local followings to enhance brand presence in targeted markets

  • Ideal for brands with specific geographic goals or regional distribution

• Brand-Athlete Alignment: Identify athletes whose personal stories or interests align with the brand’s mission (health, sustainability, performance, etc)

  • Consider creative campaigns that tie athlete names or personas to product names for memorable partnerships (Angel Reese worked with Reese’s, Darianna Littlepage-Buggs worked with Raid)

• Flexible Campaign Structures: Design campaigns that allow athletes to showcase products in authentic settings, such as game-day routines, training sessions, or everyday life

  • Encourage long-term partnerships to foster brand loyalty and deepen consumer trust

Meta Looks To Bring Back ‘OG Facebook’ With Revamped Friends Tab

Notes:

• Facebook’s New Friends Tab:

• Focuses on friend-only content (posts, stories, Reels).

• Includes birthday reminders, friend requests, and online status.

• Aims to shift focus from AI-recommended content back to personal connections.

• Meta’s Goal:

• Bring back Facebook’s original purpose of connecting friends and family.

• Zuckerberg acknowledges Facebook moved away from its early social elements.

• Plans to reintroduce “OG” Facebook experiences throughout the year.

• Challenges:

• People post less on Facebook now, leading to low engagement in the new tab.

• Most users won’t navigate away from the main feed to check the Friends tab.

• Shift to private messaging makes public sharing less appealing.

• Conclusion:

• Meta is trying to revive Facebook’s nostalgic social experience.

• However, user behavior has changed, making success unlikely.

• Overall, many doubt this will significantly improve engagement.

MO Thoughts:

This feels like Meta trying to recapture nostalgia without addressing why people stopped posting in the first place. Facebook became less about personal connections and more about ads, divisive content, and passive scrolling. A dedicated friends tab won’t magically bring back organic sharing when users have already moved to private messaging and other platforms. Unless they rethink how people want to engage, this update is more of a nice idea than a real solution.

On this episode, I talk about not segregating out organic and paid social, and really having a more holistic approach to your social media strategy.

NOTe:

• The social media landscape has evolved significantly, and platform algorithms no longer distribute organic content the way they once did.
• Organic reach continues to decline across platforms as algorithms prioritize content from personal connections and paid placements.
• Relying solely on organic data does not paint the full picture, as many posts don’t reach a significant portion of our audience without paid support.
• To accurately assess performance and make strategic decisions, it’s essential to analyze organic and paid metrics together. 

On this episode, I break down Lia Haberman's: When To Adopt and When to Abandon a Channel - March 2025

Exploring New Platforms

• First step: Download the app, create an account, and explore its functionality.

• Understanding a platform is different from committing to creating and maintaining content.
  

Two Approaches to Adopting a Channel

[1] Reactive Method (Not Ideal)

• Many social media managers feel pressured to adopt new platforms due to external influences.

• Common scenario: A company executive reads about a new platform and asks why the brand isn’t on it.

• Leads to rushed decisions without a strategy.

• Simply having a presence on a platform is not a valid goal.

• Constantly chasing new platforms can lead to:

• Burnout

• Reduced content quality

• Mental health concerns
  

[2] Strategic Method (Recommended Approach)

• Creating an account should be the last step, not the first.

• Strategic adoption aligns with:

• Organizational goals

• Audience needs

• Available resources
  

Key Questions to Consider Before Adopting a New Platform

1. Understand Your Goals – Does the platform help achieve business objectives?

2. Know the Audience – Research platform culture, user behavior, and preferences.

3. Content Fit – Can content be adapted naturally to the platform?

4. Examine Resources – Can the team sustain consistent, high-quality content?

5. Evaluate Competitors & Peers – Are industry leaders seeing success on the platform?

6. Develop a Content Management Plan – Ensures consistency and engagement.

7. Track Progress – Regularly assess performance and adjust strategy as needed.
   

Conclusion

• A thoughtful strategy prevents wasted effort and resources.

• If a platform isn’t delivering results, reallocate efforts to more impactful channels.