Inner Sircle

On this episode, I explain the idea behind curated content and marrying that with great created content, to build out your social calendar. It is important to find balance, offer your social media manager some flexibility and autonomy and use content from various sources. Dont ever get too binary, with just one style. Keep it open and fluid.

On thie episode, I provide an updated POV on Threads. Transcript below:Let’s talk about Threads.On the surface, Threads shows promising user growth. But when you look closer, the daily engagement numbers are still really low compared to its biggest competitor, X. Right now, the average active user spends only about three minutes a day on Threads — versus twenty-nine minutes on X. That’s a huge gap.So what does that mean for food and beverage brands? Honestly, maintaining a presence on Threads just doesn’t look like the best use of time or resources. We’ve seen many brands post consistently, but most of those posts get fewer than ten likes, and almost never spark comments or shares. In fact, some well-known brands like Ocean Spray, Aloha, Swoon, and Graza have stopped posting altogether.There is one exception: Poppi. Poppi’s posts do get solid engagement. But that has less to do with Threads as a platform and more to do with Poppi’s cult-like following and extremely loyal fan base. Unless your brand already ha

On this episode I reference a Socialmediatoday.com article about Edits App reach upside and a dispelled engagement myth. See notes below.Reach boost via Meta’s “Edits” appVideos created in Instagram’s new “Edits” app currently get a slight reach boost when postedThis boost is designed to promote awareness and use of the Edits appMosseri is warning people not to upload random or recycled videos into Meta’s new Edits app purely to get the small reach boost that Instagram is currently giving to content made with EditsInstagram can tell when you’re only using the app as a shortcut (e.g., uploading fully finished content into Edits without actually editing it there), so you won’t trick the algorithm into thinking it’s “fresh” content.Use Edits for genuine editing, not as a hack—Instagram can detect the difference.MO’s POV / Takeaways:Right now, Instagram is rewarding videos edited in its new “Edits” app with a small reach bump to encourage adoption. This is temporary and only works if you genuinely use the editin

On this episode, I talk about how Shorter Video Ads on Facebook Get More Replays via LoopingToday, we’re diving into something pretty interesting about Facebook video ads and how their looping behavior can impact your brand’s exposure.So here’s the scoop: Facebook video ads that are 30 seconds or shorter actually loop automatically for about 90 seconds. That means if you have a 30-second ad, it could play three times in a row—assuming viewers don’t skip it. And if your ad is 16 seconds, it could loop up to six times within that same 90-second window. But it gets even more interesting. Meta sometimes adjusts this looping dynamically. So instead of just 90 seconds, your video might loop for anywhere between less than 90 seconds all the way up to 180 seconds. This helps improve the ad’s performance based on how people interact with it.Now, while this repetition can really boost your impressions and reinforce your brand messaging, there’s a catch. Too much looping can get annoying for viewers if the content feels

On this episode I talk about how Instagram is reportedly rolling out a new post analytics feature that shows how many likes each individual frame within a carousel receives. This could give creators and brands deeper insight into which specific pieces of content are resonating most with their audience.As Instagram head Adam Mosseri explained, carousels often get more reach than single-photo posts for two key reasons:They drive more interactions — more swipes, more time spent.If someone sees your post but doesn’t swipe, Instagram may resurface the carousel and automatically show them the second slide in a second round of impressions.Here’s where things get interesting: if your second slide ends up getting the most likes, it might not necessarily mean it's the most compelling — it could just be the first piece of content someone actually saw and engaged with. So, while a like on a specific frame doesn’t always mean it’s a viewer’s favorite, if one slide significantly outperforms the others, it could mean th

The recent shift from reporting Impressions to Views may be causing confusion and will likely prompt questions from clients.Historically, many of us considered views to be similar to impressions. But we're now seeing that views account for a wider range of interactions, including autoplay, looping, and multiple frames in a carousel. As a result, views can be up to 10 times higher than reach, whereas impressions typically hovered around 2 to 3 times reach. On Instagram specifically, research shows that views can be 25% higher than impressions, which is important to keep in mind.This shift may lead to a decline in engagement rate percentages, since the larger view count inflates the denominator. It’s something clients may notice and question. It's also worth noting that an article in The Verge cautions that “views” can be misleading vanity metrics, as platforms often define them in ways that boost perceived performance without necessarily reflecting deeper engagement. For example, the article states that on Ins

On this episode, I am once again advocating to not be so binary with your content. The hot content style of the moment is good to experiment with, but it should not be the only game in town. Experiment with disciplines, styles, etc. BUT be sure to balance that with great studio content that tells viewers who you are, why it matters, and where I can purchase your product. It is not any one style or message, it is a commitment to trying various styles and messages that works.

On this episode, I offer up the latest on the TikTok ban.Background: In June, Trump once again delayed the TikTok ban deadline—this 3-month extension now ends in September unless the app is sold by its Chinese owners. This is the third time he’s chosen not to enforce it, even though both political parties in Congress agreed it was important for national security. Current:TikTok is developing a U.S.-only version of the app, internally called “M2,” set to launch in early September.U.S. users will need to download this new version by March 2026 to continue using TikTok.The U.S. version may exclude TikTok’s current algorithm, which the Chinese government refuses to sell.However, President Trump claims he has a buyer lined up and appears intent on finalizing the deal before the law takes full effect.What’s to come:Sircle will monitor this closely in case any updates are released about the app ahead of September.By early August, we hoping to have more clarity to begin prepping clients for potential platform changes

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 med

On this episode, I share some more on AI, and some tips for using ChatGPT.1- Make sure you have some custom GPTs2- Experiment with Deep Research3- 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 poin

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 loyaltyCost-Effectiveness: NIL partnerships can be more budget-friendly than macro and mega influencer partnershipsTargeted Reach: Athletes often have strong regional followings, allowing for precise geographical targetingIn 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 routineFocus on authenticity over follower count, as relatable content drives higher engagementContent Creation Capability: Ensure athletes are s

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

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 PlatformsFirst 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:BurnoutReduced content qualityMental health concerns[2] Strategic Method (Recommended Approach)Creating an account should be the last step, not the first.Strategic adoption aligns with:Organizational goalsAudience needsAvailable resourcesKey Questions to Consider Before Adopting a New PlatformUnderstand Your Goals –

On this episode, I implore people to start dabbling more in AI and understand how these tools can help them in their day to day work. Here is a thought leader worth following to help feed your brain.

On this episode, I am encouraging brands to get back to basics with educational and "why them" messaging in their content. Graphic design, carousels, and/or UGC style informational and usage case type content goes a long way. Dont ignore these types of building block assets!