HOW I THINK
FOLLOWERS ARE A LAGGING INDICATOR
Follower growth has slowed across the board. That’s not a glitch. It’s the system working as designed.
Feeds are dominated by non-follower content.
People don’t need to follow you to see you anymore - and even if they do, there’s no guarantee they’ll see anything you post.
So optimising for follower growth as your primary goal?
You’re playing the wrong game.
What actually matters:
watch time
retention
shares
saves
That’s what distribution is built on now.
MOST CONTENT STRATEGIES ARE OVERBUILT
I’ve seen too many decks that are 100+ slides and say…nothing.
Too many pillars.
Too many formats.
Too many ideas with no clear role.
It looks impressive. It’s not usable.
A good strategy should be simple enough that a team can actually execute it:
a few clear content territories
repeatable formats
a defined role for each platform
If your team can’t explain the strategy in a sentence, it’s too complicated.
YOU DON’T NEED MORE CONTENT. YOU NEED BETTER SYSTEMS
Most teams don’t have a creativity problem.
They have a production problem.
Everything is reactive.
Everything is one-off.
Nothing is built to scale.
The shift is:
From → “What should we post this week?”
To → “What formats do we run every week that we know work?”
That’s how you:
increase output without burning out your team
improve performance over time
actually learn what works
SOCIAL NEEDS TO TIE TO SOMETHING REAL
“Engagement” on its own is not a strategy.
Social should have a job:
drive consideration
support campaigns
build brand memory
influence purchase
If you can’t connect your content to a business outcome, you’re just filling a feed.
This is where most strategies fall apart - they don’t bridge the gap between content and commercial impact.
NOT EVERY PLATFORM SHOULD DO THE SAME THING
You don’t need to be everywhere doing everything.
Each platform should have a role:
TikTok → discovery + reach
Instagram → brand + depth
Facebook → distribution + utility
If you’re posting the same thing everywhere, you’re diluting performance.
CLARITY > VOLUME
More content doesn’t fix unclear thinking.
In fact, it usually makes it worse.
The brands that win on social aren’t the ones posting the most.
They’re the ones that are:
clear on what they’re saying
consistent in how they show up
focused on what actually works
If this sounds like the kind of thinking your team is missing:
How I think about social (and why most of it doesn’t work)
There’s no shortage of content, tools, or opinions in social.
What’s missing is clarity.
This is how I approach it.