Beauty
How Beauty Brands Win TikTok
TikTok is the dominant beauty discovery platform for consumers under 40. The 3-stage viral cycle — niche discovery, mid-tier amplification, macro pickup — plus TikTok Shop integration and the Sephora handoff.
Tag
social media
Insights & Strategy
How LinkedIn Thought Leadership Works
The platform has gone through several phases. The early professional networking era was about resumes and recruiting. The middle period — roughly 2015 through 2020 — was about content marketing, with brand pages doing most of the publishing work. The current phase, which has been
CPG
TikTok and Reddit: The Two Platforms That Feed AI Answers
TikTok and Reddit carry disproportionate weight for consumer brands because their content is durable — it feeds coverage, search, and AI-engine answers long after posting. This article explains how both platforms influence AI answers.
Crisis Communications
AI-Amplified Crisis: How Memes, Deepfakes, and Generative Content Extended the Astronomer Moment
The Astronomer-Coldplay incident generated over 100,000 AI-generated derivative pieces, demonstrating how AI amplifies corporate crises. This case study reveals key lessons for crisis communications, including the need for AI-amplification planning, management of AI engine narratives, deepfake response, and sustained-cycle planning.
Social Media
The Death of Organic Reach and What Replaced It
Organic reach on major social platforms has declined steadily over the past decade. This article explores what replaced it for brand communications, including paid amplification, creator partnerships, community-led growth, newsletters, and AI visibility.
Social Media
AI-Generated Content Disclosure — Platform-by-Platform Rules
AI-generated content disclosure rules across Meta, TikTok, YouTube, LinkedIn, X — plus FTC, state, EU AI Act, and election content layers. Practical compliance program for brands.
Insights & Strategy
Employee Advocacy Programs That Actually Drive Results
Most employee advocacy programs underperform because they are designed as content distribution mandates rather than as genuine advocacy infrastructure. Learn how to create programs that actually drive results through opt-in participation, substantive content, executive involvement, and proper measurement.
Social Media
Crisis Response on X in the Post-2022 Era
X (formerly Twitter) underwent substantial changes following the 2022 ownership transition. This article examines what has changed for brand crisis response on the platform and what still works, offering an operational checklist and key takeaways for firms to update their strategies.
B2B Marketing
LinkedIn for B2B Social — What Actually Works
LinkedIn dominates B2B social on professional context and an algorithm that rewards substance. Executive voice and long-form work. Pure promotion and engagement-bait don't. The 2026 playbook.