This YouTube video with a client got 18 million views. So f**k it… I’m gonna break down the entire strategy behind it. This will be the most useful thing you read about youtube this week:

HOW NOT to use your social media. 😅 Adobe sould have owned it. A genuine apology or open dialogue post would’ve gone a long way. Could have listened and addressed concerns—whether it’s about pricing, service, or trust. But nope, they want to pretend it didn't happen lol

What changes when social scales past one person: Systems become more important than ideas. Most teams don’t plan for that shift and burn out trying to be “unique.”

Something I learned building my own social funnel: Content isn’t the bottleneck. The real constraint was the handoff to email. Once I fixed that, conversion stopped being the issue.

Most social strategies break after the post goes live. The part I underestimated was deeply reviewing what already performed well. That’s what actually determines whether social turns into leverage.

Followers don’t compound. Systems do. That changed how I think about what social is for.

Early on, I optimized social for a polished, branded look. Later, I realized the better goal was speed and iteration. Everything got simpler after that.

One tradeoff I made building my own social system: I chose strategy and planning over volume. It slowed growth short-term, but made everything more cohesive.

Not everything that performs is worth repeating. I learned that after multiple posts hit millions of views. Now I filter ideas through systems and messaging, not raw metrics. Likes don’t matter much if clickthrough is low.

Engagement isn’t about comments. It’s about trust. That’s what turns an audience into a community. Some of the most loyal people never comment or share.

One mistake I made early on: Treating engagement as feedback instead of aligning content to a goal. That changed how I design content.

The hardest part of leading social isn’t content. It’s setting direction and purpose. That’s where most teams quietly struggle.

Building my own social system taught me this: Alignment with long-term goals matters more than a content schedule. I wish I’d learned that earlier.

If I had to start over building an organic social engine, I’d spend more time on evergreen content inside a system and less time trying to make everything feel unique.

Most social funnels don’t fail at content. They fail at the handoff. Once I fixed where traffic went after the post, conversion stopped being the bottleneck.

Interested to see what direction this takes us in.

The amount of people hating on vibe coding seem to forget where ai generated video was 2 years ago compared to today...

Really insightful. We are often told to stay away from "vanity metrics", but in the beginning, that might be exactly what you should focus on until your brand finds it's voice.

I've used em-dashes my whole life — they add rhythm and grace to writing. But now they're an AI tell. Can we get a grandfather clause for those of us who were fluent in em-dashes before ChatGPT launched in November 2022?