Inner Sircle

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!

On this episode, I recommend paying attention to recent Instagram updates and/or announcements of whats to come: A Vertical Grid - LINK (and our Sircle document here) - ALREADY LIVE ON IG Posts on your grid are now vertical instead of square, and Instagram’s added an editing tool so people can adjust their thumbnails to the new grid size 2025 Algorithm Priorities - LINK At a high level, there are two types of ranking on Instagram: Connected reach (accounts that follow you) Unconnected reach (accounts that don’t yet follow you) For both, the top three signals that matter most for ranking are: Watch time Likes Sends (shares) So when looking at your insights, pay close attention to average watch time, likes per reach, and sends per reach One nuance: likes are slightly more important for connected content, and sends are slightly more important for unconnected content Edits App - LINK Instagram is launching a new video creation app that includes editing, insights, project m

On this episode, I update you on TikTok's big weekend and just a POV on how to think about this platform and others moving forward.

On this episode, I talk about how the potential TikTok ban is just another shift in social network usage and we have seen tons of them before and will see more in the future. These things tend to ebb and flow and if it does get banned and go away, attention will move elsewhere and you just need to be ok with that and prepared to pan for gold when it does.

Instagram has rolled out Trial Reels and I think brands should experiment with them. It's a great opportunity for brands to test messaging ideas, learn more about how non-followers engage with their content, and provides a chance to appeal to new demographics or experiment with different tones and styles to see what resonates outside their current audience.

On this episode, I remind brands to get back to basics by creating content around who they are, why it matters, and where to buy them. K.I.S.S

Adam Mosseri shared some quick tips to help improve your IG content performance in his weekly Q and A session on IG Stories  Reposting your Reels to Stories will expand your reach Collab Posts will see better performance when the account with a bigger following sends the collab request “In general, the ranking system for Collab posts biases more towards the original collaborator than the person who accepts. It really shouldn’t matter, but right now it matters a bit, so if the original collaborator is the larger account, that will help on the margins.”

On this episode, I talk about how Instagram Updated its Metrics to Focus Creators on Views over follows, likes, and comments. I reference this post and more can be found in this article. Highlights: Instagram metrics are shifting focus from followers and likes to reach. Instagram Chief Adam Mosseri has been advocating for creators to prioritize reach over follower count. Instagram is reforming its analytics, making "Views" the primary metric across all formats (reels, live, photos, carousels, and stories). Reels Plays are being relabeled as “Views,” and “Views” will become the main metric for photos, carousels, and stories. Insights will now feature a “Views” icon, replacing metrics like “Accounts reached,” “Accounts engaged,” “Interactions,” and “Watch time.” Repeat views of content will be counted, similar to how plays and replays are counted for reels. The change aims to shift focus from follower counts due to the evolving behavior of Instagram users. Over 50% of posts in the IG f