Advertising

There’s a popular legend that you’ll still see on places like LinkedIn and newsletters when it comes to ad campaigns: Focus on Return on Ad Spend (ROAS).

The way people search has been changing. It’s not just happening on Google anymore. Social media has quietly become the new search engine, where users go to find answers, recommendations, and real experiences.

While we addressed going viral briefly in our social media strategy blog post a couple of months ago, the topic comes up a lot. So, we decided a deeper dive would be in order.

Going Viral is a Risky and Costly Strategy.
To be clear, this isn’t for content creators, personal brands, or solo professionals whose business depends entirely on reach. Their math is different.

We’re talking about B2B and B2C brands. Companies that need to drive sales, build pipeline, and grow predictably.

For those brands, virality is not a strategy. It’s a lottery ticket.

We’ve been running paid media for brands since 2009. We’ve watched Facebook go from a curiosity to the backbone of most DTC growth strategies. We’ve adapted through iOS 14, the death of the pixel, the rise of Reels, and about a dozen algorithm overhauls that were each described as “the biggest change ever.” This one

The days of big CPG brands dominating store shelves are over. In today’s market, legacy players are losing ground to emerging challengers at an accelerating rate. EY puts it bluntly: the growth model that powered large consumer products companies for decades is breaking down. In many categories, there may soon be room for only one

Demystifying Social Media Social media is powerful. It’s doing multiple jobs at once. It builds awareness. It helps validate purchase decisions. It supports sales. It keeps the brand visible. It gives customers a place to engage, complain, ask questions, and feel heard. Social media can also be a money pit. It devours time, money, and

We all know it’s best to buy low and sell high. But, so often, that very simple edict gets rationalized and turned upside down. People tend to buy when markets roar, then sell when they tank.  The same could be said about marketing, advertising, and sales. When the economy takes a downturn, so does the