Agalia Tan

Post-social does not require brands to abandon ambition, craft, or long-term thinking. It requires abandoning the idea that persuasion is the primary function of social media, because the real task is something different: to engineer memory under conditions of extreme distraction, mediated by systems that reward predictability, fluency, and... See more

What post-social strategy actually requires

A post-social strategy does not begin with channels, content calendars, or creator shortlists. It begins with an understanding of how predictive systems and human memory interact.

The strategic questions shift accordingly. Not what should we say, but what pattern are we teaching. Not how do we drive... See more

Why this breaks most brand strategy

Brands continue to talk about audiences, engagement, conversation, authenticity, and community as if these are the mechanisms that determine performance on social platforms, when in reality they are descriptive labels applied after outcomes have already been produced. In post-social environments, content does not... See more

the systems governing what people see are no longer structured primarily around relationships, but around probabilistic prediction, behavioural feedback loops, and continuous optimisation.

TikTok made this shift explicit by breaking the link between identity and distribution by showing content to users with no prior relationship to the creator and... See more

The most important shift in marketing right now is not the rise of creators, the decline of followers, or even the dominance of TikTok. It is the collapse of the idea that we are still operating inside a genuinely social media environment at all.

The co-curious always find each other

Enclaves that encourage curiosity open people up for personal engagement. Within enclaves, people witness others doing the same. Consider offering people the infrastructure, attention, and encouragement to relate and document their own personal experiences with reality.

We’ve already touched upon a few ways to build enclaves: spark curiosity through... See more

We consume content like toilet paper. And if you continue to play only with content as your material to make your worth known, you’ll be flushed the moment someone finds something more interesting. Most of you want them to never stop wiping. Stop that. Slow your roll. The point isn’t how much of your toilet paper one uses – it’s to get people off... See more