We’re living in the hardest time to get attention. One one hand anyone can go viral on a brand new account. On the other, no two feeds are alike and what is mega viral on some feeds doesn’t even register on others. A few years ago there was a lot of talk about brands needing to be media companies. I don’t hear it a much anymore. Most brands suck at media. Not all, and the best ones are great. I do think brands need to become media companies, but not traditional media. Brands need to build robust content engines, likely driven by creators at scale. Very few brands have the muscles internally unless they are creator led.