Work

The future of social looks like intimacy at scale. People want smaller, more authentic digital experiences even as platforms grow more transactional. The brands that win will blend utility, creativity, emotion, and cultural awareness—and will feel human, adaptable, and creatively brave.

When we cede control of our attention, we cede more than what we are looking at now. We cede, to some degree, control over what we will care about tomorrow.

Would you open a door with something vague written on it? Creatures Inside — Are we talking puppies or snakes? If the door just said everything that was inside, you would only enter on the off chance it has the exact thing you’re looking for. Copper Tubing and Water Bottles for Hamsters — Nevermind, I don’t need either of those. You want to walk... See more

I don’t try to trick people with a hook, I try to telegraph an energy.

I edit as if I’m losing my own attention, constantly trying to impress the little man with the remote control in my head. I want to show the world how I see it, bright, fast, chaotic but on purpose. We don’t experience life in order. It’s not a linear narrative where the movie begins and ends. Memory and imagination constantly fold in on the... See more

Earlier I wrote that if your feed is your front door, then your DMs are your dinner table. Or your Broadcast Channel. Or your Close Friends.

With New Social, we’ll see brands invest more deeply in areas where they can nurture relationships with their biggest fans.

A big reason why brands previously paid a lot of attention to posting cadence on Old Social was to not show up too often in their followers’ feeds. With New Social, that is less of a concern. It’s a game of hitting the algorithm jackpot, and, for some brands, taking more shots on goal will be the answer to winning big.

Studies have shown that the vast majority of consumer purchases are driven by emotional responses rather necessity, the largest driver being the primal fear of missing out that “taps into our evolutionary need for resource acquisition and social belonging, creating urgency that bypasses rational evaluation.”

What we really want is to remember we are alive.