She joined Steven Bartlett’s team at hire number three, when the show, Diary of a CEO had 8,000 YouTube subscribers. By the time she left, it had 13 million. She wasn’t the host. She was the strategist behind it all.

She recently sat down with the show The Anatomy of a Dream and walked through the actual framework she uses to build content strategies for brands. No fluff. No vague motivational talk. Real, tactical thinking.

I watched it and took some notes. And I’m going to break down what mattered, because most of what she said applies directly to what you’re building right now.

The formula most people get wrong

Everyone talks about consistency. Be consistent. Show up. Don’t quit.

Grace’s take:

The actual formula is consistency multiplied by experimentation. Consistency alone keeps you running in place. You need to keep showing up and keep trying new things, or eventually you just flatline.

That means when a platform drops a new feature, you test it. When a trend lines up with your niche, you lean in. When something isn’t working, you don’t just post through it and hope. You stop and ask why.

For you, this means your publishing schedule matters less than your willingness to learn from what you publish.

Virality is a sugar rush

Going viral is a sugar rush. You get the buzz, the spike, the dopamine hit. And then it drops off because you haven’t actually built a relationship with the people who showed up.

A million views from the wrong people does nothing. A hundred comments from people who are exactly who you’re trying to reach moves the needle.

This is worth sitting with if you’re early. The goal isn’t necessarily to go viral. The goal is to keep getting in front of the right people until trust builds naturally. That takes longer. It’s also the only thing that actually works.

The content funnel nobody talks about honestly

Grace said the traditional marketing funnel is dead. It’s not linear anymore. People don’t follow a straight path from awareness to conversion. They discover you in a dozen different places, in a dozen different orders, and at some point the trust accumulates and they act.

What she maps it to instead is three stages: attention, connection, trust.

Attention is what gets someone to stop scrolling. Connection is what gets them to follow, share, or come back. Trust is what eventually converts.

Trust is not built at the top of the funnel. You can’t open with trust. You have to earn attention first, repeatedly, and trust is what you get on the other side of showing up enough times.

She used a simple example. Think about a piece of clothing you initially found ugly. You saw it on enough people, it stopped feeling ugly, and at some point you bought it. That’s not weakness. That’s how familiarity works. Content strategy is the same thing.

Memorable minutes vs. forgettable seconds

This was one of the sharpest ideas in the whole conversation.

She framed it as a jar you’re filling. Every time someone spends meaningful time with your content, a little more goes in the jar. Short-form clips might require dozens of interactions before any real trust accumulates. One long-form piece, listened to or watched all the way through, can move someone from stranger to believer in a single sitting.

That’s the case for long-form content. Not because short-form doesn’t work, but because short-form alone will always take longer to build the kind of relationship that converts.

If you’re writing a newsletter, that’s time in the jar. If people are actually reading it, actually thinking about what you said, that’s a different quality of relationship than someone who double-tapped a reel and kept scrolling.

You are a media company that sells something. Not the other way around.

This is the frame she kept coming back to. The brands that win aren’t pushing their product through social. They’re building an audience through entertainment or education, and the product eventually becomes the obvious next step.

She pointed to a rental software company that never shows its logo, never explains its features, just creates funny, relatable content about apartment hunting in New York. People love it. And when it’s time to find a rental platform, that company is already trusted.

For coaches and solopreneurs: your content is not your pitch deck. It’s your relationship-builder. The people who read your newsletter, watch your breakdowns, see how you think - those people don’t need to be sold to later. They’re already warm.

Know what you’re measuring before you publish anything

She told a story about a reel that Instagram flagged as overperforming. New followers were coming in. But she had set out to drive conversation in the comments, and the comments were shallow. By her metric, the piece didn’t work.

Most people would have called that a win and moved on.

She called it a learning and asked why it didn’t hit.

Pick one or two things you’re trying to do with each piece of content. Drive replies? Get shares? Build a waitlist? Whatever it is, decide before you publish. Then review it after.

The subway map framework

She uses an analogy she calls a city map. Your brand is the city. The reason people visit is your why. The destinations are your business goals. The train lines are the signals your content sends to move people toward those goals. The stops along each line are your content formats.

It sounds simple because it is. But it forces you to work backwards. Instead of asking “what should I post this week?” you ask “what am I trying to accomplish, and what content moves someone toward that?”

For a solopreneur just getting started: you probably have one or two lines, not a full network. That’s fine. Build the lines that connect your content to your actual goals, and run them consistently.

The short version of everything she said

Stop chasing virality. Start measuring the right things. Think like a media company, not a marketer. Long-form builds trust faster than short-form at scale. And consistency without experimentation is just a comfortable plateau.

If you want a full deep dive, you can watch it here:

It’s been a while. The last issue went out in 2024 and a lot has changed since then. New name, new focus, and a much clearer sense of what this publication is actually for.

Over the last few years I’ve worked with solopreneurs, business owners, and some genuinely impressive entrepreneurs. The same questions keep coming up on calls. What should I be posting? How do I get clients? How do I even know what’s working? And with AI moving as fast as it is right now people don’t know where to look or what to trust.

So that’s what The 5PM Club is built around. Cutting through the noise. Breaking down what’s actually working in marketing, social media, and business growth for people building something on the side. Expect profile audits, tool breakdowns, tactics I’m testing myself, and honest takes on what’s worth your time and what isn’t.

For the last couple of years I've been writing in the mindset space over at Unrealized Purpose where we've built a subscriber base of over 1,800 readers. This is my first marketing focused publication so if you have feedback, topics you want me to dig into, or areas where you'd like me to go deeper, let me know. I'm building this for you.

Let’s get into it.

Most people look at Jay Shetty’s Instagram and think the same thing.

18.5 million followers. Must be nice.

Then they go back to posting and wondering why nothing is working.

Here’s the thing. Shetty didn’t build that account by getting lucky. He built a system. And buried inside that system are lessons that apply whether you have 18 million followers or 180.

I spent time breaking down his profile this week. This is what I found.

His Instagram is multifaceted.

It’s a content account built to drive awareness. And that awareness gives him leverage that most people can only dream about.

His bio tells you everything. NYT bestseller. Podcast host. Media company. Netflix deal. When a celebrity’s team is deciding whether to appear on his show the first thing they do is look him up. What they find is 18.5 million reasons to say yes.

That’s leverage. And it didn’t happen by accident.

You’re not at 18.5 million. Neither am I. But the principle applies at every level. Whatever platform you’re building on right now, Instagram, LinkedIn, Substack, it’s your most visible proof of credibility before it’s anything else. Build it like it matters because eventually it will open doors or close them.

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Every post has a job. Not every post has the same job.

This is where most people get it wrong.

They treat every post like it needs to do everything. Go viral, drive followers, generate leads, and close sales all at once. So they either attach a pitch to everything or they add nothing and hope for the best.

Shetty’s feed does neither. It does something smarter.

Some posts build awareness. His daily quote graphics, white background, simple text, pull 40,000 to 70,000 likes consistently. They’re not his highest performing content. They’re not supposed to be. Their job is to show up in the feed every single day and keep him visible.

And here’s the part most people miss. His profile picture shows up next to every single one of those posts. That’s a branded impression every time someone scrolls past whether they stop or not. The content doesn’t need to sell because the repeated exposure does the selling passively over time.

Some posts go viral. His aerial footage Reels, overhead crowd shots with floating text showing what each anonymous person might be quietly going through, have generated 1.8 and 2 million likes per post. These aren’t about Jay Shetty at all. They’re about you. Your invisible experience reflected back at you. That’s why they work.

Some posts drive action. His podcast clips don’t need to go viral. Their job is simply to remind his audience that a show exists and give them a reason to go listen.

The mix is intentional. The variety is what makes the whole thing feel human instead of like a marketing machine.

Now here’s where most people lose the plot entirely.

Your content should relate to your business. Shetty posts motivational quotes because transformation is his brand. Every quote reinforces who he is without ever pitching anything. He could easily slip a sales message into those posts. He doesn’t. He lets them stand on their own.

Before you create anything ask yourself two questions.

How does this serve my viewer?
How does it connect them to my business?

If you can’t answer both, stop. Rework it or scrap it.

Content that only serves the viewer builds goodwill but no business. Content that only serves your business gets ignored. You need both every time. And if you’re building a motivational brand you shouldn’t be posting random memes. Stay in your lane. Be consistent about what you stand for.

The feed is the top of the funnel. The money lives further down.

Think of Instagram as a marketing funnel. Awareness at the top. Conversion at the bottom.

A post drives awareness. Your caption drives consideration. It adds context, builds curiosity, gives someone a reason to care.

A CTA like “comment YES and I’ll send it to you” is designed to move someone toward conversion.

And the conversion itself? That mostly happens in the DMs. Not in the feed.

Shetty rarely pitches directly in his posts because the post isn’t where the relationship closes. The post gets people into the funnel. Everything downstream does the rest. His bio links point to his podcast, his email list, and his media company. Instagram fills the top. Those platforms do the converting.

Most solopreneurs treat every post like it needs to close a deal. That’s not how this works. Your job in the feed is to earn enough trust that someone takes one small next step. That’s it. Build the trust first. Everything else follows.

The “Comment YES” mechanic isn’t just about engagement.

You’ve seen it on his posts. “Comment YES if this resonates 👇”

It looks simple. It’s actually working on two levels simultaneously.

First it’s low friction participation. Instagram is a quick hit platform. Nobody wants to write a paragraph in the comments. But anyone who feels something can type YES. Lower the barrier to engagement and more people participate. More participation signals to the algorithm that the post has momentum. The algorithm responds by pushing it further.

Second it makes people feel like they belong. He’s not asking for their opinion. He’s inviting them to declare something about themselves. That’s a different experience entirely. It builds a sense of community without requiring much from anyone.

For some posts he takes it further. Comment a trigger word and an automation tool called ManyChat sends a direct link to the episode straight to your DMs. No searching, no friction, no hoping you remember to look it up later. The link arrives immediately. We’ll dig into how that tool works in a future issue. It’s worth its own breakdown.

Not every post uses a CTA. His output is high enough that he can afford to blend it all together. Some posts invite a comment. Some send you a link. Some just exist to add value and keep the feed alive. The mix is what keeps it from feeling like a machine.

A word on curation and credit.

Part of Shetty’s early rise came from repurposing content from smaller creators. In 2019 he was publicly called out for it. He deleted over 100 videos and added credits retroactively.

I’ll be straight with you. I did something similar when I was starting out. I saw something working, I borrowed it too closely, and I got called out and blocked. It wasn’t a good feeling and it wasn’t a good look.

Here’s what I learned from it. If you see something you love, a format, an idea, a quote, you can use it. Repackage it, add your own perspective, and credit the source. Say where it came from. If it’s a quote name the person. If a video inspired you say so. People respect transparency. And if the original creator notices they often appreciate it.

There’s no shame in being influenced. There’s a lot of shame in pretending you weren’t.

What you can actually do with this starting today.

You don’t need 18 million followers to apply any of this. Here’s where to start.

1. Audit your profile like it’s your first impression. Because it is.

   • Does it clearly say who you are, who you help, and where to go next?

   • If someone landed on your page cold would they know what you do in five seconds? If the answer is no that’s your first fix.

2. Give every post a job before you create it. Awareness, consideration, or conversion. One job per post. And before you hit publish ask yourself the two questions.

   • Does this serve my viewer?

   • Does this connect them to my business? If you can’t answer both it’s not ready.

3. Try one low friction CTA this week. Try “comment YES if you’ve felt this.” Watch what happens to your engagement. Small shift, real difference.

4. Build something you own downstream. A newsletter, an email list, a community. Somewhere the audience lives that you control. Social platforms change their rules constantly. Your list doesn’t answer to an algorithm.

Shetty built something most people will never have. But the principles underneath it aren’t exclusive to someone with millions of followers.

They’re available to anyone willing to show up consistently, create with intention, and build trust before asking for anything in return.

That’s what The 5PM Club is about. Every week we break down what’s actually working so you can apply it to what you’re building after 5PM.

See you in the next one.

- Isaac

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Now, more and more platforms are trying to piggyback on the success that TikTok has had with capturing attention through vertical video.

Heck, I even remember Netflix trying to do that as well.

I remember them having their own vertical video feed for a while.

Well, I think things have come full circle.

We have Shorts on YouTube, Reels on Instagram and Facebook, vertical video on Reddit.

Even X is going to try to become a video-first platform.

And now, finally, LinkedIn has added a video feed button on mobile.

I personally have enjoyed scrolling through a feed full of business professionals sharing advice, tips, and overall educational content.

I think vertical video on LinkedIn is still pretty early.

If start creating vertical video content for LinkedIn, it will be extremely easy to grab attention and capitalize on all the free reach.

I made the mistake of not going harder in 2022 when creating content on Instagram's Reels.

So I guess the message with this post is that vertical video right now is everywhere.

You don't have to focus on trying to create a ton of different content.

You just have to focus on creating one video and sharing it to all the platforms.

And now that LinkedIn is seemingly embracing vertical video, right now is the perfect time to capitalize on all that potential free attention.

So don't make the mistake of skipping out on posting video to LinkedIn.

You’re still early and you can still build an audience.

And if you're ever on LinkedIn, feel free to connect with me.

I'd love to engage with you over there!

I was recently reading the book Day Trading Attention by Gary Vaynerchuk.

He mentioned that the way to win on LinkedIn in the B2B space is by treating your page like an industry magazine.

He explained that the best way to create content is as if you were the leading magazine in your industry.

Treat every post you share with the intent to educate, inform, and create interest.

In other words, don’t use your LinkedIn page solely to advertise your services.

The goal is to be seen as the expert within your space.

Every post signals your expertise and your ability to solve your customers' problems.

Here are a couple ideas for posts you can do to begin to establish yourself as the expert:

• How-To Guides & Tutorials

• Industry News & Insights

• Case Studies & Success Stories

• Best Practices & Tips

• Behind-the-Scenes Content

• Industry Challenges & Solutions

• Interviews with Experts

• Interactive Polls & Questions

• Infographics & Visual Content

• Myths & Misconceptions

• Q&A or AMA (Ask Me Anything)

I didn’t go to school for marketing, but a lesson I had to learn quickly in the social media marketing space is that you should always create content with the audience in mind.

So, when writing your next set of posts, try to think about what your ideal client would actually want to read and see on their feed.

What would help them the most?

If you start with this mindset, your content will improve drastically, and your audience will appreciate it.

Until next week.

Threads seems to be a wild card at the moment.

Likes and reach aren’t easy to come by on the platform.

Enter Business Insider reporter Katie Notopoulos.

She recently explored how the Threads algorithm operates by conducting a “rage baiting” experiment.

She posted a series of controversial questions designed to provoke strong emotional responses from users.

The experiment revealed that posts generating numerous comments are prioritized in the Threads feed more than those with high re-shares or Likes.

This suggests that Threads’ algorithm emphasizes fostering discussions over other forms of engagement.

Meta, the company behind Threads, aims to create a more positive platform compared to Twitter/X, where Likes and re-posts predominantly drive reach.

By prioritizing posts that encourage meaningful conversations, Threads not only promotes active user interaction but also supports Meta’s broader initiative to develop generative AI models.

Human-generated discussions, especially those involving questions and answers, are valuable for training AI chatbots.

For users looking to enhance their presence on Threads, the key takeaway is to focus on asking questions.

Whether straightforward or divisive, question-based posts are likely to receive a boost in visibility due to the algorithm’s preference for engaging discussions.

This approach not only increases interaction but also aligns with Meta’s strategy to leverage user conversations for advancing AI.

Whether or not you are wanting your content to be used to train AI chatbots, it’s clear that content that caters to Meta’s goals will win.

So will you be adjusting your content accordingly?

Until next week

We've been busy moving to our new home, which involved a full week of boxing up, unboxing, assembling furniture, and setting everything in place.

We even stayed up till 5AM one morning moving things (shoutout to my brother for helping out the whole time).

Now, we're finally settled in, and my office is up and running again!

There have been so many developments in the world of social media over the past couple of weeks.

Let's dive into a few of the notable ones:

Head of Instagram shares a couple tips on how to improve your content’s performance:

Chief Adam Moserri says that sharing your posts to your stories isn’t a bad thing:

“Posting a Reel to your Stories will help a bit with reach. Usually, for most people, your feed posts get a lot more reach than your Stories, and this is because there’s a ton of Stories inventory, so there’s a lot more competition relative to feed. But it will just generally be additive, so it’s a good practice, as long as it’s not something that annoys your followers.”

He also says that people should consider doing more collaborations with each other:

“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.”

You can now comment on Instagram Stories:

Instagram is making a big push to encourage engagement on their platform.

I think this edition is pretty fun and it will likely lead to people connecting over your content in better ways.

This can be turned off or on by searching “comments” then clicking “stories” while in your Instagram settings.

You can now use the sticker and text feature in feed posts:

This new feature is really exciting for me.

It means that you can create posts from scratch with ease based off of simple images in your photo gallery.

I personally have been using them to create quote posts on my page.

These posts were all created using this new feature:

To use this new feature, simply create a new post on Instagram, select a photo, and click on the text, image, or sticker options to add what you’d like to your photo.

Other news:

Brazil recently blocked people in their country from using the platform X.

With this recent ban, X users have shifted over to other platforms like “Threads” and “Bluesky (the lesser known Twitter clone).”

Bluesky even reported to add 2 million new users to their platform in just a few days.

I know I've barely scratched the surface of all the developments this week.

Keep an eye out for another email soon—there’s so much more to share!

Until next time ✌️

Over the last couple of weeks LinkedIn has begun rolling out it’s own version of a vertical video feed.

If you scroll through your LinkedIn feed, you’ll notice a vertical video carousel titled “videos for you.”

Once you click on one of these videos, it’ll all pull you into a vertical video feed similar to how Instagram’s reels tab or TikTok looks.

You can then begin to scroll through an unlimited amount of videos that are algorithmically based on what you like to consume.

In July, LinkedIn reported that 1.5 million pieces of content are now being uploaded to their platform every minute with video being the leading content type. 

This goes to show that vertical video is not going anywhere anytime soon and platforms are noticing an opportunity to capitalize on this type of content.

The positive is that you can upload vertical video to essentially any platform and have a chance for it to perform extremely well.

So the question is, will you start consuming content on LinkedIn in this manner?

Will you lean into it in your own content marketing strategy?

Until next Friday,

Isaac Wooden

About a month ago Instagram CEO Mosseri said the metric they focus on when ranking posts in the feed is no longer primarily likes or saves.

They said that they are focusing on “shares.”

Meaning that if your post gets likes but not shares it won’t perform as well as something that was shared to a story or DM.

Meme pages and comedians are a couple of types of accounts that my feeds are full of these days.

Don’t get me wrong - I like comedians and memes, but I also know my feeds used to be full of motivational and thought provoking content (not necessarily) something you jump to sending to a friend.

Essentially the way to win on Instagram is to focus on the shareability of your posts.

Something we all need to think about is how our content is evoking emotion in our viewers.

Anyways, I threw a lot of my thoughts and predictions in a YouTube video:

It’s an infographic that explains what makes up the emotions behind why content goes viral.

I think it’s important to invoke some sort of emotion in our content and specifically an emotion that would cause someone to want to share our content.

After looking through these graphics - do you see your content fitting into any of these categories?

Until next Friday,

Isaac

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If you're already familiar with this lead generation funnel, that's great.

If not, buckle up.

Here’s a breakdown of the funnel, starting from the beginning:

Step 1: Build an Optimized Instagram Profile

• Profile Picture: Ensure it's clean and professional. It doesn't need to be overly formal—this isn’t LinkedIn, after all—unless that suits your style.

• Bio: Clearly state what you do, why you're credible, and a short call to action.

• Call to Action: Include a brief call to action for your link in bio. It could be something free or simply a Calendly link.

• Aesthetic Feed: Your Instagram profile should be treated like a business card or storefront. Aim to make it aesthetically pleasing and trustworthy.

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Part 2: Choosing the Right Ads

Let's discuss the types of ads you might want to run. There are two main types:

• Follower Ads: These are designed to offer value, encouraging people to like the ad and follow you.

• Direct Call-Out Ads: These ads target your ideal client, speak directly to their needs, and encourage them to send you a message for more information or follow you to learn more. This type of ad is excellent for filtering out unwanted followers, but it can be more expensive and may not perform as well.

As long as you have step three it’s not super important which ads type you run as long as you are attracting your ideal clients.

Step 3: Convert Traffic into Appointments

This step is crucial.

You can attract all the traffic in the world to your pretty profile, but if you're not converting those visitors or messages into calls, you won't fill your calendar.

This is where an appointment setter comes in.

Your appointment setter should be sending messages to people who:

• Like your ads

• Send you DMs

• Follow you

Typically, these individuals work off a script tailored to your brand's voice.

Their primary goal is to convert this traffic into a call booked on your calendar.

The best appointment setters treat every DM like a casual conversation.

Their aim is to make the the person like you, trust you, and share their pain points with you.

Then they ask the person if they’d like some help solving their pain point (the service you offer) and send them a link to your calendar.

Thanks for reading this one.

This funnel is pretty simple.

A variation of this strategy helped me earn over six-figures online.

Anyways, I hope this helps.

If you have any questions feel free to send me a message here or on Instagram, @isaacjwooden

One of the key building blocks for social media and perhaps the most important part is your bio.

An optimized bio has three key elements:

1. What you do

2. Your experience/ credibility

3. Call to action

Let’s take a look at a few great bios…

If you break each of these down you’ll see that they start out with what they do.

Then they lead into what they’re building and what makes them credible.

Next they provide you with a clear call to action (These are usually free just so they can get you into their ecosystem and start the sales process).

Building a great bio isn’t hard - so don’t overcomplicate it!

4 days ago, Instagram posted to TikTok for the first time.

That’s not entirely weird since social media platforms historically have had accounts on other social media platforms.

What is weird is their timing.

If you’ve been following the news, you’d know that TikTok has been in court over potential privacy violations for the last several months.

President Biden officially signed the bill to ban TikTok back in April.

So why is Instagram trying to build a following on TikTok all of a sudden?

Could it be that Mark Zuckerberg, owner of Instagram/Meta, is trying to acquire the platform?

This wouldn’t be anything new because back in 2012, he bought Instagram for $1B and in 2014, he bought WhatsApp for $19 billion.

These are only two of the long list of companies Zuck has bought over the last several years.

So what could this mean for creators?

If Meta were to buy TikTok, my immediate thoughts are:

1. Instagram would most likely go back to prioritizing photos over videos.

2. The platform's creator partnership program may decline, with Meta keeping more of the ad revenue rather than paying out to creators.

While this is all speculation, I do believe that there is a reason for Instagram’s sudden interest in posting on the TikTok platform.

But enough about what I think—what do you think the result of this potential acquisition will be?

Threads has expanded its capabilities within the fediverse, now allowing users to like and view replies from other federated social media platforms directly within Threads.

Previously, users would need to toggle between platforms like Mastodon to track responses to their posts.

YouTube Elevates Shorts with New Features

YouTube is enhancing the viewing experience for Shorts with the introduction of picture-in-picture mode for Android users, allowing Premium subscribers to watch Shorts while multitasking on their devices.

This update enables users to minimize the Shorts window and engage with other apps or check messages.

In addition to the picture-in-picture mode, YouTube is testing new functionalities, such as the ability to mention other users in comments through the @mention feature.

This is currently available to a select group of creators in the test phase, enabling them to link other channels directly in comments.

LinkedIn Unveils Premium Company Pages for Enhanced Engagement and Conversion

LinkedIn has introduced a new subscription option: the Premium Company Page, designed to help businesses stand out on the platform and convert more LinkedIn members into clients.

Some of the benefits include a custom call-to-action button for increased user interaction, insights into page visitors to expand your network, and the ability to showcase client testimonials and credibility highlights for trust-building.

Additionally, AI-powered post writing assistance and automatic invites for engaged users streamline content creation and follower growth.

A distinctive gold LinkedIn logo marks the premium status of the page.

Read more about the release

TikTok Announces AI Influencers

TikTok has unveiled Symphony, a suite of ad solutions powered by generative AI, at TikTok World 2024.

The new offerings include Symphony Digital Avatars and AI Dubbing for global translations, aimed at boosting creativity and productivity on the platform.

Symphony allows businesses, creators, and agencies to merge human creativity with AI efficiency, significantly enhancing content development.

Research indicates that TikTok-first ads increase purchase intent by 37% and brand favorability by 38%.

The platform's latest feature, Symphony Digital Avatars, introduces both stock and custom avatars, enabling brands and creators to produce personalized, multilingual content that resonates globally, increasing trust and engagement among TikTok users.

Read more about their new release

Previously, they did not intend to allow users to schedule posts on Threads because of concerns that it might change the platform's culture.

Although this announcement is somewhat surprising, it is not unexpected.

I believe that allowing everyone from small creators to large companies to schedule content on Threads will cause the platform’s culture to shift dramatically, resembling Twitter in its heyday.

We’re likely to see many more businesses and creators joining the platform to establish a presence and publish content.

This change will most likely result in the platform maturing even more quickly, with ads being added soon, and potentially taking X’s place as the “internet’s water cooler.”

However, there are potential challenges to consider.

The shift could lead to an increase in automated, less personal content, which might detract from the organic, community-driven feel that Threads currently offers.

Maintaining a balance between scheduled and spontaneous content will be crucial to preserving the platform's unique culture.

At the moment, this is my speculation on the future of Threads.

So, I guess the question is: will you be adding Threads to your social media marketing toolkit?

My plan with this is to share strategies, updates, and things I find interesting within the tech space.

I’ve been working in social media marketing for the last two and a half years, so I know people like to skim these things - so let’s hop into it.

5X your Instagram story views with this feature

People all over Threads and Instagram have been complaining/noticing the lack of reach on the Instagram platform.

It seems that Instagram is prioritizing viral content in it’s Reels feeds as well as Explore feeds.

So, it's hard to stand out.

It was a bit of a surprise to see my views on my IG stories jump from 600 average views to 5000 when I participated in a “share yours” story feature.

Nobody is 100% sure why the algorithm is favoring this so much right now, but historically, Instagram has always rewarded its creators for using its new features.

So, how do I use this strategically?

Last time I used this feature, I did not have a story posted already.

Creators like @brock11johnson have suggested that people also delete their stories or participate in this when they have no stories active.

Now, I don’t suggest just trying to participate in all of them.

Keep an eye out for ones that would help your brand.

This is a great opportunity to build trust, connection, and rapport with your audience.

Check out @addyoursextra; they’re a page dedicated to sharing stickers like this.

A deep dive into the state of Instagram with CEO Adam Mosseri

The YouTube channel, Colin and Samir, had an opportunity to sit down with Instagram’s CEO, Adam Mosseri.

The interview is an interesting one to watch as Adam is seemingly open about everything from monetizing to growth to what is currently the standard for reach and engagement.

Adam expresses that the ratio of sends to impressions is what to watch for when analyzing a piece of content’s performance.

The standard historically has been likes to impressions.

If you want to take a deep dive into the episode, here it is:

iOS 18 has just dropped and it’s gonna be a big help to creators

On Monday, Apple announced their plans for iOS 18.

Essentially, Apple is doing a huge overhaul of their operating system and integrating AI into everything.

Their product reveal lasted two hours, so I definitely will not dig into all of it in this article, but there are two noteworthy additions.

First they are dropping the ability to use your iPhone from your Mac.

This will you give you the opportunity to use all of the apps and files that you have on your iPhone on your computer without ever picking up your iPhone.

This will make content creation and sharing even more seamless.

The second biggest thing is Siri getting a huge facelift.

Siri will be able to read through all of your apps, images, files, and text messages and provide you real-time responses and updates according to your questions and needs.

You essentially get Jarvis on iPhone. Pretty cool.

If you want to watch the recap or the full announcement, I will leave the links here:

The Short Recap from Apple
The Whole Event | WWDC 24
iOS 18 Preview

Make content creation easy: Tim Stoddart’s formula

I had the privilege to work with Tim Stoddart on his podcast for about a year and a half, and one of the things that I learned from him is how he creates content and builds systems.

I’ve really come to love his system for creating content. So here it is:

Elon hides likes on X

As of June 12, you can no longer view who has liked particular tweets on X.

Here’s the post announcing it: Post by X

You can still see the total like count on the tweet, but you cannot click and expand to see who has liked it.

The company says this is a privacy thing, but what do you think?

All right, that’s all for this article.

This week has been crazy in the tech world, and I am sure I did not get to everything that’s happened.

If I missed anything noteworthy, let me know. I would love to hear from you.

See you in the next one!