Likes, hashtags and reach were the metrics for years. But Instagram and TikTok now understand content almost like a search engine - and AI is shifting the real question from ‚How do I get more reach?' to ‚Am I found, understood and recommended?'
Kylie Jenner lost 14 million followers in one night. Ronaldo 8. Beyoncé, Messi, Ariana Grande - all hit. What Instagram's largest bot cleanup means for every brand that bet on follower counts.
How competitor research, Claude, and a structured prompt produce a 39-page content plan - no guessing, no hours of production.
Most agencies treat the briefing as a formality before the real work. In truth, this is where eighty percent of the result is decided. What a briefing that holds up looks like - and why it almost always takes longer than it appears to.
Most brand projects begin with the logo. That's the wrong end. How a brand emerges that holds up - and why typography matters more than any colour palette.