Virality Meets Marketing

We have all been there! A lazy morning, brain not braining. So, just copy paste the the content as it is from one platform to another!!! Call the content police, because your brand just got robbed off precious positioning advantages. If you're copy-pasting your Instagram posts to LinkedIn, you're not repurposing, you're committing content malpractice. The client who thought he’d cracked social media I once worked with a client who was absolutely convinced he’d figured out social media. He’d tell me things like, “The moment I hit ‘publish,’ my content pops off.” Naturally, we started with a content audit. Instagram? Crushing it. Engagement? Off the charts. Growth? Solid. But LinkedIn? Dead. Like a graveyard at 2 a.m. And the reason? He was taking the exact same Canva carousels, pastel quotes, and bite-sized captions — and dropping them into LinkedIn like they’d magically work there too. They didn’t. LinkedIn didn’t care about “aesthetic.” It wanted substanc...

  Ever hire someone and give them zero instructions? No role. No KPIs. No brief. Just vibes. You wouldn’t. Because that’s how you burn budget and blow timelines. Yet that’s exactly how most people treat content. They post because it’s Monday. Because the graphic looks good. Because their competitor is posting. But without a clear purpose? That post is just another face in the content crowd. And here's the brutal truth: Directionless content is dead weight. From Pretty Posts to Pointed Strategy When I first got into content marketing, my posts looked great. They were creative. Colorful. Aesthetic. They even got likes. But they didn’t do anything. No leads. No growth. No loyalty. Just dopamine sprinkles. It felt like I was managing accounts with the strategy of a lava lamp: visually loud, constantly moving, but not going anywhere. Then came the lightbulb moment: "If content is your employee, every piece needs a job description." Just like you wouldn't hire a new team m...

Would you ever put your money on a chess player who moves their pieces randomly, hoping for a miracle checkmate? No? Then why are you posting content without a strategy? If you don't know your endgame, you're already losing, in chess and in content marketing. How Chess Changed My Content Mindset? One of the first lessons I learned while learning chess was brutally simple: Before you sit down at the board, you should already have an idea of how you want the game to end. Every move? Calculated. Every piece? Purposeful. Every sacrifice? Strategic. It wasn’t just about moving pieces. It was about building toward an inevitable outcome,  winning . And that's exactly how content creation works (or should work). Yet every day, businesses and creators are posting without a clear goal, treating their content calendar like a dartboard at a dive bar — blindfolded, dizzy, and drunk on "just stay active" energy. Guess what? Random activity ≠ real impact. Spra...

I will be starting this one with a confession. Once upon a time, I too was a proud practitioner of the "Post and Pray" method. Wake up. Whip up a random post. Slam that "Publish" button. Pray to the LinkedIn gods for likes, shares, and maybe,  just maybe, a sprinkle of leads. It was a vibe. It was also a colossal waste of time. Spoiler alert: It doesn’t work. (And if you’re here, deep down, you know it too.) What exactly is this "Post and Pray"? Post and pray is the strategy (if you can even call it that) where you create content without a clear purpose, audience, or outcome in mind. It's like throwing spaghetti at a wall, except the wall is moving, and the spaghetti is cooked in low engagement sauce. You’re not building a brand. You’re not nurturing an audience. You’re just adding to the endless scroll of noise. Why it feels productive? (But really isn't) Posting every day feels like you're doing something, right? You're a...

Trends come and go. Memes fade. Algorithms change. But purpose? Purpose is timeless. If you're a creator, brand, or thought leader trying to build something that lasts , it's time to stop chasing the next viral moment—and start anchoring your content in something bigger than the feed. The Problem With Trend-Only Strategy Jumping on trends can get you views—but if that’s your only strategy, you’ll eventually plateau. Here’s what tends to happen: Your audience remembers the trend , not you . You’re constantly reacting, not creating strategically. Your content lacks emotional depth and lasting relevance. 📉 A 2024 study by Later found that while trending content boosts short-term engagement by 35%, purpose-driven content retains audiences 3x longer over a 6-month period.   What Is Purpose-Driven Content? Purpose-driven content is centered on a meaningful mission—whether that’s to educate, inspire, challenge, or empower. It’s content with values, direction, and...

I have been using Twitter since 2012 and it helped me connect with individuals of similar interests and views. Okay, not all of us see eye to eye but that was the point of interacting. Get to experience multiple schools of thought and have an open mind to different perspectives. Twitter (now X) remains one of the few places where people still read . And not just one-liners—but full, layered, often viral threads . If you're trying to educate, persuade, or mobilize , mastering the X thread is one of the most underrated tools in digital communication. Why Threads Still Work in 2025? Despite platform noise and algorithm shifts, threads remain powerful because they: Force structure : They break down ideas logically. Encourage retention : People tend to read full threads more than long captions or posts elsewhere. Spark saves and shares : People love to bookmark value. 📊 According to Buffer, threads generate 3x more engagement than single tweets for educational or exp...

I still remember the day I made my first Facebook account. I was 12 and so excited to enter into a poke war with my friends and have a great farm in Farmville. It was considered cool back then. I never could have guessed that it would become my job to run campaigns on the platform where I just wanted to connect with my friends and play games. “Is Facebook still worth it?” — a question nearly every digital marketer has asked in recent years. And yet, despite the rise of TikTok, Threads, and whatever else the algorithm throws at us next, Facebook remains a key player in 2025 . Not for everyone. But maybe still for you. Let’s break it down. The Numbers: Facebook in 2025 2.91 billion monthly active users globally (yes, still) Largest age groups: 25–44 65% of U.S. adults use Facebook regularly Over 70 million businesses actively use Facebook Pages 🔎 While Gen Z may favor TikTok and Instagram, Facebook remains a powerhouse for Millennials, Gen X, and Boomers —and they have purchasing powe...

Your brand doesn’t need a cinematic trailer. It needs story-driven moments that connect, build trust, and leave an impression— every day . Instagram Stories offer one of the most underused storytelling tools in digital marketing today. Not just for casual behind-the-scenes, but for building a recognizable, human brand . Let’s decode how to use Stories as a powerful narrative engine for your brand. Why Instagram Stories Work So Well? 1.3 billion+ users view Stories daily Stories sit at the top of the app—always visible Their 24-hour nature encourages regular storytelling Interactive tools (polls, sliders, quizzes) make storytelling two-way 💡 Instagram Stories are like your brand’s daily heartbeat—fast, consistent, human. Elements of a Strong Story Just like a novel or film, your daily Story should flow: Hook (Scene 1) – Grab attention in the first slide “You won’t believe what happened during today’s shoot…” Value (Scene 2–3) – Deliver insight, humor, or connection BTS moments, usef...

Being a social media manager, it is a dream to create content and run campaigns that inspire conversations all over the social media. I used to believe it was a privilege only bestowed upon worthy ones by the algorithm but not anymore, I believe it is my responsibility to make content on which people stop, think, comment, and share. This is the heart of engagement-first content strategy —creating for conversation, not just consumption. Let’s break down how to make content that isn’t just seen, but talked about . What Is Engagement-First Content? Engagement-first content is designed to prompt interaction—likes, comments, shares, DMs, reactions. It’s built with the audience’s voice in mind. Instead of “Here’s what I want to say,” it’s “Here’s what we can talk about.” Why It Matters More in 2025 Algorithms reward meaningful interaction Brands with engaged communities outperform in loyalty and sales Comments & shares drive more reach than views alone 💬 “Engagement is the new SEO...

My attention span has dwindled in the past few years and my mum loves to blame my phone for it. Deep down I know it is the social media consumption and I love every bit of it.  If there is any format that is much beloved by the audience, it is the short form videos. Short-form video has become the internet’s favorite language—and if you’re not fluent, your content risks getting lost in the scroll. But with TikTok and YouTube Shorts both dominating screen time, creators face a tough choice: where do you bet your time, creativity, and content strategy? Let’s pit them against each other—feature by feature, algorithm by algorithm—so you can decide where your short-form energy belongs in 2025. The Quick Answer TikTok is best for discovery trend jacking and viral hits. The advantage is advanced content graph and culture. YouTube shorts are best for long-term growth and monetization. The advantage is that YS are integrated into YouTube ecosystem.  Spoiler: the best creators don’t...