Insights
Notes on running social for clients.
Guides, playbooks and short videos on approvals, reporting, scheduling and growing a social media business.
The live stream is now an ad unit
Instagram’s Live video ads let brands put paid spend behind a creator’s broadcast while it is happening. The Live is no longer theatre. It is inventory.
Client logins shouldn’t live in a Slack thread
Shared passwords in Slack are keys with no off switch. Access is part of the social job.
Watch time is the rent. Sends are the referral.
Instagram ranks Reels mainly on watch time, likes and sends, judged per reach. Raw views are the wrong scoreboard.
LinkedIn pays for dwell. Not for “thoughts?”
LinkedIn’s feed is trained to predict how long people stay on a post. Engagement bait buys a tap. The pause is what gets paid.
Sharing client social logins securely when the spreadsheet has to go
Almost every agency has a document of client passwords it would rather not discuss. Here is what to replace it with, and how to handle the handover when someone leaves.
Your next customer searched TikTok first
Search on TikTok and Instagram is a shop window. Say the query, show it, caption it.
Meta killed your placement checkboxes
Meta is removing ad-set placement exclusions for some Sales and Leads campaigns. Value Rules can bid a placement down by 90%, but not to zero.
UTM tracking for social media agencies: a naming scheme that survives contact with reality
If you cannot say which post drove the traffic, you cannot prove the retainer worked. A simple, consistent link tagging scheme fixes that in an afternoon.
Sends beat likes. Design for the DM.
Likes are applause. Sends are recommendations. Design for the DM, not the heart.
How to get content from clients without chasing them every month
The photos never arrive on time because asking for them is harder than it looks. Here is how to make sending you assets the easiest thing in your client's week.
How to manage multiple social media accounts for clients without posting to the wrong one
Running 5 to 30 client brands is a structure problem, not a time-management problem. Here is how to set up workspaces, access and naming so mistakes become difficult.
Social media client reporting that actually renews the retainer
Most agency social reports are a screenshot of follower growth and a hope. Here is what to put in a monthly report so the client can see the value without you explaining it.
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