I learned this the slow way. I had an ad getting decent clicks and almost no signups, and I spent a week tweaking hooks and headlines in the ad itself. Nothing moved. Then I actually opened the page on my phone the way a visitor would, and the headline said something completely different from what the ad promised. The ad talked about a free checklist, the page talked about the platform. No wonder people bounced, they thought they landed in the wrong place.

Now I do a 60 second check before I touch the ad again. Does the headline repeat the ad's promise in plain words. Is there one clear next step, not three buttons fighting for attention. And does the form actually work on a phone, without a pop-up covering it. If any of those fail, I fix the page first.

The time I fixed just the headline to match the ad wording, the same ad started converting that afternoon. Same spend, same creative, different first screen. I still test creative hard, but I won't let a mismatched page eat a good ad anymore.

I have 4 years of experience running Meta/Google ads and organic content. Over the past year, I’ve watched digital marketing devolve into AI-generated slop, templated content calendars, and decaying ad performance. 

The work that drew me to marketing in the first place, bold campaigns that actually get talked about has been replaced by boring optimization hacks.

For the past few months, I’ve been dissecting guerrilla tactics, publicity stunts, and creative campaigns - That has been used by brands across sectors. 

I believe there’s lots of scope for applying creativity, brainstorming and first principle thinking in this space.

Books like Audacious (Mark Schaefer), Contagious (Jonah Berger), and Trust Me, I’m Lying (Ryan Holiday) reinforced my thesis: there is a massive, untapped market for unconventional marketing that AI simply cannot replicate. 

I am looking to connect with folks who are interested in exploring this space. In talks with a few small businesses for running some marketing campaigns. 

Interested people, please DM.

I've been thinking about how much work goes into creating content compared to how much we actually get out of it.

You spend hours recording a podcast, making a YouTube video, or hosting a webinar. You publish it, share it once or twice, and then move on to the next thing.

Meanwhile, there might be 10 useful insights buried in that one video that your audience would actually find valuable.

I've been looking at video repurposing differently lately, and I think the key is to stop treating it as simply cutting long videos into shorter clips.

Here's what I mean.

1. Don't start by looking for clips. Start by looking for ideas.

When going through a long video, I’d look for moments where someone explains something really well, shares a useful lesson, or says something that makes you stop and think.

A 30-second clip that teaches someone something is worth more than a perfectly edited clip that doesn't really say anything.

2. Give every piece of content a reason to exist.

Let's say you've recorded a 45-minute podcast about content marketing.

Instead of just chopping it into random clips, you could turn the strongest ideas into:

• Short videos for Reels, Shorts, or TikTok.
• LinkedIn posts explaining the lessons in more detail.
• A carousel breaking down a useful process.
• An email sharing one takeaway with your audience.

Same original recording, but each piece serves a different purpose.

3. Don't spend more time repurposing than you spent creating the original.

This is where I think things get frustrating.

Finding timestamps, downloading footage, cutting clips, adding captions, resizing everything, and writing hooks can become a whole project on its own.

Automation and AI tools can help with a lot of that repetitive work, especially finding potential highlights and handling captions. But I'd still review the clips myself. Context matters, and not every interesting moment makes a good standalone video.

4. Keep the good stuff for later.

Not every clip needs to go live immediately.

I'd rather build a small library of good moments organized by topic than feel pressured to publish something new every single day.

When you need a post about a particular topic, you already have material to work with.

I think the bigger opportunity with repurposing isn't necessarily producing MORE content. It's getting more value out of the content you've already put time and effort into creating.

how you all handle this?

If you're repurposing video regularly, what's the most annoying part of the process for you? 

as a social media manager im still a believer of making sure my contents are made by me but now that i handle a lot of clients.. I'm trying to speed up my content creation pipeline. I saw dreamina's 7-day promo where their basic monthly tier is at $0.29 which seems like a great chance to experiement but im still hesitant obvs.

in this time and age do u create actual client-ready content efficiently thru these, or do you still spend hours fixing weird rendering glitches and artifacts in editing softwares so that it wouldnt look lazy?

one guide went from 400 visits to about 1,700 in a month.

b2b saas, i run content alone. our blog was getting abuot 400 visits a post and dying after a week.

experiment: take our best performing post (a guide to running better 1:1 meetings) and turn it into 9 short videos, each one covering one tip.

how:

- pasted the post into chatgpt and asked for 9 standalone tips, each with a visual "before and after"

- planned all 9 in a google doc

- filmed our head of people on an iphone for the talking parts

- the before and after scenes (a manager staring at a laptop during a 1:1, the same manager actually listening) were generated on dreamina, basically free. it gave one employee three coffee cups at once, which honestly felt accurate

- posted one a day on linkedin with "full guide in the comments"

the guide went from 400 visits to about 1,700 that month, and it ranks better now too, probably from the extra traffic and links.

repurposing isnt new, but turning text into video is where it actually paid off for us

Specifically looking for editors who are experienced in running theme pages for brand (no-face instagram pages)

To give you an example of what I'm looking for, checkout:

@metromedia.house

@attentioncompound

Dm me with your portfolio to know more.

If AI could analyze your videos, documents, and other content, identify patterns, uncover insights, compare competitors, and generate reports automatically, would you use it?

What tasks would you trust AI to handle, and what would you still prefer doing yourself?
Curious to hear your thoughts!

With AI growing so fast, how are content creators and strategists using it in their daily workflows?

Looking for an outsider perspective because I'm so burnt out and yet my boss seems to think these expectations are normal. Am I just bad at my job?

I'm technically trained as a graphic designer (15 years experience) but I pretty much do everything except for graphic design these days.

We started offering social media services to clients a few years back. Started with 1 (we took over the account from another agency that was doing a shoddy job) and slowly, its expanded to more clients.

Currently, I am running the social media for 4 clients in wildly different fields. When I say run, that means conceptualising posts, copywriting, shooting and editing video content, designing static/carousel posts, scheduling social media, community management, running ads and reporting. Two clients also require long-form content (blogs/LinkedIn articles) and 1 client has a quarterly newsletter that I set up. I am also required to do ad hoc design work when needed (print, digital, etc.).

I am part of group chats for each client so I can glean content from whatever they share and we also have 1-2 hour long meetings each month to discuss what's going on in the business so I can see if there's anything worth posting.

I already feel super burnt out and I'm supposed to be taking on another client from next month. The boss also asked what I thought about taking over another client's social media which would involve going through all their video content and editing new ones together.

The cognitive load of switching between clients, tasks (because copywriting is vastly different to video editing, IMO) and keeping track of what everyone is sharing is killing me. I also feel like I'm not doing any one thing particularly well because I don't have the capacity to really hone any of these skills.

Is this a normal workload? I know people who do all of the above for one client or do one part for multiple clients but are any of you doing this for multiple clients and am I being a little bitch?

Take a 50 minute podcast episode and tell an editor to find the best clip. Most of the time you get 45 seconds that tries to cover the whole episode: a bit of context, three tips, a summary and a "follow for more".

Nobody feels addressed by it, so nobody stays.

The rule I use instead is one person, one problem, one solution, land on a hard line.

1. One person. Call them out in the opening line. A plumber, a founder doing their own accounts, a first time manager. If the viewer cannot tell the clip is for them in the first few seconds, they scroll.

2. One problem. Name it in that person's own words.

3. One solution. One move they can use today. Five tips or a framework is already too many.

4. Land on a hard line. No summary and no call to action. The last thing the viewer hears is the answer.

A few things I have noticed that go with it.

The narrow call out widens the audience. A plumber's problem is useful to every business owner and gold to a plumber. People underestimate how smart the audience is. They will happily translate someone else's problem into their own.

Say who is talking. While an account is growing, reaffirm on camera who you are. Viewers arrive mid clip with no idea.

Momentum beats polish. Post three a day, because a flop costs nothing when nobody sees it.

Where I am coming from: 12 years behind the scenes, including running the content operation for Niko Omilana and building the strategy, systems and teams behind The Burnt Chip, with work that has been seen over 2 billion times. To be clear, I am not claiming this rule produced those numbers. It is where I have landed after years of watching what keeps a viewer.

I have also got this wrong. I started a lot of trends over the years, Binley Mega Chippy included. It got plenty of attention and added nothing commercially for the creator I represented, or for me. Views with no wider purpose are noise. A clip with one person, one problem and one solution at least forces you to decide who the attention is for.

Sure, there is a cost. A clip that lands on a hard line has no call to action, so you give up the direct ask. I accept that trade for short form, where the job is trust and a repeat viewer, and the ask can live somewhere else.

Do you end your clips on the answer, or add a call to action, and have you seen a real difference in either direction?

Hi everyone! I'm looking for some guidance regarding Facebook and Instagram monetization. I'm a little confused about account ownership, country eligibility, and payout verification.
Both my Facebook and Instagram accounts were originally created in the United States, and all the content has been posted from the USA. However, the Facebook account is already verified under my brother's identity, and he currently resides in India. Facebook previously requested ID verification and video verification, and my brother successfully completed both using his own identity. My Instagram account is also linked to this same Facebook account.
My main confusion is about ownership and monetization eligibility. Since my brother has already completed Facebook's identity and video verification, does that mean he is officially considered the owner of the Facebook account? And does that verification have any impact on the ownership or monetization of the linked Instagram account?
When I check Instagram's monetization section, some programs show that I'm in an eligible country, while others specifically say "You are eligible because you are in the U.S." This is where I'm confused because I want my brother, who genuinely lives in India, to become the official account owner and handle monetization using his Indian identity, bank account, and tax details.
My questions are:
Does completing Facebook ID and video verification automatically establish my brother as the account owner, even though the account was originally created in the USA?
Since Instagram is linked to the same verified Facebook account, can my brother use his Indian details for Instagram monetization as well?
Will there be any problems with monetization, account eligibility, or payouts if we use his Indian ID, tax information, and bank details?
Why does Instagram still recognize the account as U.S.-based for certain monetization programs? Is that based on the account's original location, posting activity, or something else?
Is there an official way to have both accounts recognized as being owned and operated by my brother in India instead of the USA, without risking restrictions or monetization issues?
I don't want to provide incorrect location information or violate any Meta policies. I simply want to make sure both accounts correctly reflect my brother's ownership and residency in India so he can manage the accounts and receive payouts legally.
Has anyone experienced a similar situation or successfully changed their Facebook or Instagram monetization setup from the USA to India?
I'd really appreciate advice from anyone who has gone through this process or understands how Meta handles ownership verification, country eligibility, and international monetization.
All suggestions and personal experiences are welcome. Thanks in advance! 🙏

Me too. That's why I just launched a new website to keep the receipts. It's time for us marketers to take a collective stand against unpaid interview work.

Hello,

I'm currently working on a free pixel art program. It's name is Pixora and it's my dream project.

I've been working on it for some months, the progress is good. But now i'm trying to figure out how to promote it from scratch, and that's why i'm here. I want to ask you, ¿how could i make people aware of a digital program, mainly focused for artists?

If you could help me, i would really appreciate it. Thanks for reading.

I had an ad that looked dead after two days. Clicks were pricey, nobody was buying, and I was ready to turn it off before dinner. I'd already written it off in my head, which is usually when I make my worst calls.

I left it on because I didn't have a better replacement ready. That's the honest part. By day 5 the cost per lead had dropped, and by the end of the week it was the ad bringing in people who actually replied. The creative hadn't changed, and the audience hadn't changed. It just needed more than a couple days to find the right people.

Now I set a simple rule before I touch a new test. I pick the spend or the number of leads I'll wait for, and I write it down. If it hasn't hit that mark, I don't judge it on a bad morning. That sounds small, but it's stopped me from killing a lot of decent ideas early.

I also stopped testing five versions at once. Two versions, one clear difference, that's it. One time I changed the headline and the image together and spent a week arguing with myself about which one did the work. I haven't done that since.

I still watch it closely, though. If it's spending fast with nothing to show, I cut it. But a slow start with a few real signals feels different from a dead ad, and I've learned to tell those apart the hard way.

Specifically looking for editors who are experienced in running theme pages for brand (no-face instagram pages)

To give you an example of what I'm looking for, checkout:

@metromedia.house

@attentioncompound

Dm to know more.

I ran a static last month that I was sure was dead after two days. Clicks were fine, nothing special, and the cost per lead was sitting above the other two versions I was testing. I nearly turned it off to save budget.

I left it on because I didn't have a better replacement ready, honestly, not because I was being patient on purpose. By day five the lead cost had dropped under both of the others, and it stayed there for the next two weeks. The difference was that the first version was reaching people who actually needed the thing, just slower. The faster ones were pulling in clicks from people who bounced on the form.

What I do now is give every test a full five days before I judge it, unless the spend is genuinely out of control. I also check who is filling the form, not just how many. A cheap lead that never replies still costs me the follow-up time, so I count it differently now.

Anyone else ever kept a loser running by accident and watched it turn? I'm curious how long you usually wait before killing a test.

When the same idea goes to both, starting from the long LinkedIn version tends to lose the hook in the short one, and starting from the X version can make the LinkedIn one feel padded. Curious what works for people here.

Hey everyone! 👋

I recently started an Instagram page called Intresting5tories focused on interesting stories from India — unsolved mysteries, crime cases, bizarre incidents, forgotten history, and real stories that sound unbelievable.

My goal is to create storytelling Reels that make people curious and want to share them with friends.

I'm struggling with two things:

Feedback: What do you think of my page? What can I improve?

Research: Where can I find lesser-known, genuinely interesting stories that aren't already covered by every creator?

I'd love recommendations for websites, newspaper archives, documentaries, books, or other sources.

Honest criticism is welcome! 🙌

​

Hello,

I have the biggest block regarding the update of my resume, portfolio, and LinkedIn page.

For a lil bit of context, I started as an SEO content writer while I was still a psychology student.Didn't pursue in psych but continued in Content Writing, mainly as a freelancer and wrote a bunch of articles and social media posts on various topics from animal care, health, tech, digital photography, marketing to ai.

I had an 8 month Collab with a Saas platform, at the agency where I was working as a freelancer during which I wrote over 30 long-form evergreen posts, some of them still performing well. Then, life happened and I decided to search for a full time job.

Ended for a brief few months at a B2B Paas AI-platform for Revenue management as a marketing assistant. This was a startup and naturally I did a bunch of shit, but did learn a bit about email marketing, how to communicate with product teams, and a bit about GTM strategies. But the CEO was unclear, angry, and even the HR was scared of him. ah, the product was obviously not working. They let me go before Christmas in 2024.

So I started working full time at my ex's company (I had previously done landing page copy, SEO optimization and written blog posts there). For context: this is a personal brand selling digital photography assets to consumers, so B2C. The product itself was the first on the market, at least for a particular brand camera.

Here I was in charge of everything related to marketing basically, I executed and created the entire marketing strategy, built full funnels, and wrote emails, sales copy, Blogs, and build a Reddit community. I also came up with and executed 2 lead generation campaigns, as well as black Friday campaigns. Everything with 0 ad spend. The numbers look good, 633% increase in organic search traffic, 1200% increase in revenue, a growing and healthy list of email subscribers, which did produce revenue, as well as a Reddit community that brought about 10% of revenue over the 2 years I've worked there. And we managed to position the product in an anaware market, so I worked hard on shifting perceptions and handling objections.

But I'm stuck in the job application phase. First off, I have no idea which jobs to apply to, or what my career path should be. I've started in 2021 and wore many different hats since then..I would like a role that encompasses copy and strategy, but I feel like a fraud since I've taught myself everything I know and didn't really have a lot of guidance from professionals.

So my question is - what should my portfolio highlight? And what would make my professional resume stand out? I know all about highlighting actual data in my CV, but I have a messy path and idk what would make me stand out.

personal ethos around marketing : you have to obsess about the customer's voice, know your product down to the last itsy bitsy detail, have a clear cohesive brand. Once u get out of those rabbit holes, u blend all 3s with the current culture, and you have the building blocks for the strategy and tactics.

I have a brand that has an organic tiktok funnel for a mostly male audience, and I have good content design taste but don't really know what specifics are required to go viral for girltok if anyone has good design taste/posting experience lmk.

Trying to get my client video workflow a bit more streamlined heading into next year. I have working with free tier of capcut for basic vertical clips and quick cuts but getting restricted with some of the auto-captions and export limits.

I noticed they launched an early promo that runs til' Oct 30, with a decent discount on the annual plan. It seems like a solid deal if you rely on the desktop app for fast-turnaround social edits especially compared to paying full price later. Is black friday a good time to get capcut pro or do they pretty much run the exact same discount year-round anyway?

I used to think the hardest part of content creation was making something good.

Now AI can help with research, writing, images, and even video. Making something publishable is easier than it used to be.

But getting someone to stop scrolling, trust what you're saying, and come back tomorrow? That still feels difficult.

I'm starting to wonder if the real bottleneck was never content production. Maybe it was always understanding people.

For those who create content regularly, what has become harder since AI tools took off?

I keep seeing Reddit participation recommended as part of an AI visibility strategy. But I'm not sure the evidence supports the advice as clearly as people think.

Semrush analysed 248,000 Reddit URLs cited or mentioned in AI answers. More than half were Q&A threads, and most had fewer than 20 upvotes and 20 comments.

Interesting finding, but it tells us what AI tools have surfaced. It doesn't prove that publishing more Reddit posts improves a brand's chances of being recommended.

I think we're also mixing up a few different things.

An AI tool citing a Reddit thread doesn't mean it mentions your brand. And a brand mention doesn't necessarily lead to traffic or customers.

If I were evaluating Reddit as an AI visibility channel, I'd want to track the same buyer questions over time, see which Reddit discussions get cited, and check whether the actual brands mentioned in the answers change.

I'd still consider Reddit valuable for understanding customer problems and participating in relevant discussions, regardless of citations.

Has anyone here measured whether genuine Reddit participation led to more brand mentions in AI answers? I'm particularly interested in what you tracked and whether you could separate Reddit's contribution from other marketing activity.

Cool twitter hack story - Shann holmberg had an x account with a few thousand followers that was basically silent. then he built a system around one goal: posts people bookmark.

5m impressions in 2 weeks. by month two it passed 11m views and 100k bookmarks.

his logic is that a bookmark is the reader saying "i'll need this again", which is a much higher bar than a like. so before anything ships he checks if it looks like one of these:

- a checklist

- a blueprint

- a template

- a framework

- a step by step workflow

- a proof screenshot with a takeaway

- a before and after

if it doesn't, it usually doesn't get posted.

he also scores every draft out of 12 on things like "saves the reader a future task" and "includes proof". his bar is 8. below that it goes back for a rewrite, not the trash.

the whole system runs on claude code and a simple folder structure. approved posts get queued in postiz, and the number he watches most after is bookmark rate.

time to do the same?