Engineer. Organic Social Media Manager. Creative Strategist
South Africa
Joined November 2014
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Becoming a Creative Strategist Day 1
I’ve been in organic social media marketing for 7 years now and I’m ready for a new challenge.
If you’re a social media manager, influencer/ content creator, UGC creator, this role might just be great for you as well especially if you love looking at WHY some things perform and don’t.
Lock in, girlies, we’re getting analytical 📊
Kay | Creative Strategist retweeted
You shouldn't be looking for ads for inspo, you should be looking for organic content inspo
Founder ad inspo from organic
The reluctant intro plus influencer script eats 🤣
The crowd loves it and is fully rooting for them. Love this
I'm stalking customer Pinterest boards and checking what they save... 👀🕵🏽♀️
we don't play about ICP research in this house
I don't wanna hear about another damn AI workflow unless you tell me how much money in the real world you've made from it
well this is interesting... I'll be watching 👀
Will we see double the number of Instagram accounts?
@RyanSerhant just dropped a second Instagram page - this one is 100% AI-generated content with a HeyGen avatar of himself in different outfits.
Love the transparency of it (rather than hiding its AI), and I think it’s smart to create a completely separate channel.
If you have someone in your life that doubts the quality of AI avatars today, show them this new Instagram page.
Kay | Creative Strategist retweeted
I take 15-20 customer support calls with buyers of our health offer and one thing I've realized is that all these people are super aware of the sketchy stuff you BF ecom bros have pulled on them LOL
The biggest thing we get asked is:
"is there a hidden subscription" 💀
"are you an AI doctor?" 💀
"are you going to sell me a $10k program" 💀
Kay | Creative Strategist retweeted
If you're using AI all day and you're not making more money, it means you have the same problem you had before the AI: you're doing stuff that doesn't matter.
This is the real reason 99% of people don't get ahead. They don't know how to tell the difference between what's important and what's irrelevant. And just doing irrelevant things faster gets you the same outcome: nothing.
Except this time it cost you tokens.
Organic inspo to use in your ads: Anti-AI content
People are responding well to Reels that are about doing things AI can’t, working with your hands etc.
Julia Broome comes up with the best content ideas based on what’s happening in the zeitgeist
Her ideas are usually for organic content but they’re a goldmine if you want to be ahead of the trends
Kay | Creative Strategist retweeted
When everyone yaps, yaps don’t register.
When everyone looms, looms don’t register.
When everyone does cinematic, cinematic doesn’t register.
Figure out what is currently open in your niche and hammer the whitespace.
If you’re AI-autoing midslop because you can 10x volume, but the format is heavily commoditized in your space, it will not work
Easier to just fill empty space where difficulty bar is higher and own the whitespace for longer
and this is why I take productivity advice from non-parents with a huge grain of salt
in fact, usually the best advice comes working moms with 3+ kids
Kay | Creative Strategist retweeted
I have hired (and fired) a ton of CMOs/senior growth people. IMO this position has the most variance of every role. Most marketers I meet are...not good.
GREAT senior growth people understand one very big thing...
How much of their growth is due to good pmf/timing VS skill and their team and how that relates to the current meta + where alpha exists now in customer acquisition.
They know how their product portfolio needs to change to better take advantage of new opportunities, some of which will be temporary, but others will be permanent.
They need to guide the product team + C-levels to ensure the brand's product portfolio doesn't "rot" out of channel/market fit (and to a degree PMF too)
Right now, it's ensuring you have product that works for the TTS/videospam method.
10 years ago, it was meta.
If you observe very well run consumer brands like Monos, Ridge, or Shark Ninja, you will see how they are constantly updating their product portfolio to maximize product/channel fit + product/market fit.
In some categories this is VERY challenging and basically means nuking your hero product. For example, in apparel, you can become well known for a specific hero product that drifts OUT of style...lol. Need to be on top of this!
Kay | Creative Strategist retweeted
You can build at the speed of machines today.
But you can only learn at the speed of humans.
Kay | Creative Strategist retweeted
You should be using a different media buying strategy as you grow.
You should be changing your account setup, your campaign structure, and your ad stack as you scale.
You should also alter how you measure success, how you manage risk, and who actually owns the execution.
What works when you're spending $5k a month will actively break your ad account at $50k, and the playbook at $50k will burn your margins to the ground at $500k.
Embrace change. It’s part of the strategy.
Kay | Creative Strategist retweeted
Currently available: Creative Operations Manager for ecom agencies.
If your creative pipeline only works when you're watching it, you probably know that you need someone to own this fully.
Dama created this dashboard to demonstrate exactly how she’d manage keeping your creative team accountable and on track.
If you’re hiring, or know an agency that should be, please watch this short video she made.