Making Blossom Browsing Happen On Social

Social media and the internet loses their minds for fall.

There are charts that track when peak leaf peeping will happen. There are specialty drinks, the hats and scarves come out.

Almost every post in the month of October has something to do with leaves.

We all know the drill. Come September, our feeds transform into an endless scroll of:

"It's finally sweater weather, besties!" captioning photos of people frolicking in pumpkin patches.

"Nature's showing off today" accompanying the fifteenth nearly identical shot of red and orange trees.

"This crisp air is everything" paired with videos of boots crunching through fallen leaves.

The fall aesthetic has its own vocabulary: cozy, hygge, flannel, PSL. Fall leaf peeping has become an established cultural ritual, complete with travel guides, peak foliage trackers, and dedicated hashtags that garner millions of posts.

But I’ve been on the socials awhile and meanwhile, spring blooms arrive with considerably less fanfare. Sure, cherry blossom season gets its moment, but the brief explosion of diverse florals deserves the same level of coordinated appreciation that autumn receives. 

Spring peek petal peeping offers everything fall leaf peeping does, but with a fresh twist:

Instead of earth tones, you get vibrant pinks, purples, yellows, and whites dotting landscapes like nature's confetti.

Rather than the melancholy of things ending, you experience the optimism of new beginnings.

Where fall offers crisp air and crunchy leaves, spring delivers fragrant breezes and the satisfying squish of rain-softened earth.

To me it is also one of the most magical times of the year- it’s the literal defrosting of the earth but gets zero social cred. 

I was never a big spring person until I moved to Portland and now spring is ingrained in me. Portland in the spring literally everything is pink, purple, yellow, orange and white. It’s like a magical land of pink snow petal covered sidewalks and yards when the wind blows. 

Btw- what are petals even made of anyway? 

I didn’t have much hope for how Colorado would look in the spring, but since moving here I have been pleasantly surprised. So much so that I decided to grab a cherry hot cocoa and take a walk around Ft. Collins for some peak blossom browsing. 

I’m trying to make blossom browsing happen- to elevate spring peek petal peeping to its rightful cultural status, we need the same level of commitment that autumn enthusiasts bring:

1. Document the ephemeral beauty of spring blooms with the same reverence reserved for turning leaves.

2. Develop our own vocabulary: "bloom basking," "petal pursuits," or "blossom browsing."

3. Create seasonal traditions: flower crown picnics, botanical garden tours, and neighborhood flower hikes.

4. Embrace spring's version of cozy—think lightweight cardigans, floral prints, and botanical-infused beverages.

What makes fall leaf peeping so appealing to content creators is its perceived authenticity—connecting with nature, slowing down, appreciating simple pleasures. Spring peek petal peeping offers these same values but without the oversaturation.

While everyone and their pumpkin-spiced grandmother heads to the same Vermont byways or Rocky Mountain overlooks, you could be pioneering routes through Texas bluebonnet fields or admiring neighborhood crab apple and tulip studded garden beds from the sidewalk.

Fall leaf peeping isn't going anywhere, nor should it. But spring deserves its moment too. So while the autumn enthusiasts pack away their flannel until next September, I'll be here mapping out bloom schedules, crafting the perfect spring peek petal peeping playlist, and waiting for the day when "spring girlies" flood our feeds with the same enthusiasm as their fall counterparts.

Who's with me? The petals are peeping, and they're waiting for you to notice. Let’s make blossom browsing happen on social. 

From Human to Hashtag: The Epidemic of LinkedIn Personality Disorder

One of the things I am finding that loathe more and more in my scroll is how everyone is truly looking like everyone else.

Once a trend hits- it feels like everyone is canceling everything in their day to jump on it and somehow make it work for their business. Fine fair, it’s been too many years and that isn’t going to stop any time soon.

But what I also can’t really seem to get past is how most of LinkedIn has content pieces that feel like someone is trying to impress a professor for a grade.  People that I have met IRL who when I read their LinkedIn pieces is as if they suddenly have LinkedIn personality disorder or something. 

I’ve been around these platforms to know that most people transform into some kind of corporate robot or an alter super serious version of themselves online. And truly that’s fine- but it is a bit weird when you finally meet the real version of the person and they are NOTHING like their social avatar. 

The brands and businesses that I work with it’s always said upfront, that I will do my best to portray how it feels to be in your space, hold your product or have a coffee with you IRL. Because in my opinion there’s enough catfishing happening both IRL and online right now. 

But back to the LinkedIn personality phenomenon because it is just so interesting to me right now.

In the professional theater of LinkedIn, many of us undergo a curious metamorphosis. Our multidimensional selves flatten into algorithm-friendly, buzzword-compliant corporate personas that bear little resemblance to who we are in real life.

The condition manifests in predictable ways. Suddenly, ordinary people begin:

• Celebrating the most mundane professional developments as "thrilled," "honored," or "humbled"

• Speaking exclusively in management consultant jargon and buzzwords

• Transforming personal setbacks into inspiring "growth journeys" (Guilty)

• Crafting carefully curated versions of themselves that project constant success

What starts as normal professional networking can quickly spiral into a performative exercise where we're all speaking the same artificial language.

This transformation isn't accidental. LinkedIn's ecosystem rewards certain behaviors and penalizes others. The platform's algorithm favors content with high engagement, which typically means success stories, inspirational narratives, and business platitudes. The result? We unconsciously conform to these expectations.

Deeper factors are at work too. In a pretty weird  job market, we're incentivized to present idealized professional selves. Employers increasingly screen candidates' social media, making LinkedIn a perpetual interview space where we're always "on." The pressure to appear employable well it drives us toward standardized professional identities whatever we deem them as.

The gap between who we know people to be and how they present themselves online creates cognitive dissonance. We all participate in this charade while privately acknowledging its artificiality but we keep doing it.

The definition of insanity is doing the same thing over and over while expecting different results. 

So how do we get out of this madness- if it’s driving you mad too?

Can we overcome LinkedIn and Social Media Personality Disorder? 

Probably not entirely, but we can be the ones who try and break the cycle of insanity:

First, recognize the performance aspect of professional social media. Awareness is the first step toward well anything you want to change about yourself.

Second, experiment with bringing more of your actual personality into your professional persona. AKA stop taking everything SO seriously.  The most memorable LinkedIn presences often belong to people who maintain their distinctive voice while remaining professionally appropriate and well themselves.

Finally, remember that the most meaningful professional connections still happen when we engage as complete humans, not as optimized professional algorithm chasers.

The next time you catch yourself writing "I'm excited to announce..." or "Grateful for this amazing opportunity," pause and ask: Is this really me speaking, or have I temporarily transformed into a corporate robot? The answer might be revealing.

Stop Selling, Start Storytelling: What Passover & Puppies Taught Me About Content

I'd like to blame the five glasses of seder wine that I feel are still in my system for what I am about to say, but let's be real—we all know that I would have said them without the wine.

And no, it does not have to do with the AI-generated action figurines that every business account has decided to make in the past two weeks (I have thoughts, though). It has to do with how, every year at this time, I can't stop thinking about storytelling.

The Universal Power of Stories

How important is storytelling to us? It's not just important—it's ingrained in our DNA, and far too many businesses could be utilizing it but aren't.

This time of year (Passover/Easter) is the highlight of storytelling season.

In Jewish culture, the story of the Exodus from Pharaoh is told and celebrated with bitter herbs, a feast, and glasses of wine.

In Christianity, the story of the rising from death is told and celebrated with an egg hunt, feast, and glasses of wine.

Both events are stories shared and handed down from generation to generation that we still tell and celebrate today.

Because, at our core—we humans love stories.

And here in the present day, our stories translate to digital content.

This got me thinking about why we all fell in love with social media in the first place.

In my opinion, it's because of the lifestyle content we all used to share before we decided that we needed to monetize every new hobby we picked up.

If you've ever been to one of my presentations, then you already know I say your biggest competition on socials is always:

1. The news cycle &

2. Dog videos.

In consulting sessions, I always joke that if you want more engagement on Instagram, you should put the product next to a puppy or a baby because that's a guaranteed scroll stop.

But in all seriousness, lifestyle content is what we love the most. It's why we fell in love with social media in the first place.

We want to know you beyond what you do.

We fall in love with brands and become loyal fans by feeling like we know them and belong in their community.

Because we aren't your followers. We are the members of your community.

So take this as your sign to invite us into your world... a smidge (we don't need all the dirty deets).

Stop constantly selling us your product, your affiliate links, and how sensational you are.

When you share a story, that's where the magic and, eventually, sales happen.

When Websites Die but Business Cards Survive: A Digital Marketer's Awakening

This weekend, I embarked on what seemed like a simple task: cleaning out four years of accumulated papers for a local shredding event. Little did I know, this mundane chore would evolve into a fascinating exploration of networking, digital presence, and the surprising staying power of print in our increasingly virtual world.

Among the credit card offers and utility bills destined for destruction, I discovered a forgotten treasure trove: approximately 40 random business cards collected over four years of networking events, conferences, and chance encounters.

Rather than simply tossing these relics into the box for the shredder, curiosity got the better of me. I decided to track down these connections on LinkedIn, sending what must have been some of the most authentically awkward connection requests ever written:

"Hi! I was cleaning and found your business card, and I thought we should connect since we do something similar."

But hey, at least these messages were obviously not AI-generated. Score one for authentic human awkwardness.

What I discovered during this impromptu networking archaeology experiment was revealing:

• Multiple websites listed on cards no longer existed

• Several professionals had held two concurrent positions at the time

• Many had relocated to different zip codes

• Some had completely changed industries

This exercise highlighted something important for digital marketers: while digital content is infinitely scalable and editable, it's also surprisingly ephemeral. Websites disappear, links break, and online profiles change.

My physical stack of rogue business cards—despite being outdated—provided a tangible record that survived four years in a drawer. Meanwhile, their digital counterparts had often vanished into the ether.

This experience made me reconsider the modern push toward digital-only business cards. While QR codes and digital card apps are undeniably convenient, they create a fundamentally different user experience:

When someone scans your QR code that information typically exists only briefly in their browser history. Once they clear their cache or simply navigate elsewhere, your contact information essentially disappears unless they've taken specific actions to save it.

There's no physical artifact left behind to rediscover years later during a cleaning spree.

This brings me to a broader point about digital marketing: In our rush to adopt the latest platforms and formats, we often create content that looks remarkably similar to everyone else's. We follow the same templates, use the same filters, and chase the same trends.

The result? Digital homogeneity that makes individual brands and screen names increasingly difficult to remember.

My business card collection—with its varied paper stocks, unusual shapes, and distinctive designs—demonstrated how physical media can create memorable touchpoints in ways digital sometimes struggles to achieve.

Maybe we're witnessing the early stages of a print renaissance in marketing. Not as a replacement for digital, but as a complementary channel that offers:

1. Tangibility: Physical items create stronger memory associations

2. Permanence: Print doesn't disappear when someone closes their browser

3. Distinctiveness: In a digital-dominated world, physical marketing materials stand out

4. Trust: There's something inherently trustworthy about a company willing to invest in quality printed materials

The lesson isn't that businesses abandon modern digital techniques and retreat to print-only strategies. Rather, it's that we should be thoughtful about creating balanced marketing ecosystems that leverage the strengths of both approaches.

Consider how your digital marketing strategy could be enhanced by strategic physical touchpoints. Maybe it's a beautifully designed direct mail piece that drives users to a landing page, or perhaps it's a memorable business card that makes networking connections last.

In a world where everyone is zigging toward all-digital-all-the-time, there might be competitive advantage in the occasional zag back to tangible marketing assets.

After all, no one ever rediscovers your post while cleaning out their desk drawer four years later.

Navigating the May Madness: How to Effectively Promote Your Events on Social Media

It's April, which means we are only a few weeks away from May, which historically is just as busy as the month of December. I'm not sure where I ever heard that, but when I did, something in my brain clicked, and it all made sense. Yes, the month of May always has just as many, if not more, events than the month of December.

May is also the kickoff to the summer months and all of the events that make summer well. There needs to be enough notice to gain awareness and attendance for weekend festivals, vintage shows, outdoor concerts, whatever it is. 

In my opinion, nothing is worse than finding out about an event on social media after the event has happened. 

As of this writing (April 2025), the social media algorithms are set to 72 hours. However, for this blog's sake, I will focus specifically on the Instagram algorithm.

This means that people who interact with your posts regularly will see them. These are the 5-7 people who regularly like your posts and stories. Then, for the next 70 hours, your content slowly trickles down to the people who are a part of your community but are not interacting with your content regularly. Typically, they do not see your posts up to 72 hours after you post them.

Because of this, it is extremely important NOT to include words like "tomorrow" or "this weekend" in your posts because, well, people might see them after "tomorrow" or "this weekend." Instead, it is important to write out the specifics, like the exact date of the event.

It's also extremely important to give enough notice. Typically, I advise people to begin talking about the event as soon as they have the specifics set for it—even if that's months in advance. But if this can't be the case, the minimum time to begin marketing and posting about an event is three weeks before. People are busier than ever these days and making plans further and further out. 

So, more notice is always better than no notice, especially when it comes to social media and the amount of content posted daily. 

One month to three weeks is the minimum time to begin creating Facebook events and Meetups and posting them on whatever social platforms you are on. 

Typically, publications need at least four weeks' notice before an event to add it to their calendar and publication, but some might even need longer than that. So it's always good to check with whatever publication you want to add your event to about their timelines and deadlines so you can get the word out in their communities. 

For more specifics on marketing your events on social media, I wrote a guide for you to DOWNLOAD.

Algorithms, Schmalgos: Why Your Social Media Strategy is the Real MVP

We need these posts to go viral." "The algorithm hates me." Almost every business owner with a social media platform.

If you've been around these parts for a while, then you know that my marketing philosophy does not involve posting to go viral or blaming the algorithm for your content's distribution or lack of distribution. 

Going viral is not a strategy; it is a side effect of a well-executed social strategy. Also, no one truly knows what the wild inner workings of the internet will deem worthy of going viral.

So, on whatever day you are reading this, congratulations. You are about to have a few social media posts from whatever "experts" debunked.

Starting with that, the algorithm is the gatekeeper of your content visibility. 

I've honestly lost track of how many times I have heard entrepreneurs and business owners complain, "The algorithm doesn't show my content" or "Instagram is killing my reach".

When I do hear them, these statements reveal a fundamental misunderstanding of how social media truly works. Algorithms are not your enemy—they're actually sophisticated tools designed to show users the most relevant and engaging content.

If you speak what you want into existence, at the very least, the ad algorithms will hear you. 

The algorithms are written and coded to show you more of what you like. Ever find it low-key creepy that when you go into your explore tab on Instagram, it has posts related to whatever show you are currently binge-watching on whatever streaming service or ads of whatever stain remover you were talking about at happy hour show up a few hours later in your feed?

If those two examples alone do not resonate with you as evidence that those businesses have a strategy in place, stop reading and book an appointment with me right now. Because, friend, you have some basics to learn about this whole world of social media.

Let's be crystal clear: your content STRATEGY is the primary driver of your social media success. Here's why:

1. Quality Over Quantity

Algorithms are fundamentally designed to reward high-quality, engaging content. This means:

• Creating content that genuinely provides value and sticks to your messaging for your community

• Developing posts that spark conversation and interaction

• Producing visually appealing and laser-focused hooks to get the scroll-stop content

2. Consistent Engagement Matters More Than Tricks

Successful social media isn't about beating the algorithm but building genuine connections. This is the part SO many business owners miss because they focus on more and adding new members to their communities. But doing this effectively includes:

• Responding to comments promptly

• Creating content that encourages meaningful interactions

• Understanding and speaking to your audience's actual needs and pain points 

3. Strategic Content Planning

Instead of viewing algorithms as obstacles, treat them as tools that amplify well-crafted content:

• Develop a content calendar that tells a cohesive story, not just create post concepts that are "trending"

• Understand the unique language and style of each platform

• Create content that naturally encourages shares, saves, and comments. You know, tell a story. 

Platforms like Instagram, TikTok, and LinkedIn have sophisticated algorithms that want to help good content succeed. They prioritize:

• Content with high engagement rates

• Posts that keep users on the platform longer

• Material that provides genuine value to viewers

Basic Steps For Social Strategy Success

1. Know Your Audience Deeply: Create content that speaks directly to their needs, challenges, and aspirations. (Spoiler: Many of you reading have NO idea who is in your community)

2. Experiment and Analyze: Use platform insights to understand what resonates with your audience.

3. Diversify Your Content: Mix educational, entertaining, and promotional content strategically.

4. Engage Authentically: Interact with your audience and other creators in your niche.

It's 2025, and it is truly time to stop blaming the algorithm and start owning that your social media strategy is nonexistent.

The most successful businesses aren't lucky—they're strategic, know who is in their community, don't constantly chase the viral or add new members, are consistent, and are genuinely committed to providing value.

Algorithms are just the delivery mechanism. Your strategy is the message.

Not sure if your business is even communicating it's message effectively, let's chat.

Southwest's Marketing Misstep: A Lesson in Customer Retention

As a loyal Southwest frequent flier, I'm not going to lie. When I got the email that they were eliminating their "bags fly free" policy for everyone, I thought it was an April Fools email that had been incorrectly scheduled.

But we all know by now that it was, in fact, not an April Fools joke gone wrong.

What's difficult to understand is how Southwest would forget something taught in Marketing 101: keeping your current customers happy is WAY cheaper than constantly chasing new ones.

Let me emphasize that again—keeping your current customers happy is WAY cheaper than constantly chasing new ones.

Future MBA marketing students will likely study this decision as a classic misstep. From a dollars-and-cents view, Southwest's move simply doesn't add up. They spent years on marketing and advertising to position themselves as the differentiator when it came to who you chose to fly with. Now, they will spend more to attract new customers while actively alienating their loyal fan base.

I can't make it make any sense.

Anyone with a spreadsheet and knowledge of marketing basics will tell you that this is a losing formula in the long run.

If you're looking for advice on marketing and handling a PR challenge, do not follow Southwest's lead.

Southwest's brand, built over all these years, isn't some magical money tree you can keep harvesting while giving customers less and less value. Those of us without credit cards are likely to take our business elsewhere now.

There's a valuable learning opportunity here: when companies with fierce customer loyalty abandon every differentiator they've had in the marketplace for decades—giving it all up to play like everyone else just to make investors more money—customer acquisition inevitably becomes harder, and competitors will quickly jump into the gap that opens.

The moral of the story is clear: don't be like Southwest. Stick to YOUR roots. Stay DIFFERENT.

More Than Just Scents: How TikTok's Cologne Trend Reveals Marketing's Influence on Teen Culture

This article is inspired by the afternoon I spent with my teenage nephew spraying various colognes thanks to TikTok and the message that we need to have more ethics when it comes to marketing.

Saddle up.

I'm going to start by saying that I legitimately felt that overwhelming annoyance from the workers at Sephora as they braced themselves and their noses the second they saw a teenage boy head toward the cologne section. Why? They are about to spray all the ones they have seen on TikTok, which they think the person doing the "review" has paid for. (I'm using the word review here loosely) 

Over the years- I have had many discussions with my nephew about how 80% of things on social media are fake-all the platforms. We've had the conversation many times because he, like many other juvenile social consumers and grown adults, will even fall back into believing that everything on social media is real. And in case you need the reminder again today, most social media is a highlight reel, and while not intentionally meant to make you feel like garbage about your life, you sometimes feel like garbage about your life.  

I reminded him that, like a Jedi, I needed to decide early in my career whether to use my storytelling and marketing powers for good or evil. I chose good because, well, the dark side of marketing borders on manipulation.

Manipulation is what is happening with most of these influencer "reviews."

Most people, especially juveniles and teens, do not understand that most successful cologne influencers aren't spending thousands of dollars building their collections.

Once creators reach certain follower thresholds, they typically receive:

• Free product shipments: Fragrance companies regularly send complimentary full-sized bottles to creators with engaged audiences

• PR packages: Curated collections of new or seasonal releases sent specifically for content creation

• Affiliate partnerships: Custom discount codes that earn influencers commission when their followers purchase

Now, this is not only for cologne; it is pretty much the foundation of any marketing and PR campaign around anything. All those big box store hauls—sometimes the store pays them to do them, and other times, if the account isn't big enough to get paid or things are free, people are buying the things, trying them on at home, and then returning them. 

These arrangements create a misleading impression about the accessibility of extensive cologne collections and well everything. While creators might showcase dozens of premium fragrances (collectively worth thousands of dollars), they've often acquired them through their content creation for FREE rather than personal purchases.

I'm going to keep using the cologne example, but this can apply to so many other consumable things because we all need to understand what exactly is happening in these videos and why they have captured Gen Z's and every other social consumer's attention.

This trend is fascinating because it has evolved beyond mere product showcasing. Creative spinoffs include "scent profiles," where teens match cologne to different personalities, cologne review challenges, and even "scent storytelling," where creators craft narratives around different fragrances. (I watched them for an hour; that's an hour of my life I'm never getting back.)

Why Teens Are Drawn to This Trend

The cologne trend represents several aspects of teen culture converging:

1. Identity formation: For many young men, cologne represents an accessible entry point into personal grooming and the development of a signature style.

2. Social validation: Comments sections overflow with peer approval, with phrases like "that's fire" or "absolute W" (win), validating choices and boosting social standing.

3. Aspiration: Teens associate certain fragrances with maturity, sophistication, and attractiveness - qualities particularly appealing during adolescence.

4. Community: The shared language, rituals, and inside jokes create a sense of belonging.

The TikTok cologne phenomenon represents more than just teenagers obsessing over smelling good. It illustrates how social media transforms ordinary consumer products into vehicles for self-expression, community building, and identity formation - hallmarks of adolescence that have simply found a new digital home.

So, how can we build a community around a consumer product and keep it ethical?

For Brands and Marketers:

• Transparency requirements: Forward-thinking brands can stand out by requiring clear disclosure of gifted products in all content. if you are a business who has affiliate programs like this and it is in your creator contract that they need to disclose it is sponsored or paid you’ve gotta stay up to date on the content they are posting, because well you’re part of the problem too.

• Accessibility initiatives: Create sampling programs or smaller-sized options that make quality fragrances accessible to teen budgets.

For Parents and Educators:

• Media literacy curriculum: Use cologne TikTok as a case study for teaching teens to identify sponsored content even when the person is not disclosing it is sponsored content.

• Consumer education: Encourage conversations about value, quality versus quantity, and responsible consumption.

• Entrepreneurship lessons: Discuss how teens might ethically monetize their interests through content creation if this is the avenue they want to take.

What Parents Should Consider

For parents observing this trend, there are several considerations:

• Cost awareness: Premium colognes can be expensive, making this an opportunity to discuss budgeting and financial priorities.

• Moderation conversations: Many videos glorify excessive application, which can be overwhelming in real-life settings like classrooms.

• Positive aspects: This trend encourages personal hygiene and grooming - generally positive habits for teenagers to develop.

• Media literacy: Help teens understand that influencers often receive free products, creating unrealistic expectations about what constitutes a "normal" collection.

• Influencer economics: Explain how content creators monetize their platforms through partnerships, making their collections more business investments than personal splurges.

While the cologne trend will eventually fade (as all trends do), the underlying social dynamics it reveals about teenage development in the digital age are worth noting. For now, parents need to have honest conversations about influencer marketing, realistic budgeting, and the difference between curated social media personas and everyday reality. And if you're not a parent, you might need to look in the mirror and have that conversation with yourself. The things you are being sold will not make you happier, a better person, or love you back.

They are things; if you are buying into all of the hype, it's time for some self-reflection. It's time to stop letting an algorithm tell you what you like and how you are supposed to feel because the majority of the content is sponsored, but people are not disclosing that as they need to.

Why Being Timeless Beats Trending

We're constantly bombarded with the newest trends, platforms, and techniques. The pressure to stay current can be overwhelming—but what if chasing trends isn't always the best strategy?

As someone who's navigated the ever-changing digital landscape since Netflix only mailed dvds, I've come to appreciate that timeless strategies often outperform fleeting trends.

Trend-based marketing is exhausting. Just when you've mastered TikTok, another platform emerges. Just when you've optimized for one algorithm update, another rolls out. This constant pivot requires substantial resources and creates a reactive rather than strategic approach.

And what’s worse is that trending content has a remarkably short shelf life. That viral moment might generate impressive metrics for a week, but then what? When your marketing foundation is built on trending content, you're essentially starting from zero with each campaign.

Timeless marketing focuses on enduring human needs, emotions, and behaviors. It's about understanding fundamental marketing principles that don't change, even when technologies and platforms do.

While trending content might spike your analytics, evergreen content consistently generates traffic, leads, and conversions for years. A well-researched, comprehensive guide published three years ago might still be driving significant traffic today, long after your trending piece has been forgotten.

Brands that maintain consistent messaging and values across time develop deeper relationships with their audience. When you're not constantly shifting your approach to match trends, customers know what to expect from you—and consistency breeds trust.

Understanding timeless marketing principles—clear value propositions, compelling storytelling, customer-centric approaches—means you can adapt to any new platform or technology that emerges without starting from scratch.

Finding the Balance

The most effective approach isn't entirely avoiding trends but rather building on a timeless foundation. Here's how to strike that balance:

1. Invest most of your resources in content and strategies with long-term value

2. Filter trends through your brand's core identity and values

3. Adapt trending topics to fit your evergreen approach rather than completely pivoting

4. Focus on customer problems and needs that don't change, even as solutions evolve

The most successful marketing strategies I know aren't the ones constantly chasing the latest trend—they're the ones who understand fundamental marketing principles and human psychology. They know how to tell stories that resonate regardless of platform. They create content that remains valuable whether it's consumed today or three years from now.

In a world obsessed with what's trending, being timeless isn't just easier—it's smarter. Build your marketing on a foundation of principles and strategies that stand the test of time, and you'll find yourself spending less time frantically adapting and more time actually connecting with your audience.

What timeless marketing strategies have worked for your brand?

A Few Ways You Might Be Infringing On Terms & Conditions

We’ve all done it, scrolled to the bottom of the terms and just accepted them. But here’s some key points that you might be missing.

I’m not an attorney, however these are some best practices I encourage business owners who are DIYing their marketing.

It's been a few weeks since the marketing event of the year - The Super Bowl. And we are also in award season and major events like this, moments are frequently turned into memes with trending audio. While these viral opportunities might seem tempting, they come with significant legal risks.

As a content creator, understanding these potential infringements could be the difference between growing your brand and losing your accounts altogether.

Let's explore some common copyright pitfalls in today's digital landscape:

1. The Trending Audio Trap

Trending audio can catapult content into viral territory, potentially exposing your brand to millions of new viewers. It's no wonder that people are selling "guides" on how to leverage these trends. However, there's a crucial detail these guides often overlook: using audio without permission is copyright infringement.

Whether you extract audio from another Reel, TikTok, or any platform, you're using someone else's intellectual property without proper authorization. The consequences can range from:

• Your account being reported to the platform

• Receiving a cease and desist letter

• Facing a lawsuit from the original creator

• Having the platform remove your content

Most commonly, the original rights holder will request removal of the unauthorized audio from your videos. While this might seem minor, repeated violations can lead to account suspension or termination.

2. The User-Generated Content Dilemma

User-Generated Content (UGC) has become a cornerstone of authentic marketing strategies. Brands love showcasing how real customers use their products, but this comes with legal responsibilities.

Important: Even if you're tagged in someone's post, you still need explicit permission to repurpose their content. Being tagged is not legal consent for reuse.

Best practices include:

• Always DM creators to request written permission

• Keep records of these permissions

• Consider creating a simple template for content usage rights

• Give proper credit when reposting

Without written permission, you're engaging in copyright infringement, regardless of how flattering the original content might be to your brand.

3. The "Free Internet Resource" Myth

Those images from Google searches or inspirational quotes from Pinterest might seem free for the taking, but platform community guidelines are clear: you need proper rights to use this content.

This includes:

• Stock photos (which require licenses)

• Quotes from books, speeches, or other copyrighted works

• Images of celebrities, athletes, or public figures

• Screenshots from broadcasts or streams

Many creators mistakenly believe that providing attribution is sufficient, but proper licensing often requires more than simply crediting the source.

Protecting Your Digital Presence

As social media becomes increasingly competitive, the temptation to cut corners grows stronger. However, building a sustainable brand means respecting intellectual property rights. Not only does this protect you legally, but it also demonstrates integrity to your audience.

Consider these alternatives to potentially infringing content:

• Create original audio for your content

• Partner with music creators for licensed tracks

• Develop a UGC program with clear permission structures

• Invest in stock photography subscriptions

• Generate your own quotes and insights

The digital landscape is constantly evolving, but copyright fundamentals remain consistent. By understanding these principles, you can build a content strategy that's both engaging and legally sound.

What copyright challenges have you encountered in your content creation journey? How have you navigated these complex waters while keeping your creativity flowing?