Blog
Community Is the New Funnel: 3 Signs Your Community Is a Cost Center, Not a Growth Engine
Your following is growing, but revenue isn't moving. Here are 3 signs your community's a cost center, not a growth engine, and how to fix it.
3 Things Our Social Team Is Testing Right Now
Every two weeks, we test what's working on social. These are 3 content formats DTC brands should be trying right now.
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Your Social Presence is Showing Up in AI Answers. What's Yours Saying?
Social is becoming AI infrastructure. Every post, comment, and creator partnership helps shape how AI understands and recommends your brand.
How your brand’s socials are training ChatGPT and Gemini to give vague answers about your products
Most brands are invisible to AI search. This shows how social content shapes what ChatGPT says about you and how to fix vague brand descriptions.
The algorithm isn't the gatekeeper anymore. Your audience is.
Why your audience now controls the algorithm, and what that shift means for reach, content strategy, and growth on social platforms.
Evolving Social Media Strategies: Natasha Chilcott on the Creative Class Podcast
Social strategy works best when built to evolve. Natasha Chilcott shares how authentic engagement and revenue are designed into content systems from day one.
Pinterest Marketing Strategy for Ecommerce: Natasha Chilcott on 7 Figures and Beyond
Natasha Chilcott breaks down why Pinterest is a search engine, not a social platform, and how DTC brands can turn consistent pinning into traffic and revenue.
Organic Content Hacks for Ecommerce Brands: Natasha Chilcott on the Social Commerce Club
Organic content that drives sales starts with why people buy. Natasha Chilcott shares ecommerce content tactics that turn attention into revenue.
How to Generate a Positive ROI with Social Media: Tessa May Marr on Leap Ahead
Most brands measure social media ROI through likes and reach. Tessa May Marr explains how to connect content to business outcomes, revenue, and real growth.
Tessa May Marr on Canada's Podcast: There Is No Such Thing as a Social Media Expert
Tessa May Marr on why "social media expert" is a myth, what social actually asks of a DTC business, and how agility beats any playbook.
Common Questions
Common Questions
FAQ 5: What should brands change in their content strategy?
They should stop posting for presence and start testing for performance, focusing on hooks, angles, and formats that earn attention and convert into owned audiences like email.
FAQ 1: Are social media algorithms still the main driver of reach?
No. Platforms are shifting control to users. People can now filter, prioritize, and reduce what they see, which means audience preference matters more than algorithmic distribution.
FAQ 3: How do Instagram, TikTok, and Threads let users control what they see?
Instagram lets users edit recommendation topics, TikTok offers topic controls and keyword filters, and Threads allows temporary preference signals that reshape feeds.
FAQ 2: What does user-controlled feeds mean for brands?
It means visibility is no longer guaranteed by posting consistently. If your content is not engaging, users can quietly remove it from their feed without unfollowing.
FAQ 4: Why is follower count becoming less important?
Because users can stay following a brand but stop seeing its content. Reach now depends on relevance and engagement, not just audience size.