Reading a retention curve without lying to yourself
Where the curve drops is the note, not the average. Reading retention honestly, and what we change the same night.
One shoot, four ratios, no reposting
Cutting 9:16, 4:5, 1:1 and 16:9 from the same afternoon, and why a film cropped after the fact looks it.
Five brands is the most one team will ever carry
The cap that has cost us work more than once, why it exists, and the week that proved it.
Never build an ad that announces itself
Spend belongs behind the posts that already earned attention, in their native form. What happened when we rebuilt one.
What 41 minutes buys you in a comment section
Median reply time is a growth lever, not a service metric. The arithmetic behind forty-one minutes, and what it buys in a comment section.
The hook is not the first second, it is the first frame
People decide before the audio loads. What that means for how a shot is framed, and why cropping after the fact always shows.
Why we plan a quarter, shoot a month and post a week
Three clocks run at once in a feed that works: the plan moves in quarters, the camera in months, the feed in weeks. What happens when they get collapsed into one calendar.