Ad Fatigue Happens Fast: Building Social Campaigns That Don’t Burn Out
Paid Social Strategy, Creative Optimization, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan Paid Social Strategy, Creative Optimization, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan

Ad Fatigue Happens Fast: Building Social Campaigns That Don’t Burn Out

Social platforms move at the speed of human attention—fast, fickle, and unforgiving. Ad fatigue sets in more quickly than most brands expect, quietly eroding performance while inflating CPMs and shrinking engagement. But fatigue isn’t inevitable. With the right creative systems, audience strategies, and feedback loops, paid social can remain fresh, relevant, and efficient for months. This guide shows how to build fatigue-resistant campaigns that keep performance high and boredom low.

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How TikTok’s Creative-First Algorithm Is Forcing Brands to Rethink Performance
Paid Social Strategy, TikTok Advertising, Creative Optimization, Performance Marketing, UGC, Influencer Marketing, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan Paid Social Strategy, TikTok Advertising, Creative Optimization, Performance Marketing, UGC, Influencer Marketing, Social Strategy, Social Media, Media Buying, Growth Marketing Tom Sullivan

How TikTok’s Creative-First Algorithm Is Forcing Brands to Rethink Performance

TikTok’s creative-first algorithm isn’t just changing how users engage—it’s revolutionizing how brands approach paid social performance. In this deep dive, we explore why traditional ad strategies fall flat on TikTok, how algorithmic signals prioritize creativity over targeting, and what growth-driven brands need to do now to stay competitive in the era of entertainment-first commerce.

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LinkedIn Ads Aren’t Just for Lead Gen: Positioning via Paid Thought Leadership
Paid Social Strategy, LinkedIn Ads, Thought Leadership Marketing, B2B Positioning, Executive Branding Tom Sullivan Paid Social Strategy, LinkedIn Ads, Thought Leadership Marketing, B2B Positioning, Executive Branding Tom Sullivan

LinkedIn Ads Aren’t Just for Lead Gen: Positioning via Paid Thought Leadership

LinkedIn Ads have long been treated as a B2B lead generation tool—but that’s only scratching the surface. Savvy marketers are now using paid campaigns to establish brand authority and elevate executive presence. In this post, we explore how to unlock LinkedIn Ads as a strategic platform for paid thought leadership, increasing visibility, trust, and positioning in competitive industries.

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