The Algorithm Isn't Your Audience: Crafting Paid Social Ads That Impact Humans
It’s easy to fall into the social advertising trap: optimise to win the algorithm, measure for the platform, design for the machine. But here’s the truth: the algorithm isn’t your audience. People are. Their hopes. Their problems. Their attention and emotions. If our creative, targeting and messaging treat algorithms as the star instead of humans, we risk building campaigns that perform “by the book” yet fail to resonate, motivate or convert. In this article we’ll explore why you must centre humans — not the algorithm — in your paid social ads, how to build meaningful human-first creative and strategy, and practical steps you can implement immediately to align your campaigns with real people. Because when humans win, algorithms follow.
Micro-Funnels for Macro Growth: Smart, Small Experiments That Drive Big Results
In a world flooded with metrics and dashboards, it’s easy to forget that data’s true purpose isn’t to quantify—it’s to clarify. When used wisely, brand metrics become narrative tools that help us understand why stories resonate, not just how campaigns perform.
From Data to Resonance: How Metrics Guide Compelling Storytelling
In a world flooded with metrics and dashboards, it’s easy to forget that data’s true purpose isn’t to quantify—it’s to clarify. When used wisely, brand metrics become narrative tools that help us understand why stories resonate, not just how campaigns perform.
Are We Surrendering Human Learning? The Hidden Cost of AI Convenience
Artificial intelligence makes life easier — maybe too easy. As AI tools solve problems faster than we can think them through, we risk trading curiosity and creativity for convenience. This article explores how overreliance on AI weakens our problem-solving muscles, why failure remains essential to learning, and how to strike a balance between partnering with technology and preserving the mental effort that keeps us sharp, inventive, and truly intelligent.
How Are You Tracking Digital Marketing? Decision Making in a Tracking-Restricted World
As cookies disappear and tracking narrows, marketing attribution is evolving fast. Learn how to measure performance in a privacy-first world using first-party data, server-side tracking, and customer-driven insight.
Inside the Dark Funnel: The Hidden Forces Driving Brand Growth
Most of your brand’s growth happens beyond analytics — in the dark funnel. It’s where reputation, referrals, and unseen conversations drive real influence. Learn how to see in the dark: what fuels this invisible channel, how it shapes your marketing performance, and how to influence what you can’t measure.