Most organisations are obsessed with reach - and so they should be. They want new audiences, new eyeballs, new followers - who doesn't? They pour budget into feed posts, reels and paid campaigns designed to attract strangers. [...]

Recently we explored the Mere Exposure Effect - the psychological principle that says people tend to develop a preference for things simply because they’re familiar with them. In marketing terms; the brands people see more often are [...]

For years, Meta ads were managed like a machine you had to constantly tweak. Adjust the bid strategy. Restructure the campaign. Turn off underperformers quickly. Optimise daily. In 2026, that approach is outdated. The brands seeing the [...]

If you're finding your Meta ads lately are becoming more expensive and less effective, the problem probably isn't your targeting or your budget. The Meta Ads algorithm has evolved significantly. Today, it’s less about what you’re selling [...]

For years, follower count was treated as the ultimate measure of success on social media. More followers meant more reach, more influence and more credibility. In 2026, that thinking is officially outdated. Today, social media platforms don’t [...]

Something has shifted online this year, and if you work in marketing, you’ve felt it. Feeds feel noisier, yet somehow emptier. Search results loop endlessly. Trends peak and disappear within days. Audiences are scrolling more but engaging [...]

Engaging with your audience may be more powerful than most social media teams realise. A new data study from Buffer has revealed that responding to comments on social media posts can drive a 5% to 42% increase in [...]

Once upon a time, Black Friday was a single weekend event that followed Thanksgiving in the U.S. It's basically their version of Boxing Day sales but with an intent to kick-start the Christmas shopping season. Given we [...]

People are opening your emails. They’re clicking your links. But… they still haven’t converted. You're first reaction is probably, "My emails aren't working." But that's not actually the case. It just means these people need more. More [...]

We’ve entered a new era of marketing - one where your content is no longer just read by people. It’s interpreted by AI. From Google’s Search Generative Experience to ChatGPT, Meta’s Advantage+ and even customer service chatbots [...]