I have to write things down here or I'll forget them.

Category: Uncategorized (Page 1 of 26)

How Do You Know It’s Time to Invest in a New Social Channel?

I was asked an interesting question the other day by a senior marketer. She wantd my opinion on how to decide it’s time for a brand to start a new channel, as well as how I keep up on social trends.

It’s an interesting question, because here we are 20 years into this social media phenomenon, and there’s never been a perfect answer. If you rushed right into MySpace, or even Friendster, back in the day, you had to decide when to leave. Then came all the others, Shoot, remember when Google was trying to make everyone do Circles on Google+?

The good thing about social is that trends don’t go hide under a lot of research. They are literally blasting you in the face to the point you can’t ignore them.

So my opinion is that trends can be monitored constantly, but investment only happens when data shows audience fit, potential ROI, and brand alignment. And tofigure that out, we look at a few things:

  • There is evidence of sustained engagement.
  • Their target audience is adopting it.
  • The trend fits their brand voice, creative strategy, and compliance requirement.

. Social Listening and Real-Time Analytics

“We don’t guess, we measure.”

  • Use of tools like Sprout Social, Brandwatch, or Meltwater to monitor emerging conversations.
  • Real-time trend tracking to watch shifts in memes, language, and platform use.
  • Reddit, TikTok trends, and niche subcultures are early signals.

2. Test-and-Learn Pilots Before Scaling

“Start small. Test fast. Scale what works.”

  • Run experimental content or small-budget campaigns on new platforms.
  • A/B test content types (e.g. short-form video vs. live Q&A).
  • Track performance KPIs before full investment.

3. Follow Creators and Early Adopters

“Influencers are usually 6 months ahead of us.”

  • Study what top creators are doing on emerging platforms.
  • Use creator behavior as a signal for audience migration.
  • DM or partner with creators to test content natively.

4. Cross-Functional Brainstorms and Competitive Intelligence

“We steal smart , and share internally.”

  • Internal Slack groups or war rooms to share cool examples.
  • Monitor what competitors and adjacent industries are trying.
  • Share reports in regular marketing team huddles.

5. Wait for Critical Mass of Your Core Audience

“If Gen Z moves to a new platform, we move , but not until our Gen Z customers are active there.”

  • Watch for demographic adoption curves (e.g., teens to college to working professionals).
  • Monitor engagement, not just account creation.
  • Use customer panels or surveys to validate platform interest.

Most brands don’t need to market to the bleeding edge trendsetters. Being 1st isn’t always best. Let the scrappy start-ups have their day i the sun and collect some temporary eyeballs. Consistency is going to win out eventually.

2022 Marketing in Review – The world tried to be normal again

Title: Burnout, Bots, and Brand Trust: The Year Marketing Tried to Be Human Again
Published: January 2023

In 2022, marketing stopped trying to win the internet and started trying to win people back.

After a two-year sprint through pandemic pivots, remote chaos, and digital everything, the mood shifted. Customers were burned out. Teams were burned out. And somewhere in the noise, a quiet message emerged:

“Don’t try to be everywhere. Try to be real.”

It was the year of rebuilding brand trust. Of cutting through automation sludge. Of rethinking the funnel. And for many of us—of remembering why we got into this work in the first place.

Here’s what actually happened.


Consumer Behavior Changed—And Got More Selective

  • 78% of consumers unfollowed brands in 2022 due to “inauthentic” messaging
    (Source: Stackla, “Bridging the Gap” Report)

  • Trust in social ads dropped for the third straight year—down to 43%, with Gen Z showing the sharpest decline
    (Source: Edelman Trust Barometer)

  • Email open rates held steady at 21.5%, but click-throughs declined by 5%
    People opened out of habit, not curiosity.

  • Reviews, UGC, and peer-led content outperformed branded ads in 73% of A/B tests
    Trust shifted to real people, not stylized creatives.


We Over-Automated, Then Regretted It

  • Martech stack bloat peaked: the average mid-sized marketing team used 91 tools
    (Source: ChiefMartec 2022)

  • Chatbots replaced contact forms on 62% of B2C websites—but customer satisfaction dropped by 11%
    The human touch was missed more than expected.

  • AI-generated content became trendy—but conversion rates were 37% lower when used without human editing
    You can’t automate authenticity.


What Did Work? Anything That Felt Human

  • Influencer marketing spend rose 42% year over year
    Especially micro-creators (under 100K followers), who delivered better ROI and engagement.

  • SMS campaigns saw a 35% click-through rate—with 98% open rates
    Text isn’t dead. It’s just underused.

  • Podcast ad revenue jumped to $2 billion, and listener trust remained higher than any digital format
    People still like voices more than headlines.

  • Brands that publicly admitted mistakes saw an 8% brand trust lift
    Honesty scaled.


So What Do We Do With This?

The lesson of 2022 wasn’t “be everywhere.” It was:

Be somewhere real. With something worth saying. To people who might actually care.

We learned (again) that automation should support communication—not replace it. That being human still scales when done right. That trust still matters more than targeting.

And that the brands who won last year weren’t louder. They were clearer.


Five Takeaways From 2022

For CMOs, marketing leads, and teams who want to make smarter moves in 2023:

  1. Cut your stack. Most teams don’t need 90 tools.

  2. Edit your AI. Machine content is only as good as the human who sharpens it.

  3. Trust is the new KPI. If your customers don’t believe you, your reach is meaningless.

  4. Get personal again. SMS, podcasts, micro-creators—small formats built real engagement.

  5. Real is rare. That’s why it still works.

ChatGPT Is Not a Copywriter. It’s a Brutal First Draft Machine.

Let’s get this out of the way: I like AI. I use it. I even talk to it more than some of my friends. But let’s not pretend it’s Don Draper.

What AI is great at? Vomiting out a rough idea so you can sharpen it. Rewriting headlines until one of them doesn’t suck. Spitting out 20 variations of something you weren’t even sure how to start.

But it doesn’t know timing. Or tone. Or how to write a line that makes you pause, not scroll.

A lot of brands are skipping the human part. They’re posting AI-generated sludge and calling it “content.” That’s not innovation. That’s

laziness dressed up in automation.

The good news? If you still have a voice, your own. You can make AI your assistant, not your replacement. But it starts with knowing who you are before you press “generate.”

Things We Learned in 2020

What a year. Like 1929, 1941, and 2000, this was one that will take up extra space in the history books of the future.

So what did we learn? I polled a few people and here were some responses.

  1. I used to proclaim, “If there was just one more hour in every day, I’d finally be able to write a book.” Well, we all cut an hour of commuting out of our lives every day, along with about 3 hours of meetings. And I did not finish that book.
  2. There is such a thing as “too much screen time.”
  3. Some people we work with have WAY nicer houses than we could have imagined. And some people don’t.
  4. There are a lot more incredibly gullible, stupid, and obstinate Americans than I would have thought.
  5. The shift schedules for John, Alice, Margarite, Jane, and the other checkout clerks at my neighborhood grocery store.
  6. For the last four years, we may not have actually had anyone running the country on a daily basis.
  7. Many, many, many jokes and gags from movies made in the 1980’s and 1990’s that seemed hilarious at the time… did not age well into the 2020’s.
  8. The single greatest thing you could have done with your stimulus check in March would have been to stick it in the stock market and spend it now.
  9. There are still people who believe in the Bill of Rights. As in, my right to not wear a mask is more important than your right to not get sick from me not wearing a mask.
  10. Cats religiously follow their own daily schedule in the house, and we were completely unaware of it when we went to the office.
  11. The taste of a Starbucks cold brew from the $5 bottle that can be bought at the grocery store and lasts more than a week, is exactly the same as the taste of the cold brew we spent $5 a day on from the store by our office.
  12. We own way too many clothes.
  13. In retrospect, having to wait an extra 10 minutes to order food at a cool restaurant because the place was too busy and understaffed… really wasn’t that big of a deal.
  14. Whether we like our neighbors or not.
  15. “Urban hiking” is a real thing.
  16. You really can fool some of the people all of the time.

I’m sure there are more lessons that we learned. Add yours below!

Better Ways to Spend $133

I cannot claim to be the world’s most charitable person. But if you are considering spending $133 on a DNA test for your dog while unemployment is still at a near all-time high due to COVID, may I suggest donating that $133 to a food bank instead. Or make a donation to an animal shelter or any organization providing needy pet owners with free pet food. Thank you.

R.I.P. Lute

It’s crazy to think how a person you never met could have a huge influence on your life.

It’s spring of 1988 and I’m a high school sophomore. It’s just about that time for me to begin thinking of where I might want to apply to college.

I knew I really didn’t want to go to UW (ironic since I ended up teaching there later), and WSU seemed really really really cold. Since I had grown up in New Orleans, schools in the south seemed like a reasonable option.

Somehow I got tickets to the NCAA Sweet 16 weekend in the Kingdome. My friends and I went to the games, and this school I had never really heard of was clearly the class of the group. Steve Kerr was lighting up threes. Sean Elliott was doing whatever he felt like doing. And leading the whole charge was this older gentleman with white hair named Lute Olson.

Image may contain: 1 person, text that says '00.0 FER KENTUCKY UCKY 79 TOL TEAM -PLR-FL PLR-FL ARIZONA 84 TEAM'

I don’t know what it was about that Arizona basketball team that made me look into the school as an option. Why would a New Orleans kid living in the Pacific Northwest want to move to the desert? But something took Arizona from obscurity to a front runner, and it all started with that basketball team. And years and years later, the friends I made there are people I still talk to almost daily.

So RIP Lute Olson. You personally had nothing to do with my life decisions, yet somehow the success of your team got me interested in the school I ended up attending and resulted in me meeting people I ended up having lifelong relationships with. Thank you.

Cures for Insomnia

Editor’s Note: I am not a doctor or psychologist. In fact, I’m not even a therapist with a degree from some private organization offering certificates from a mini-mall. So please do not take these recommendations as medical advice.

So…..how’s YOUR spring going?

Or are we in summer now, it’s hard to tell.

Well, we’re a few months into this now. Are you starting to realize that this is a long-term thing? Yeah, me too.

So let’s list the things we may be worrying about: Getting sick, keeping our jobs, managing our kids’ education, ever seeing friends again, ever seeing out-of-state family again, the stock market crashing and eradicating our entire retirement plan, our weight gain (maybe that’s just me), Proud Boys, Antifa, a presidential meltdown, and more. That’s a long list. How does anyone sleep at all?

I certainly am not sleeping through the night, so I’ve had to come up with a few ways to cure my 3:00 am insomnia or deal with it. Here are some of my solutions.

  1. Read Marketing Whitepapers: In general, headlines and opening sections are exciting. But move to the body of these works if you need a literary sedative.
  2. MasterMind online: I swear this website must have been built in 1996, which actually makes it soothing. But if you played this game as a kid with your family, you’ll like the one-player Atari-like version of this game online.
  3. Read a book
  4. Write a blog post: I may actually fall asleep while writing this.
  5. vcaklvm ,dsca.V ;Q, VQ;L,.V ;L,V FLQV, e.sd
  6. Sorry, fell asleep and my cat jumped on the keyboard.
  7. Read job descriptions: Even if you aren’t looking for a job, you can learn a lot about companies by reading what they are hiring for. I will not call any companies out here, but some of them have wild wild wild expectations for their new candidates.
  8. Watch CNBC: Remember when it’s 3:00 am in Seattle, the entire East Coast is ready to get rolling. The 3-hour CNBC morning show, Squwak Box, ventures between interviews that are mundane to fascinating. You either fall asleep or learn something.

What are your ideas to cure insomnia?

Book Recommendation: Front Row at the Trump Show

My politics don’t swing wide left or wide right. When there is a political event, I appreciate any media that provides a true and accurate statement of the facts. I also love the media in general, especially now. It’s a fascinating time for the broadcasting industry since ratings mean revenue and controversy brings ratings.

That’s why I am enjoying “Front Row at the Trump Show” so much, and recommend it to everyone I talk to. It’s a fascinating, non-partisan perspective from a member of the White House Press Corps through four Presidents. It’s a great listen on Audible as well.

« Older posts

© 2025 Andy Boyer

Theme by Anders NorenUp ↑