Inner Sircle

A strategic best practice that we preach here at Sircle — and one that’s often slept on — is proactive community management.Not to be confused with reactive community management (responding to comments and DMs), proactive community management is about intentionally engaging with like-minded brands, creators, and conversations that you want your brand to be associated with. This includes inserting your brand into trending or pop culture moments in a way that feels natural and relevant.Why it matters: this strategy helps humanize your brand, build relatability, and increase visibility in spaces where your audience is already active. Today, users are constantly scrolling the comment sections to see what’s happening — meaning your brand name and logo can earn easy, organic placement simply by showing up.For example, if your target demographic is Gen Z women who prioritize a healthy lifestyle, you shouldn’t just engage with other wellness brands — you should engage with the content they love. Think about what they’re watching, listening to, and reading. The new season of Dancing with the Stars has started. Maybe your brand is in the comments of the cast’s posts — subtly showing up where your audience already is and driving additional brand awareness.At the end of the day, proactive community management is about meeting your audience where they already are — not waiting for them to come to you.

I was reading Lia Haberman’s Substack last week (highly recommended, by the way), and she shared where creativity stands right now — here are my takeaways.Takeaways: Design is emotional, not just aesthetic. “Well-designed” doesn’t mean polished or corporate — it means content that connects emotionally, feels human, and is easy to processStop chasing polish; prioritize connection and authenticityGen Z leads the shift. They embrace imperfection, experimentation, and co-creation. Their “creative maximalism” blends memes, layered visuals, and global cultural referencesIt’s not about the format, it’s about how it makes you feel. It’s about content that hits an emotional chord. It could be a scrappy TikTok or a graphic carousel Thoughts in regard to Sircle:There’s still room for stylized content, but the bar is different nowThere is still a time and place for photography, stop motion, and 3D animation, but they have to do more than “look pretty” Which we have always said at Sircle! Every piece of content needs to be strategic and have a WHYThe biggest takeaway is that content must feel human, emotional, and connected. A polished stop motion or 3D piece works best when it has storytelling, humor, or surprise baked inContent variety is all about balanceBrands that only put out “perfect” content risk seeming out of touch. But when polished assets are layered into a mix with UGC, scrappy iPhone shots, and trend-based content, they feel intentional and premium, not sterile.UGC can be positioned as the always-on content and keep photography/3D/stop motion as the hero moments (launches, campaigns, brand storytelling).

On this episode, I explain the idea behind curated content and marrying that with great created content, to build out your social calendar. It is important to find balance, offer your social media manager some flexibility and autonomy and use content from various sources. Dont ever get too binary, with just one style. Keep it open and fluid.

On thie episode, I provide an updated POV on Threads. Transcript below:Let’s talk about Threads.On the surface, Threads shows promising user growth. But when you look closer, the daily engagement numbers are still really low compared to its biggest competitor, X. Right now, the average active user spends only about three minutes a day on Threads — versus twenty-nine minutes on X. That’s a huge gap.So what does that mean for food and beverage brands? Honestly, maintaining a presence on Threads just doesn’t look like the best use of time or resources. We’ve seen many brands post consistently, but most of those posts get fewer than ten likes, and almost never spark comments or shares. In fact, some well-known brands like Ocean Spray, Aloha, Swoon, and Graza have stopped posting altogether.There is one exception: Poppi. Poppi’s posts do get solid engagement. But that has less to do with Threads as a platform and more to do with Poppi’s cult-like following and extremely loyal fan base. Unless your brand already has that same kind of built-in community, you’re probably not going to see much return from investing heavily in Threads right now.So our recommendation? Skip it as a secondary platform for now and focus efforts where engagement is stronger.

On this episode I reference a Socialmediatoday.com article about Edits App reach upside and a dispelled engagement myth. See notes below.Reach boost via Meta’s “Edits” appVideos created in Instagram’s new “Edits” app currently get a slight reach boost when postedThis boost is designed to promote awareness and use of the Edits appMosseri is warning people not to upload random or recycled videos into Meta’s new Edits app purely to get the small reach boost that Instagram is currently giving to content made with EditsInstagram can tell when you’re only using the app as a shortcut (e.g., uploading fully finished content into Edits without actually editing it there), so you won’t trick the algorithm into thinking it’s “fresh” content.Use Edits for genuine editing, not as a hack—Instagram can detect the difference.MO’s POV / Takeaways:Right now, Instagram is rewarding videos edited in its new “Edits” app with a small reach bump to encourage adoption. This is temporary and only works if you genuinely use the editing features. Uploading pre-made content as a loophole won’t work, as Instagram can detect inauthentic use. We’re already ahead here, since we’ve been recommending Edits over CapCut given CapCut’s recent T&C updates.Dispelled the myth about engagement and reachInstagram does NOT require users to engage with content similar to their niche to maximize reachInstagram does not use your content consumption or engagement history as a direct factor for audience targetingInteracting with similar content is good for awareness and community-building, but it doesn’t algorithmically impact who sees your postsMosseri advises: engage with content you love, but create content your followers loveWhat surprised me is Mosseri’s confirmation that your personal engagement with similar content does not influence your post’s reach—unlike TikTok, where it does. Instagram’s algorithm isn’t targeting audiences based on what you consume, but rather on how others respond to your content. That said, Mosseri reinforced that engaging with similar content is still valuable for awareness and community-building, which supports our proactive community management strategy.

On this episode, I talk about how Shorter Video Ads on Facebook Get More Replays via LoopingToday, we’re diving into something pretty interesting about Facebook video ads and how their looping behavior can impact your brand’s exposure.So here’s the scoop: Facebook video ads that are 30 seconds or shorter actually loop automatically for about 90 seconds. That means if you have a 30-second ad, it could play three times in a row—assuming viewers don’t skip it. And if your ad is 16 seconds, it could loop up to six times within that same 90-second window. But it gets even more interesting. Meta sometimes adjusts this looping dynamically. So instead of just 90 seconds, your video might loop for anywhere between less than 90 seconds all the way up to 180 seconds. This helps improve the ad’s performance based on how people interact with it.Now, while this repetition can really boost your impressions and reinforce your brand messaging, there’s a catch. Too much looping can get annoying for viewers if the content feels repetitive or spammy.That’s why, in our work, we always maintain a minimum video length of 7 seconds. We avoid making ultra-short ads—like those 3 to 5 second clips—because they loop too aggressively and risk turning viewers off.Also, a quick heads-up: this looping behavior applies only to Facebook video ads. Instagram is different. On Instagram, video ads loop continuously no matter the length, so you don’t have to worry about the same looping limits there.So, to wrap it up, Facebook video ads that are 30 seconds or shorter loop automatically for up to 90 seconds, which can increase your brand exposure but also risks viewer fatigue. Keeping your videos at least 7 seconds helps strike a balance between maximizing reach and maintaining a good user experience.

On this episode I talk about how Instagram is reportedly rolling out a new post analytics feature that shows how many likes each individual frame within a carousel receives. This could give creators and brands deeper insight into which specific pieces of content are resonating most with their audience.As Instagram head Adam Mosseri explained, carousels often get more reach than single-photo posts for two key reasons:They drive more interactions — more swipes, more time spent.If someone sees your post but doesn’t swipe, Instagram may resurface the carousel and automatically show them the second slide in a second round of impressions.Here’s where things get interesting: if your second slide ends up getting the most likes, it might not necessarily mean it's the most compelling — it could just be the first piece of content someone actually saw and engaged with. So, while a like on a specific frame doesn’t always mean it’s a viewer’s favorite, if one slide significantly outperforms the others, it could mean that it was the standout frame.

The recent shift from reporting Impressions to Views may be causing confusion and will likely prompt questions from clients.Historically, many of us considered views to be similar to impressions. But we're now seeing that views account for a wider range of interactions, including autoplay, looping, and multiple frames in a carousel. As a result, views can be up to 10 times higher than reach, whereas impressions typically hovered around 2 to 3 times reach. On Instagram specifically, research shows that views can be 25% higher than impressions, which is important to keep in mind.This shift may lead to a decline in engagement rate percentages, since the larger view count inflates the denominator. It’s something clients may notice and question. It's also worth noting that an article in The Verge cautions that “views” can be misleading vanity metrics, as platforms often define them in ways that boost perceived performance without necessarily reflecting deeper engagement. For example, the article states that on Instagram, Facebook, TikTok, and YouTube Shorts, a view is often counted the moment autoplay begins. Facebook even includes views of static text or photos that appear on screen.To help manage expectations, we strongly recommend flagging this change in your upcoming reports and client conversations. A brief note explaining the shift and why metrics may look inflated can go a long way in providing helpful context.TLDR: Expect bigger numbers: Views will likely be significantly higher than historical impressions, sometimes by 25 percent or even 10 times reach. Cross-platform comparison improves: Meta’s shift to views aligns with how TikTok, YouTube, and X report metrics, making it easier to compare performance. Context is crucial: A view might be a one-second autoplay or a repeated carousel swipe, not necessarily meaningful engagement. Client guidance: Be sure to flag this shift and explain that it is a definitional change, not necessarily a reflection of stronger or weaker content performance. 

On this episode, I am once again advocating to not be so binary with your content. The hot content style of the moment is good to experiment with, but it should not be the only game in town. Experiment with disciplines, styles, etc. BUT be sure to balance that with great studio content that tells viewers who you are, why it matters, and where I can purchase your product. It is not any one style or message, it is a commitment to trying various styles and messages that works.

On this episode, I offer up the latest on the TikTok ban.Background: In June, Trump once again delayed the TikTok ban deadline—this 3-month extension now ends in September unless the app is sold by its Chinese owners. This is the third time he’s chosen not to enforce it, even though both political parties in Congress agreed it was important for national security. Current:TikTok is developing a U.S.-only version of the app, internally called “M2,” set to launch in early September.U.S. users will need to download this new version by March 2026 to continue using TikTok.The U.S. version may exclude TikTok’s current algorithm, which the Chinese government refuses to sell.However, President Trump claims he has a buyer lined up and appears intent on finalizing the deal before the law takes full effect.What’s to come:Sircle will monitor this closely in case any updates are released about the app ahead of September.By early August, we hoping to have more clarity to begin prepping clients for potential platform changes.TikTok often shares updates directly within the app so Sircle will keep an eye on notifications about new versions or legal developments.Closing thought:Both the new “M2” app and Trump’s extension are expected to expire around early September 2025, which will be a key turning point.

On this episode, I am advocating for AI content creation...NOW! It really is no longer an OK posture to just be binary about AI content or not. I think brands need to be thinking more about how and where.

Fresh off of The Fancy Food show in NYC, just some tips for CPG brands considering attending shows.1- Have someone from marketing/brand there.2- Have a digital display of some kind with a brand video.3- Capture email and have a follow up plan.

On this episode, I talk about being more open minded to content types and disciplines and just adopting a more holistic view on what content is right for your brand.

 WHAT WAS SAID “The era of followers is dead.”Urban Outfitters’ Head of Brand Marketing and Communications, Cyntia Leo, wrote the obit for follower counts during one of the first sessions Monday morning: How Brands Are Winning With Creator-Led Strategies in 2025.“This is really a time about the algorithm,” said Cyntia. “Creators help us be in the algorithm, not just being in the platform.”The idea that follower count no longer holds the value it once did echoed throughout the week.Prop CEO Joseph Perelli drove the point home in a panel on creators and performance marketing: “Obsessing over followers is the biggest mistake marketers make.” Between fake followers, poor audience targeting, and limited organic reach, follower count is no longer a reliable metric — for creators or brands.Takeaway: If leadership still insists on hiring creators based on follower count, it’s time to let them know the game has changed. Smart marketers are prioritizing deep content alignment and leveraging creator content for paid media opportunities.Now that our feeds have changed from who we’re following, to what they’re talking about, follower count matters less than a topic alignment, said Sprout Social Vice President, Outbound Product Management, Brittany Hennessy.Brittany pointed to Loewe and how they opted for the “cucumber guy,” TikToker Logan Moffitt, instead of a fashion or beauty creator when the company launched a cucumber-scented candle.There's a lot of conversation about topic-based marketing, agreed Nya-Gabriella Parchment, UTA’s Head of Brand Partnerships.When you understand what your consumer is talking about, what they’re truly interested in, what movies they’re watching, what podcasts they listen to, that’s when, “you can understand who's leading that conversation to tap into and work with,” Nya recommended.Takeaway: Topic alignment is another way of saying ‘Don’t focus on follower count.’ Instead, brands should prioritize creators who are actively driving conversations around consumer interests — like cucumbers.I got to speak with Lindsey Gamble and Adweek’s Senior Tech Reporter, Kendra Barnett, on a panel titled: Creator Content Only Belongs on Social... Or Does It?Spoiler alert: Creators are being effectively deployed up and down the funnel and across every channel.“Creator-featured ads do much better,” echoed Snapchat's Global Head of Public Figures, Francis Roberts, during a panel on Building a Brand That Lasts.The benefit of creators isn’t purely for advertising purposes. With more brands launching personality-first projects — like Substack newsletters — creators are becoming even more indispensable for their creative skills and audience insights: these are partners who understand the type of content audiences want to consume!Takeaway: You’re not just paying for assets or access to an influencer’s audience, said Lindsey: “What I'm really excited about is bringing them in as consultants, bringing them in as creative partners. That leads to more co-creation and collaboration, as opposed to just, ‘Here's a brief, go create a video.’“You want to lead with a content-first approach.”“Brands want to be humanized, and creators can help them.”

On this episode, I share some more on AI, and some tips for using ChatGPT.1- Make sure you have some custom GPTs2- Experiment with Deep Research3- Build a companion one for yourself that you continue to feed and nurture so it really gets to know you and your goals.

The launch of Instagram’s Edits app presents a compelling new option—particularly for Instagram-first content—while tools like CapCut remain industry standards for versatility and trend responsiveness.Edits is a smart, streamlined solution for creators producing Instagram Reels or Meta content. It removes friction, has no paywall, and eliminates the watermark hurdle. For newer creators or those focusing on speed and simplicity, this tool is a win. It gives us a clean, Instagram-native workflow, with thoughtful touches like audio cleanup and built-in voiceovers that meet our baseline content quality expectations.That said, CapCut still reigns supreme for trend-driven and complex edits. Its expansive template library, keyframe capabilities, and integration with TikTok make it our go-to for creators working across multiple platforms or producing high-tier edits. It’s especially useful when we need to scale creative formats quickly or replicate performance-driven structures.My takeaway:Edits is a great entry point for UGC creators focused on Meta platforms. While we’ll continue to lean on CapCut for more advanced, cross-platform edits—especially for PGC—Edits is a valuable addition to our tech stack, particularly for quick-turn Reels, Stories, and platform-native drafts. It’s not a full replacement yet, but it lowers the barrier for clean, high-quality edits within the Meta ecosystem.Going forward, I’ll be recommending that beginner SMMs and interns use Edits for Meta-first content—particularly for Reels and Stories—outside of template-based workflows in CapCut. PGC creators should continue using CapCut for more advanced edits, trend-driven formats, and cross-platform needs.

For brands in the CPG space, Name, Image, and Likeness (NIL) partnerships present a unique opportunity to connect authentically with athlete audiences. NIL offers fresh, relatable content through college athletes who resonate with both Gen Z and Millennial consumers.Authenticity: College athletes are perceived as relatable and genuine, fostering stronger brand loyaltyCost-Effectiveness: NIL partnerships can be more budget-friendly than macro and mega influencer partnershipsTargeted Reach: Athletes often have strong regional followings, allowing for precise geographical targetingIn order to make sure a partnership between a college athlete and a brand is successful and strategic, there are some key considerations when building the partnership:Athlete Alignment: Prioritize athletes who genuinely align with brand values and naturally integrate products into their daily routineFocus on authenticity over follower count, as relatable content drives higher engagementContent Creation Capability: Ensure athletes are skilled content creators who can produce high quality, engaging lifestyle contentJust because an athlete has a large following, doesn’t mean they excel at creating compelling content - prioritize those with proven content creation skillsRegional Targeting: Leverage athletes with strong regional or local followings to enhance brand presence in targeted marketsIdeal for brands with specific geographic goals or regional distributionBrand-Athlete Alignment: Identify athletes whose personal stories or interests align with the brand’s mission (health, sustainability, performance, etc)Consider creative campaigns that tie athlete names or personas to product names for memorable partnerships (Angel Reese worked with Reese’s, Darianna Littlepage-Buggs worked with Raid)Flexible Campaign Structures: Design campaigns that allow athletes to showcase products in authentic settings, such as game-day routines, training sessions, or everyday lifeEncourage long-term partnerships to foster brand loyalty and deepen consumer trust

Meta Looks To Bring Back ‘OG Facebook’ With Revamped Friends Tab Notes:Facebook’s New Friends Tab:Focuses on friend-only content (posts, stories, Reels).Includes birthday reminders, friend requests, and online status.Aims to shift focus from AI-recommended content back to personal connections.Meta’s Goal:Bring back Facebook’s original purpose of connecting friends and family.Zuckerberg acknowledges Facebook moved away from its early social elements.Plans to reintroduce “OG” Facebook experiences throughout the year.Challenges:People post less on Facebook now, leading to low engagement in the new tab.Most users won’t navigate away from the main feed to check the Friends tab.Shift to private messaging makes public sharing less appealing.Conclusion:Meta is trying to revive Facebook’s nostalgic social experience.However, user behavior has changed, making success unlikely.Overall, many doubt this will significantly improve engagement.MO Thoughts:This feels like Meta trying to recapture nostalgia without addressing why people stopped posting in the first place. Facebook became less about personal connections and more about ads, divisive content, and passive scrolling. A dedicated friends tab won’t magically bring back organic sharing when users have already moved to private messaging and other platforms. Unless they rethink how people want to engage, this update is more of a nice idea than a real solution.

On this episode, I talk about not segregating out organic and paid social, and really having a more holistic approach to your social media strategy. NOTe:The social media landscape has evolved significantly, and platform algorithms no longer distribute organic content the way they once did.Organic reach continues to decline across platforms as algorithms prioritize content from personal connections and paid placements.Relying solely on organic data does not paint the full picture, as many posts don’t reach a significant portion of our audience without paid support.To accurately assess performance and make strategic decisions, it’s essential to analyze organic and paid metrics together. 

On this episode, I break down Lia Haberman's: When To Adopt and When to Abandon a Channel - March 2025 Exploring New PlatformsFirst step: Download the app, create an account, and explore its functionality.Understanding a platform is different from committing to creating and maintaining content.Two Approaches to Adopting a Channel[1] Reactive Method (Not Ideal)Many social media managers feel pressured to adopt new platforms due to external influences.Common scenario: A company executive reads about a new platform and asks why the brand isn’t on it.Leads to rushed decisions without a strategy.Simply having a presence on a platform is not a valid goal.Constantly chasing new platforms can lead to:BurnoutReduced content qualityMental health concerns[2] Strategic Method (Recommended Approach)Creating an account should be the last step, not the first.Strategic adoption aligns with:Organizational goalsAudience needsAvailable resourcesKey Questions to Consider Before Adopting a New PlatformUnderstand Your Goals – Does the platform help achieve business objectives?Know the Audience – Research platform culture, user behavior, and preferences.Content Fit – Can content be adapted naturally to the platform?Examine Resources – Can the team sustain consistent, high-quality content?Evaluate Competitors & Peers – Are industry leaders seeing success on the platform?Develop a Content Management Plan – Ensures consistency and engagement.Track Progress – Regularly assess performance and adjust strategy as needed.ConclusionA thoughtful strategy prevents wasted effort and resources.If a platform isn’t delivering results, reallocate efforts to more impactful channels.