Social media strategy, AI, and attention in 2024

Executive overview

Most creators waste effort on the wrong platforms, wrong formats, or wrong reasons. Platform choice must match your audience and business type — B2B and SaaS belong on LinkedIn; youth consumer brands belong on TikTok. Underpriced attention is the core competitive edge: find where organic reach outpaces consumption, and move there early.

Chasing trending industries or copying others without self-awareness leads to failure. Format experimentation and honest self-assessment matter more than posting volume.

Platform selection by business type

• B2B and SaaS: LinkedIn first, YouTube Shorts second, Facebook groups third, X fourth
• Consumer products targeting 15–25 year olds: TikTok first, Instagram second, YouTube Shorts third
• Broad consumer (25–55): Facebook still powerful for selling, TikTok strong for organic brand reach
• Instagram and Facebook selling increasingly require paid ads; TikTok can still win organically
• Platform choice is contextual — wrong platform for your audience means wasted effort

Video and content mechanics

• Thumbnail quality is underinvested by most creators; top YouTubers spend disproportionately on it
• Hook from the thumbnail must be delivered in the first 2–3 seconds or you lose the audience
• Green screen over pop culture headlines consistently outperforms straight-to-camera delivery
• Strong writing can substitute for video entirely: a thoughtful caption on any photo can outperform an edited reel
• Self-awareness about your medium matters — great writers should lean into written formats, not force video

Format experimentation

• After 100 posts in the same format with no traction, change the format — not the topic
• Bring in a guest, try green screen, switch to written word and image
• Content that works on Instagram often fails on TikTok — the platforms reward different things
• Posting the same content across platforms without adaptation is a common mistake

Underpriced attention

• Early movers on YouTube, Twitter, Facebook, Musically/TikTok captured outsized returns
• New platforms only emerge every 3–9 years; between launches, the edge lives in platform-specific tactics
• Recent example: a meme paired with a video as a two-post Instagram carousel showed strong early results
• Constantly test new formats within existing platforms — small experiments compound

AI tools in use

• Voice translation into Spanish, Farsi, German, French — lip-synced, no subtitles
• Midjourney for visual ideation and internal presentations
• ChatGPT for trend research and answering conceptual questions
• Within 24–36 months, every major creator will publish in every language natively synced

Deep fakes and the blockchain

• Deep fakes are already being used to fabricate statements from public figures
• The risk escalates as audiences shift from believing everything to believing nothing
• Blockchain solves provenance: posting content on-chain first creates a tamper-proof record of authenticity
• Blockchains are not owned by any state — that neutrality is their core value for society
• NFT collectibles benefit from the same provenance guarantee: no counterfeits, unlike physical trading cards or art

VFriends and NFT collectibles

• The NFT value is downstream of character love — Skeletor only matters because people love Skeletor
• Rare variants (spec, epic) already trade at premiums over base cards on secondary markets — the digital gap is closing
• Near-term pipeline: kids book, animation infrastructure, VCon 2024 in Los Angeles
• Series 1 holders benefit from scarcity in the same way rookie cards outperform later prints
• 99% of collectibles go to zero — the 1% that matter require genuine IP development

Time management and delegation

• Three full-time admins and two chiefs of staff handle scheduling and operational load
• Most entrepreneurs delay hiring admin support too long, then fail to trust it when they do
• Time is the only non-renewable resource; buying back time beats buying better equipment
• Meetings run long by default — 60-minute meetings can be 30, 30-minute meetings can be 15
• Requirement and intuition drive decisions at high volume; system design creates the capacity for both