Field notes
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The stuff we figure out on the job — what works on social, what makes content land, why some brands feel like themselves online and others don't. Written down between clients, between shoots, between waves.
The best content is usually the stuff you'd never think to post.
Everyone's feed is perfect now — which is exactly why people are craving the opposite. The real magic is in the stuff you'd never think to post: the prep, the process, the hands, the people. When MAD Living took their feed into the workshop, engagement jumped 50%.
Posting isn't a strategy. Presence is.
Posting consistently, the right hashtags, a tidy feed — that used to be the job. Not anymore. Social is now where people discover you, judge you, and decide how they feel before they ever visit. The real question isn't "are we posting?" It's whether you're building something people actually want to choose.