What content actually sells products?

The product being used by a person, and the answer to the question buyers keep asking. Neither looks like advertising, which is why they work.

Why the answer is what it is

What does not sell: the product on a white background, the discount announcement, and the brand post about the brand. Look at what your customer service is asked most often — that list is a content plan.

What this looks like in practice

Short-form video is the cheapest reach available right now, which is exactly why it will not stay cheap.

Influencer spend works when the audience already buys that category, and burns money when it is chosen on follower count.

A platform that owns the customer relationship can change the rules whenever it likes, and has. Selling only on somebody else’s platform is renting your business.

Where a mobile app comes into it

The point of an app in this picture is ownership: social brings somebody once, and the app is where they come back to.