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Hey honeys and hustlers,
While people love to say that social media is a highlight reel, there are quite a few prominent examples of public failures. Short-form creators who are unable to pivot to long form (YouTube, podcast, a newsletter, events) for greater sponsorship opportunities or to sell their own products. Brands that absolutely fail at jumping on trends or crafting a brand voice online. Brand partnerships that fall flat because the audience identifies that it doesn’t feel aligned.
I got a lot of responses from last week’s article. It’s easy to get discouraged by social media marketing because online activity doesn't necessarily translate into success behind the scenes. When you see those examples day after day, it can start to feel like the only options are to either become a full-time content machine or accept that “social doesn’t work.” The truth is usually simpler: a lot of people (and companies) treat posting as the goal rather than a bridge to sustainable business goals—clear offers, consistent positioning, and a path from attention to action.
Social media isn’t directly correlated with sales, but it is often top-of-funnel for sales conversations when it’s done well. It’s where people get a first impression of your work, decide whether you’re credible, and quietly track whether you show up consistently enough to be trusted with their money. A good social presence doesn’t have to be loud or viral—it just needs to make it easier for the right people to understand what you do, who it’s for, and what to do next (read, subscribe, inquire, book, buy). In that sense, social is less a cash register and more a well-lit storefront window.
One of the fastest ways to make social feel less intimidating (and less cringey) is to model success on purpose: watch brands and creators who communicate clearly, respect their audience, and connect their content to a real business engine. Pay attention to how they talk about their work at different budget and skill levels—how often they show proof, how they explain the value, how they repeat key messages without sounding repetitive, and how their calls-to-action feel natural instead of pushy. Studying what’s working helps you see that effective marketing isn’t a personality type—it’s a set of learnable decisions that make your services and products easier to understand, remember, and say “yes” to.
Here are some social media marketing campaigns I'm watching heavily right now:
Province of Canada x Heated Rivalry fleece rollout (mainly short-form video on Instagram)
Austin Kleon's new book release campaign (images and articles on Substack, a book tour, and other in-person events. I wouldn’t be surprised to see him doing a round of podcast interviews after the book is released this week.)
Career Colin's For the Firsts rebrand rollout (mainly short-form video and graphic carousels)
I’m curious, what brands and creators do you think are crushing it online? What do you love about their social media presence? What will you do/change/try in your own social media marketing strategy? Respond or leave a comment! I read every single one!
Thanks for reading 💌
Angela's newsletter is genuinely heartful and helpful for creators. I find myself searching back in the archives for inspiration and practical tips.
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🚀 Community Spotlight
Amber Coles is a storyteller first. Most of her work starts the same way good journalism does—with curiosity, questions, and conversations that lead somewhere interesting. Over the years, she’s worked across journalism, communications, and collaborative storytelling projects, helping people and organizations turn complex ideas into narratives that others can understand and connect with. She’s especially drawn to stories about culture, community, and the forces shaping how we live and think.
She also works as a prompt engineer, which in many ways feels like a natural extension of journalism. Good prompts require the same instincts good reporting does: asking clear questions, refining them, paying attention to what’s missing, and following the thread of an idea until something useful emerges. She uses AI primarily as a tool to support research and writing workflows—helping with things like note organization, idea development, and early drafts—so she can spend more time on the parts of storytelling that matter most: listening, thinking, and writing.
Outside of project work, she writes and hosts conversations through my Substack and podcast, Jennuine Raydiance, where she explores storytelling, culture, media, and the ideas shaping our communities.
Open to: promo/ad swaps, looking for a mentor (so reach out to her!), and social media features/swaps
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