Bryan Whitaker

Sure, the DNC's official account started swearing online That's far from the most interesting part of their revamped strategy Let's talk about their clip library, and why the smartest thing a brand can do is stop being the messenger and start supplying the message People's accounts perform better than brands A lot better! I learned this at Peloton five years ago, when I was running the brand account The instructors had fewer followers than the brand, but they'd get multiples of our engagement on the same asset Multiply that by 30 instructors and they were our best marketing tool (This is why I quit brand social and started working directly with people on theirs btw) The DNC figured out the best thing a brand can do is get out of its own way They put 700 creators in a one-way Signal chat, fed them clips of Ossoff's rallies and Trump officials' worst moments, and let them do their thing Brands still treat their people as amplifiers for the main account It's the other way around semafor.com/article/11/08/20…