Marketer, Hooper, Elder Emo, Rebel Scum Creator, Future Social & How To Hoop Forever Work: Microsoft, Verizon, Beats By Dre, Community
New York, NY
Joined February 2009
- Tweets134K
- Following2.2K
- Followers80.7K
- Likes13K
A huge part of my LinkedIn strategy is just screenshots of my tweets.
They get more engagement on LinkedIn than twitter.
The thing I hate about AI watermarking:
it implies that all AI writing is evil.
AI is helping so, so many people with great ideas communicate said ideas more clearly than ever. Sure, plenty of bad actors out there, but I truly believe AI writing is net positive.
anthropic is about to watermark the text claude writes for you, worldwide, starting tuesday. the detector goes to regulators, journalists and big enterprises. everyone except the person who paid for the text.
so your cold email, your linkedin post, the resume you rewrote three times can get flagged as claude by some hr tool or editor, and you can't even run the check yourself to see what they'll see.
openai only does this in the eu. anthropic rolled it out everywhere.
you pay them monthly and they build a snitch layer on top of your work.
Cute Halloween Easter egg from ChatGPT
whenever you use their image generation today, it has spiderwebs and the glowing dots turn orange
This is where twitter (and humans) suck.
Almost 200,000 views on a tweet that’s just entirely fabricated. Google’s quite literally doing the OPPOSITE of this & doubling down on AI.
Twitter should honestly have wayyy stricter punishment when someone tweets something provably false.
This quoted post is unavailable.
Jack Appleby retweeted
Before LeBron James played an NBA minute, Nike staged his debut.
Filmed on Sacramento’s court, “Pressure” showed him freezing as the arena fell silent.
It aired during his real debut 23 years ago today.
We all saw the big social media news:
Instagram's chasing YouTube with long-form.
Buttt I don't think your brand should try long-form. It's a bit of a trap, and I think your time & resources are better spent elsewhere.
ICYMI Instagram just launched Features: horizontal, long-form videos up to 90 minutes. Pretty much YouTube built right into IG with some clever new mechanics. Reels can now act as “trailers” that tap through to related Features, so podcasts are the obvious winners (all those clips can finally link to the full pod).
Smart play for Instagram. Buttt you’re a social media marketer, not an influencer. And most brands haven’t cracked 90-second content... so why would they suddenly make long-form?
JUST BECAUSE YOU CAN DOESN’T MEAN YOU SHOULD
Let’s be really honest about the state of brand social.
We all agree you’ve gotta make short-form vertical video to win. Reels & Carousels are the name of the Instagram game. Everyone’s talking about brands making “shows” and “series.”
Big yes to all of that... but most brands are still struggling to find social video success. Even the ones winning are mostly doing it with 6-30 second videos (not derogatory, that content matters!).
Until brands get good at narrative content between 90 seconds and 3 minutes, with recurring formats, characters, and worlds (consistently, not one-offs), there’s no reason to even consider long-form.
And hell, say you unlocked new budget and headcount. Why wouldn’t you throw it at even more short-form vertical video? It’s proven, it’s here to stay, and it’s cross-postable on every single network.
Don’t diversify your content. Double down on the one that matters most.
“NOT ALL VIEWS ARE CREATED EQUAL”
That’s an Adam Mosseri quote from his interview on Colin & Samir. He was comparing your best friend’s baby photos to some viral Reel, but it’s something I’ve always felt about brand content: who cares if it did numbers if it doesn’t drive any interest in your brand?
Many brands that do earn organic reach get it with content prettyyyy far removed from their product. The goal of brand social should be to become influential for your own brand, with the audience you want. Most brands can’t do that in 1 minute yet, so maybe we start there before jumping to 89 more.
IS YOUR BRAND READY FOR LONG-FORM?
Here's the easy FAQ:
1. Can you make a Reel longer than 60 seconds with strong watch-through and real engagement?
2. Can you do it consistently, as a series? Features assumes you already have an audience that wants more from you.
3. Can you make something so compelling someone taps through for 10, 20, 30 more minutes? If the trailer doesn’t work, the payoff never gets seen.
If you can’t do #1, Features is irrelevant to you.
But hey, good news: I think Features will make brands take short-form more seriously. It’s not just Instagram’s most important format anymore, it’s the prerequisite for everything else. Start there.
Thisss is why I’ve been so anti-trend social.
Yeah, you finally got views by “attaching your brand to culture.” But no one remembers your brand. You forgot to build a brand while working for your brand.
Good read.
It's crazy how AI is just the ultimate FAQ resource for literally any program.
I've always found Notion difficult to integrate, but with Claude helping me, it's become so easy
The AI vs artistry discourse always eventually goes too far, where the fine artists forget that ideas > anything and most people don’t care how something is made.
Might fuck around and join the pro 1v1 scene
I’m 6’5”, 230 with a quick release and strong old school back the the basketball game.
I can’t guard, but I’m not sure they could guard me either
Thoroughly enjoyed this evening
SPECS Supper Club NYC 🖤
we spend so much time celebrating the finished version (the launch, the new role, the big move, etc)
but most of life is lived somewhere in the middle, while things are still taking shape
so we centered the night around everything still “In the Making”
a room full of people shaping technology + culture, slowing down for a night to reflect on what shaped this year, what’s in motion now + what we want to make space for next
it’s easy to let whatever feels urgent take over. making more room for what actually matters is a big part of what we’re building toward with @specs Intelligence
very special night :)
So I’ve got a brand deal w/ @nikebasketball
I love that they bought my wholesome strategy of giving LeBron 24s to older hoopers who can benefit from the big product feature they’re pushing: the shoe’s lightness (historically LeBrons are heavy, but they re-engineered the new pair).
10,000 views in <2 hours!
Acts of kindness + highlighting earnest & unexpected people is a v underrated influencer strategy.
This is my 2nd video for the brand deal. These videos go up on my Hoops account (will link in the next tweet)
