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Twitter's new $1 million contest for long-form writers is a good idea that probably won't work.

Jan 22, 2026

Twitter's new $1 million contest for long-form writers is a good idea that probably won't work.

We love supporting long-form! But the prizing here is gonna be rough.

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How social media teams can better work with legal approvals

Jan 15, 2026

How social media teams can better work with legal approvals

This doesn't have to be a combative relationship—you can be creative AND compliant.

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I think the Head of Instagram is wrong about Instagram...

Jan 7, 2026

I think the Head of Instagram is wrong about Instagram...

Why the rise of AI shouldn't change how you or your brand make content

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I only have one social media prediction for 2026.

Dec 17, 2025

I only have one social media prediction for 2026.

And it's not about AI, or creators, or authenticity.

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Best of Future Social, 2025 Edition

Dec 10, 2025

Best of Future Social, 2025 Edition

My 18 favorite essays on social media strategy from the year, along with a few hundred more articles from the archive

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U-Haul's viral TikTok earned 7 million views by talking about break-ups

Dec 3, 2025

U-Haul's viral TikTok earned 7 million views by talking about break-ups

When a brand can tie a human emotion to their product? Watch the view counts soar.

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Social Media shouldn’t move fast. Speed literally doesn’t matter.

Nov 20, 2025

Social Media shouldn’t move fast. Speed literally doesn’t matter.

Slowing down your reaction speed + your content cadence will net you better results

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Should Brands use AI to make social content?

Nov 12, 2025

Should Brands use AI to make social content?

Some brands are getting cancelled while Coca-Cola just doubled down

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I ghosted my dream job

Nov 6, 2025

I ghosted my dream job

Sometimes you're just not ready.

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A weekly newsletter from Jack Appleby on social media strategy, content, and creators

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