Social Strategy

Dec 10, 2025

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7 min read

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

Jack Appleby

Social Strategy

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

Nov 20, 2025

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8 min read

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

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

Jack Appleby

Social Strategy

Should Brands use AI to make social content?

Nov 12, 2025

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8 min read

Should Brands use AI to make social content?

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

Jack Appleby

Social Strategy

Sep 12, 2025

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7 min read

Just post that bad content request

It's not worth your time to fight.

Jack Appleby

Social Strategy

Aug 15, 2025

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7 min read

Can your brand use Taylor Swift in social content?

An FAQ on copyright law + celebrity usage

Jack Appleby

Social Strategy

Aug 5, 2025

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8 min read

Why your brand shouldn't care about comments

Most of your followers will happily watch content without ever chiming in, and that's okay.

Jack Appleby

Social Strategy

Jul 21, 2025

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7 min read

Let's not turn that CEO and Head of HR into brand social content.

Social professionals can be the example of how to act online, not a reflection of the ugliest parts.

Jack Appleby

Social Strategy

Why being "chronically online" isn't actually good for social pros

Jun 12, 2025

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6 min read

Why being "chronically online" isn't actually good for social pros

How did a ridiculous expectation become a job description?

Jack Appleby

Social Strategy

The Best Social Analytics Strategy: Guessing your numbers

Jun 4, 2025

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8 min read

The Best Social Analytics Strategy: Guessing your numbers

Why you should predict your social performance long before the data comes in.

Jack Appleby

TikTok

Jan 20, 2025

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9 min read

TikTok is back... now what?

What brands should do now that TikTok is back + how to protect your brand for the next ban

Jack Appleby

YouTube

Jan 16, 2025

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10 min read

Why YouTube will win the TikTok Ban

Instagram's the obvious, but TikTok was never a social network to begin with.

Jack Appleby

TikTok

Jan 13, 2025

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9 min read

The TikTok Ban: a guide for brands

+ what Facebook's moderation changes mean for brands

Jack Appleby

Social Strategy

I worry Social Media Marketers are hurting their careers by caring more about social media than marketing

Dec 5, 2024

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9 min read

I worry Social Media Marketers are hurting their careers by caring more about social media than marketing

We can't just be all about likes and comments. We've gotta care about the business.

Jack Appleby

Social Strategy

Nov 25, 2024

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11 min read

We're being too hard on Jaguar

Can we save the hot takes until we see the new cars?

Jack Appleby

Social Strategy

No, Brands: don't post content on Election Day... or the next day.

Nov 4, 2024

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4 min read

No, Brands: don't post content on Election Day... or the next day.

Plus a POV on when your brand can start posting again.

Jack Appleby

Instagram

How Dunkin' turned one donut photo into an entire social campaign

Oct 31, 2024

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10 min read

How Dunkin' turned one donut photo into an entire social campaign

The Itsy Bitsy Spider Crawled up the Instagram Account

Jack Appleby

YouTube

Oct 9, 2024

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8 min read

YouTube Shorts just got much easier for Brands

The new 3 minute max length makes repurposing your Intagram and TikTok content easier than ever.

Jack Appleby

Creators & Influencers

MrBeast's guide to making great content + how to apply it to brands

Sep 18, 2024

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17 min read

MrBeast's guide to making great content + how to apply it to brands

Brands gotta start learning from creators. They're really good at this stuff.

Jack Appleby

Social Strategy

Sep 5, 2024

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8 min read

Why you need a Trend Detox

We've all gotta get better at truly original content.

Jack Appleby

Social Strategy

Why meme marketing isn't legal for brands.

Aug 29, 2024

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9 min read

Why meme marketing isn't legal for brands.

Pretty sure you don't have a license for Drake, Kermit sipping tea, or distracted boyfriend.

Jack Appleby

Social Strategy

Jul 24, 2024

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8 min read

Brand + Social Media Marketing during the 2024 Presidential Election: an FAQ

When to go dark, when not to comment, and more.

Jack Appleby

Social Strategy

Jul 17, 2024

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11 min read

Why Followers isn't a vanity metric

Not only is growth a reasonable expectation, but it's needed to justify organic content budgets.

Jack Appleby

Social Media Jobs

How to build trust as a social media manager

Jun 18, 2024

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7 min read

How to build trust as a social media manager

4 tactics to earn their ears before you present

Jack Appleby

Social Strategy

Jun 5, 2024

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8 min read

A full social strategy in 4 easy steps

Why waste time say lot word when few word do trick?

Jack Appleby

Social Strategy

Adobe's new AI social content tools are awesome.

Mar 27, 2024

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7 min read

Adobe's new AI social content tools are awesome.

Style reference + Structure reference are gonna make AI art wayyy easier.

Jack Appleby