Before You Hire an Influencer, Read This
I’ve been in social media marketing for over 13 years, and I’ve watched a lot of businesses get genuinely excited about influencer marketing, dump money into it, and then wonder why nothing happened. The influencer had hundreds of thousands of followers. The video looked great. The views were there. But the sales weren’t. So before […]
What the FTC Actually Expects From Supplement Brands on Social Media in 2026
One of the most common things I hear from supplement brand owners is some version of “the FTC isn’t really coming after brands like us.” They look around, they see competitors making wild claims, they see overseas brands operating with zero accountability, and they conclude that the rules don’t really apply or at least aren’t […]
The Real Budget Behind a UGC Campaign
There’s a conversation I have more than any other with new clients. It usually starts with some version of this: “We want to run a UGC campaign. We don’t have a huge budget, but we heard it doesn’t take much to get started.” I take a breath. And then I tell them the truth. UGC […]
AI Is Not Your Compliance Department
Every few weeks, a client sends us Facebook ads written by ChatGPT and asks us to just run them. No edits. No strategy. Just “AI wrote it, can you launch it?” I get it. I really do. AI is remarkable, and when it does something well once, it’s tempting to trust it completely from that […]
Why Supplement Brands Are Losing Sales on TikTok Shop (And How UGC Fixes It)
I’ve been working with supplement brands long enough to know the pattern. A brand owner sees the numbers, gets excited, hires someone to post a few videos, and waits. The views roll in. The sales don’t. Then they blame TikTok. TikTok isn’t the problem. Supplement sales on TikTok Shop topped $1 billion in 2026. (Source: […]