The Think Media Podcast 448: What's Working on Social Media Right Now? (14 Real Strategies)
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Sep 26, 2025 
Caleb Ralston, a brand strategist known for his work with top founders and for creating a free six-hour branding course, joins the conversation. He shares insights on the shift to interest-based feeds on social media and the importance of a unique worldview in branding. Caleb explains how to turn disadvantages into advantages and emphasizes the need for intentionality in content strategy. He also discusses the value of trust over mere virality and offers tips on effective monetization and sustainable content creation.
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Interest-Based Discovery Changes Everything
- Social platforms now serve interest-based content more than follow-based feeds.
- Caleb says ideas and worldview matter more than raw follower counts for long-term success.
Worldview Trumps Tactical Hacks
- Tactics (thumbnails, titles, hacks) are weak levers compared with owning a contrarian worldview.
- Distinctive beliefs help brands break out before packaging and execution catch up.
Start With The Brand Journey Framework
- Use Caleb's Brand Journey Framework: define goal, required reputation, actions, and learning needs.
- Answer whether you actually need to create content to achieve that goal before committing time.
