Social Hackettes

I use AI every single day. I also watch it quietly flatten brands into the same beige voice when people lean on it wrong.

Here's the line I hold: AI for leverage, human for voice. It's incredible for speed, first drafts, repurposing, beating the blank page. It is terrible at sounding like you. Everyone using the same tools ends up sounding like everyone else.

My rule is simple, AI drafts, a human edits and adds the actual take, and I never publish the raw output.

DM me if you want the exact way I edit AI drafts so they still sound like a person.

Forget hacks. In 2026 the Instagram algorithm comes down to three numbers: how long people watch, how many like relative to reach, and how many send your post to a friend.

Most people optimize for none of them. They chase the hook and ignore the part that actually moves reach, the send. A like is a nod. A send means someone pictured a specific person while watching you.

Your move: end your next post with a built-in reason to send it, a checklist, a hot take, a line worth tagging someone on.

People think staying ahead of platform changes is some kind of talent. It's not. It's a 15-minute habit.

Every Monday I read the same handful of newsrooms, save anything that would change a client's plan, and note it before it's a trending tip. That's the whole how-do-you-always-know-first secret.

By the time a change is a viral carousel, it's already old news. Early is the entire edge.

Your move: block 15 minutes every Monday to read one or two real platform newsrooms. That's the whole system.