Anthony Perasso

The most interesting part of this guest Link In Bio from @paulinaVEVO is their 15-minute approval rule

Approvers in a Signal chat had 15 minutes to object, or else the team pressed post

A slow, layered approval process discourages social from taking risks in the first place

To all my friends in brand social

If you know how to work an algorithm in service of fast-casual slop bowls or probiotic sodas, you can do social for a political campaign

Take the jump. Glad I did

Sure, the DNC's official account started swearing online

That's far from the most interesting part of their revamped strategy

Let's talk about their clip library, and why the smartest thing a brand can do is stop being the messenger and start supplying the message

People's accounts perform better than brands

A lot better!

I learned this at Peloton five years ago, when I was running the brand account

The instructors had fewer followers than the brand, but they'd get multiples of our engagement on the same asset

Multiply that by 30 instructors and they were our best marketing tool

(This is why I quit brand social and started working directly with people on theirs btw)

The DNC figured out the best thing a brand can do is get out of its own way

They put 700 creators in a one-way Signal chat, fed them clips of Ossoff's rallies and Trump officials' worst moments, and let them do their thing

Brands still treat their people as amplifiers for the main account

It's the other way around semafor.com/article/11/08/…

When I got my first big social media job in 2020, I was a proud hater of fancy production for social posts

"All you need is an iPhone!!! People want casual!!!"

That advice made sense when your followers saw your posts

Now the algorithm shows you to strangers at the same clip as your followers, and strangers don't owe you anything. They might not know who you are, and you have to earn their attention immediately

If your video doesn't do well among non-followers, it'll tank

Had Talarico's team used a casual iPhone shot for this video, it would've lost all of its aura and sense of place and you probably would've kept scrolling

Instead, they shot it like a damn movie, and it racked up hundreds of millions of views across platforms

I can't tell you what the zoom and the lens and the angle are doing, but I can tell you it feels good. It earns your attention, and you want to listen

The dynamic captions right in the middle of the screen help keep you hooked too, because those feel good to read

You should trust @parkerpbutler a lot more than me about campaign social, and he said 2026 was the year organic overtook paid social

I don't anticipate organic being any less important in 2028 and beyond

The best campaign teams will operate like miniature production studios, and the entire org will need to give digital a seat at the table from the very beginning, rather than bringing them in at the last minute and asking, "We have an event, how are we going to film it?"

Like it or not, the internet is real life

Went viral yesterday on X dot com with 1.5M views and got two new followers

Had a mildly popular reply last week within my niche with 1.5K views and got 15 new followers

Lesson there