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Hey — Ryan To here.

In today's edition:

Read ‘til then for personal life updates 📝

Guys…we have a problem

The Fortune 500s have caught up to almost everything: personal brands, UGC, cinematic content you name it

They’ve found ways to stay nimble and move at the speed of culture

The unique advantage for any marketer at a early-to-mid stage consumer brands was speed

But now it’s having the right content pipeline to scale quality speed

The bar has risen and it won’t get easier

3 Old Marketing Rules to Kill

Let’s start with 3 things you need to kill today

The 90-day marketing plan. Most brands prepare for their campaigns 1-2 quarters in advance. Now it’s about going off of instinct the same-week.
The 5-layer review system. If your editor, your creator, your creative strategist, and your CMO all have to give the green light on a video before it’s posted you’re too late.
Brand ‘risk’. Companies are scared of not being ‘on brand’ or ‘cancelled’. If you’re playing it safe you’ll never achieve cream of the crop results.

What’s Replacing it

Lean teams: 1-2 creator faces. 1 videographer/editor. 1 strategist. That’s it. This team can concept, shoot, iterate, and ship faster than your 12-person team can.
Zero meetings: Rapid-fire posting, don’t waste time on ‘creative meetings’ or writer’s rooms
AI-native infrastructure: Cut all friction to get to high volume

Now the one question every company asks me…. where do I find the talent?

It’s not on LinkedIn, not on OnlineJobs PH, it’s where you want to post the dang content

Find them using your algo.

Niche arbitrage > talent arbitrage.

A finance creator with 100K followers gets $10K per deal.

A gardening creator with the same following gets $500.

Both are equally good at content.

One will take a full-time job and be motivated by a $60k - $100k salary.

Hire from undercapitalized niches.

Your $5K offer is life-changing income for one. A pay cut for the other.

You're not hiring for proof of content. You're hiring for raw talent. This pays dividends in the long-run.

I haven’t posted for 120 days…yikes I know.

Here’s why I disappeared, what I’ve been doing, and what’s next 🏆

Have a great day ❤️

Ryan

Ryan To

Creator (120K+)

@itsryanto