Marketing Principles Trump Social Media Trends For Lasting Value

The conversation with Jack Appleby on The Creator Spotlight Podcast reveals a fundamental disconnect in modern social media marketing: the confusion between social media itself and actual marketing. Appleby, with over 15 years of experience, argues that many emerging social media marketers prioritize platform engagement over strategic brand building, leading to content that generates views but fails to deliver on core marketing objectives. This distinction is crucial for creators and brands alike, as it highlights the hidden consequences of chasing ephemeral trends versus building enduring audience connection. Those who grasp this nuance gain a significant advantage by focusing on authentic storytelling and audience value, rather than superficial engagement metrics. This piece unpacks Appleby's insights on how to build a sustainable presence by understanding the deeper currents of marketing strategy.

The Illusion of Engagement: Why Trends Don't Build Brands

The digital landscape is awash with advice on chasing trends, optimizing for algorithms, and maximizing daily output. Yet, Jack Appleby, a seasoned marketer with over a decade and a half in the industry, argues that this focus is fundamentally misplaced. The core issue, he posits, is that many social media professionals today are more enamored with the platform itself than with the principles of marketing. This leads to a critical misallocation of effort: creating "social media content" instead of "marketing content."

Appleby’s own journey, from managing comment sections for Electronic Arts in the early days of social media to building a substantial personal brand, underscores this point. He recalls a time when community management was about genuine interaction, a far cry from the current landscape where content volume often trumps quality or strategic intent. The consequence of this trend-chasing approach is an audience that might watch, but doesn't necessarily care. Appleby emphasizes that true audience building requires giving people a reason to root for you, a concept often lost in the race for viral moments.

"Every newsletter writes about trends; those don't matter. I've never made a piece of trend content. I'm averaging more views than 99% of creators."

This quote encapsulates the central tension. While trends offer immediate visibility, they are fleeting. Building a loyal following, as Appleby has done with his "Hoop Forever" basketball content and his "Future Social" newsletter, requires a deeper connection. His basketball content, for instance, is not about mimicking popular challenges but about sharing a genuine passion and a specific philosophy of the game. This approach, he notes, generates a different kind of engagement--one where the audience supports his vision, not just his ability to jump on a trending audio. The long-term payoff of this authentic approach is an audience that is invested, making them more receptive to the underlying marketing messages, whether for his personal brand or for sponsors.

The Downstream Costs of "Easy" Content

The pressure to constantly produce content often leads to a dilution of quality and a focus on easily replicable formats. Appleby points out that many brands and creators fall into the trap of believing that daily posting is a prerequisite for algorithmic success. This is a myth, he argues, and a dangerous one. The downstream effect of this relentless output is often content that is, at best, mediocre and, at worst, actively detrimental to brand perception.

Appleby’s own experience with his "Future Social" newsletter and LinkedIn presence illustrates the power of opinion and consistent, high-value content over sheer volume. He has built a significant following not by chasing every micro-trend on LinkedIn, but by offering frank, well-reasoned opinions on marketing strategy. When he encounters misinformation about algorithms or content creation, he doesn't shy away from correcting it, even if it creates discourse. This willingness to engage with and correct flawed conventional wisdom is precisely what builds trust and authority.

"The reality is messier. I think marketing is getting worse, like in social, in social media. And like I had a post that, that did pretty strong numbers yesterday, has over like, I think almost 2,000 likes now about like content count, people should not make content every day for their brands. And the replies are full of like, misinformation. An hour before you and I got on this call, someone's like, 'Well, can this be accurate when the platforms require you to post every day for algorithm reasons?' I'm like, 'That's, that's just 100% untrue. It's just factually inaccurate.'"

This highlights a critical system dynamic: the perceived need for constant activity can lead to the propagation of false information, which then influences others. Appleby’s insistence on factual accuracy and strategic thinking, even when unpopular, creates a valuable differentiator. The delayed payoff here is immense. While other creators might burn out chasing ephemeral engagement, Appleby’s audience grows because they trust his insights. This trust translates into greater effectiveness for his sponsored content and a stronger personal brand, a competitive advantage built on intellectual honesty rather than algorithmic appeasement.

The Unseen Value of "Unpolished" Authenticity

In an era where production quality is increasingly accessible, there's a temptation for creators to polish their content to a high sheen. However, Appleby’s approach, particularly with his "Hoop Forever" content, demonstrates that authenticity can often be more compelling than slick production. He admits to not being particularly good with a camera or editing, yet his videos achieve millions of views. The secret? A compelling story and a clear message.

This is where the conventional wisdom falters. Many believe that to succeed on platforms like TikTok or Instagram Reels, one must invest heavily in professional video production. Appleby’s counter-narrative is that the story and the message are paramount. His basketball content, often shot on a tripod with an iPhone, focuses on his philosophy of the game--teamwork, making others better, and playing the right way. This resonates because it’s genuine. The "unpolished" nature of the content doesn't detract; it enhances the feeling that you're watching a real person share their passion, not a meticulously crafted advertisement.

"I do think what I have to do if I want to get more brand deals is I think I need to give brands the chance to imagine me more in their brand deals because right now you basically have to contribute in a way that supports my basketball journey, which is slightly different than you can hire any content creator to make any basketball creator to make like skit content or like any like talking head content."

This insight reveals a strategic advantage. By focusing on authentic storytelling within his niche, Appleby has cultivated an audience that is deeply connected to his personal brand. While this might seem like a constraint for brand deals, it actually creates a more valuable, targeted audience. Brands that partner with him are not just buying views; they are tapping into a community that trusts Appleby’s recommendations because they align with his established values. This requires a longer-term perspective, understanding that building this kind of trust takes time and consistent authenticity, a strategy that yields far greater returns than chasing fleeting viral moments.

Key Action Items

• Prioritize Marketing over Social Media: Shift focus from platform metrics (views, likes) to marketing objectives (brand awareness, lead generation, sales). This means asking: "Does this content serve our marketing goals?" rather than "Will this get views?"
  • Immediate Action: Audit your current content strategy. For every piece of content, ask if it directly supports a marketing objective.
• Develop Strong Opinions and a Unique Voice: Don't be afraid to articulate clear, well-reasoned opinions, even if they go against popular trends. Authenticity and conviction build a more loyal audience.
  • Immediate Action: Identify one core belief or opinion in your area of expertise and draft a piece of content (post, article) articulating it clearly.
• Invest in Storytelling, Not Just Production Value: Recognize that compelling narratives and genuine passion can overcome lower production quality. Focus on the message and how it connects with your audience's values.
  • This pays off in 6-12 months: As audience trust deepens, content becomes more impactful, leading to better conversion rates for marketing efforts.
• Embrace Audience Connection Over Viral Moments: Build a community that "roots for you" by providing consistent value and demonstrating genuine passion. This creates a more engaged and receptive audience.
  • This pays off in 12-18 months: A highly engaged audience is more likely to become customers and advocates, providing a sustainable growth engine.
• Resist the Pressure for Daily Content: Focus on quality and strategic relevance over quantity. A well-crafted piece of content is more valuable than a dozen mediocre ones.
  • Immediate Action: Plan your content calendar with fewer, higher-impact pieces, ensuring each one has a clear strategic purpose.
• Understand Your Audience's Journey: Recognize that different platforms and content types serve different purposes. Ensure your content aligns with where your audience is in their relationship with your brand or message.
  • This pays off in 6-12 months: By tailoring content to specific audience needs and platform strengths, you increase the effectiveness of your marketing funnel.
• Seek Management for Operational Scaling: If you are experiencing burnout or struggling with delivery due to overwhelming demand, consider hiring a manager or operations lead to handle the business and administrative tasks, allowing you to focus on strategy and creation.
  • This pays off in 3-6 months: Offloading operational tasks can significantly reduce stress and improve delivery timelines, leading to better client relationships and personal well-being.