Snapchat Content Packaging: The Key to Standing Out
How to package Snapchat content effectively to capture attention and boost engagement.
Author · 158 articles
Articles by Matt Cunnelly.
Founder and CEO of NBK Social, based in Dubai. Matt has spent more than 15 years building and operating social for global publishers, with a focus on the systems, teams and commercial partnerships behind consistent growth.
How to Own a Topic in AI Search
A six month study of 1,094 categories in ChatGPT found winning one prompt is not owning a topic. What it takes to be the brand an assistant names.
What YouTube’s New Studio Insights Tab Changes
YouTube is testing a Studio redesign that renames Analytics to Insights and adds AI summary cards. What it helps with and what it quietly takes away.
Turn YouTube Shorts Views Into Long-Form Growth
A concrete plan for moving Shorts viewers to long-form, using YouTube’s related-video link, its three viewer segments and the first ten seconds.
How to Choose the Right Social Media Platforms for Your Brand
Choosing social platforms comes down to your goals, your audience and each platform’s strengths. A practical way to decide where to show up.
What YouTube Counts as Low-Effort Content
YouTube has named three kinds of video it will not monetise: generic or repetitive, unsatisfying or off-putting, and AI posing as a human expert.
The Difference Between Snapchat Stories and Spotlight
Stories go to the people who already follow you, Spotlight goes to strangers, Highlights stay on your profile. What each surface is for and what belongs where.
How Snapchat Spotlight Reshapes Creator Monetisation
Snapchat Spotlight once paid over $1 million a day for viral hits. Creator payouts now sit behind invitations, follower counts and watch time targets.
How to Track Social Posts in Google Search Console
Google lets you connect Instagram, TikTok, X and YouTube to Search Console and see which searches surface your posts. What to set up, and what it misses.
How YouTube Shorts Build an Engaged Community
A practical read on what Shorts actually do for community, which signals matter, and how to turn a scrolling audience into one that comes back.
How Muse Image Impacts Social Media Content Creation
Meta’s Muse Image generates and restyles visuals from plain-language prompts inside its own apps. The workflow questions it raises for social teams.
Always On Social: How Publishers Think About Brand Growth
Always on social is not just posting daily. Learn how publishers use rhythm, formats and feedback loops to build consistent brand growth.
What a Creator Media Kit Does Not Tell You
A media kit is a CV, not an audit. What to ask a creator for before an organic collaboration, and what should stop one.
Your Audience Can Now Switch Your Topic Off
Instagram lets people add and remove the topics behind their Feed, Reels and Explore. Why that makes topical drift a distribution problem.
How to Write a Social Persona Your Team Can Use
Most brand personas are a mood board nobody opens. What a persona document needs to contain before it changes a single post.
How Facebook Decides Which Reels to Show
Meta’s system card names ten predictions behind Facebook Reels, and half are negative. What a brand should change about how it makes Reels.
How TikTok’s Symphony Agent Transforms Creative Workflows
TikTok’s Symphony Agent renders a finished video in about three minutes. What an ads launch tells an organic team about production cost and platform taste.
How to Handle a Social Media Crisis
People hear about a brand problem on social first, and 84 percent say the speed of the reply shapes how they judge it. The process to build before you need it.
What AI Content Costs You in Brand Trust
Only 7 percent of consumers trust a brand more for visible AI content and 32 percent trust it less. Where AI belongs in a social team.
MrBeast’s YouTube Growth Strategy Explained
How packaging, retention and format discipline drove MrBeast’s YouTube growth, and exactly which of those habits a small brand team can copy without a budget.
The Snapchat Public Profile Checklist for Brands
Snapchat moved Show Profiles to Public Profiles. What a brand should have in place now for access, content, publishing workflow and monetisation.
How LinkedIn’s Creator Marketplace Impacts B2B Strategies
LinkedIn’s Creator Marketplace connects B2B brands with credible creators, and 82% of B2B marketers call them key to credibility with decision-makers.
Why Platforms Are Moving to Creator Systems
Social platforms are pushing brands towards creator-style publishing. Here’s why that changes the system behind your content.
The Teleprompter Removed the Last Excuse
Instagram put a scrolling script under the camera. The hard part of talking to camera was never the reading, it was that nobody wrote anything down first.
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