It used to be that trends lived in the minds of marketers and died on whiteboards. Now, they’re born in the comments section of a TikTok, explode in a meme cycle on Meta, and are immortalized in brand decks by the end of the week.

Let’s call it what it is: social media trend forecasting is no longer a reactive sport—it’s a blood sport. And TikTok is the Colosseum.

Let’s kill the myth right now: posting on Instagram three times a week is not a strategy. That’s content maintenance. At best.

A real social strategy answers one question:

How is this driving actual business?

If you’re stuck in the post–ghost–repeat cycle, this one's for you.

Let’s get one thing straight: a paid ad campaign is not a magic wand. It won’t save bad branding. It won’t fix a broken funnel. And it definitely won’t work just because you tossed $200 at Instagram and crossed your fingers.

But when it is done right? Paid ads are a growth lever. A big one.

Here’s how I run ad campaigns for Offtype clients — and how to tell if your brand’s ready to stop boosting posts and start running real strategy.

I didn’t start Offtype because I always dreamed of running an agency.

I started it because I was tired of watching great brands get buried under bad marketing advice and beige design.

I’ve worked on enough campaigns to know what happens when strategy is an afterthought and “aesthetic” becomes the whole personality. Spoiler: it doesn’t convert. Offtype was my way of doing it differently — for clients who want to look good and make money.

Marketing is messy enough without 17 tabs open for tools you don’t even like.

I’ve tested more platforms than I’d like to admit — mostly in the name of “efficiency,” sometimes in the name of “shiny object syndrome.” Some stuck. Most didn’t. So here’s the short list of tools I actually use to run Offtype (and help my clients grow), plus a few I kicked to the curb with no regrets.

Let’s talk about a painful truth:
Your brand might look really good — but still isn’t doing its job.

You’ve got the muted color palette. The clean logo. The grid that makes your friends say “you’re killing it.”
And yet… no clicks. No DMs. No sales. No momentum.

Here’s why that’s happening (and how to fix it without rebranding again).

Hot take: You don’t need a $20K agency budget to build a brand that looks (and sells) like it belongs in a “quiet luxury” Pinterest board.

You just need clarity, consistency, and the confidence to not copy everyone else in your niche.
Here’s how to build a boutique brand that feels expensive — even if your budget isn’t.