Your Brand Account Is the Problem

Social media has an "old way" of doing things now.

Think about that for a second. A medium that didn't meaningfully exist 20 years ago already has a legacy approach. An outdated playbook. A wrong answer.

That's how fast this has moved.

And if you're still operating with the old mental model, you're not just behind. You're actively working against yourself.

Pre PS. We have launched something for our clients, I am stoked about sharing.

How We Got Here

The original game was simple: build a curated feed, post one polished photo a day, run giveaways, chase followers. Follower count was the scoreboard. More followers meant more impressions, which meant more reach. That was the whole strategy.

Then TikTok changed everything.

When short-form video exploded, follower count stopped being the primary driver of distribution. The algorithm started rewarding content quality over audience size. Suddenly, a brand-new account with one great video could out-reach a page that had spent years grinding to 100K followers.

For a while - it felt impossible to grow on Instagram and social until the the For You Page was inventer.

Organic felt like it was working again. Brands were growing without paying for every impression. There was a real renaissance happening in social.

But then the landscape kept shifting.

Streaming, affiliate programs, TikTok Shop, clipping, creator collabs, spark ads, whitelisting. The way people use social has gotten more complex. The way platforms distribute content has gotten more sophisticated. And the strategy that made sense three years ago is now leaving brands confused about why their numbers are flat.

The Rude Awakening

Here's what I see constantly: brands treating their brand account like the center of their social strategy.

Post once a day. Stay consistent. Grow the following. Drive sales.

That approach isn't going to work in 2026.

In fact, it might be better to not post on your brand page at all.

I know that sounds extreme. But let me explain what's actually working right now.

The Pay-to-Play Problem

Before we get into what's working, let's be honest about the alternatives.

Gifting and seeding sounds appealing. You send product, creators post about it. The problem is you can spend a lot of money and have no idea how much content you're actually going to get back. It's unpredictable, uncontrollable, and hard to scale.

Influencer marketing is the more structured version, but it comes with its own issues. Follower count has become a misleading metric. Think about it: if you have a creator with zero followers and a creator with a million followers, and the creator with zero followers makes the better video, that video is going to get more views. More impressions. More reach. Which means it's more valuable to you, and it probably cost you a fraction of what the influencer deal cost.

There are absolutely situations where you want a specific person attached to your brand. Credibility, fit, community. That makes sense. But from a pure impressions standpoint, follower count is not the ROI driver people assume it is.

And then there's paid ads. Ads work, but they're auction-based. Costs rise. CPMs creep up. And as I said earlier, even your best "awareness" ad is still a middle-funnel play because you're running it for conversions.

So where does that leave you?

The Multi-Creator Model

The brands winning on organic social aren't doing it through their own accounts. They're doing it through a network of creator accounts, each one dedicated entirely to their product.

Here's the distinction: this isn't influencer marketing.

Influencer marketing is paying someone with an existing audience to promote your product. What I'm describing is different. You recruit creators, people who enjoy making content, who want to build something. They start a new page, from scratch, and that page exists entirely to create content about your brand.

Their job isn't to sell. Their job is to get as many impressions as possible.

They might make informational content. Long-form breakdowns. Short punchy videos. Reaction-style clips. Whatever they think is going to get attention in their category. The format doesn't matter as much as the volume and the quality of ideas being tested.

A big part of what makes this model work financially is the structure. A lot of this can be performance-based, paying by CPA rather than flat fees upfront. The creator has skin in the game. You're not paying for posts that may or may not land.

And because you're running multiple accounts simultaneously, you're building a flywheel.

Why This Solves a Bigger Problem

Let's talk about your ad account.

A lot of brands say they need more top-of-funnel ads. And technically, they're right. But here's the thing: an ad is still selling. Even your "awareness" campaign has a CTA, a landing page, a conversion goal. It's a middle-funnel play at best.

True top of funnel is just impressions. Attention. People learning your brand exists.

Think about your funnel as a math problem. You have two levers:

1. Improve conversion at every stage of the funnel

2. Get more people into the funnel

Both work. But improving conversion is hard. It's testing, iteration, landing page optimization, offer refinement. There's a ceiling on how much you can improve, and it moves slowly.

Getting more people into the funnel is a volume game. You keep the same conversion rate and just grow the inputs. If your funnel converts at 2% and you double your top-of-funnel impressions, you've doubled your output without touching a single thing downstream.

Right now, most brands don't have enough people entering the funnel. That's the actual problem. Not conversion rate. Not creative quality in the ad account. Not ROAS targets.

Not enough people know they exist.

Where the Alpha Is

The multi-creator organic model solves this in a way paid advertising can't. It's building genuine awareness, not sponsored awareness. It's reaching people before they're in buying mode. That's what makes it top-of-funnel in the truest sense.

And it has a second benefit that people miss.

Your best-performing organic content becomes your ad creative. You whitelist top videos through those accounts on TikTok or Instagram. You run spark ads. You take the content that already proved it could earn attention organically and push spend behind it.

Now you've got diversity in your ad account that your internal team would never produce alone. You're feeding it with real, tested content, not just polished creative that looks good but hasn't earned anything yet.

We're seeing this work across categories. DTC brands. Consumer apps. Tech companies. This isn't a niche tactic for a specific kind of business. It's a model for any brand trying to cut through the noise in a market where paying to get in front of people is more expensive than it's ever been.

What This Actually Requires

This is not set-it-and-forget-it.

You need to find and recruit creators who actually want to build something. You need to brief them clearly on the brand, the product, and the goal. You need to let them create without over-controlling the content, because over-produced, on-brand content is the thing organic is moving away from.

And you need volume. One creator account isn't the model. Multiple accounts, multiple content styles, multiple formats being tested simultaneously. That's the engine.

We've run organic channels and brand accounts for a long time at Goodo Studios, and when TikTok first took off, we had real success building those out. But over time it became harder and harder to scale a brand account alone. The platform started rewarding creators, not brands. Audiences started gravitating toward people, not logos.

That's why we built a creator program.

We're launching it with a few brands this month, and the core belief behind it is simple: the efficiency of your ad account improves when you have more real, tested, organic content feeding it.

You're not just building awareness in isolation. You're building a library of content that works across every channel.

This is going to change how brands think about content creation. The brands willing to let go of the control they think they have over a brand page, and instead build an army of creators who are each growing their own pages around your product, those are the brands that are going to win. Not just in 2026. Beyond it.

The goal is wider surface area. More places where someone can encounter your brand before they've ever been asked to buy. That's top of funnel. That's the game.

Stop waiting for your brand account to carry you. Build the machine that earns attention before anyone's been asked to buy.

Thank you for reading. I really appreciate it.

My team has launched this service for our clients. If you need help, let me know, and I can share how we are building this program.

Until then, keep creating!

Matthew Gattozzi

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My team and I create hassle-free creatives for consumer brands. If you are thinking about getting content, let’s set up a chat.

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