How to Optimise for Social Search Across TikTok, Instagram & YouTube in 2026 I grew up on social media. I mean that literally — I had Instagram before I had a bank account, and I was creating content before I ever sat in a marketing lecture. So when I entered the industry and was handed a curriculum rooted in print, broadcast, and traditional PESO models, there was a part of me that felt the quiet dissonance of someone being taught to drive a car that nobody under 30 uses any

A real-world example of building a marketing machine inside a late-stage start-up.