Social strategy
Turning audience behavior, platform shifts, and cultural context into clear direction.
Social & Creator Strategy
Helping brands show up in more human, useful ways across social media, creator partnerships, and emerging technology for over a decade.
What I focus on
Strategy for a landscape where culture, influence, and discovery increasingly overlap.
Creator strategy
Building creator partnerships around credibility, creative fit, and lasting value.
AI & discovery
Exploring how search, recommendations, and AI are changing what people find and trust.
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Latest research
New report · 17 pages
A Place in the Feed
Organic social in interest-based feeds.
Interest-based feeds give brands the opportunity to reach people beyond their existing audience, but they also raise the standard for earning attention. This report explores what gives a brand a meaningful place in the feed.
- Interest-based feeds raise the standard for attention
- Publishing frequency alone does not create value
- Brands compete with every kind of content in the feed
- Utility, perspective, proof, participation, and entertainment matter
Previous research
The State of Discovery 2026
How search, social, and AI are reshaping how people discover information, products, and brands.
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About
Casey Ross
Social and creator strategist focused on how discovery is changing.
I have more than a decade of experience in social media strategy, working across brands including Duncan Hines, Cape Cod Potato Chips, Philips, Woolite, and Finish.
This is a home for my research, strategic thinking, and practical observations on the ever changing world of social media, creators, and AI.
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Latest thinking
Selected observations on social platforms, creator partnerships, culture, and AI.
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Platforms
TikTok is making its comment section even more interesting
Why voice comments, polls, photo carousels, and Live Photos could make the conversation beneath a video even more valuable.
Read on LinkedIn02
Platforms
A YouTube view now starts with the first frame
Why YouTube’s new view-counting method makes retention even more important and reinforces the difference between exposure and attention.
Read on LinkedIn03
Discovery
Why Pinterest’s unbranded searches matter for brands
More than 96% of text searches on Pinterest are unbranded, giving brands an opportunity to be useful before people have made a choice.
Read on LinkedIn04
Creators
What MrBeast’s latest video tells us about YouTube
A look at how YouTube’s biggest creator uses long-form storytelling, familiar formats, and audience tension to hold attention.
Read on LinkedIn05
Culture
What ‘Ma’am, get your dog’ reveals about how culture travels
A small phrase became a shared language through reactions, remixes, and the recommendation feed.
Read on LinkedIn06
Platforms
Meta is entering its ‘there’s an app for that’ era
What Meta’s growing family of standalone apps says about its approach to attention and discovery.
Read on LinkedIn07
Creators
A large following alone does not make the right creator partner
Why audience size is only one signal when evaluating creator fit, credibility, and impact.
Read on LinkedIn08
AI + Social
Snapchat’s warning to brands about flooding feeds with AI content
AI can expand creative possibilities, but human connection still determines what people value and share.
Read on LinkedIn09
AI
One of the more fascinating AI stories to watch
A closer look at an emerging AI shift and what it could mean for brands, creators, and discovery.
Read on LinkedIn10
Creator Economy
YouTube is helping creators build businesses, not just channels
The Brand Deal Desk series shows how YouTube is investing in the business infrastructure around creators.
Read on LinkedIn11
Brand Strategy
Lowe’s is building one of the more interesting creator networks
A look at how a major retailer is turning creator relationships into a deeper marketing capability.
Read on LinkedInStay in the loop
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