The enthusiasm in their voice is resounding. This often follows "because we want to increase sales". The client desires to ride the algorithm of all platforms to receive high scores in vanity metrics such as reach and engagement. We must prioritise authenticity over performance, connection over conversion, and perspective over recycled marketing language. This is not just about ethical practice; it is also effective because it sells with trust and the promise of a business re

In the ever-evolving social media space one thing has become increasingly clear: video content is no longer a mere option but a necessity fo