Hatcha

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03/11/2025

Last week in Paris, I asked AI to plan me a walking tour.
It was brilliant, mapping out a route through tucked-away streets, suggesting museums, and even recommending a café for a coffee break.

Only problem? The café didn’t exist.

That’s when I remembered: AI is amazing, but it’s not magic. You still need to check, prompt well, and follow up to get the results you want.

The same goes for using AI in your social media.
It can save hours of time and spark great ideas, but it won’t know your tone of voice, your customers, or what actually works for your business unless you guide it.

Just your reminder: AI is your assistant, not your autopilot.

02/10/2025

Grid perfection is out. Staying on topic is in.

Instagram is shifting. Soon you’ll be able to edit your feed by adding and removing topics. With Reels driving discovery, it’s no longer about who you follow, but what you’re interested in.

Captions, keywords and alt text will decide whether your content is seen.

15/09/2025

Is “link in bio” the most annoying phrase on social? 👀

App researcher Alessandro Paluzzi has spotted code suggesting Instagram may finally be testing in-feed links.

Until now, Instagram avoided them because links take people off the platform, make it too newsy, and risk spam. But with web traffic falling as AI eats into clicks, this could be a valuable new way to drive people to your content.

On balance a win? Maybe. But with every platform offering the same features, are we losing what makes them different?

What do you think?

24/04/2025

“Marketers – you have new superpowers.”

That line from Nicholas Holland at today’s HubSpot workshop captured the shift we’re seeing with AI. The focus was on unstructured data – all the information that lived outside the bounds of a regular database: emails, call notes, conversations.

In the past, it’s been hard to use because it didn’t fit a clear structure. But with AI, that’s starting to change. These tools can now begin to make sense of that messier, more human data – helping to uncover insights and inform strategy in entirely new ways.

A glimpse into how marketing is evolving – and a lot to think about going forward.

05/05/2022

What's the difference between Instagram and TikTok? They both have short-form video, Stories, lots of influencers and you can get noticed using a great hashtag.

It might get harder to tell them apart in the future. Tucked away in Mark Zuckerberg's Q1 financial statement (haven't seen that trending anywhere 🤣) was an indication that the Instagram algorithm is going to change. This is what determines what you see when you visit the platform. Feeds will no longer be made up mostly of people you follow and engage with, rather it will contain images and videos which AI learning suspects you might like. So as on TikTok you'll start to see more content from accounts you never knew about.

So it's probably time to stop worrying quite so much about those follower numbers and start planning out a good content strategy which is going to really inspire, entertain or teach people.

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22/04/2022

Social media often gets a bad press - sometimes for very good reasons. But we don't always talk about the positives which also come from time spent exploring the online world. Or how the old and the new sometimes join together in trends such as 'booktok'.

Traditional book publishers report sales are up 5% since 2020 with many attributing part of this increase to 'booktokkers'. As the parent of a teen I've been surprised (and a little bit thrilled) to watch my child settling down with a book inspired by a video on TikTok.

Now if I could just get my husband to stop singing 2021 TikTok sea shanty viral hit all would be well!

Have you come across any unusual trends on social media? I'd love to hear more in the comments.

28/03/2022

Did you know? Last week Instagram rolled out 2 new ways to view content.

Your Home feed, which is chosen by algorithm remains unchanged. But click on the Instagram icon at the top of the page and you'll find new tabs:

✅ Following - showing you content from accounts you follow in chronological order

✅ Favourites - a feed where you can choose up to 50 account whose content you don't want to miss.

Have you tried the new feeds yet? It will be interesting to see if it changes posting habits. Will people post more to boost chances of appearing in the Following accounts. Will we suddenly start seeing calls to action to 'Favourite' accounts. Or does this just mark a stepping stone to a pumped up algorithmic feed - much more like TikTok where you are often show content from accounts you don't follow (but TikTok thinks you might enjoy!).

Let me know what you think in the comments.

23/02/2022

No - you're not imagining it. Reels (or short-form video) really is everywhere and rolling out across Facebook today as well.

What do you think? A fun, informal way of sharing your brand or yet another thing to add to the to do list?

It's definitely worthwhile taking a look to see what they are about as all the signs are that Meta (the FB and IG holding company) sees them as a big growth area.

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06/01/2022

Back in 2016, Instagram changed from a chronological feed to one determined by an algorithm. 2022 looks like the year this is going to change - again!

Rolling out to users over the next month, it looks like your feed will feature two new sections 'Favourites' and 'Following' which will feature content chronologically. Your regular feed will still have content sorted by algorithm, but will increasingly show content suggested for you.

What will this mean? Take a read of this for more details, but my initial impression is that actual follower numbers will matter less and less while creating impactful content will be even more important.

24/12/2021

This just happened. But I feel totally fine! So here's the question - what do I do with myself (isolating from the rest of the family) when Xmas TV gets dull?

🧐Finally do the garage courses I've been meaning to take?

🥷Become a video editing ninja (any recommendations?).

✍️Plan client content for 2022?

🎯Hit buy on the ad I was served teaching blockchain?

🌈 Inspire me!

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