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Post #1
When a CMO comes to you on his own and says he’d like to sign his name next to yours on a 12-month deal, you know you're doing something right.
Tree Hut came in late last year on a monthly contract and said they just wanted to test the waters. So we made sure to keep it lukewarm for them by showing up week after week, CS request after CS request.
Their CMO got on a call with us and said his team loves to work with Scrollmark and feels like Scrollmark team is part of their social team.
Coming from a brand juggling thousands of DMs a week, that was yuge for us.
Shoutout to Courtney, who (annoyingly) isn’t even on LinkedIn, so I’ll have to screenshot this and send it to her. She did masterful work getting them set up, creating custom dashboards, weekly reports, and showing them ways to squeeze every drop of value from month one. She cares about every customer like it's her own business. That’s just who she is and how she operates.
And when things did break, our engineering team was on it. Based in India, 12+ hours apart from the brand’s Pacific time zone, and still turning around fixes in under 5 hours.
All this to say: at the enterprise level, the best product doesn't always win, competitive pricing doesn’t win. You win only if you make them feel you’re PART OF THEIR TEAM.
You're selling the confidence that when shit hits the fan at 2am, you have their back.
The product just gets you in the room. The service gets you the signature.
Startups need to optimize for giving a damn.
Post #2 - Posted and deleted
Apr ‘24: Four mid-market retailers using Scrollmark to send a few auto-DMs.
Apr ‘25: One of the biggest retailers in the US invited us to their HQ to figure out if we could help them Go-to-Social 👀
They were in the middle of a shift, moving from media-led marketing to something they called a “social transformation.”
They wanted to know how Scrollmark can help them
“We want to lead with social now” - their exact words.
I’m happy to say I was WRONG to think the shift to social as a primary channel would only come from newer, challenger brands. It’s happening at the top, too.
7 in 10 folks are using social to either find the next product they’d want to own, or are stumbling upon it while looking for entertainment.
So if you’re only using it for awareness, you’re handing warm buyers to someone else - probably a Scrollmark customer.
Post #3
I’m launching something BIG today: 2025 Social Commerce Insights Report is live 🎉
If you're in retail or DTC and you've been wondering what’s actually working on socials in 2025 (not just what the gurus say), then this is for you.
I kept hearing the same questions from the brands we work with and marketers I talk to every week:
→ How can I move beyond reporting on engagement and get taken seriously?
→ Is there any use of treating social as more than a brand awareness sandbox?
→ Can social really drive purchases or is social commerce just a fad?
So we dug in, ran a survey with 2700+ US consumers, and analyzed 12,000+ comments from retail and DTC brand posts.
We wanted to find out how consumers really use social media to engage, discover, and purchase, and provide real, practical insights you can apply right away.
I’m so happy to put out this report-plus-guide that shows what’s working and how to use that info to make social your best-performing channel. Even ahead of email.
Inside the report, you’ll find:
✅ Which platforms actually drive discovery (and which don’t)
✅ 3 types of comments that signal purchase intent
✅ What % of buyers don’t convert right away but will trade their contact info for incentives
✅ Real tactics from brands like Fox Racing and Cozy Earth
✅ Actionable ideas to capture data, drive discovery, and build demand ON SOCIAL
You can get it now by following the link in the comments. 👇
If it resonates, I’d love for you to share it. ♻️
LFG!
Post #4 - Posted with carousel
Every retail brand we’ve audited this year misses at least 40% of high-intent DMs.
I know you're not ignoring your DMs on purpose.
But staying on top of ALL of them can be overwhelming when your social team isn’t 5+.
So we built a lightweight automation flow in Scrollmark that:
→ Reads every incoming message
→ Routes collab DMs to the right people
→ Auto-replies to support DMs
→ Tags users in your CDP/CRM with zero manual work
One customer ran this play last month to handle 200+ DMs, flagging every partner lead, and syncing everything to their marketing stack, automatically.
I broke it down in 10 slides.
Take a look →
Post #5 - Posted with vid
Espresso machine engineering has become my favorite analogy for building good UX.
Nikhil came up with the principle and explained it to me like this:
A good espresso machine has two modes.
If you’re a casual coffee drinker, you press one button and coffee comes out. Easy.
But if you’re a coffee fanatic, you’ve got the knobs, levers, temp control, grind settings and whatnot to dial in your experience exactly how you like it.
And that’s what I feel great UX should be like, especially in enterprise products.
Customers should have an easy, simple way to get to their outcome - maybe with help from a CSM. And they should be able to take full control, tweaking things as much as they want when they’re ready.
We try to build Scrollmark the same way.
What’s one analogy or mental model you keep going back to?
Post #6 (WIP)
AI is coming and the way brands can stay safe is by building relationship with their community by using social.
Post #7 (WIP)
What we’ve learned this year:
- Social teams aren’t lacking content. They’re lacking infrastructure.
- DM isn’t a support channel. It’s a revenue channel.
- “Managing” social = death by 10,000 tasks.
- “Activating” social is where the fun (and ROI) begins.
We’ve built tools that:
- Auto-convert giveaway comments into email lists
- Run interactive stuff in the DMs like product quizzes, store locators
- Help brands launch faster, upsell smarter, and personalize like never before
Post #8 (WIP)
1. The First Comment Strategy
Tip: Leave a comment on your own post before anyone else does.
But don’t say “First.” Say:
“👀 Our top sellers in one shot. Which one’s on your list?”
“We’ve seen 3 people ask about restocks on this already—should we bring it back?”
“We were debating names for this drop—help us pick?”
Why it works:
Comment activity in the first 15 minutes boosts distribution.
Plus, it seeds the kind of interaction you want more of.
---
2. Give Commenters Something to Say
Don’t ask for engagement. Engineer it.
Examples:
“Which one’s your vibe: desert rose or forest moss?”
“This or that: slide 1 vs slide 3?”
“Caption this. We’ll post our favorite one tomorrow.”
Why it works:
Questions that are easy to answer in under 5 seconds create frictionless interaction. Saves and shares are great—but comments teach the algo what the content’s about.
---
3. Turn FAQ Comments into Story Highlights
Every time someone asks “what size should I get?” or “how long is shipping?”—screenshot it.
Then:
1. Answer it in your stories
2. Save those under a “Real FAQs” highlight
3. Title each story slide with the original comment for proof
Why it works:
Makes your community feel seen, builds trust, and lets you scale the personal touch without doing it live every time.
---
4. Use Polls to Segment Your Audience Without Tool
Create a simple poll in Stories:
> “What’s your summer vibe?”
🌿 Barely-there skincare
🧴 Full-glow hydration
🧊 Don’t make me sweat
Now screenshot who voted each option. Manually add them to Close Friends lists based on interest. Use it later when you have a drop or post just for them.
Why it works:
Manual? Yes. But for small social teams, it’s a hacky way to simulate targeting.
---
5. Reward UGC Without Asking for It
When someone tags you in a post, don’t just repost. Do this instead:
1. DM them: “This post made our week. Want early access to the next drop?”
2. Create a Notes-style image called “Community Faves” and tag them in it
3. Save it to Highlights and Stories with a thank-you
Why it works:
People post more when they feel seen, not when they’re bribed. Show appreciation, not expectation.
---
6. Run a Micro-Challenge (Not a Giveaway)
Forget “comment to win.”
Try:
“Post your setup with #MyBrandStyle. We’ll feature the first 10.”
“Tag us in your skincare routine reel. Best one gets pinned on our profile.”
No prize. Just recognition.
Why it works:
You get UGC, they get visibility. You build community, not a random list of prize hunters.
Post #9 (WIP)
How do you know someone is a Gemini? They’ll tell you.
The same way consumers on socials are dropping so many hints in your comment section that they want to know more about your products and also probably buy them but you’re ignoring them because it’s too cumbersome.
Then drop the intent Google Sheet
Post - Fundraise
Post #10
"Break down our community by behavior. Who’s commenting, who’s DMing, and who’s just watching?"
I used this prompt with SocialGPT for one of our customers, and the charts below are what came back.
We're building the first real social intelligence layer with SocialGPT that helps you understand what your audience is doing, how they’re reacting, and where your content is landing.
If you'd like to test this before our public launch, reply or DM me “reporting.”
Post #10 - Kevil Miller version
Social media moves fast, and most AI tools can’t see what’s happening on platforms like TikTok or Instagram in real time.
They miss the posts, the pace, and the patterns.
They can scrape the web and tell you what was trending last week. But brands and creators need to know what’s picking up right now so they can act while it still matters.
@Akshay Madhani and his team at Scrollmark are building ‘SocialGPT’ to close this gap.
Their AI platform scans thousands of public posts daily across TikTok and Reels in real time to identify potential breakout content.
The tool then breaks down each post’s structure, including the hook, caption, length, audio, topic, and format, to understand what worked and suggest how you can apply it to your own content.
I’ve seen the early work, and it’s thoughtful. Worth watching for every consumer brand, as staying ahead on social is becoming less optional by the day.
Post ideas
Break these down in single posts, mixed with experience at Meta, like “I had to often build a case for even a small tweak in the algo because of butterfly effect” and make it a recurring series like “ Breaking down Instagram algo myths - Part uno”
Need to come up with more educational posts that are more like tactics and strategies. Like how to get more out of giveaways, how to identify influencers, how to build community (most social media managers are clueless about this), how to grow following (do a deep analysis of r/Instagram marketing and a roundup of meta analysis of all posts there that claim they grew fast or went viral), how to get people to buy on social or enable social commerce, how to increase earned media value, how to get emails and contact info. Understanding the algorithm. Best campaigns roundup. Top 50 viral product launches on socials.
Also a big one is audience research or behaviour on socials - like Gen Z what do they want. Gen X what do they want.
Nice case study: https://www.reddit.com/r/SocialMediaMarketing/s/FhmBsxQ2jy
Click fraud in Meta ads is a nice educational post
Nice analysis: https://www.reddit.com/r/Entrepreneur/s/ZfosuTdQQb
All the social media managers followed on LinkedIn
r/hobbydrama
r/marketing
r/socialmediamarketing
And similar subteddits from where we can get educational or narrative storytelling
Ken - blog/ website
Substack
Campaign roundups for socials
JB’s idea
Talk about questions that should be asked to sales team for software purchases
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