Delete your link in bio
Week 30. From campaign DMs to AI ads, everyone’s bypassing the old playbook.
This is your curated recap of the week — fully generated with AI.
The world’s moving too fast, so I summed it up for you. Let’s go!
Zohran Mamdani campaigns like a creator, not a politician
What it says At 33, Zohran Mamdani just won NYC’s Democratic primary not by copying traditional politics, but by hijacking creator tactics. His TikTok presence exploded (1.2M followers) thanks to pop aesthetics, subway interviews, food explainers, and a campaign video straight out of Wes Anderson’s brain.
But his real growth lever? Not just TikToks. He used Instagram’s automated DMs (via Manychat) to turn comments and story tags into 77,000+ personalized messages. These included donation links, petitions, and email capture forms all without leaving the app! Results:
- 77,000+ DMs
- 20,000+ clicks
- 3,000+ emails
- 76% CTR
- Cost: $318
What it means Forget “link in bio” this is link in behavior. Mamdani’s team hacked two things: platform friction and political fatigue. While most campaigns still cry into email lists, he built conversion loops inside social. This isn’t just clever; it’s blueprint-level for anyone doing advocacy, brand building, or growth in 2025. If your audience lives in DMs, maybe your funnel should too.
Read more article in French
Late-night TV is out of punchlines
What it says The traditional late-night format is collapsing. Ratings are tanking, cultural relevance is gone, and the content itself feels like a time capsule from 2011. TikTok, YouTube, and livestreams have replaced the monologue as the place where “takes” happen.
What it means Appointment viewing is dead. Authentic, niche, creator-led content wins. Why wait for Kimmel’s take when you’ve already seen 50 memes and a YouTube essayist’s breakdown? The media landscape isn’t just fragmented it’s completely re-wired. Legacy formats don’t need reinvention. They need retirement!
Intercom rewires itself as an AI-native business
What it says Intercom didn’t just bolt on AI they rebuilt around it. Their full-stack AI move spans:
- An AI bot that handles 50%+ of all customer conversations
- A Copilot for agents, auto-suggesting responses and actions
- A full AI architecture integrated into their product, support, and GTM motions
Their belief? AI-native businesses won’t just automate tasks they’ll rethink org design, workflows, and even pricing.
What it means This is what actual transformation looks like. Not “we added ChatGPT,” but “we redesigned the machine.” Intercom didn’t ship an AI feature they rebuilt their foundation to be operated with and by AI. That’s the bar now.
Quick hits
- Reddit-for-hire is real Brands are now paying “professional Redditors” to plug them organically. Translation: influencer marketing just got sneakier. Again. Read more
- Veo 3 lets you shoot blockbuster ads on a budget Google’s Veo 3 model creates stunning 4K video with native audio and full camera control. Marketers are using structured prompts to storyboard scenes, generate high-impact visuals, and fix audio in post with ElevenLabs. Result? Ads that look like film trailers for the cost of a frappuccino in Soho. Read more
- The Chief Notion Officer mindset still slaps A throwback post, but still relevant: documenting how internal tools (like Notion) shape company culture is underrated. The CNO mindset = process meets product design. Read more
🧃 Wrap-up
This week’s thread is clear: if you’re still using platforms the way they were built five years ago, you’re losing.
Mamdani’s DMs didn’t just bypass Instagram friction; they weaponized it. Intercom didn’t “adopt AI,” they rebuilt around it. And while late-night TV waits for a comeback, the culture already crowned new kings on Discord and TikTok.
Whether you’re running a brand, a product, or a campaign:
- Build for behavior, not nostalgia
- Optimize for native, not noise
- And if you’re still sending people to a homepage maybe it’s time to slide into their DMs instead.