You’re Overfeeding One Feed
🚫 One channel caps growth networks break it, Meta and Shopify expand performance opportunities, and more!
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In this newsletter, you’ll find:
🚫You’re Overfeeding One Feed
🤝 Meta and Shopify Expand Performance Opportunities
🚀 Tweet of the Day
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🚫You’re Overfeeding One Feed
Here’s the uncomfortable truth most “growth” talk avoids.
One brand account is a bottleneck. It has one voice, one audience graph, one posting velocity ceiling, and one set of creative blind spots. So brands keep squeezing it harder, and then act shocked when growth turns linear, then declining.
The out-of-the-box move is not “make better TikToks.”
It’s horizontal distribution. Not by shouting louder. By showing up in more places that already have attention.
The core mechanism
Instead of building one branded channel, build a Topic Network: multiple content streams where the content is about the customer’s world, not the product.
If the product is toothpaste, the network isn’t “toothpaste tips.”
It’s “fresh breath facts,” “dentist mythbusting,” “first date rules,” “morning routine upgrades,” “confidence habits,” “health hacks that actually work.”
The product appears late, quietly, almost as a punchline. Slide 4 or 5 energy.
Not hidden. Just not desperate.
That single sequencing change matters because TikTok rewards completion and saves, not brand announcements. And humans do the same.
The spicy part
Most brands are still paying to interrupt people.
This play makes the internet do the pre-selling for free, at scale, while competitors argue about hooks and CPMs like it’s 2019.
But the surgical part is what makes it real.
The Topic Network is built, without sketchy tactics
A god-tier operator does not gamble the company on account hacks or gray-market sourcing. The system has to survive.
Here’s the deployable version:
Design 8–12 “adjacent channels” like a media portfolio: Each channel has one promise, one tone, one viewer identity. No randomness. No brand voice cosplay.
Use carousels as high-volume “micro-episodes”: Carousels are a distribution weapon because they are cheap to produce, fast to test, and easy for viewers to save. Treat each carousel like: Hook, context, payoff, subtle product bridge, next step.
Plug in creators and partners instead of pretending to be third-party: The clean way to scale horizontally is via creator pages, affiliate creators, community pages you sponsor transparently, and brand-owned topic pages. The network is still “unbranded content,” but it is not deceptive.
Run proof-based routing, not had selling: The product bridge should be one of three things: a quick demonstration, a before-and-after, or a “why this works” mechanism. Then route to a single destination: a mini landing page built for TikTok traffic, not a generic PDP.
Measure it like an operator: Not vanity views. Track: profile visits, link clicks, branded search lift, and assisted conversions. Compare weeks with and without the Topic Network running. If the halo is real, it will show up in search and site behavior.
The real edge
This is not a “TikTok trick.” It is a distribution architecture.
Brands that master it stop relying on one channel to do all the work, and they stop mistaking ad optimization for growth strategy.
Together with Lindy
You are not behind on ideas. You are behind on speed.
You know the drill. Competitor research scattered across tabs, unfinished messaging docs, late briefs, and creative that misses the angle. That chaos is not annoying; it is expensive.
Lindy AI CMO is a suite of powerful agents that ship beautiful marketing campaigns quickly.
Drop in your website, and agents study your competitors, extract angles, draft messaging, create briefs, and generate launch-ready assets, then organize everything in Airtable for a clean approval flow.
Cut campaign prep from 10 to 14 days down to 1 to 2 days.
Generate 30 to 80 on-brief variants per angle to accelerate testing.
Reduce rework and increase weekly experiment volume without extra headcount.
Teams running agent-led workflows consistently ship 2 to 3 times more weekly tests with the same headcount.
🤝 Meta and Shopify Expand Performance Opportunities
Meta is making creator partnerships far easier to discover, approve, and activate. Shopify is building a new multi-merchant product network that changes how brands get discovered across stores.
The Breakdown:
1. Creator Discovery - Meta’s Partnership Ads Hub now surfaces all IG and FB content tagging your brand plus full in-hub metrics, helping marketers identify authentic creator posts faster and convert them into partnership ads that consistently outperform standard campaigns.
2. Streamlined Permissions - Creators can now proactively share ad codes, while Professional Mode profiles enter the partnership pool, giving brands faster approvals and a larger creator supply, reducing CPA friction and accelerating creator-led campaign rollout.
3. Contextual Placement - Shopify’s Product Network will display your products on other merchants’ stores when contextually relevant, letting brands earn high-intent discovery without buying explicit ad slots while shoppers check out everything in one seamless cart.
4. Conversion-First System - Instead of filling ad inventory, Shopify will optimize placements toward purchase likelihood and CPA goals, rewarding merchants with commissions and giving advertisers a new, commerce-native channel that behaves more like PMax but feels more like merchandising.
Performance marketers get two major unlocks: Meta lowers creator activation costs while boosting distribution efficiency, and Shopify opens a conversion-driven discovery channel that expands reach without traditional ad auctions. More scale, less friction, across both creators and commerce.
🗝️ Tweet of the Day
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