Compete for share of thumb, not share of wallet
PrincipleCreative Strategy
Compete for share of thumb, not share of wallet
In feeds, a brand's rivals are not the other firms in its category but the other accounts in its audience's feed. The competition is for share of thumb, not share of wallet, and creators know what stops the scroll.
Source
Marketing Brew / Morning Brew Creative Studio (2026)
Morning Brew Inc., Tracksuit, Ekimetrics
p. 20
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