Only boost content once shares reach a quarter of likes
PrincipleBrand & Creativity
Only boost content once shares reach a quarter of likes
Small W•rld only puts paid behind work once shares are at least 25% of likes, the sign it's spreading on its own. Their Oatly Matcha Urgency Bag hit a 2:1 likes-to-shares ratio. Paid should amplify momentum, not try to create it.
Source
Entertain or Die 3.0 - Small W•rld x Tracksuit (2026)
Dan Salkey (Small W•rld), Max Willson (Tracksuit), Sophia Epstein, Dom Hoskins
p. 25
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