Sola Mathew, Belfast (2025)

30/06/2025

To every who feels like giving up right now, DON’T!

Keep going.

You write the posts.
Run the ads.
Check the metrics at midnight.
Launch the campaign that flops.
Test. Tweak. Test again.

And sometimes it feels like no one notices until they do.

💡 Here’s what I’ve learnt after years in this game:

✅ Good marketing is rarely an overnight success.

✅ The boring parts, the daily consistency, are what build trust.

✅ Your tiny experiments today become your case studies tomorrow.

Anyone can post once.
Anyone can boost a single ad.
But it takes real grit to keep showing up when the likes are low, the leads are cold, and the boss is asking for ROAS yesterday.

So here’s your reminder:
👉 Stay curious.
👉 Keep testing.
👉 Focus on people, not just pixels.
👉 Remember that behind every click is a real human being.

You don’t just run campaigns.
You build relationships at scale.

And that will always matter.

💬 Digital marketers, what keeps you motivated on the tough days?

Let’s share below 👇

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27/06/2025

How a $20,000 experiment saved a company $1.18M and 65,284 hours.

This might be one of the most inspiring uses of AI I’ve seen all year.

60 days ago, Steven Bartlett wrote a letter to his team at FLIGHTSTORY.

In it, he said something bold:

“AI Agents aren’t just a tool — they’re a new co-worker. A new team member to help you win back time and do more important work.”

So what did they do?

They redesigned their entire company around AI Agents — and launched a 60-day internal competition to encourage adoption.

Here’s what that looked like:

📌 Every team was trained to integrate AI into their workflow

📌 Hiring was redefined — new roles had to prove they couldn’t be done by AI

📌 Employees were judged on adaptability and creativity, not just technical skill

📌 Every department built their own AI tools

📌 The best build won $20,000

The outcome?

✅ 100% team participation
✅ 48 internal AI tools created
✅ 65,284 hours saved (that’s 7.4 years!)
✅ $1.18 million in operational efficiency gained

All from a $20,000 incentive.

Here’s the real lesson:

This wasn’t about AI.
It was about mindset.

💡 When you make innovation exciting, not intimidating, people rise to the challenge.

💡 When you reimagine how teams work with AI instead of around it, transformation becomes inevitable.

Most companies are talking about AI.
FLIGHTSTORY built a culture around it.

If you’re leading a team, running a business, or building a company, ask yourself:

⚠️ Are you encouraging innovation or waiting to be disrupted?

⚠️ Are your systems built for efficiency — or legacy comfort?

⚠️ Is your team ready to build with AI, not fear it?

💬 Would you run something like this in your organisation?

Let’s know in the comments section 👇

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24/06/2025

Search is changing.

For years, eCommerce businesses mastered one game:
👉 SEO for Google.
👉 Paid search ads.
👉 Optimising for keywords.

But now?
The rules are shifting — fast.

Generative AI is becoming the new search engine.

People are already using ChatGPT, Gemini, Perplexity, and other AI tools to:
🛒 Find products
🔎 Compare options
📊 Get personalised recommendations
🎯 Skip scrolling — and get instant answers.

👉 Your future customers may never visit Google.
They may never see your ad.
They’ll just ask AI:
“What’s the best [product] for [problem]?”

The question is: will your brand show up in that answer?

Here’s how eCommerce businesses need to adapt:

✅ Structured, high-quality product data
AI models pull from clean, clear product specs, customer reviews, FAQs, and trusted content.

✅ Brand authority everywhere
Get featured on trusted blogs, industry sites, influencers, and reputable sources — AI models weigh external authority heavily.

✅ Content designed for AI, not just humans
Long-form, helpful, answer-based content that feeds AI training models.

✅ Voice-of-customer language
Use real customer questions, reviews, and pain points in your content — AI recognises natural language.

✅ Omnichannel footprint
Be present across platforms. The more signals AI models find, the more “confidence” they have to reference your brand.

In the AI era, you’re not just optimising for algorithms.
You’re optimising for language models.

💬 Are you preparing your eCommerce business for AI-first search?

Let’s talk strategy 👇

23/06/2025

After spending millions in ads — here’s what ACTUALLY works:

I’ve tested, tweaked, and scaled campaigns across multiple platforms.
The theory is nice. But here’s the reality from real money spent:

🔥 Meta Ads = Best for scale
If you want volume, audience expansion, and broad visibility — Meta (Facebook & Instagram) is still king.
It’s fast, flexible, and its targeting improves as you feed it more data.

🔥 Google Ads = Best for ROAS (Return on Ad Spend)
Google captures intent.
People are already searching, comparing, and ready to buy.
The ROAS can be incredible — but it’s often harder to scale aggressively because you’re limited to existing demand.

🔥 TikTok = Best for cheap traffic & brand awareness
CPMs are low, attention is high.
But the audience can be volatile. It’s great for rapid visibility, but you need solid creative testing to convert long-term.

🔥 YouTube = Best for trust & long-form persuasion
If your product requires education, storytelling or authority building — YouTube outperforms.
Higher production cost upfront, but long shelf-life.

🔥 LinkedIn Ads = Best for high-ticket B2B
More expensive CPMs, but laser-targeted for decision-makers and enterprise clients.

👉 The truth?

It’s not about picking a platform. It’s about knowing your funnel.

• Where is your audience in the buyer journey?
• What’s your offer?
• What’s your lifetime customer value?

Once you map that out, you stop “testing platforms” — and start building a system.

💬 If you had to pick ONE platform to double down on right now — which would it be?

Let’s compare notes 👇

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22/06/2025

A powerful lesson I learnt from the Bible that changed how I approach marketing:

“Whoever can be trusted with very little can also be trusted with much.” — Luke 16:10

For a long time, I thought growth in business (and marketing) came from chasing big things:

🚀 Big campaigns
🚀 Big budgets
🚀 Big audiences

But this verse reminded me:
God multiplies what you manage well.

✅ If you’re faithful with 10 followers, He can trust you with 1,000.
✅ If you steward small budgets well, bigger opportunities come.
✅ If you serve a few clients with excellence, referrals multiply.

Marketing isn’t really about “scale.”
It’s about stewardship.
It’s about consistency.
It’s about showing up with excellence — even when nobody’s watching yet.

When you focus on managing what’s in your hand right now — growth takes care of itself.

💬 What’s one small thing you’re being intentional with right now in your business?

Let’s encourage each other 👇

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17/06/2025

A young Black father wearing noise-canceling headphones, multitasking on his laptop while gently holding his baby on his chest, in a cozy, smart home filled with ambient lights and subtle holograms. The baby plays with a holographic butterfly projected from the father’s smartwatch. Warm tones, intimate lighting, minimalist tech interior, ultra-realistic photo-style, peaceful emotion.

Tool: ChatGPT

17/06/2025

This Forbes list isn’t just about revenue. It’s a roadmap.

Yes, these are the top-earning creators of 2025.
But here’s what most people will miss:

📉 This list doesn’t include equity, brand value, or revenue from owned companies.
It only includes creator revenue—ads, sponsorships, merch, content.

Yet behind these numbers are billion-dollar moves:

✅ MrBeast → $85M in creator revenue → $5B company
✅ Jake Paul → $50M content → brand empire
✅ Alex Cooper → $32M show → media network + drink brand
✅ Steven Bartlett → $29M content → equity in 10+ companies

The lesson for marketers and creators?

👉 You don’t just build an audience to monetise content.
You build an audience to launch, own, and scale businesses.

Content creates trust.
Trust creates leverage.
Leverage creates equity.

So before you chase likes or go viral… ask:
💡 What am I building that outlives the algorithm?

💬 What would you build if you had 10,000 loyal fans today?

Let’s imagine out loud 👇

17/06/2025

Did you know LinkedIn now labels AI-generated content?
I didn’t—until I noticed a little “CR” icon on an image I was about to post.

Curious, I dug deeper… and found this:

🔍 LinkedIn has started using Content Credentials, built on a global standard called C2PA (Coalition for Content Provenance and Authenticity).

This label shows up on images and videos that are generated or edited using tools like AI—and it’s all part of a broader push to keep LinkedIn safe, trusted, and professional.

Here’s what the new label reveals:
• If AI was used in the content
• What tool or app created it
• Who published it
• When it was made

The goal?
✅ Transparency.
✅ Authenticity.
✅ A more secure digital environment for creators and professionals alike.

Even though this system doesn’t catch everything yet, it’s evolving and LinkedIn is clearly leaning into responsible tech use.

📌 So, if you’re using AI tools like DALL·E, Midjourney, or Runway to generate content, don’t be surprised if your post carries this new label.

It’s not a penalty. It’s a clarity badge.

💬 Have you seen this tag on your feed yet?
Does it change how you approach AI content here?

Let’s talk 👇

— Sola Mathew

16/06/2025

My inbox used to be silent.
No leads. No DMs. No action.

I was posting… but nothing landed.
Until I made one shift:

👉 I stopped trying to impress… and started trying to help.

I switched from “look at what I know” to
🔹 “here’s something that might help you today.”

Bite-sized wins.
Simple tips.
Real problems → practical solutions.

And slowly… things changed.

✅ Replies started coming in.
✅ Leads started showing up.
✅ People who never liked or commented started saying, “I’ve been following you for months.”

Here’s the truth no one tells you:

📉 Your best leads are silent watchers.
They won’t clap. But they will convert.

So if you’re a digital marketer, coach, or freelancer:

🧠 Don’t chase engagement.
Chase clarity, consistency, and usefulness.

Because when the message is right, the right people will find it.

💬 What’s one thing you did that helped you go from zero to booked out?

Let’s help each other win👇

15/06/2025

Not every cry needs comfort.
Sometimes, it needs calm.

As a father, one of the biggest lessons I’ve learned is this:

Saying “no” is also an act of love.

I’ve seen how naturally many mothers respond to their child’s tears—quick to soothe, to give, to ease the discomfort.

It’s beautiful.

That nurturing instinct runs deep.

But as a dad, my response is often different.

I can hear the cry, and stay steady.

Not cold. Just composed.

Because sometimes, what a child needs most… is structure.

That doesn’t mean I love less.

It means I’m thinking long-term:

🧠 Emotional regulation
🧍🏾 Responsibility
🛑 Boundaries

And I believe this role — the steady, principled father — is more needed now than ever.

We need more godly fathers.
Men rooted in Christian values.
Present. Disciplined. Spirit-led.

Because here’s the truth:

We’re entering a time where some are choosing to bring children into the world through surrogacy; without any intention of a father figure being present.

And while that’s a personal choice, we can’t ignore what it means for society.

A child doesn’t just need love.
They need guidance. Identity. Anchoring.

And fatherhood, done right, provides that.

Let’s raise the standard.
Let’s raise our voices.
Let’s raise the next generation—with wisdom, truth, and presence.

💬 What’s one thing fatherhood has taught you?

Or what impact did your dad have on you growing up?

Let’s talk 👇

14/06/2025

🎬 If you can spend 4 hours binge-watching Netflix…
📚 You can invest 1 hour learning a high-income skill.

📱 If you can spend $1,000 on the latest iPhone…
🎓 You can invest $200 in a course that changes your career.

📷 If you can scroll Instagram for 2 hours…
🖊️ You can spend 1 hour writing, building, or thinking.

Truth is:

🚫 Opportunity isn’t rare.
😔 Discipline and desire often are.

This weekend, choose differently.

Even 1 hour of focus could unlock 10x results next month.

💬 What will you invest your next free hour into?

08/06/2025

How to Run Facebook Ads Step by Step

Sola Mathew

30/06/2025

27/06/2025

24/06/2025

23/06/2025

22/06/2025

17/06/2025

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