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Your Boss Will Think You’re an Ecom Genius

If you’re optimizing for growth, you need ecomm tactics that actually work. Not mushy strategies.

Go-to-Millions is the ecommerce growth newsletter from Ari Murray, packed with tactical insights, smart creative, and marketing that drives revenue.

Every issue is built for operators: clear, punchy, and grounded in what’s working, from product strategy to paid media to conversion lifts.

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A tiny bit of self-promo to start things off. If, for some reason you don’t know, I put out a 4-hour free course on how you go from 0 - 1,000,000 fans, and it’s getting a lot of acclaim, but how far I can push this channel and do cool things for you (for free) depends on this video blowing up as much as it can. If you can, I really appreciate it if you send it to a friend. Also, I have an update to my 60-day plan, which many of you depend on, and it dropped yesterday.

Social Media Trends & Marketing Campaigns Worth Studying

This week, we're taking a big-picture approach. You've told me through the ratings that you prefer these meta strategy breakdowns over pure algorithm tactics. I'm covering insights from the annual Social Signals report on social media trends, then breaking down Music Ally's best marketing campaigns of 2025.

Social Signals: Platform Trends 2025

Check Your Videos on Big Screens

When approving YouTube content, most people only check how it looks on their phone. That's the smallest screen your video will appear on.

Huge amounts of YouTube viewing happen on TVs now. I have an 80-inch screen and catch details constantly—I was watching an Olivia Dean video last night and spotted things in the frame they clearly missed during approval. Preview your content on the largest screen available.

Followers Aren't Dead, But They're Different

Jack Conte from Patreon talks about "the death of the follower." I hate when people declare things dead because it obscures what's actually happening. The reality is more nuanced.

Followers still matter as a baseline—platforms test your content on followers first because they're more likely to engage. One of my friends has 1.2 million followers. When they post low-effort content, it gets 2,000 views. Their best content hits 10 million. Higher follower counts increase your ceiling, but they don't guarantee engagement as they did 15 years ago.

Twitter's For You Page era killed the old model. So many people followed so many accounts that tweets would die after two hours, never to be seen again. But follower counts still provide advantages—they're just not the whole story anymore.

Reach Over Followers

Adam Mosseri (Instagram’s CEO) focuses on reach as the primary metric each week. That's how platforms think now: how far can your content travel? TikTok changed everything by letting your first post with zero followers reach millions. YouTube Shorts, Twitter, and Reels all work this way now. Grid posts and Stories are the exception.

Enjoying this? Forward it to a music friend you’d like to be closer to and start a discussion!

TikTok's algorithm serves users almost entirely new content—only about 10% of what people see comes from accounts they follow. The For You Page is overwhelmingly strangers, which is why you need to talk as if people don't know you. This is also why measuring your worth by follower count is pointless.

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