And one very tired copywriter.

Once upon a time, influencer marketing was the Wild West of authenticity, unpolished, personal, and (allegedly) organic. Now? It’s a fully optimized arm of paid media, complete with targeting strategies and KPIs that would make your SEM manager blush. Brands aren’t just partnering with creators, they’re boosting their posts like they’re ad units. Because they are. As reach continues to shrink and algorithms tighten their grip, “organic” influencer content has become more of a vibe than a viable strategy. If a creator’s post lands on the feed without paid amplification, did it even make a ripple?

This shift doesn’t mean the end of authenticity, it just means authenticity now comes with a budget line and brand safety guidelines. The most effective influencer content today is manufactured spontaneity: still breezy, still aspirational, just… lightly filtered through a media plan. What we’re seeing is influencer marketing maturing into its final form: part brand ambassador, part content studio, part performance ad. And honestly? That “just vibing with my morning matcha” post was probably A/B tested six ways before it hit your feed.

As the VIX blasts past 50, the Magnificent Seven lose their shine, and global markets collectively faceplant, TreasurySpring decided not to hit the panic button. Instead, they sent out a newsletter called Keep Calm and Consider the Risks, part of their ongoing “WTFTF nibble” series, which sounds like financial advice you get at a dinner party you can’t afford to be at.

The note breaks down the drama—tariffs, tanking stocks, even gold crying in the corner—with the tone of someone who’s been through worse and still made their 8 a.m. Pilates class. “Stay calm, consider your risk appetite, and place your cash accordingly,” they say, like a therapist with a Bloomberg terminal and zero time for drama. In a world where most financial comms feel like either a sedative or a fire alarm, this was a rare gem: dry, smart, and just the right amount of snark. Basically, if market commentary had a favorite drink, this would be a lukewarm gin and tonic, served neat, with judgment. 

At RG, we like our news served with a side of sarcasm, even when about market freefall. We’re always on the lookout for takes that cut through the noise. TreasurySpring’s tone? Right in the sweet spot.

RG's Digital Strategy team is sharing insights on LinkedIn’s latest algorithm shift. The platform has gone full “no more small talk,” prioritizing thoughtful, engaging content over anything that smells remotely like a corporate memo. If your brand’s posts are still serving safe, SEO-optimized nothingburgers, the algorithm is actively ignoring you.

Since the update, organic reach is down 15%, engagement’s off by 12%, and personal profiles (especially in Creator Mode) are now outperforming company pages by a mile. Why? Because LinkedIn’s new AI-powered feed favors actual conversations, not announcements dressed up as insights.

It’s time to ditch the megaphone and pick up the mic. Write like a person, ask smart questions, reply like you’re not on autopilot. And yes, a little paid amplification wouldn’t hurt either. The brands thriving right now are the ones willing to sound human, take a stance, and show up in the comments section. Everyone else? They’re just background noise in a feed that’s moved on.