Source: Simon Owens's Media Newsletter
Ashanti Bentil-Dhue's October 2025 launch shows that unscripted video now outperforms polished, calendar-driven campaigns on platforms optimized for real-time behavior. The advantage of institutional resources has narrowed: a solo consultant with a phone competes directly with brands that spent millions on content studios and strategists. Companies face a choice—embrace spontaneity or risk feeds that look overproduced next to individual creators. Legacy brand content was built for algorithmic conditions that no longer exist. On platforms rewarding discovery over prediction, traditional marketing infrastructure provides little structural advantage.