Winter ㋛ | Social and Creative Strategy

Social content strategy 🤳 I feel like I don’t talk about what I actually do enough so wanted to give a little look into my social media agency @posturemedia .🦇 This is how we at turn one shoot day into an entire month of content for brands. Get in touch if you’re interested in working together. ✨

NYC day off 🦖 Ft. @hetoldmehitomi @askcatgpt X @shopify @barmercer @witchinghourbk

Comment CC to sign up to my newsletter 🦇 The biggest lesson I’ve learned from running a social agency is that that 75% of the work happens before we ever step on set. Here’s a bit of BTS for how we approach pre-production and social strategy at @posturemedia 💕 What’s your process? LMK!

Let’s collab for Cannes Lions ‘26 🔥 I can’t believe how much time has flown by since @posturemedia first went to Cannes in 2019, but it has been really cool to see the festival’s rising support of the creator economy which I feel like has brought refreshing perspectives to the table. The Creator Pass makes it much more more feasible for B2B creators + boutique agencies to attend. (For reference, it’s €1,245/pp for the Creator pass versus €4,465/pp for the Marketing pass). Smaller creative studios are having a massive impact on the industry right now. They move fast, stay nimble, and are doing some of the most innovative creative work out there. Cannes is starting to reflect that. I’m really looking forward to attending this year with my partner @asher_torres . If you’re a brand or agency building out your Cannes programming and looking for more speakers or B2B creators to partner with - I’d love to connect. And if you’ll be there and want to meet up for coffee or rosé 🥂 my DMs are open. 🔮 What do you think about Cannes Lions? Do you go / not go? Let me know your thoughts! _______ Hi I’m Winter, the Co-Founder and Chief Creative Officer of @posturemedia , a social media agency based in Brooklyn. We work with brands across social strategy, content creation, and influencer/creator campaigns. I make content about social strategy, cultural trends, and the growing impact of AI in social and marketing. Happy to be here. 👋

The state of paid social in 2026 💸 Paid social is going through the same shift that organic social went through five years ago and is changing how brands think about creative strategy entirely. 💬 Comment ADS if you want to try @GoMarbleAI to spend less time in Ads Manager ☠️ and more time with creative ideation and testing. Also, I’d love to hear how your team is running paid and what’s working/what’s not! Drop your thoughts.

The king of email is here. 👑 These three email flows account for 87% of all automated email orders. If you’re running an ecom brand and don’t have them set up, this is where I’d start. And if you’re switching from another platform, @omnisend manages the full migration and handles the essentials for you (flows, lists, forms). 💬 Comment OMNISEND and use code ‘WINTER’ to get 30% off your first 3 months. #OmnisendPartner

The Status Economy is here. 🔮 Fashion is no longer the clearest way to signal taste, knowledge, or cultural credibility. That role has fragmented across food, beauty, travel, wellness, hospitality. For brands, your category is no longer a silo. And the brands that win will be the ones that understand what role they play in their audience’s identity. REF: @highsnobiety ‘The Status Economy’ report

Things your social agency wishes you knew, from a social agency 🖤 Grateful everyday to have this dream job and to be able to collaborate with amazing brands and creatives. What did we miss? 💬

Aura farming: brand edition 👀 I broke down three brands who in my opinion do this well for different reasons. The common thread is that none of them follow the typical playbook touted by social media overlords. They lead with a strong sense of brand (ie: self) and commit to reflecting the interests and aspirations of their core audience above the quest for virality for virality’s sake. Long term vision. Not many brands have the stamina for this. 💬 What brand do you think has the most aura? Vote + drop your favs in the comments.

AI can generate anything, but it can’t decide what matters. A hill I will 😵 on: creative work is only as good as the inputs. And relevant and smart inputs require creative direction, “in the wild” observations, and self-awareness. The better AI gets, the more valuable lived experience becomes. The bar for fresh creative work will only get higher. I love that @air.hq ’s new Canvas feature takes a stand for human creativity, powered by AI. AI doesn’t replace the work, it scales it. If you’ve been duct-taping Canva, Figma, and Dropbox together for years, it might be time to explore a different solution. #AirPartner 💬 Comment “AIR” and I’ll send you the link to try Canvas.

Hi, I’m Winter 👋 🦇 I don’t talk about my background much on here so I figured it was time for a proper introduction. I’m the co-founder of @posturemedia , a Brooklyn-based social media agency. Before I was a social strategist I was an independent magazine editor. And that experience shaped everything about how we approach social today. Social strategy right now is genuinely difficult. With AI, the creative bar is even higher, and most CMOs I speak with say their teams are stuck between posting just to post and lacking a strong identity that sticks. The framework I keep coming back to is thinking about your brand as a magazine. Keeping “Brand” (capital B) in mind when you’re crafting your social strategy, beyond just content pillars. It creates a structure that allows for real variation across content types while keeping everything tied to a clear identity. ⋆˙⟡ At Posture Media, we work with 7 figure brands ready to scale social operations, create measurable impact, experiment creatively, and stand out from their competitors. DM me or shoot me an 💌 at winter[at]posturemedia.com if you’re looking for a social partner in 2026.

Comment CC to sign up! 💬 When you sign up you can see the latest issue in the archive ✨ In issue of Creative Commerce, we included some content inspo and updates to know. Featuring: @brendahashtag X @thecuttingroomfloor @chrisdonnellyofficial X LinkedIn strategy @highsnobiety X The Status Economy @nataliebarbu as a creator to watch @nikitavlk for content inspo and more 🪄 —————————- Creative Commerce is a newsletter featuring a weekly roundup of content inspiration, social media news, and the latest in AI. Skimmable. Curated. Relevant. Written by @wintermendelson and powered by @posturemedia , a social media agency based in Brooklyn. 🦖