Topic
Organic distribution systems
Treating short-form content as infrastructure for reaching cold audiences, with repeatable formats, creator programmes and automation from comment to conversation.
Overview
Before most of my engineering work, I learned distribution by doing it. I built and ran faceless short-form pages designed to reach people who had never heard of them, and later led growth for two US startups.
The approach that worked was to treat content as infrastructure. That meant a small number of formats that could be produced repeatedly, a production pipeline documented well enough to become the team’s standard process, KPIs agreed before anything was posted, and automation that turned a comment into a direct conversation. Individual posts still succeed or fail unpredictably, but the system around them is what makes the results repeat.
The numbers here are self-reported from platform analytics. They are on this site because they are the most direct evidence that I understand how attention moves, which matters for any product that needs users.
Projects
- 1post
- 11,000+comments
Meela: 10,000 followers in 10 days
Zero to 10,000 followers in 10 days, with no ad spend.
- 25.9Mviews, no ad spend
- 92%from new audiences
Short-form distribution systems
25.9 million views in 30 days with no ad spend, 92% from people who had never seen the pages.
Where I did this
- Distribution systems builder 2024 to present
I built and run faceless short-form pages designed to reach cold audiences, treated as infrastructure rather than content.
- Head of growth Sep 2025 to Dec 2025
I joined as a creator and was promoted to UGC lead and then head of growth within six weeks, running the content strategy and creator team.
- Head of growth Oct 2025 to Dec 2025
I worked directly with the founder to build SlaySchool's early growth system around short-form distribution and a creator team.
Questions
What does treating content as infrastructure mean?
Designing the format, production process and measurement so that output is repeatable and improvable, the way you would design a data pipeline, instead of relying on individual posts going viral. The unit of work is the system that produces posts, not the post.
Is organic reach still possible without ad spend?
Yes, for audiences that platforms are willing to show new content to. My own pages reached 25.9 million views in 30 days with no ad spend, and more than 90 percent of the audience had never followed the account.
How does distribution connect to engineering work?
Both are about reaching the right few people in a large, noisy population. Lead intelligence finds them from public signals; distribution reaches them where they already spend time. Comment-triggered DM automation is where the two meet.