Short-form distribution systems

Before most of my engineering work, I learned how attention moves by running distribution myself. All the numbers on this page come from platform analytics and are self-reported.

Content as infrastructure

I built faceless short-form pages for one job: reaching cold audiences. I treated them as a system to engineer rather than a series of posts. That meant a small set of formats that could be produced on repeat, a production process that did not depend on inspiration, and measurement on every piece.

What the numbers say

Over one 30-day window the pages reached 25.9 million views with no ad spend. Ninety-two percent of those views came from people who had never seen the pages before, which is the number that matters: it means the platform was distributing the work to strangers, not just to an existing audience. One piece passed 17 million views, 99.9 percent of them from non-followers. Across the pages, the audience grew past 100,000 followers.

Where it went next

The same approach carried into growth roles for two US startups. At Meela it took new accounts to 10,000 followers in 10 days. At SlaySchool I built the end-to-end content pipeline that the team adopted as its standard operating procedure, coordinated 10 to 15 creators through it, and early campaigns reached about 7 million views in two weeks.

What carried over into engineering

Distribution and lead intelligence turn out to be the same problem from opposite ends: finding the right few people in a very large, noisy population. In distribution the platform does the finding and you design for it. In lead intelligence you build the finding yourself, from public signals. Both reward the same habits: repeatable inputs, measurement on every output, and acting on intent while it is fresh.