Social Media Archives

Repurposing Content for Maximum ROI

Posted on April 28, 2026June 4, 2026 by Jon Boles

Most brands are sitting on far more content value than they realize.

Between podcasts, webinars, interviews, blogs, sales calls, and social videos, companies invest massive amounts of time and resources into content creation — only to use those assets once before moving on to the next campaign.

Today, the brands seeing the strongest ROI are not necessarily creating more content. They are maximizing the lifespan and impact of every major asset they produce through strategically repurposed content.

Repurposing content isn’t about reposting the same material across every platform.

Instead, it’s about transforming one strong idea into multiple platform-specific assets that work together to build authority and drive long-term growth.

When approached correctly, a single long-form piece of content can fuel weeks of marketing execution across nearly every marketing channel.

Why Repurposing Content Is a Modern Marketing Necessity

Content marketing has evolved dramatically over the last few years. And the greatest challenge is maintaining visibility across an overwhelming number of platforms, formats, and audience behaviors.

Most marketing teams can’t sustainably create entirely new content for LinkedIn, Instagram, TikTok, YouTube, blogs, email campaigns, sales collateral, and paid ads every single week without eventually sacrificing quality or consistency.

Instead of treating every platform as a separate production workflow, brands are repurposing content to extract more value from the expertise, conversations, and insights they already have.

Some of the biggest advantages of repurposing content include:

Increasing content output without dramatically increasing production costs
Extending the lifespan of valuable marketing assets
Improving consistency across channels
Reaching audiences that consume content differently
Creating additional SEO opportunities from a single topic
Supporting organic, paid, social, and email strategies simultaneously

The key, however, is understanding which types of content actually create scalable repurposing opportunities. Not every asset carries the same strategic value.

What Types of Content Should Be Repurposed?

Technically, almost any piece of content can be repurposed. But the highest-performing content strategies typically begin with “pillar content,” or foundational assets that contain enough depth, insight, and flexibility to support multiple downstream formats.

The stronger the original asset, the easier it becomes to scale distribution without sacrificing quality.

Long-Form Video Is the Strongest Starting Point

Right now, long-form video is one of the most powerful starting points for repurposing content.

Podcasts, webinars, founder interviews, educational YouTube videos, panel discussions, and industry conversations naturally contain multiple forms of value at once. They combine thought leadership and conversational authenticity in a way few other formats can match.

Instead of treating a podcast or webinar as a single deliverable, you can treat it as a content engine capable of powering weeks of distribution. One recording session can create a complete omnichannel ecosystem when approached strategically.

A single long-form video can often become:

Short-form social clips
LinkedIn thought leadership posts
SEO-driven blog articles
Email newsletters
Quote graphics
Reels, Shorts, and TikToks
FAQ content
Infographics
Case studies
Paid advertising creative

Where Repurposed Content Creates the Most Value

Repurposing content only works when you adapt assets to how people consume information across different platforms. Successful distribution must translate one core idea into multiple platform-native experiences.

Social Media Platforms

Short-form content allows brands to continuously distribute insights from larger conversations without requiring entirely new production workflows every day.

Platforms like LinkedIn, Instagram, TikTok, Facebook, X, and YouTube Shorts all reward consistency and relevance in different ways, depending on how users interact with your content.

As a result, one long-form asset can evolve differently depending on where it is distributed:

LinkedIn → executive insights and authority positioning
Instagram Reels → visual education and quick engagement
TikTok → conversational storytelling
YouTube Shorts → educational snippets
Facebook → community-driven discussion

Effective repurposing adapts messaging to audience behavior while maintaining a consistent strategic narrative.

SEO and Website Content

Many brands struggle to consistently publish high-quality educational content because each article feels like a separate production cycle. Repurposing solves that problem by transforming existing expertise into search-driven assets.

A podcast conversation, webinar, or founder interview can easily become:

A long-form blog article
FAQ content
Resource hubs
Service-page expansions
Long-tail keyword opportunities

This approach allows brands to increase topical authority while reducing creative friction.

Instead of constantly searching for entirely new ideas, teams can expand on insights they have already discussed internally.

For companies focused on long-term organic growth, this is one of the most scalable advantages of repurposing content.

Email Marketing and Sales Enablement

One of the biggest mistakes brands make is limiting repurposed content to social media.

Some of the highest-value opportunities actually happen deeper in the customer journey through email marketing, lead nurturing, and sales enablement workflows.

Repurposed content can support:

Newsletter education
Sales follow-up sequences
Lead nurturing campaigns
Customer onboarding
Webinar promotion
Retargeting campaigns

The goal is not simply to produce more content. Instead, it’s to build an ecosystem where every platform reinforces the same strategic message in different ways.

Tools That Make Repurposing Content Scalable

Repurposing content becomes significantly harder when every workflow is handled manually. As content ecosystems grow, brands need systems that improve efficiency without sacrificing quality.

AI-Powered Repurposing Tools

AI tools are rapidly changing how marketing teams approach content transformation. They can help accelerate ideation, clipping, transcription, summarization, formatting, and distribution workflows.

That said, AI still works best when paired with strong strategic oversight and brand direction.

Some of the most useful tools for repurposing content include:

Descript for transcription and video editing
Opus Clip for short-form video extraction
ChatGPT for content ideation and transformation
Riverside for podcast recording and clip generation
Canva for visual adaptation and graphic creation

Content Management and Distribution Tools

Without clear workflows, content teams often lose track of assets, duplicate work, or struggle to maintain consistency across channels. This potential for crossed signals makes strong operational systems just as important as creation tools.

Many brands rely on platforms like:

Notion for content planning
ClickUp or Asana for production workflows
HubSpot for email distribution
Buffer or Hootsuite for social scheduling
Google Drive for centralized asset management

Turn One Idea Into Long-Term Brand Momentum

The brands winning today are building scalable ecosystems designed to maximize reach, consistency, and ROI from every major investment.

Instead of constantly chasing entirely new ideas, high-performance marketing teams focus on extracting more value from the expertise they already have. One strong, long-form asset can serve as the foundation for weeks of strategic distribution across all marketing channels.

At AVINTIV, we help brands build growth-focused content ecosystems designed for long-term impact — not disconnected marketing assets that disappear after a single campaign cycle.

Schedule a discovery call with us today to learn how we can help you maximize your current content!

Tools for Managing a High-Volume Content Calendar

Posted on March 10, 2026April 27, 2026 by Jon Boles

As your business grows, content demands expand across channels, campaigns, and teams.

What once felt manageable becomes fragmented, with missed deadlines, inconsistent publishing, and workflows that can’t keep up.

Content calendar tools play a critical role in solving this, but only when they’re implemented within the right operational structure. The right tools enable scale by supporting the systems that drive consistent execution.

In this guide, we’ll break down how to think strategically about content calendars, which tools actually support high-volume execution, and how to build a system that drives measurable growth.

What a High-Performance Content Calendar Actually Requires

A content calendar is the tool that connects strategy, production, and execution.

Most content calendars fail because they’re built for planning rather than execution. As content demands increase, gaps in workflow structure and accountability begin to slow everything down.

At scale, your content needs to operate as a system that manages moving parts across teams, timelines, and channels.

At a high level, your content calendar must:

Centralize content across all channels

Track every stage of production

Enable structured collaboration and approvals

Provide real-time visibility into deadlines and dependencies

Integrate with your broader marketing stack

Types of Content Calendar Tools (And When to Use Them)

Content calendar tools serve different operational roles depending on how your team executes.

Choosing the right category starts with understanding your workflow complexity, team structure, and growth stage. The goal is to match the tool to your operation—not force your operation to adapt.

Project Management-Based Tools

Project management platforms like Asana, ClickUp, and Monday.com act as the backbone of content operations.

They support structured workflows, define ownership, and create visibility across every stage of production. For teams managing high content volume, this level of control becomes essential.

These tools are the right fit when your content operation includes:

Multiple contributors across roles

Structured approval processes

Cross-functional collaboration

Dedicated Content Calendar Tools

Dedicated content calendar tools are built specifically for marketing teams and publishing workflows.

These tools are designed to:

Visualize content across channels

Align campaigns and messaging

Streamline publishing workflows

Spreadsheet-Based Systems (When Simplicity Wins)

Spreadsheets remain one of the most common starting points for managing a content calendar.

They offer accessibility, simplicity, and flexibility, making them useful for early-stage teams or straightforward workflows.

Spreadsheets are most effective when:

Teams are small

Workflows are simple

The budget is limited

As content volume increases, spreadsheets begin to break down under the weight of complexity.

Without automation, integrations, or structured collaboration, teams often experience bottlenecks and reduced efficiency.

Best Content Calendar Tools for High-Volume Teams

The tools below are designed to support scale, structured workflows, and performance-driven execution.

Each platform brings a different strength to the table, and the right choice depends on how your team operates.

Asana

Asana serves as a structured workflow engine for content production.

It allows teams to map out each stage of content creation and maintain visibility across campaigns by offering:

Task dependencies for structured sequencing
Workflow automation to reduce manual work
Full team visibility across projects

Asana is ideal for teams with defined processes that need a scalable system to manage execution.

ClickUp

ClickUp provides a flexible, all-in-one platform for managing content operations.

It combines task management, documentation, and reporting into a single environment, allowing teams to centralize their workflow.

Features include:

Custom dashboards for tailored visibility
Docs and tasks in one system
Scalable structure for growing teams

CoSchedule

CoSchedule is designed specifically for marketing teams managing social media content and campaigns.

It brings planning, scheduling, and publishing into one streamlined platform.

The highlights of CoSchedule include:

Campaign alignment across channels
Built-in publishing workflows
Marketing-focused planning features

Airtable

Airtable blends the simplicity of spreadsheets with the functionality of a database.

It allows teams to build flexible, customizable content calendars that scale beyond basic tracking.

Some perks of Airtable include:

Multiple views (calendar, grid, kanban)
Structured data organization
Flexible system without heavy complexity

Airtable is a strong option for teams transitioning from spreadsheets to more advanced tools.

HighLevel

HighLevel functions as a full marketing operating system, integrating content planning with CRM, automation, and revenue systems.

It connects your content calendar directly to lead generation, customer journeys, and campaign performance.

With HighLevel, you can integrate:

CRM and content integration
Automation workflows for campaigns
Direct alignment between content and revenue

HighLevel is best suited for businesses and agencies focused on growth, automation, and measurable results.

How to Choose the Best Content Calendar Tool for Your Team

Choosing the right tool depends on how well it aligns with your team’s structure, workflows, and growth goals.

Larger teams require structured systems to maintain alignment and accountability, while smaller teams can operate effectively with simpler setups. As content volume increases, your system needs to handle complexity without slowing production.

Workflow complexity plays a major role in this decision. Multi-step processes require tools that can manage dependencies, approvals, and communication without friction.

Your tool should also integrate seamlessly with your CMS, analytics, and CRM systems. Without this connection, it becomes difficult to tie content performance back to business outcomes.

Scale Your Content Production with AVINTIV

Scalable content operations are built on strong systems, with tools enabling execution and consistency.

The right content calendar tools improve visibility, streamline workflows, and support growth. Their real impact comes from how well they integrate into a structured, performance-driven system.

If you’re ready to build a content system that scales with your business and drives measurable results, it starts with how you structure the engine behind your content.

Get in touch with us to learn how we can help you scale your content at AVINTIV.

AI Tools Roundup: What We Recommend for 2026

Posted on February 24, 2026May 4, 2026 by Jon Boles

AI has become standard across marketing, operations, and content. The same tools are widely available, and the barrier to entry has dropped across the board.

Execution is where separation happens. Many brands are using AI in isolated ways — generating content here, automating tasks there — without connecting those efforts into a system that actually drives growth.

This article is built to solve that gap. We’re rounding up the top AI tools and showing you how they fit into a unified growth framework across branding, SEO, social, and execution.

How We Evaluate AI Tools for Growth

Every tool we use at AVINTIV is evaluated through the lens of execution.

The goal isn’t simply to move faster. It’s to improve output quality, maintain consistency across channels, and build workflows that scale as the business grows.

Before a tool becomes part of the stack, it has to support that outcome in a meaningful way.

To make that clear, we hold every tool to a consistent set of standards:

Improve output quality
Fit into real workflows
Support brand consistency
Drive measurable growth
Scale with the business

Tools only create value when they support a larger system. Without that structure, even the best tools underperform.

AI Tools for Branding: Clarity Before Scale

Brand performance is rooted in clarity. Messaging, positioning, and creative direction need to align before any channel can perform at a high level.

When that alignment breaks down, the impact spreads quickly. Content becomes inconsistent, campaigns lose focus, and conversion rates suffer.

AI plays a key role in tightening that foundation. It accelerates how quickly teams can refine messaging, test ideas, and maintain consistency across every touchpoint.

All-in-One Models Like ChatGPT or Claude

Clear positioning takes iteration. Most brands move too slowly through that process, which leads to messaging that feels incomplete or inconsistent across channels.

Models like ChatGPT and Claude support that process by providing teams with a structured way to develop, test, and refine ideas quickly. It becomes part of the thinking process, not just the writing process.

How to Use It: The most effective way to use larger AI models is early in your workflow, where clarity has the biggest impact.

These tools can support messaging development in areas like:

Developing and refining positioning angles
Testing multiple messaging variations
Generating structured first drafts for campaigns and pages
Simplifying complex ideas into clear language

Canva Magic Studio

Creative execution often becomes a bottleneck as content demands increase. Campaign timelines stretch when asset production can’t keep pace with strategy.

Canva’s Magic Studio helps close that gap by allowing teams to move from idea to execution quickly. It supports high-volume environments where speed and consistency matter.

How to Use It: This tool is most effective when it’s integrated directly into your content workflow.

It works well in situations where teams need to move quickly while maintaining visual alignment, such as:

Creating fast campaign visuals and mockups
Generating multiple variations for testing
Turning messaging into visual assets quickly
Maintaining consistency across platforms

AI Tools for SEO and GEO: Aligning With Real Demand

Search performance depends on alignment with real user intent. Content that lacks that alignment either struggles to rank or attracts traffic that doesn’t convert.

Strong SEO and generative engine optimization (GEO) connect brand messaging with what users are actively searching for. That connection determines both traffic visibility and quality.

AI improves how teams approach that process. It strengthens research, supports content structure, and provides ongoing feedback after publication.

Semrush’s Content Toolkit (Semrush One)

Content strategy becomes far more effective when it’s built on real data. Without that foundation, content decisions rely too heavily on assumptions.

Semrush’s massive AI overhaul, Semrush One, provides the structure needed to align content with search and answer engine demand. It helps teams identify opportunities and build content that competes effectively in search.

How to Use It: Use this tool at the planning stage, when it has the greatest impact on outcomes.

It can guide key SEO and GEO workflows, such as:

Identifying high-intent keywords and search queries tied to your offer
Building content briefs based on real data
Structuring content around search intent
Planning content clusters instead of isolated posts

Google AI Workflow (Search + Gemini + Search Console)

Search behavior is constantly evolving, and SEO strategies need to reflect that reality. Real performance data and live search results provide the clearest picture of what’s working.

Layering in Google’s ecosystem acts as a continuous feedback loop.

Search reveals current competition, Gemini supports interpretation and expansion, and Search Console tracks performance over time.

How to Use It: This workflow is most effective when it’s used consistently throughout the content lifecycle. It supports refinement at every stage, including:

Analyzing search results to understand competitive positioning
Using Gemini to expand topic coverage and depth
Identifying gaps between your content and top-ranking pages
Tracking performance and adjusting based on real data

AI Tools for Social: Turning Content Into Revenue Channels

Social platforms reward consistency, but growth comes from more than just showing up. Content needs to connect with broader campaigns, capture attention, and drive action.

When social is disconnected from the rest of your marketing, it becomes a visibility channel without a clear path to conversion.

AI allows you to integrate social into a larger system where content, engagement, and lead flow all work together.

HighLevel Social Planner + AI Tools

Consistent social execution depends on having a system that connects content, scheduling, and performance. When those pieces operate separately, posting becomes reactive and difficult to sustain.

HighLevel brings these elements together inside a single platform. It connects content creation, scheduling, and automation with CRM and marketing workflows, allowing social to function as part of a broader growth system.

How to Use It: HighLevel delivers the most value when it becomes your central hub for both content and execution. It can support social workflows such as:

Generating post ideas and captions using built-in AI tools
Scheduling content across platforms from one dashboard
Aligning social posts with campaigns and funnels
Managing conversations and leads directly from social channels

Descript

Content creation requires time and resources, which makes it critical to maximize the value of every piece you produce. Repurposing allows you to extend that value across multiple channels without increasing production effort.

Descript enables this by turning long-form content into multiple shorter assets. It supports a workflow where a single piece of content can fuel an entire distribution strategy.

How to Use It: Descript is most effective when it’s used to expand existing content rather than replace it.

It can support content multiplication workflows such as:

Turning long-form videos into short clips
Extracting social content from recordings or podcasts
Repurposing content into multiple formats
Scaling output without creating from scratch

AI Tools for Management: Execution at Scale

As brands grow, execution becomes more complex. Teams manage more campaigns, more content, and more moving parts.

Clarity and structure keep that complexity manageable. Without them, progress slows, and opportunities are missed.

AI supports internal operations by improving organization, visibility, and workflow efficiency.

Notion AI

Centralized knowledge makes execution more efficient. When information is easy to access and clearly organized, teams move faster and make better decisions.

Notion AI provides that structure by bringing documentation, planning, and content into one system.

How to Use It: This tool works best when it becomes the foundation for internal workflows. It can support areas such as:

Organizing SOPs and internal documentation
Managing content calendars and campaigns
Centralizing brand and messaging assets
Retrieving information quickly when needed

ClickUp Brain

Execution requires visibility. Teams need to understand what’s in progress, what’s complete, and what needs attention.

ClickUp Brain enhances that visibility by connecting tasks, workflows, and automation into a single system.

How to Use It: This tool becomes most effective when it’s integrated into daily operations. It supports execution workflows such as:

Tracking campaigns and deliverables
Automating repetitive tasks
Aligning teams across projects
Monitoring progress in real time

How These AI Tools All Work Together

Each tool plays a role within a larger system.

When those roles are connected, the workflow moves from strategy to execution in a structured way. That system can be understood through four core functions:

Branding defines the message
SEO captures demand
Social drives engagement and revenue
Management ensures execution

As these areas align, performance compounds. Messaging improves visibility, visibility supports distribution, and consistent execution maintains momentum.

AI delivers its real value as a system that supports growth across every stage.

AI Is a Multiplier If You Use It Right

AI strengthens the systems behind a brand. The tools themselves matter, but the way they’re applied determines the outcome.

Clear positioning, structured workflows, and consistent execution drive performance across every channel.

At AVINTIV, we build growth systems that integrate these tools into a cohesive strategy designed to scale brands.

If you’re ready to build a system that performs, we’re ready to help you grow. Schedule a discovery call with us today to learn more!

5 Ways to Build a B2B Social Strategy

Posted on September 26, 2025March 9, 2026 by Jon Boles

Most B2B brands treat social media like a static billboard when it should be a dynamic, high-conversion channel.

The right B2B social strategy is about building authority, generating qualified leads, and creating connections that drive measurable revenue.

In this post, we take a look at what B2B social media is and share five proven approaches to help you design a social presence that drives results.

What Is B2B Social Media?

B2B social media is the strategy and content that businesses create to connect with other companies, rather than individual consumers. Unlike B2C marketing, the goal is often to build long-term relationships, position the brand as a trusted authority, and drive sales cycles that may be more complex and extended in nature.

A strong business-to-business social media presence should focus on delivering value through educational content, industry insights, and solutions to common pain points.

It’s not about posting everywhere. It’s about showing up consistently where your target decision-makers spend their time, whether that’s LinkedIn, YouTube, or niche professional networks.

B2B brands that invest in a thoughtful social strategy can increase brand visibility, generate qualified leads, and strengthen customer loyalty over time.

1. Define Clear, Measurable Goals

One of the fastest ways to waste resources on business-to-business social media is to post without a clear objective in mind. Every post, campaign, and ad should tie directly to measurable goals.

Common B2B social goals include:

Increasing qualified leads from LinkedIn by a set percentage
Driving traffic to gated content for lead nurturing
Boosting engagement on thought leadership posts to establish authority
Improving conversion rates from targeted ad campaigns

To measure realistic progress, set SMART goals, which are specific, measurable, achievable, relevant, and time-bound. For example: “Increase sales-qualified leads from LinkedIn by 25% within six months.”

2. Choose the Right Platforms to Reach Your Audience

Not every platform is the best choice for B2B businesses. Sprout Social research confirms LinkedIn remains the gold standard for lead generation, while YouTube offers deep storytelling potential for product demos and customer success stories.

Before publishing on socials, ask yourself:

Where does your audience spend the most time online?
Which platforms align with your industry’s buying cycle?

For many brands, the sweet spot is focusing efforts on two to three platforms rather than spreading content thin. LinkedIn and YouTube are often high performers, but niche communities or industry-specific forums can also be valuable.

Whatever you choose, ensure your presence reinforces your brand and product messaging for consistency across all channels.

3. Create Thought Leadership Content That Solves Real Problems

B2B marketing trends point to a clear shift: problem-solving content outperforms promotional messaging. Use your customers’ pain points to guide your content calendar.

High-value content types include:

Case studies that highlight ROI and measurable success
How-to guides tackling industry-specific challenges
Behind-the-scenes insights that showcase your expertise and transparency

When creating your content, remember that authenticity and transparency are crucial. If your content solves a real problem, your audience will trust your brand as an authority in your industry, not just another vendor.

4. Leverage Social Listening to Drive Strategy

Social listening tools and native analytics provide a goldmine of data. By monitoring brand mentions, competitor activity, and emerging industry topics, you can create timely, relevant content that resonates.

Key benefits of social listening for B2B social include:

Identifying trending topics before your competitors
Spotting customer concerns early for proactive engagement
Tracking sentiment to refine brand positioning

Regularly analyze this data and integrate insights into your content planning to stay relevant and competitive.

5. Track the Metrics That Matter

Vanity metrics (or metrics that don’t measure actual ROI) like follower count or likes are easy to measure but don’t tell the whole story. Focus on metrics that align with business growth.

Critical social metrics for businesses include:

Conversion rate from social campaigns
Lead quality (based on lead scoring or sales feedback)
Engagement by content type
Customer acquisition cost (CAC) from social media

Ultimately, achieving a 5% engagement increase on LinkedIn is good, but a 10% rise in sales-qualified leads tells you your strategy is truly working.

How AVINITV Can Help You Bring It All Together

A well-executed B2B social strategy is a direct driver of leads, trust, and long-term client relationships.

By setting clear goals, selecting the right platforms, creating problem-solving content, leveraging social listening, and tracking the appropriate metrics, you can position your brand as the go-to authority in your space.

When your social media aligns with your overall brand and product messaging, every interaction reinforces your value and expertise.

Ready to turn your social channels into a pipeline driver? Let’s talk strategy and build a B2B social presence that generates measurable ROI.

7 Strategies for Creating Influencer Partnerships that Scale Trust

Posted on September 16, 2025March 9, 2026 by Jon Boles

Building strong influencer partnerships is one of the most effective ways to drive brand trust in a market where audiences crave authenticity.

But doing it right takes more than product placements or one-off shoutouts.

Consumers aren’t fooled by polished ads or forced endorsements. They want to see creators who genuinely believe in what they promote, and they want to consume content that reflects real-life experiences.

In this guide, we’ll break down seven practical strategies brands can use to create influencer relationships that feel real, perform at scale, and contribute directly to long-term growth.

TL;DR: What You Need to Know About Influencer Partnerships

Trust-focused influencer campaigns drive deeper brand credibility than paid ads alone
Micro and nano influencers generate stronger engagement and community alignment
Long-term partnerships unlock better ROI and audience familiarity over time
Collaborative content creation leads to more authentic, high-performing campaigns
Influencer engagement can inspire user participation and community-driven content
Different platforms create unique trust-building opportunities for your brand
Proper vetting ensures you partner with real, trustworthy creators in a noisy landscape

How Influencer Partnerships Build Scalable Trust With Your Audience

Today’s audience is skeptical. They scroll past polished campaigns and look for signs of genuine belief. According to recent research:

58 % of consumers bought a product based on an influencer’s recommendation in the past 6 months

61 % of consumers trust influencer recommendations over traditional advertisements

These numbers reflect what audiences are showing us every day. Influencer content resonates when it feels unscripted, personal, and rooted in authentic connection.

That’s why the most effective brands build trust into every part of their influencer programs.

1. Choose Micro & Nano Influencers for Higher Credibility

Big names don’t always deliver the best results. In fact, micro (10k–100k followers) and nano (1k–10k followers) influencers often perform better because of their close ties to highly engaged audiences.

These creators foster community, not just reach. Their recommendations feel like personal advice and not advertisements.

According to Influencer Marketing Hub:

Nano influencers see ~1.73% engagement rates, nearly 2.5x that of macro-level creators.
They also offer superior ROI per dollar spent, thanks to lower cost-per-post and stronger trust metrics.

Trust and authenticity aren’t fringe benefits—they’re the metrics that matter. That’s why micro and nano creators are strategic allies for brands focused on long-term growth.

2. Build Long-Term Relationships, Not One-Off Deals

Short-term influencer campaigns may boost visibility, but they don’t create lasting brand value.

Consumers quickly recognize transactional partnerships that can negatively impact your credibility.

Durable influence requires ongoing collaboration. With long-term relationships, you continue to build shared equity with your influencers.

Here’s why long-term influencer collaborations matter:

They create narrative depth that short-term campaigns can’t replicate
They allow creators to speak naturally about your brand over time
They build familiarity and compound trust with the creator’s community

71% of influencers offer reduced rates for long-term contracts, which becomes a clear advantage for brands scaling efficiently. That consistency leads to better content, more aligned audiences, and higher ROI.

3. Collaborate on Content Strategy, Not Just Delivery

Many brands limit creators to execution, but collaboration during the planning phase can yield significant benefits.

Top-performing influencer content is the result of a shared vision. When creators are invited into the strategy, the final output feels more human, more aligned, and more compelling.

Here’s what strategic co-creation unlocks:

Messaging that fits the creator’s tone and audience expectations
A stronger sense of ownership and investment from the influencer
Content that builds trust because it reflects genuine perspectives

65% of creators prefer collaborative brand relationships, according to Sprout Social.

Invite creators into your planning sessions. Ask for their input, and value their insights. When creators are seen as partners, the results speak for themselves.

4. Leverage Influencer Engagement to Fuel Community Participation

Influencer partnerships can inspire their entire community to participate, maximizing your exposure during a campaign.

When creators deeply connect with your product, they set off a ripple effect that encourages their audiences to get involved and share their own experiences. That level of interaction builds a more profound sense of trust and belonging.

The result? Organic momentum that drives long-term performance. Here’s how to harness that energy:

Encourage creators to ask their followers to share how they use your product
Highlight audience responses across your email, social, and website touchpoints
Create incentives that reward authentic contributions (giveaways, features, early access)

These ideas could be the key to unlocking more engagement with your influencer campaign:

Launch a creator-led hashtag campaign that invites community interaction
Curate top submissions and integrate them into your digital marketing funnel
Showcase shared content across product pages and onboarding touchpoints

The trust that comes from seeing real people engage with your brand is often more persuasive than the campaign itself.

5. Focus on Platforms That Build Instant Connection

Selecting the right social platform is a strategic decision — not just a media buy. It determines how your message is delivered, who sees it, and how it’s received.

It’s best to evaluate platform alignment based on where your audience already engages, and where creators have built authentic communities. Top choices include:

TikTok: Great for raw storytelling and virality. Prioritize native-feeling content.
Instagram: Ideal for aesthetic-driven products, offering consistent engagement through Reels and Stories.
YouTube Shorts: Strong for longer shelf-life and search-driven content.

Your platform mix should reflect your audience’s behavior and your product’s strengths. Alignment here is what separates high-performing campaigns from forgettable ones.

6. Vet Influencers for Authenticity

In a market cluttered with synthetic content and inflated stats, authenticity is your differentiator. You need a reliable process to filter out the noise from the signal.

A strong influencer relationship begins with intentional vetting:

Engagement quality: Are comments meaningful and consistent?
Previous partnerships: Did they generate real dialogue or surface-level impressions?
Outreach conversation: Can the creator articulate your brand and goals clearly?
Proof of performance: Request results from similar campaigns.

Great creators build communities, not just content. That’s who you want in your corner.

Pro tip: Use platforms like Modash or CreatorIQ to confirm audience authenticity and campaign history.

7. Repurpose Influencer Content Across Owned Channels

Influencer campaigns shouldn’t end at the post. Every asset you co-create has the potential to drive value far beyond the original platform.

Innovative brands get more out of their influencer campaigns by reimagining the original content through different formats. Here’s how to build that into your process:

Turn Reels into homepage assets
Drop short-form clips into product pages to build context and trust
Weave influencer testimonials into email and SMS sequences
Expand creator interviews into blog and SEO content

Repurposing influencer content is a strategic move that maximizes the value of every asset you create.

It expands your brand’s reach, reinforces messaging consistency, and strengthens credibility across multiple customer touchpoints — all while improving ROI.

Where Does User-Generated Content Fit into Influencer Partnerships?

UGC plays a distinct and influential role in your marketing mix, but it’s essential to recognize how it differs from influencer partnerships. User-generated content typically comes from everyday users who aren’t being paid to post, which gives it a unique layer of authenticity.

Think of UGC as the downstream impact of strong influencer programs. When creators truly create brand trust, they inspire their communities to engage, share, and advocate.

That second wave of content is what creates lasting momentum.

Here’s how to approach it strategically:

Treat UGC as validation. It supports your paid, branded, and influencer content by adding peer proof.
Design systems to collect it. Don’t wait for users to post — make it easy and rewarding to participate.
Use it across channels. UGC performs well on product pages, retargeting ads, and lifecycle emails because it reflects a genuine user experience.

Strong influencer campaigns spark awareness. UGC reinforces belief. When the two are integrated, trust compounds fast.

FAQs About Influencer Partnerships and User-Generated Content

How do I start building influencer partnerships for my brand?

Begin by identifying influencers who will reflect your brand and resonate with your target audience. Start small with personalized outreach. Build relationships before making asks.

What’s the difference between influencer content and UGC?

Influencer content is typically paid or contracted, while UGC is organic (or lightly incentivized) content from everyday users. Both build trust but serve different roles.

How do I measure ROI on influencer campaigns?

Track engagement rate (likes, comments, saves), traffic from influencer links, conversion events, and how often content is reused across other channels to understand your campaign’s effectiveness.

How do I know if an influencer is authentic?

Look beyond vanity metrics. Evaluate how the influencer’s audience engages, comment quality, and how past campaigns performed. Trust your instincts, and use verification tools.

Don’t Overlook Trust-Building Outlets Like Influencer Marketing

Awareness will always matter, but awareness alone doesn’t convert. Trust does.

Influencer partnerships should be built to resonate with your audience and drive conversions. When your audience believes in your brand because of who’s talking about it, you’ve already won half the battle.

At AVINTIV, we forge strategic partnerships that foster trust-first influencer systems and deliver real, measurable outcomes.

If you’re ready to build a strategy rooted in authenticity, aligned with your business goals, and designed for scale, let’s talk.

How Gen Z Interacts With Brands Online (And How to Reach That Audience)

Posted on September 2, 2025March 9, 2026 by Jon Boles

Gen Z is no longer just emerging. They’ve arrived, and they’re reshaping how brands connect with consumers.

Born between 1997 and 2012, this generation represents approximately 30% of global consumers and is expected to have $12.4 trillion in spending power by 2030, according to Bank of America research. If your brand isn’t adapting to Gen Z’s preferences, you’re already behind the curve.

To truly resonate with Gen Z, brands must rethink how they show up online. Not just where they advertise, but how they engage, communicate, and co-create with their audience.

Read on to explore the habits driving Gen Z’s brand behavior, the companies that are getting it right, and how you can future-proof your marketing strategy to capture Gen Z’s attention.

TL;DR: What Brands Need to Know About Gen Z

Gen Z values authenticity, transparency, and purpose over polished perfection.
Short-form video (especially TikTok and Reels) dominates discovery and engagement.
Google isn’t their go-to: many use TikTok and Instagram for search.
They align with values: sustainability and social justice matter.
Influencer collaborations outperform traditional advertising.
If your content isn’t mobile-native and creator-friendly, it’s invisible.

Understanding Gen Z’s Digital Habits

It’s essential to understand that Gen Z’s digital world is shaped by immediacy, interactivity, and identity. They’re not passive consumers — they’re active participants, curators, and creators.

Gen Z has higher digital experiences than those of previous generations, and they evaluate brands based on how well they fit into the digital ecosystems they already inhabit.

Social Media: Their First Touchpoint

Over 90% of Gen Z is active on social media, and their platform preferences reflect how they interact with the world.

TikTok leads the charge as a hybrid space for entertainment, discovery, and cultural commentary. Its robust algorithm delivers a feed so personalized that even small brands have a shot at virality if their content resonates.

Meanwhile, Instagram remains important for visual storytelling and product discovery. Gen Z often uses it as a credibility check, scanning brand profiles before engaging further.

YouTube plays a different but essential role. It’s where Gen Z goes for transparency and depth through tutorials, reviews, and long-form content that supports informed buying decisions.

Emerging players like Snapchat and BeReal also influence behavior:

Snapchat offers a more intimate and real-time storytelling experience between peers.
BeReal reinforces the desire for raw, unfiltered moments that break through polished perfection.

What this means for brands: Show up like creators, not advertisers. Embrace native formats, such as behind-the-scenes content, low-fi storytelling, and user-generated campaigns. Prioritize cultural fluency over traditional polish.

Gen Z doesn’t want to be sold to. They want to feel part of something. If your content can’t earn a double-tap, swipe, or share, you’re not in the conversation.

Search Behavior: From Google to TikTok

The way Gen Z searches for information is fundamentally different from previous generations. Forget traditional SEO strategies. They’re not starting their journeys on Google.

In fact, 46% of Gen Z now turn to TikTok or Instagram before Google when looking for recommendations, reviews, tutorials, or inspiration. These platforms have evolved into discovery engines that deliver personalized content quickly and visually, providing a seamless user experience.

Why does this matter? Because social-first search behavior favors:

Short-form, visually engaging content
Creator-driven reviews and tutorials
Native hashtags and trends over static keywords

For brands, this shift requires rethinking what search results are. It goes beyond optimizing your website and requires you to rethink how you appear in feeds, For You pages, and influencer content, mirroring what Gen Z is already engaging with.

What this means for brands:

Optimize content for in-platform discovery by using relevant hashtags, trending sounds, and visually distinct covers.
Create bite-sized content that answers questions, demonstrates value, or entertains within seconds.
Partner with creators who are already influencing purchase behavior in your category.

If your brand isn’t searchable on TikTok or Instagram, it might as well not exist in Gen Z’s world.

Visual Consumption: Video Over Everything

If there’s one thing Gen Z doesn’t tolerate, it’s boring content. Static ads and perfectly curated grids feel outdated in a world where video dominates. Gen Z consumes hours of short-form video daily, and 81% prefer video over static posts.

They’re drawn to:

Raw, unfiltered moments that feel real and relatable
Behind-the-scenes glimpses of how products are made or who’s behind the brand
Lo-fi edits and mobile-shot footage that mimic what creators post
POV-style content that speaks directly to the viewer and feels personal

Engaging Gen Z through short-form video is about authenticity, personality, and pace. This demand for raw connection is why user-generated content (UGC) performs so well. It feels like a friend’s recommendation, not a brand pitch.

What this means for brands:

Shift resources toward short-form, vertical video, especially for TikTok, Reels, and YouTube Shorts.
Embrace imperfection: low lighting, casual delivery, and even minor bloopers can enhance relatability.
Repurpose influencer content, customer reviews, and creator reactions into branded assets.

In the Gen Z attention economy, video is a foundational element. If your brand isn’t producing scroll-stopping visuals, you’re getting left behind.

Brands Winning With Gen Z (And What They’re Doing Right)

The brands that resonate most are influencing the very trends Gen Z engages with. These companies understand that relevance isn’t about flashy campaigns.

It’s about authenticity, agility, and delivering content that aligns with Gen Z’s values and digital behaviors.

Glossier: User-Driven Aesthetics

Glossier is a DTC beauty brand that built a cult following by flipping traditional beauty marketing on its head. Instead of telling customers what beauty should look like, they invited them to define it for themselves.

How Glossier connects with Gen Z:

Visual identity stems from customer-generated content rather than polished campaigns
Active engagement in Instagram comments, feedback, and photos to inform product development
Positioned everyday users as brand ambassadors, not just influencers

By centering the consumer as creator, Glossier turned its community into co-marketers. The result? A loyal audience that feels like insiders, not just customers.

Duolingo: Culture-Driven Humor

Duolingo doesn’t just teach languages — it speaks fluent Gen Z. Through its wildly self-aware TikTok strategy, it transformed an education app into a pop culture icon.

How Duolingo connects with Gen Z:

Embraced absurd, trend-savvy humor through its green owl mascot, Duo
Used satire, memes, and ironic commentary that reflect Gen Z’s online language
Reacted in real time to trending topics and stitched its brand directly into the scroll

The outcome? Millions of followers and constant organic mentions. Duolingo didn’t just break the mold. It became the joke Gen Z wanted to be in on.

Gymshark: Community-Led Growth

Gymshark’s marketing strategy doesn’t focus on selling apparel. It’s built on belonging. By aligning their brand with lifestyle, transformation, and inclusion, they’ve created a movement.

How Gymshark connects with Gen Z:

Developed a tiered influencer ecosystem, from micro-creators to global fitness icons
Fostered high-engagement content with transformation stories and interactive challenges
Positioned their brand as an inclusive, goal-driven fitness tribe

The result is a brand that thrives on community identity. Gymshark users don’t just wear the gear; they live the brand ethos.

4 Ways to Adapt Your Brand Strategy for Gen Z

If you’re ready to align your brand with Gen Z’s values, behaviors, and expectations, here’s how to start moving in the right direction.

1. Prioritize Platform-Native Content

Invest in TikTok, Reels, and YouTube Shorts by creating native experiences that engage users. Each platform has its own tone, rhythm, and content expectations.

Show up accordingly with tailored, short-form videos that feel like they belong in the feed, not a commercial break.

Gen Z is hyper-aware of “inauthentic” content. If your brand voice feels off-platform or overly polished, you’re likely to be ignored. Native content is what captures attention and earns trust.

2. Lead With Purpose, Not Promotion

Gen Z buys from brands they believe in. Highlight the causes your brand supports, show the real people behind the business, and back every campaign with substance..

In a marketplace saturated with options, your brand’s values are what differentiate you.

Gen Z supports brands that reflect their worldview on pressing issues such as climate change, equity, mental health, and more. If you’re silent, they’ll scroll.

3. Collaborate with Creators

Micro-influencers and niche creators tend to drive more trust than macro-influencers. Give them creative freedom. Let them interpret your brand through their voice and lens. That’s where connection lives.

These creators are fluent in Gen Z language. They know what works on the platform and what doesn’t. Trusting them to deliver your message in their way often outperforms anything polished in-house.

4. Involve Gen Z in Brand Building

Invite Gen Z to shape your brand. UGC contests, real-time polls, AMAs, and co-created drops build emotional investment. Treat them like collaborators, and not customers.

This generation wants to help decide the latest trends that shape the market.

Giving them a role in your brand’s evolution makes them more likely to promote it organically, wear it proudly, and defend it publicly.

Gen Z Isn’t the Future: They’re the Now

Gen Z has arrived, and they’re shaping commerce, culture, and brand loyalty through a lens of values, creativity, and relentless authenticity.

Brands that adapt will capture more than their attention. They will create a loyal customer base that fuels growth.

Ready to reach Gen Z with a strategy that actually works?

Let’s build a bold, creator-first brand presence that captures attention and drives conversion. Start your growth strategy with AVINTIV today.

Navigating the Social Media Landscape: Trends and Tactics

Posted on November 26, 2024March 9, 2026 by Jon Boles

Social media has seamlessly become ingrained into our daily lives, becoming an indispensable part of our routines. Social media has completely changed how we consume content, allowing us to interact with friends and family and find new products and services in revolutionary ways.

However, amidst this bustling virtual world lies a complex web of trends, algorithms, and ever-evolving user behaviors, making navigating challenging without a strategic approach.

Understanding these trends — from the rise of video content to the growing emphasis on authenticity and community engagement — is crucial. Such insights offer valuable guidance for crafting a successful social media strategy.

At the heart of the social media landscape lies the power of connection —the ability to forge meaningful relationships with audiences worldwide. Whether you’re a small startup or a multinational corporation, tapping into social media’s potential opens up new avenues for growth and engagement.

Current Trends in Social Media

Short-Form Video Content

In the world of social media, short-form video content has arisen as a dominant force, reshaping how we engage and interact online.

With attention spans dwindling and competition for engagement fiercer than ever, short-form video content presents a unique opportunity for brands and creatives alike to make a lasting impression in seconds.

Platforms like TikTok, Instagram Reels, and Twitter Fleets have skyrocketed in popularity, captivating millions worldwide with their bite-sized, easily digestible format. From entertaining to informative content, short-form video allows creators to experiment with various formats and storytelling techniques, fostering deeper connections with their audiences.

However, success in short-form video content requires more than just producing eye-catching clips. Understanding the nuances of each platform, staying ahead of emerging trends, and engaging authentically with the audience are critical ingredients for sustained growth and visibility.

Live Streaming

With its ability to break down barriers between creators and audiences, live streaming offers a unique opportunity to cultivate authenticity and build trust.

Platforms like Facebook Live, YouTube Live, and Twitch have paved the way for individuals and brands to share their experiences, expertise, and creativity in real time. Whether hosting Q&A sessions, behind-the-scenes glimpses, or product launches, live streaming allows for immediate interaction and feedback, cultivating a sense of community among viewers.

One critical advantage of live streaming is its ability to humanize brands and personalities, providing a glimpse into the people behind the content. Authenticity reigns supreme in the live format, as viewers crave genuine connections and unfiltered experiences.

Remaining attuned to emerging trends in live streaming, such as interactive features and multi-platform streaming, can empower creators to stay ahead and amplify their impact.

Social Commerce

Social commerce stands out as a game-changer in the dynamic realm of online shopping. It seamlessly blends social interaction with e-commerce to redefine how we shop.

This innovative approach has transformed social media platforms into virtual storefronts where consumers can browse, engage, and purchase products with unparalleled convenience.

Imagine browsing on your favorite social media platform and scrolling through posts from friends and influencers. Suddenly, you stumble upon a captivating product showcased in a post or story. With just a few taps or clicks of the mouse, you can dive deeper into the product details, read reviews, and even purchase without leaving your social media feed.

Social commerce offers a more immersive and personalized way to shop online, from shoppable posts and live product demonstrations to influencer collaborations and curated collections.

Niche Communities and Micro-Influencers

The rise of niche communities and micro-influencers stands out as a defining trend reshaping the digital landscape. As social media platforms become oversaturated with content and competition for attention grows fiercer, users seek more personalized and authentic experiences.

Whether it’s a forum dedicated to vintage fashion, a subreddit for sustainable living, or a Facebook group centered around a specific hobby, niche communities foster a sense of belonging.

Micro-influencers offer a more intimate relationship with their audience, resulting in heightened trust and engagement. Their genuine passion for their niche makes them invaluable allies for brands seeking to forge connections and drive targeted engagement.

Today, brands increasingly recognize the value of partnering with micro-influencers to reach targeted demographics and drive engagement. Instead of casting a wide net with mass marketing campaigns, brands focus on building genuine relationships within niche communities.

AI in Social Media

Artificial intelligence (AI) integration revolutionizes how brands interact with their audience and personalize user experiences.

One key area where AI is making waves is content optimization. AI algorithms can examine large data sets to find patterns, trends, preferences, and user behaviors, helping brands tailor their content to resonate with their target audience.

From identifying the best times to post to crafting personalized messaging, AI-powered content optimization tools empower brands to provide more relevant and engaging content to their followers.

AI plays an increasingly central role in shaping the future of social media marketing. By leveraging AI-powered tools and algorithms, brands can optimize their content, enhance customer engagement, and maximize the impact of their advertising efforts. As AI progresses and becomes more sophisticated, its possibility to completely change how brands interact with their audience on social media will persist.

Augmented and Virtual Reality

In the social media landscape, augmented reality (AR) and virtual reality (VR) are becoming revolutionary technologies. They are changing how users engage with content and brands online and blurring the lines between the physical and digital worlds.

Augmented reality enhances reality by overlaying digital elements such as graphics, animations, and information. Platforms like Snapchat and Instagram have embraced AR filters and effects, allowing users to transform their selfies with playful animations, virtual accessories, and interactive experiences.

Virtual reality transports users to entirely virtual environments, immersing them in incredibly lifelike experiences. While mainstream adoption of VR on social media platforms is still in its infancy, platforms like Facebook and YouTube VR pave the way for immersive storytelling, virtual events, and social experiences.

As AR and VR technologies continue to evolve and become more accessible, brands that embrace these immersive technologies will have an advantage in capturing the interest and loyalty of their audience in an increasingly competitive digital landscape.

Effective Tactics for Your Social Media Strategy

Content Strategy

In the vibrant realm of social media, where every scroll reveals a new story and each click promises connection, quality content reigns supreme. It’s the golden ticket to capturing attention, fostering engagement, and building lasting relationships in a landscape teeming with digital noise.

The importance of an effective content strategy cannot be overstated. It’s the compass that guides brands and individuals alike through the ever-shifting currents of social media, ensuring they stay on course toward their goals.

It’s about knowing your audience intimately — understanding their desires, interests, and pain points — and using that insight to create content that resonates deeply. From eye-catching visuals to thought-provoking narratives, every content should serve a purpose, sparking conversation and driving meaningful engagement.

Community Engagement

Community engagement is a powerful tactic that can significantly impact brand visibility, loyalty, and business success. Think of it as your digital campfire where stories are shared, connections are forged, and relationships are kindled.

One key tactic in community engagement on social media is fostering two-way communication. Instead of solely broadcasting your message, actively listen to your audience, answer their comments, and engage in conversations. Encourage your audience to express their experiences with your brand through testimonials, reviews, or creative content.

Ultimately, community engagement tactics empower brands to build stronger, more meaningful relationships with their audience, driving loyalty, advocacy, and business growth in the digital landscape. It transforms your brand into a living, breathing community.

Data-Driven Approach

Adopting a data-driven approach is crucial for effectively navigating social media. It serves as a strategic advantage, offering insights that inform decision-making and enhance the impact of social media efforts.

A data-driven approach empowers brands to understand their audience on a deeper level. By delving into the treasure trove of data provided by social media analytics, brands can uncover valuable insights into audience demographics, preferences, and behaviors. Through A/B testing, brands can experiment with different content variations, messaging, and targeting strategies to determine what resonates most effectively with their audience.

This intimate understanding allows for creating highly targeted content and messaging that resonates authentically with the intended audience, fostering deeper connections and engagement.

Social Listening

In the social media world, where every post, comment, and interaction weaves a narrative, social listening is a powerful and strategic tactic for brands navigating the digital landscape.

Imagine social media listening as a digital radar, constantly scanning the vast expanse of social platforms to pick up signals like mentions, discussions, and sentiments that provide a window into the minds and hearts of your audience. By tuning in to these signals, brands understand their audience’s preferences, interests, and pain points, unlocking the key to crafting content and messaging that resonates authentically.

Whether identifying emerging trends, addressing customer concerns, or capitalizing on opportunities, social media listening empowers brands to stay ahead and maintain relevance in an ever-evolving landscape.

User-Generated Content (UGC)

User-generated content (UGC) emerges as a dynamic tactic for brands navigating the digital landscape. It’s not just about what brands say about themselves; it’s about the stories and experiences their audience share that genuinely resonate.

Users sharing their experiences with a brand creates a ripple effect, inspiring others to engage and participate. This sense of belonging strengthens brand loyalty and encourages ongoing interaction. To leverage UGC effectively, brands must actively promote and facilitate user participation through interactive campaigns, branded hashtags, or dedicated platforms for sharing user stories.

UGC is more than just content — it reflects the genuine connections and conversations that define a brand’s identity. By embracing UGC as a strategic tactic, brands can humanize their presence, build trust, and foster meaningful relationships with their audience in the digital age.

Social Media Advertising

Social media is dynamic, and every interaction holds the potential for connection. Social media advertising emerges as a powerful tool for brands aiming to amplify their voice and presence.

Unlike traditional advertising avenues, social media platforms offer access to vast pools of user data, empowering brands to tailor their advertising efforts precisely. With billions of active users across many platforms, social media advertising allows brands to meet audiences where they already spend their time.

From selecting specific demographics and interests to setting precise budget parameters, brands retain complete control over how and where their ads appear, ensuring maximum impact and return on investment.

With social media advertising, brands can amplify their message, extend their reach, and cultivate meaningful engagement, driving growth and success.

Conclusion

In the dynamic realm of social media, where every interaction holds the potential for connection, it’s clear that understanding trends and implementing effective tactics are essential for success.

From short-form video content to the integration of artificial intelligence, social media offers countless opportunities for growth and engagement. As social media continues to evolve, it’s clear that the trends and tactics we’ve explored today will continue to shape how we connect, communicate, and consume content online.

As you navigate the landscape, remember that success in social media marketing is not about finding the perfect formula but staying agile and responsive to trends and user behaviors.

If you feel your brand is destined for more and you’re not reaching your full potential, reach out to our team of strategists. We’d be happy to schedule a time to audit your brand and give you a strategy for pure growth!

After all, brands choose to partner with AVINTIV when they want to do one thing: GROW!