In partnership with

Hello and welcome to the 198th edition of Fresh Salmon.

If you're new here, welcome aboard! 🧡
And if you’d like to catch up on past issues, click here.

As we close out the year, I just want to pause and say thank you.

Thank you for reading.
Thank you for thinking deeply about how marketing is changing.
Thank you for building with intention in a world that rewards noise.

Fresh Salmon exists because of people like you - founders, operators, marketers, and creators who care about substance over shortcuts and trust over tactics.

Wishing you and your loved ones a joyful holiday season, a Merry Christmas, and a well-earned moment of rest before we step into a bold new year.

Here’s to clarity, conviction, and building what actually matters in 2026.

Meet our primary partner for today’s edition: Roku. Check them out 👇

Find customers on Roku this holiday season

Now through the end of the year is prime streaming time on Roku, with viewers spending 3.5 hours each day streaming content and shopping online. Roku Ads Manager simplifies campaign setup, lets you segment audiences, and provides real-time reporting. And, you can test creative variants and run shoppable ads to drive purchases directly on-screen.

Bonus: we’re gifting you $5K in ad credits when you spend your first $5K on Roku Ads Manager. Just sign up and use code GET5K. Terms apply.

Use code GET5K now

Stand Out in 2026: Build “Known-ness,” Not Just Content

If you’ve been posting consistently and still feel like you’re getting lost in the sauce, you’re not imagining it.

It is harder to stand out on social media right now.

But that doesn’t mean the game is over.

It means the game has changed.

This edition is a reset on what’s actually working in 2026 - and how to turn social media from a “posting habit” into a relationship engine that drives demand, partnerships, and pipeline.

Meet our secondary partner for today’s edition: Beehiiv. Check them out 👇

Make Newsletter Magic in Just Minutes

Your readers want great content. You want growth and revenue. beehiiv gives you both. With stunning posts, a website that actually converts, and every monetization tool already baked in, beehiiv is the all-in-one platform for builders. Get started for free, no credit card required.

The Biggest Lie About “Standing Out”

Most people think standing out means:

• more followers

• more likes

• more views

• more “significance”

But here’s the reframe that matters:

That line changes everything.

Because the goal isn’t to be famous.

The goal is to be known well.

Known well by:

• buyers who trust you

• partners who refer you

• collaborators who pull you into rooms

• communities that vouch for you

That’s the real definition of standing out in 2026.

Meet our secondary partner for today’s edition: Levanta Check them out 👇

Why AI Isn’t Replacing Affiliate Marketing After All

“AI will make affiliate marketing irrelevant.”

Our research shows the opposite.

Shoppers use AI to explore options, but they trust creators, communities, and reviews before buying. With less than 10 percent clicking AI links, affiliate content now shapes both conversions and AI recommendations.

Download the full report

The Relationship Model: 10 People Can Change Your Life

Here’s a truth that sounds too simple until you live it:

The best relationships aren’t always with the “person on the stage.”

They’re often with:

• the collaborators

• the builders beside you

• the people slightly ahead, slightly behind, or parallel to you

• the ones who are in the trenches and growing

Those people grow with you, and they become your bridge to bigger rooms.

So instead of thinking “how do I reach the most people,” ask:

Who are the 10 relationships that could change my next 12 months?
And what would it look like to invest in them before you need anything?

The Real Shift: Significance → Contribution

A lot of “personal brand” content is secretly built on insecurity.

It’s trying to prove:

• “I’m smart.”

• “I’m credible.”

• “I deserve attention.”

That’s significance.

The people who stand out long-term are operating from something else:

Contribution.

They show up thinking:

• How do I make this useful?

• How do I help?

• How do I create clarity?

• How do I reduce confusion?

Contribution compounds.
Significance burns out.

And the market can feel the difference.

The 2026 Cheat Code: Content + Proximity

Content alone is becoming one-sided.

We’re in a weird era where people are:

• doomscrolling

• numb

• socially tired

• consuming more than creating

And a lot of creators are using content as a substitute for interaction.

The winners are doing something different:

They’re not only posting.

They’re creating:

• DM conversations

• comments that start relationships

• voice notes

• short one-to-one videos

• real-life meetups

• micro-events

• community moments

Because this is what the algorithm rewards:
time.

Time in your DMs.
Time on your profile.
Time watching your pinned content.
Time engaging repeatedly.

If you want more reach, you need more time-on-brand.

The Most Underrated Metric on Social: Time

Most people obsess over views.

But time is the real currency.

If 10 people watch your video, that’s 10 handshakes you didn’t have to physically earn.

If someone binge-watches five of your videos, that’s basically a full conversation at a networking event.

And the algorithm sees it.

It knows:

• you are relevant to each other

• you are engaging

• you keep people on-platform

So it shows your content more.

Time builds trust.
Trust creates demand.

The “One Post You Must Make” (and pin)

If your profile feels random - like a variety show - you need a pinned “identity anchor.”

The best strategy here is a pinned carousel or pinned video that answers:

1. Who I am

2. What I do

3. Who I help

4. Why I care

5. What results look like

6. What to do next

But here’s the important part:

Show the imperfect version too.

People want the online version of you to match the offline version.

In a world of filters, AI avatars, and polished “personal brands,” the person who shows reality becomes magnetic.

“Connectors”: The Conversation Starters That Trigger Referrals

Write this word down:

Connectors.

These are the non-business details that make people feel,
“Oh - I know you.”

Examples:

• sports team

• hometown

• faith

• family story

• hobby

• Taylor Swift

• travel

• fitness journey

This is literally playground psychology:

“Oh, you like blue? I like blue too.”

People refer people they can describe.

If someone can’t describe you, they won’t remember you when opportunity hits.

So instead of trying to become “more niche,” consider building more connectors.

A personal brand is:
Your name + 3-5 meaningful blanks.

How to Convert the Silent Watchers

The biggest group on social is not commenters.

It’s lurkers.

They watch everything.
They never like.
They never comment.
Then one day they DM:
“I’ve been watching you for months.”

So how do you convert them?

Simple:

Be specific. Dog whistle your ideal person.

Examples:

• “If you’re planning a move in the next 90 days and feel overwhelmed, DM me ‘PLAN’.”

• “If you’re building a content system and stuck under 500 views, comment ‘FIX’.”

• “I’m looking for 5 people who want X result in the next 30 days. Reply ‘YES’.”

Most people don’t convert because you never actually asked.

And you’d be shocked how many people are waiting for permission.

The Key Takeaways

Standing out in 2026 isn’t a content trick.

It’s a relationship strategy.

• Be known well, not known widely.

• Shift from significance → contribution.

• Build proximity: DMs, comments, voice notes, micro-events.

• Create connectors that make you easy to describe.

• Ask for what you want—clearly and specifically.

Because when people know you, they flow you.

And that’s the only algorithm that really matters.

That’s it for this week! If you found this newsletter valuable, share it with a friend.

See you next time!

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.