Rethinking content distribution in 2025

In a world oversaturated with content, distribution isn’t just a media line item, it’s the difference between relevance and oblivion. As platforms get noisier and attention spans shorter, even the most thumb-stopping content risks getting buried if it doesn’t reach the right audience at the right time. That was the central tension explored in this session featuring Ansh Agrawal, Head of Content Marketing, Bold Care and Amisha Gulati, President, Gozoop Creative, moderated by Hitesh Rajwani, CEO, Social Samosa.

Why good stories go unseen

Rajwani posed the first question to the panel: “What’s one brutal reality about why even fire-grade content still fails to find its audience on social media in 2025?”

Amisha Gulati was the first to respond to Hitesh’s prompt, offering a sobering reality: “There’s just too much clutter—AI, digital-first brands, 2 billion posts a day. Of course some of it will get lost.” 

According to Amisha, the problem isn’t creativity, it’s chaos. Brands are locked in a race to churn out content, often without asking the foundational questions: Who is this for? And how are we getting it to them? “I’ve seen powerful stories die because no one thought through the final funnel,” she said.

Visibility > Virality

Ansh Agrawal, who leads marketing at Boldcare, summed up the issue: “Content gets lost unless it’s actively placed where the right audience will see it.” He argued that even the most compelling campaigns can flop without smart placement. And while paid media is one obvious solution, he made a strong case for earned distribution, user-generated content, influencer collaborations, meme partnerships. “There’s power in subtlety. It’s not always about running ads; it’s about placing content in the right cultural conversations that influence decisions.”

He illustrated this with a real-world example from Boldcare, where a campaign script remained shelved for months due to casting and distribution delays. A new approach with tighter targeting and a refreshed creative, helped the brand reboot the idea and prepare it for launch. “We tried mixing advertising, meme marketing, influencer marketing, and running ads all at once, it didn’t work. When we focused on doing one thing well, that’s when Boldcare really started to grow.”

What’s the right content-to-media ratio?

One of the most nuanced parts of the conversation revolved around the age-old question: how much of your budget should go to creating the asset, and how much to distributing it?

“There’s no universal formula,” Amisha said. “Some experts suggest a 20-30% split on asset creation and 70-80% on distribution, but it really depends on the brand and the objective.”

For example, she explained, a beauty brand running a WhatsApp conversion campaign will lean heavily into media spend. But for Gen Z-focused content timed to topical moments, the emphasis swings back to content creation and platform resonance.

Betting on learning budgets and underdog channels

Both speakers acknowledged the unpredictability of performance, even when you think you’ve got the targeting and timing right. That’s why Boldcare now allocates around 20% of its budget to what Ansh called “learning money”, a way to test, fail, and optimise in real-time before scaling.

Tech, Amisha added, has made this more precise than ever. “We can make different edits or storytelling tweaks to suit audience behavior, then A/B test to see what works best. Tech really helps us adjust strategies in real-time.”

As the conversation moved into alternative channels, Amisha championed WhatsApp as a massively underutilised tool. “It’s huge and largely untapped. People are literally on WhatsApp all the time, and there are countless communities with high engagement. Brands can leverage WhatsApp not just for conversations, but for conversions too.”

Ansh added Reddit to the mix. “Reddit isn’t about surface-level influence or trends — it’s about real conversations. You get to understand your consumers deeply because they’re active community members giving constant feedback. It’s a rich source of insights. Plus, many trends start on Reddit before they hit platforms like Instagram, Twitter, or YouTube. So it’s a great place for brands to learn and shape their content and distribution strategy accordingly.”

Final takeaway? Distribution is the strategy.

As the panel wrapped up, one thing was clear: in today’s content-fatigued world, visibility is the new currency. Content alone isn’t enough. Without thoughtful, targeted, and often experimental distribution, even the best ideas risk vanishing into the void.

Marketers need to stop thinking of distribution as the end of the pipeline. It is the strategy.distri

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