Starting the biggest humiliation ritual of my life

📵 Why I disappeared for a month

📱 What I've actually been doing instead

🎥 The new channels (and why I'm terrified)

700+ teams have Viktor reading their Google Ads every morning.

Your media team opens Slack at 8am. There's a cross-platform brief in #growth: Google Ads spend vs. ROAS, Meta CPA by campaign, Stripe revenue by channel. Viktor posted it at 6am. Nobody asked for it.

Last week, one team's Viktor caught a spend spike at 2am on a broad match campaign and flagged it in Slack: "CPA up 340%. Recommend pausing and shifting budget to the top two performers." That would have burned $3K by morning. The media buyer woke up to a problem already handled.

Your strategist reviews spend trends. Your account manager checks revenue attribution. Same Slack channel, same colleague, before anyone's first coffee.

Google Ads, Meta, Stripe. One message. No Looker, no Data Studio. Anomaly detection runs around the clock. Cross-platform reporting runs on autopilot.

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"Viktor is now an integral team member, and after weeks of use we still feel we haven't uncovered the full potential." — Patrick O'Doherty, Director, Yarra Web

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I’m probably going to regret this post.

But f*ck it we ball.

After the launch of my app, (Pingem) I hit a wall.

Not a burnout wall exactly, more of a "what am I actually building toward" wall.

The newsletter has always been the core, but I had to ask myself why I was voluntarily dedicating hours of my week writing these articles.

I used to tell myself I was doing this for the love of the game.

And that’s still partly true, but there’s another, bigger reason.

I want to make a living out of this.

But writing a newsletter and posting on LinkedIn isn’t enough if you want to build a profitable personal brand, so I had to figure out my next move before I wrote another article just for the sake of consistency.

Which is why I stopped, and started experimenting somewhere new.

For the past month, I've been quietly posting content on Instagram and TikTok.

I’m doing this because these 2 channels are the fastest way to grow a personal brand and monetize it.

I knew this for the longest time, but I always delayed it out fear being judged.

But now, we’re 1 month into posting, and I’ve gotten over this fear of being cringy., which brings us to the final part of this.

The thing about writing vs video content, is that you can hide behind the writing, you don’t need to show your face or voice.

You don’t get that with video, and making a fool of myself online has ironically been the most liberating feeling I’ve had this year.

So to take that one step further, I’m publicly sharing my social handles to my entire 4000+ newsletter audience today.

Many of which, include friends who know me in real life.

📌 If you want to follow along on the new channels:

→ Instagram: @millee.md

→ TikTok: @millee.md

For the forseeable future, I’ll be shifting my focus on IG/Tiktok.

That means newsletter articles will no longer be every Tuesday, I might post on a random Wednesday afternoon, or Sunday at midnight.

Topics will mostly stay the same though.

Until then, thanks for reading.

That’s all for today. If you enjoyed this post, share it with a friend!

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See you next Tuesday 🤝

-Michael Ly

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