Reach came in 40% below projection last quarter. Every influencer posted on time. The content looked decent. Engagement rate was fine. The client still wants to know why it underdelivered. The problem was that the brief was written in 2023, but implemented in 2026. Think about it: the platform, the algorithm, everything has changed, but the brief was written in such a way that it would have ranked in 2023, not 2026. In 2026, saves and shares perform much better than likes bec