Novel Ideas

As we look toward 2026 and beyond, one thing is crystal clear: organic social can’t be an afterthought anymore.On this episode of Novel Ideas, I talk with digital strategist and creator Gabriella Zutrau about what it actually takes to build the kind of always-on social infrastructure our movements need.We get into:* How Gabbi turned a viral moment with Zohran Mamdani’s campaign into 144,000 automated messages and 45,000 click-throughs using ManyChat — and what that model could look like for other campaigns* Why organic social should be treated as core infrastructure, not a side project* How under-valuing social holds us back — and what it looks like to treat it like the serious role it is* Why campaigns should start hiring for “extremely online” skills - even from outside politics - and then train into the political context* Practical ideas for building a culture of experimentation that help us learn, evolve, and scale.If you’re planning for 2026 or thinking about long-term progressive infrastructure, this episode is basically a blueprint for how to do organic social better. And Follow Gabriella Zutrau on LinkedIn and check out @extremelyonlinefriend on instagram This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit novelmessaging.substack.com

This week on Novel Ideas, we talk with Alex Wall, Chief Strategy Officer at Resonate—a new media organization that’s mapping the real-time narrative landscape to help progressives break through.In this episode, we break down:* The disconnect between where voters actually get information and where campaigns still invest* Why our strategies haven’t caught up to how narrative influence really works in 2025* How Resonate is identifying what’s gaining traction before it breaks wide—and what progressive communicators can do with that insight* What it means to train a new generation of messengers, build distribution networks, and amplify messages at scale This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit novelmessaging.substack.com

We're still spending political paid media budgets like it’s 2012 —pouring political ad dollars into platforms that no longer reflect how voters actually consume content. In this episode, Rachel sat down with MacKenzie Pino, Director of Politics and Advocacy at MiQ, a global programmatic media partner. She's one of the most plugged-in minds in political media today - we talked about:* What “TV” even means now—from Netflix and YouTube to TikTok and Reels* How audience-based buying flips the traditional strategy on its head* Why programmatic doesn’t mean cheap or low-quality anymore* The myth that only older voters watch cable (spoiler: they’re streaming, too)* How purchase and browsing behavior can help us find new voters* Why relying solely on voter file data is a trap—and how to expand our reachIf you're a digital director, media buyer, campaign strategist, or just someone who cares about building better media for progressive causes, you don’t want to miss this one. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit novelmessaging.substack.com

On this episode of Novel Ideas, Rachel sat down with Ashwath Narayanan, Founder & CEO of Social Currant, to talk about what it really takes to build enduring, people-powered media.Ashwath launched Social Currant while still in college. Today, he’s helping some of the biggest organizations in our space connect with creators who have trust, voice, and reach.We covered a lot, including:* Why distribution needs to be treated as seriously as message* What progressive orgs can learn from content creators about consistency and authenticity* How we can stop renting audiences—and start building relationships* Why creator partnerships are a form of organizing* And how we grow this ecosystem for the long haul, not just the next campaignAshwath is a sharp,strategic voice at the intersection of media, tech, and organizing. This conversation is packed with insight—and a roadmap for what comes next. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit novelmessaging.substack.com

We’re joined by Cayana Mackey-Nance, VP of Brand & Social for State at Courier, for a timely, grounded, and future-focused conversation on scaling digital organizing, building movements in underfunded states, and rethinking the role of social media.One of the biggest takeaways from this episode? Social media is not just a broadcast tool—it’s an organizing tool. And we’re still underusing it.This is a must-listen for digital strategists, content creators, and anyone passionate about transforming how we engage communities. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit novelmessaging.substack.com

In this episode, Nina and I talk about something that’s been gnawing at both of us: we are not going to win the future with the playbooks of the past. And yet, too often, Democratic strategy still treats digital media like an afterthought, communications like a soft skill, and innovation like a risk we can’t afford to take.But this episode isn’t just critique. It’s a roadmap.We talk about:* Why communications needs to be respected as a practice—not just a press release* How Nina is helping to create safer and smarter internet for Black Communities with the Digital Green Book* What it takes to create safety and trust for experimentation in progressive work* Why creativity dies under fear—and how we break that cycleNina reminds us that digital isn't just a tool—it’s the terrain. And if we’re not building for it, we’re not winning. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit novelmessaging.substack.com

On this episode of Novel Ideas, we sat down with two of the sharpest minds building the future of democratic media—Stuart Perelmuter and Josh Cook from Good Influence.We talked about:* The massive infrastructure gap between the right and the left in supporting creators* What Democrats must do now to sustain authentic, independent media voices* Why investing in creators isn't about “pay to play”—it’s about building a functioning information ecosystem* And their novel solutions —like helping to launch Chorus, a nonprofit creator-led network helping progressive voices scale their impactThis conversation is a must-listen if you're working in digital, organizing, fundraising, or comms—and especially if you're feeling stuck with old strategies in a rapidly evolving media landscape. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit novelmessaging.substack.com

In our debut episode, host Rachel Campbell sits down with digital media powerhouse Ryanne Brown – Chief Digital Communications Officer at Priorities USA.Ryanne breaks down how digital strategy in Democratic politics needs a major reboot:* Why we over-rely on voter file targeting.* Smarter ways to meet voters where they actually are online.* And why asking ONE junior staffer to do SIX different jobs is hurting our digital strategy. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit novelmessaging.substack.com