Roy Povarchik

🧑‍💻 Sr. Growth Marketing @Riversidedotfm | 📝 @anydo, ex-founder of (@taboola, @eatwith and more). 14+ years of growth

[Roy Povarchik @Roypovar]

I’ve been back in the trenches running organic media for the past few months.

And wow… social media is not the same game it was a few years ago.

As I dug into research, spoke with operators of massive channels, and ran experiments myself, I kept coming back to one big fork in the road:

👉 Trends vs. Formats

Trends: Copy a structure that’s already winning (lip-syncing, skits, sounds).
Formats: Build a repeatable structure, voice, or style that becomes yours.

Here’s the kicker:

Trends = fast reach (impressions, spikes, viral moments).
Formats = lasting brand (memory, recognition, loyalty).

And most marketers? We fall into the trends trap first, because those numbers feel good.

But should we?
(Link to post in the first comment)

[Roy Povarchik @Roypovar]

Podcast hosting is coming to @RiversidedotFM and this is a game changer

[Riverside @RiversidedotFM]

This is an intervention.

Now you can do it all in Riverside; record, edit, AND HOST your podcast, because your workflow shouldn’t be complicated or confusing (like this video).

[Roy Povarchik @Roypovar]

@RiversidedotFM Amazing, this literally lifts the last technical barrier in podcasting.

[Roy Povarchik @Roypovar]

Editing was always the part I dreaded most when producing Strike Gold (shoutout to Jonathan Kahn) and Talking Dads (go Ben Kelmer!).

With @RiversidedotFM 's new chat-based editing feature, what used to take hours now takes just minutes.

[Riverside @RiversidedotFM]

Welcome to the era of chat-based editing.

[Roy Povarchik @Roypovar]

Chasing trends on social media is like playing a cover song.
It’s a shortcut to get the crowd to sing along, but they’re there for the song — not for you.

Covers can get people to notice your band.
But if you don’t transition into your own music,
they’ll forget your name the moment the lights go out.

Same goes for your original point of view for your content

[Roy Povarchik @Roypovar]

Trends get you noticed, but formats make you unforgettable. Want endless impressions? Chase trends. Want real brand love and loyalty? Build your own format.
Here's why it works:
https://t.co/yQjwOv8jAo

[Roy Povarchik @Roypovar]

@stephenrobles It's actually getting a lot of attention at our house. Yesterday at the launch people got excited over this color. Some referred to it being a tribute to Taylor Swift

[Riverside @RiversidedotFM]

We may not build rockets, but we do build the tech that powered @elonmusk's AMA stream.

[Roy Povarchik @Roypovar]

@stijnnoorman story

[Roy Povarchik @Roypovar]

No one sweats harder than Apple’s PMM trying to find a new way to say: ‘Our best iPhone yet.’ #AppleEvent

[Roy Povarchik @Roypovar]

@Kori_Penguin You should hahaha, try Riverside

[Roy Povarchik @Roypovar]

@ToryDomK @adriansanpei Si te pasas a Riverside, básicamente puedes prescindir de 3 o 4 programas (y ahorrar alrededor de $500).

[Roy Povarchik @Roypovar]

@1ouanity Why don't just use Riverside? It sounds like a studio no matter what microphone you use

[Roy Povarchik @Roypovar]

@RecoveryAddict2 @The__Neth @rodemics Have you tried @RiversidedotFM? DM me, I'd love to help

[Roy Povarchik @Roypovar]

@alfieD_YT Did you try @RiversidedotFM instead?

[Roy Povarchik @Roypovar]

Read the full post here:
https://t.co/ojIzizAA6U

[Roy Povarchik @Roypovar]

I’ve been back in the trenches running organic media for the past few months.

And wow… social media is not the same game it was a few years ago.

As I dug into research, spoke with operators of massive channels, and ran experiments myself, I kept coming back to one big fork in the road:

👉 Trends vs. Formats

Trends: Copy a structure that’s already winning (lip-syncing, skits, sounds).
Formats: Build a repeatable structure, voice, or style that becomes yours.

Here’s the kicker:

Trends = fast reach (impressions, spikes, viral moments).
Formats = lasting brand (memory, recognition, loyalty).

And most marketers? We fall into the trends trap first, because those numbers feel good.

But should we?
(Link to post in the first comment)

[Roy Povarchik @Roypovar]

@cliftonsellers You can't afford my services

[Roy Povarchik @Roypovar]

My podcast co-hosts and I used to spend so much time creating collateral marketing materials to promote each episode.

Now, everything we need - social posts, viral reels, blog posts, thumbnails - is basically done for us with Riverside’s new Co-Creator.

This will save us HOURS!

[Nadav Keyson @NadavKeyson]

Big day at Riverside: Launching Co-Creator.

After recording, chat with co-creator to create:

•10 viral clips
•Blog posts
•Thumbnails
•LinkedIn, IG and X posts

Try it out!

[Roy Povarchik @Roypovar]

@ionleu Remembering launch day is just another day, and prep for a marathon. And make sure you have a great feedback loop in place (even incentivized)

[Roy Povarchik @Roypovar]

What’s one small thing you do just for you every day? Can be journaling, 5 mins meditation. Sourcing ideas here