Mix

There’s this idea in social media that you’re supposed to choose a lane. Either you grow “purely organic”, patiently waiting for the algorithm to reward you, or you automate everything and turn your account into some kind of growth machine that runs without you.

In reality, nobody who actually tries to grow an account long-term sticks to either extreme.

Pure organic growth is slow enough to make you question whether anything is happening at all. Pure automation without real content is just noise with extra steps.

Most accounts that survive past the first few months end up somewhere in between, even if nobody says it out loud.

Where automation actually fits in

When people hear “automation”, they still imagine spam bots or engagement farms from years ago. That’s not really what we’re talking about anymore.

Used properly, automation isn’t about replacing activity. It’s about smoothing out the worst part of it – posting something decent and watching it sit at zero for hours because the algorithm didn’t pick it up.

That initial silence is where a lot of good content dies. Not because it’s bad, but because nothing happens around it early enough.

Automation in this context is just early support. A bit of initial visibility, some signal that the post isn’t completely invisible, enough to get it into circulation instead of letting it sink immediately.

Why organic alone stops scaling

Organic-only accounts usually hit the same pattern. At the beginning, everything feels like progress. A few posts perform, you get your first audience, and there’s a sense that things are starting to move.

Then it slows down. Not dramatically, just quietly. You keep posting, improving, adjusting – but the results stay in the same range. It’s not that the content gets worse. It’s that platforms don’t scale reach in a predictable way.

That’s usually where frustration starts. Not failure, just repetition. You’re doing the same work, but the outcome doesn’t change much. And that’s a difficult place to stay in for long.

Why automation alone also fails

On the other side, accounts that rely only on automated promotion usually run into a different problem. They can create activity, they can push numbers, they can make a profile look alive. But without real content behind it, there’s nothing for people to actually connect to.

No point of view, consistency and reason to follow.

People notice that, even if they don’t consciously analyze it. An account can look active and still feel empty. Automation can amplify reach, but it can’t replace identity.

The middle layer: where growth actually happens

The more stable setups usually combine both sides. Organic content is responsible for the actual message – what the account stands for, what it’s trying to say, why it exists in the first place.

Automation supports distribution – making sure that message doesn’t get lost immediately after it’s published. They solve different problems:

• organic answers what is being communicated;
• automation answers whether anyone is actually seeing it.

Most accounts struggle because they only solve one of those properly.

The psychology of perceived activity

There’s also a simpler factor that often gets ignored: perception. People don’t evaluate accounts in isolation. They compare them instantly to everything else in their feed.

An account with visible engagement feels more established. Not because people sit and analyze metrics, but because inactivity is noticeable.

Good content with no traction creates hesitation. Not rejection – just a pause. And on social media, hesitation is usually enough for someone to move on.

Adding early visibility reduces that friction. It makes the account feel like it already exists in circulation, not like it’s still trying to get noticed.

How teams actually use this mix

In practice, most teams don’t frame this as theory. They just build a workflow.

Organic content is used for messaging, storytelling, positioning. That part doesn’t change.

Promotion, including automated support, is used when something deserves more reach than it would naturally get in the first hour or two.

Some posts are left alone, some are boosted, while others are tested and dropped. It’s less about forcing outcomes and more about not letting good content disappear by default.

Services like Top4SMM are often used in that layer – not as a replacement for marketing, but as a way to stabilize visibility when organic reach is unpredictable. If you want to compare options, you can see details.

Why consistency beats intensity

A common mistake is treating growth like a short-term push. People post more, experiment harder, try to “fix” the algorithm in a week or two – and then step back when nothing changes immediately.

What actually works is much less dramatic. Steady output. Steady distribution. No spikes needed.

When both sides are consistent, results start compounding. Slowly at first, then more noticeably over time.

Final thoughts

There isn’t really a pure way to grow on social media anymore. Organic alone struggles with reach. Automation alone struggles with meaning.

The accounts that keep growing are the ones that combine both – content that actually says something, and distribution that makes sure it doesn’t disappear on impact.

Everything else mostly comes down to hoping for timing to behave like a strategy.

Norwegian missile-maker Kongsberg has finalized its acquisition of a majority stake in Zone 5 Technologies, bringing under its umbrella the U.S. start-up’s Rusty Dagger low-cost cruise missile, among others. With both those weapons already moving into large-scale production, the two companies are making the case for combining Kongsberg’s stealthy Joint Strike Missile (JSM) cruise missiles in operational scenarios. Zone 5 has also now confirmed that the Rusty Dagger, which is already being supplied to Ukraine, is now cleared for use on four different types of fighter aircraft, including the F-16.

At the ILA Berlin airshow yesterday, where TWZ was in attendance, officials from the two companies announced that Kongsberg has now formally acquired a 90 percent stake in Zone 5. California-based Zone 5 will continue to operate as an independent subsidiary under the Norwegian contractor. As well as discussing the industrial acquisition, the officials provided details of how the Rusty Dagger fits into the new-look portfolio, and updates on how that program is progressing.

Zone 5 Technologies – Rusty Dagger

Founded in 2011, Zone 5 is one of an emerging class of defense companies gaining prominence for developing low-cost, rapidly deployable capabilities. In many ways, they represent the inverse of traditional defense contractors, favoring speed, scalability, and cost efficiency over highly customized, high-priced systems.

Kongsberg first announced the acquisition in December, with executives noting that buying a stake in Zone 5 offered the fastest path to offering lower-cost missiles that still deliver meaningful combat capability, especially in terms of bringing these to the European market.

“What we’re doing here is that we’re combining Kongsberg’s niche, exquisite technologies with a company very capable of designing for cost efficiency and mass production,” explained Thomas Akers, founder and CEO of Kongsberg.

As to why Kongsberg didn’t choose to develop its own equivalent to the Rusty Dagger, Harald Aarø, Kongsberg’s executive vice president for business development and strategy, provided the following answer:

“Technically, could we be capable of doing it? Yes, but we are not as capable, as we will probably spend a longer time, and perhaps not strike as smart solutions,” Aarø said. “That doesn’t mean that our engineers aren’t just as smart. Our engineers are just as smart, but on a different sports field, so to speak.”

Aarø also described how the specific combination of the Rusty Dagger and the JSM makes for “a very effective future strike solution.” Namely, the Rusty Dagger provides cost-effective but still highly capable standoff strike, while the more exquisite JSM comes with a heftier price tag but offers a greater chance of making it through to even heavily defended targets, on account of its sophisticated guidance and low-observable characteristics.

As well as being launched from a pylon on a fighter, the Rusty Dagger can be configured for palletized employment from a cargo aircraft, reflecting growing interest in this type of munition employment. It can also be surface-launched both on land and at sea.

According to Tom Kanewske, Zone 5’s chief strategy officer: “What’s interesting about our missile is that the same base, light cruise missile is field retrofittable for all employment modes, and that puts us in a very unique space, in that a country and their [armed] services are able to purchase the same munition and field retrofit for that to be surface launched, whether from land or the deck of a ship, or pylon launched from a fighter aircraft, or palletized.”

Since larger numbers of Rusty Daggers can be launched in any given scenario, they can overwhelm enemy air defenses and improve the chances of success.

According to Kanewske, Rusty Dagger and JSM “offer a weapon pairing that truly no other missiles in the world do.”

While the JSM can be carried internally in the F-35, the same is not currently the case for the Rusty Dagger, although Kanewske said that this is “something that is of keen interest to the [U.S. military] services and several of our international partners.”

When it comes to utilizing the Rusty Dagger and JSM together in a combat scenario, Kanewske noted the possibility of integrating capabilities that would allow the Rusty Dagger to offer “cooperative behaviors” with the JSM. This reflects a growing trend toward leveraging artificial intelligence to help make all munitions more effective and survivable, something that has been demonstrated via Golden Horde and follow-on programs.

Both missiles fly at high-subsonic speeds, the Rusty Dagger being able to strike targets at a range of 250 miles, according to Zone 5, while the JSM has a range of more than 215 miles.

In one highlighted scenario, F-35s could penetrate closer to the target, with their JSMs carried internally to preserve their low-observable features. Meanwhile, much larger numbers of Rusty Daggers could be pylon-launched from fighters, and dropped in palletized form out of the cargo holds of transports, from outside of the range of hostile air defenses.

Kanewske confirmed that, this year, its first year of production, “well above 1,000 units for Rusty Dagger” will be completed, including for the U.S. Air Force, as the AGM-188, under the Family of Affordable Mass Missiles (FAMM) program. The Air Force’s proposed budget for the 2027 Fiscal Year laid out plans to buy nearly 28,000 FAMM munitions over the next five years.

Last month, the Pentagon laid out plans to acquire at least 10,000 lower-cost cruise missiles over the next three years, as part of a broader strategy to dramatically bolster its stockpiles of standoff strike munitions and prepare the industrial base to sustain those inventories going forward. This is seen as especially critical for supporting the demands of future high-end fights, such as one in the Pacific against China, and doing so in a cost-effective manner.

The Rusty Dagger has so far been cleared for use from four different types of fighter aircraft, Kanewske said. One of these is the F-16, which used the weapon in end-to-end live-fire trials at the Eglin Test and Training Range in Florida earlier this year. Another platform may be the A-4, with a contractor-operated example of the attack jet having been used in company trials. Then there is the Ukrainian Air Force, which is using the Rusty Dagger, under the Extended Range Attack Munition (ERAM) program, although the specific platforms have not been disclosed. Any of the MiG-29 Fulcrum, Su-25 Frogfoot, and Su-27 Flanker are likely candidates — as well as its own F-16s.

A series of unverified photos, first published by Russian sources, showing purported parts of Rusty Dagger missiles retrieved after being used by Ukraine:

It appears that the AGM-188A “Rusty Dagger” cruise missile has undergone field testing in Ukraine.

Russian sources are publishing photos of an unknown 8-element CRPA antenna. On the back side of the unit there is a circuit board with a large heatsink, which carries the CAGE code… pic.twitter.com/phZeOJfHJ0

— 𝔗𝔥𝔢 𝕯𝔢𝔞𝔡 𝕯𝔦𝔰𝔱𝔯𝔦𝔠𝔱△ 🇬🇪🇺🇦🇺🇲🇬🇷 (@TheDeadDistrict) June 7, 2026

In the case of the F-16, Kanewske said that only 72 hours were required to integrate the Rusty Dagger on the jet during the trials at Eglin.

“We’re the only affordable mass munition that is currently on contract with an export international customer, and we are actively involved with them at this time,” Kanewske said, clearly referring to Ukraine.

Zone 5 is currently under U.S. Air Force contract for both FAMM and ERAM, and is also under contract with the U.S. Army for its Low-Cost Containerized Missile (LCCM) program, and for the U.S. Navy as part of its Coalition Heterogeneous Affordable Offensive Strike (CHAOS) program, which seeks a low-cost anti-ship cruise missile to provide to partner countries. Both LCCM and CHAOS involve surface-launched missiles.

As well as the ability to rapidly scale up production and a relatively low unit cost, the Rusty Dagger brings with it an open-architecture concept, applying to both software and hardware. This means new, sovereign features and capabilities can be introduced at short notice by customers. In the past, an operator might have to wait up to five years for unique subcomponents to be integrated in a similar weapon, Kanewske contended. With the Rusty Dagger, Zone 5 has demonstrated that this can be achieved in under 12 months.

Then, when it comes to producing the missile at mass, rather than having to “make that factory bigger and bigger,” Kanewske explained that the company offers a franchise model “that allows us to roughly parachute in the design, the equipment, the tooling, the fixtures, the quality control, so that countries can drop in their own subsystem capabilities, and we can achieve manufacturing at pace and at scale.”

Speaking in Berlin yesterday, Kongsberg’s Harald Aarø confirmed that Germany is a particular target for this franchise model, including for the Rusty Dagger. He identified Germany as having “probably the best manufacturing capabilities on this planet,” making it an obvious choice for a European manufacturing footprint.

Reflecting on the changing security situation on the continent since Russia’s full-scale invasion of Ukraine, Aarø said that now is “a natural time to start looking at a production site in Europe,” providing nations there with national sovereign capabilities based on the Kongsberg/Zone 5 joint portfolio.

Kongsberg’s acquisition of a majority stake in Zone 5 evidences a broader shift in Western defense planning toward affordable, mass-produced precision weapons that can be fielded at scale alongside more sophisticated strike systems.

The war in Ukraine has exposed the harsh reality that Europe needs far more standoff weapons than it currently possesses, and it needs them at a price point that allows stockpiles to be measured in the thousands rather than the dozens. Rusty Dagger is very much indicative of a new generation of systems designed around that requirement, prioritizing low-cost mass production over the exquisite but scarce munitions that have traditionally dominated Western arsenals.

As conflicts in Ukraine and the Middle East continue to highlight the operational value of low-cost, long-range munitions, demand for capabilities such as the Rusty Dagger is likely to grow. In an increasingly crowded marketplace, Kongsberg and Zone 5 will hope they can leverage their partnership, the Rusty Dagger’s combat use in Ukraine, and the potential to harness its capabilities in combination with the JSM, to build on the missile’s success.

At the same time, Kongsberg’s interest in establishing European production reflects a wider recognition across the continent that long-range strike capacity, industrial resilience, and the ability to sustain missile inventories are becoming increasingly important elements of national and collective defense.

Contact the author: thomas@thewarzone.com

LILY ALLEN has long been a fan of Jade Thirlwall and now they’ve teamed up for a collaboration.

I can reveal she has recorded a new version of her West End Girl album track Beg For Me with the Angel Of My Dreams singer, with the new take set to drop tomorrow.

Lily teased the release of a new track on Instagram on Tuesday night – which I can confirm will be this one.

She shared a video with the caption: “Oops decided I’m not done ;)) got another song for youuu.”

The move will raise hopes that Jade could be a special guest when Lily headlines Mighty Hoopla festival in Brockwell Park, South London, on Saturday night.

Jade is a massive fan of the event and performed there last year, with Lily previously teasing she had surprises in store for fans at the show.

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The Smile singer rocketed back into the spotlight last October when she dropped West End Girl.

It documented, in gritty detail, the breakdown of her marriage to Stranger Things actor David Harbour.

Then in January, Lily confirmed: “I’m doing a remix version of the album, where different female artists are responsible for each of the songs.”

Getting Jade on board is certainly a strong start.

Rodrigo-go dancers

OLIVIA RODRIGO made a right song and dance on the set of her new video.

She was in New York wearing a dark jumper and knee-high boots, flanked by a troupe of ballerinas.

Olivia has unveiled the tracklist to her third album, You Seem Pretty Sad For A Girl So In Love, which will be out in a fortnight.

It will be split into two halves, with the first, Girl So In Love, featuring recent single Drop Dead.

The second half, You Seem Pretty Sad, the track The Cure.

Alfie on facing himself

ALFIE BOE delivered a magical performance at the Royal Albert Hall on Tuesday as he revealed the truth about his new album Face Myself.

The singer and musical theatre star had the crowd belting out his new songs as well as previous covers, including Leona Lewis’s Run and Bring Him Home from Les Miserables.

He said of the album: “The reason why I call it Face Myself is because I wanted to really look back at everything that has gone on for me in my life, and how I’ve got here today, got to this point, this minute, on stage at the Royal Albert Hall. I wanted to share with you the real Alfie Boe, the guy from Fleetwood in Lancashire.”

Macca: I’d be a teacher

SIR PAUL McCARTNEY has revealed what he might have been if music mega-stardom had not come calling – an English teacher.

The Beatles legend said: “Well, when I was at school, there’s always like the careers master who tells you, you know, ‘You’re no good, you’re hopeless, I see no future for you’.

“I’d done not very well in my exams.

“I had a couple of qualifications and they told me I could maybe be an English teacher.

“So I could have been your friendly English teacher.”

During a TikTok Live, Macca, who is worth an estimated £1billion and will release his 20th solo album The Boys Of Dungeon Lane tomorrow, added:

“I probably would have enjoyed that because I like that subject, and I like English literature and stuff. So that was my fallback position.”

‘Definetly a three’ says Perrie as Jesy is out of Little Mix reunion

PERRIE EDWARDS has ruled out Jesy Nelson ever returning to Little Mix – but said she is raring to go with a reunion as a three-piece .

Jesy quit the group in 2020 and then cut off all contact.

She has since spoken to the girls again, but Perrie said that a future comeback would only involve her, Leigh-Anne Pinnock and Jade Thirlwall.

Asked whether there will be a reunion, she told Attitude: “Oh, 100 per cent. I’m ready and raring.

“We always message each other and are bantering like, ‘So how long until we do a reunion? Are we going to do one? Where is it?’.

“I’m like, just give me a ballpark time. Do you know what I mean? Just let me know when.”

And pushed on whether it would be as a three or a four, she added: “A three. Definitely a three.”

For now though, Perrie – who is engaged to Celtic and former Arsenal footballer Alex Oxlade-Chamberlain – is still a solo artist and will release new single Passenger Princess on Friday.

On what the latest song is about, she said: “I love being independent, I love having my own s**t, I love doing everything for myself, being strong and a powerful woman.

“But you know, sometimes I can’t be f**ed.

“Sometimes I just want to do nothing and be like, ‘Alex, can you just help me, look after me?’, you know?”

JUDY FINNIGAN is considering a return to showbiz by launching a podcast with hubby Richard Madeley, 17 years on from their last TV series.

He said on Channel 5’s Vanessa yesterday: “We’ve had a conversation with a very good producer friend of ours, an ex-editor of This Morning, and we have kicked a few ideas around. It’s in the air.”

BAD BUNNY has joined the voice cast of new movie Toy Story 5 – as a slice of pizza in sunglasses.

The rapper has recorded his part for the film, which is out on June 19, and will arrive in the UK a week later for two sold-out shows at the Tottenham Stadium in London.

His character will be one of several items abandoned in a shed, alongside a garden gnome voiced by Capital’s Jordan North and an inflatable flamingo voiced by Sian Welby.

The third rounds of golf tournaments are commonly known as ‘moving day’, and Saturday at the US PGA Championship lived up to the billing as stars and lesser lights jostled for position on a crowded and fast-moving leaderboard.

Remarkably, 14 players held at least a share of the lead at some point and 30 will go into Sunday’s final round within five shots of surprise leader Alex Smalley who is at six under after a two-under 68.

Over the first two days at Aronimink, with the more severe aspects of the course set-up generating much discussion, it felt more like the brutal examination usually reserved for the US Open.

Scottie Scheffler and Rory McIlroy – the world’s top two players – were among those to weigh in with less than complimentary observations, with the former going as far as describing some of Friday’s pin positions as “absurd”.

The PGA of America listened. The governing body moved some tees up and made several pins more accessible which, coupled with more benign conditions, has produced a classic major leaderboard that houses a mix of heavy hitters and less illustrious names.

Several big-time players capitalised on more favourable scoring conditions in the early stages.

McIlroy, who was outside the top 100 after a four-over opening 74 on Thursday, bettered Friday’s 67 by one to improve to three under and boost his hopes of following last month’s successful Masters defence with his third US PGA title.

Other major winners to vault up the leaderboard included Justin Rose, whose superb 65 left him at two under and revived his hopes of landing an elusive second major, and Jon Rahm, who is two off the lead after carding a 67 to maintain his push for the third leg of a career Grand Slam.

Rose isn’t the only man trying to end a 107-year wait for an English winner of this championship, with Aaron Rai alongside Rahm, Ludvig Aberg, Nick Taylor and Matti Schmid on four under.

Not everyone prospered. Scheffler, who shot a Saturday 65 on his way to winning last year’s US PGA, surprisingly stuttered to a 71 and is five adrift.

More to follow.