Houston startup develops tech to equip businesses with the social media skills they need to thrive

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Guide App, a Houston startup, is looking to help its users tap into social media better. Photo via Getty Images

Just look at any smartphone on the market and it becomes evident just how pervasive mobile apps have become, especially social media apps.

As the social networking sphere has revolutionized communication, technology has spawned multitudinous variants in the most organic way. That kind of technological momentum lends itself to why platforms like Guide App have a chance to be the next big thing in the space.

The company's CEO and co-founder, Tim Salau, tells InnovationMap that Guide is a social learning and development platform that aims to revolutionize learning experiences for creators, leaders, and organizations.

“Guide is a social learning platform for creators who are freelancers and work in the entertainment and media industry,” says Salau, Houston native and University of Texas graduate. “And they can use Guide to create and learn production skills. We pivoted in late 2019 as the pandemic hit, and we realized that Guide could be used as a B2B platform and solution for businesses to onboard and train their remote workers.

“So that's really what makes us money, and we really decided to build it because we saw that there was a huge gap in the business space of a bite-sized training platform and solution, and to do what TikTok and Reels was doing in the consumer space, but for professionals with security and privacy in mind for organizations,” he says.

With the pivot, businesses can now use Guide as a platform to onboard and train new hires for their respective companies.

“Ideally, it would be pretty much anyone within the marketing department, the product management division, or even engineers within their organizations who are creators in the sense of migrating to creative work in their own different disciplines,” says Salau. “And they could use Guide to potentially maybe create a video that's 90 seconds or less on everything a new hire needs to know within the first 90 days in the product management role or in the marketing role.”

Tapping into trends

Salau explains how he's got his ear to the ground when it comes to trends within media.

“With the way that things are moving in the entertainment and media industry and what's been happening with these strikes, I see the short-form content becoming even more important because people are not necessarily attending movie theaters at a high engagement rate,” says Salau. “Then there are multiple streaming platforms have so many gates and paywalls up, a lot of people aren't necessarily using all of these streaming platforms and seeing all of the long-form content out."

“I'm starting to see that in the next three to five years, macro content will become more important, and instead of the streaming era that we've seen in the last few years or in the last decade or so led by Netflix, I'm going to use our mock theory, we're going to start seeing a beaming era in which we're going to start seeing content being pushed to creators and consumers, that is literally tailored to what they want.”

According to Salau, platforms such as Instagram and TikTok push content based on their respective algorithms that followers don’t necessarily want to see, and that takes time away from the content they need, when they need it.

“Looking forward, it’s clear that in the sense of taking away all of the distractions that we see on these platforms, at Guide, we want to push content as it comes from the creators,” says Salau. “And for us, that focus will be on microcontent, which is content that’s 90 seconds or less.”

Data shows that the best micro content is video content that clocks in around 15 seconds.

“Content that goes up to 30 seconds is probably even cutting it a little bit too long, but the content that really goes a lot, and goes really viral on those platforms is 15 seconds,” says Salau. “And now that TikTok is becoming a more long-form entertainment platform, you're starting to see them kind of strip away from what really got them popular and buzzworthy.”

Monitoring monetization

Popularity aside, one of the major tenets of content creation is monetization.

“Getting to the point where creators will be able to monetize their content is our goal at Guide,” says Salau. “We have to build up towards that goal, but that’s the intent. We intend on having them be able to create profiles where they can actually list their merch. They can post about merch in their videos, and more importantly, get to a point where people can actually buy the entertaining content that they have.”

Once Guide reaches monetization, creators will be able to list content at the price they want it and have associated merchandise of their brand. This is a huge difference from how TikTok and Instagram and other consumer video platforms get creators paid.

“We see that it's better to actually go the other route and actually allow creators to monetize their own brand, which is what every creator often really wants,” says Salau. “That’s ideal because when a creator brings consumer brands into the picture, they have to play to what they want from an advertisement and dollars type of standpoint. So, we don't want to actually get into that world. We want to really keep everything creator oriented.”

Curating a culture of creators

At this point, Guide has about 150 creators, because they’ve been very selective with their icon program.

“We don’t believe that everyone’s a creator,” says Salau. “Because if everyone is a creator, then no one is a creator.

“And we kind of see this with a lot of the creator platforms out there. Just because anyone can create content with a smartphone doesn't mean it's content that's edifying or beneficial that people are actually enriching and learning from. So, we're really big on learning, because we see ourselves in that space.”

As Salau and team look forward with Guide, they plan on continuing to address the learning and talent development gap for remote and mobile teams. They’ll also remain focused on being the kind of platform where creators can talk about the behind-the-scenes and the process of how to make music or how to approach acting, or how to think about set production when on a set.

“With Instagram and TikTok, it’s really much more about fun and virality, and doing something that gets a reaction, versus helping people learn,” says Salau. “So, with us, the feedback we've received is, ‘I get it,’ and ‘I'm interested.’ And I want to continue learning and growing with y'all. Thank you.”

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Houston researcher secures $1.7M to develop drug for aggressive form of breast cancer

cancer research

A University of Houston researcher has joined a $3.2 million effort to develop a new drug designed to attack a cancer-driving protein commonly found in triple-negative breast cancer.

Triple-negative breast cancer (TNBC) is one of the most difficult-to-treat forms of cancer and accounts for 10 percent to 15 percent of all breast cancer cases. The disease gets its name because tumors associated with it test negative for estrogen receptors, progesterone receptors and excess HER2 protein, making it difficult to target. Due to this, TNBC is often treated with general chemotherapy, which can come with negative side effects and drug resistance, according to UH.

UH College of Pharmacy research associate professor Wei Wang is developing a drug that can target the disease more specifically. The drug will target MDM2, a protein often overproduced in TNBC that also contributes to faster tumor growth.

Wang is working on a team led by Wei Li, director of the University of Tennessee Health Science Center College of Pharmacy’s Drug Discovery Center. She has received $1.7 million to support the research.

Wang and UH professor of pharmacology and toxicology Ruiwen Zhang have discovered a compound that can break down MDM2. In early laboratory models, the compound has shown the ability to shrink tumors.

Wang and Zhang will focus on understanding how the treatment works and monitoring its effectiveness in models that closely mirror human disease.

“We will study how the drug targets MDM2 and evaluate the most promising drug candidates to determine effective dosing, understand how the drug behaves in the body, compare it with existing treatments and assess early safety,” Wang said in a news release.

Li’s team at the University of Tennessee will be working on the chemistry and drug design end of the project.

“This work could lead to an entirely new class of therapies for triple-negative breast cancer,” Li added in the release. “We’re hopeful that by directly removing the MDM2 protein from cancer cells, we can help more patients respond to treatment regardless of their tumor type.”

10+ Houston innovation leaders in the spotlight at SXSW 2026

where to be

Houston's innovation scene will be well represented at South by Southwest (SXSW) this month.

The week-long, Austin-based conference and festival will spotlight some of the Bayou City's leaders in health care, energy, space and more. The event kicks off today, March 12, and runs through March 18. The SXSW Innovation Conference will feature keynotes, workshops, mentoring sessions and more throughout various venues in the city.

Here's who to see and when and where to find them:

March 12

Aileen Allen, venture partner at Mercury Fund

Mentor Session from 4-5:15 p.m. at Hilton Austin Downtown

Allen will host a mentoring session focused on funding, marketing, advertising, PR and the future of work.

March 13

Heath Butler, partner at Mercury Fund

SXSW Pitch-Smart Cities, Transportation, Manufacturing & Logistics from 2:30-3:30 p.m. at the J.W. Marriott

Butler will judge five innovative startups as they pitch their solutions to advance smart cities, enhance transportation systems, modernize manufacturing, transform logistics, and strengthen government infrastructure and civic operations.

Jonathan Cirtain, CEO and president of Axiom Space

The Clock is Ticking for Space - Replacing the ISS from 4-5 p.m. at the J.W. Marriott

Cirtain will discuss Axiom's pursuit of building the world’s first commercial space station.

March 14

Jesse Martinez, founder and CEO of LSA Global

SXSW Pitch-Intelligent Systems, Robotics, & Multisensory Technology from 10-11 a.m. at the J.W. Marriott

Martinez will judge five innovative startups as they pitch their technologies that aim to enhance the way people connect, communicate and share unique life experiences with those around them in a digital ecosystem.

Jennifer Schmitt, head of operations at Rhythm Energy

Powering Texas with Reliable Integrated High-Demand Energy from 10-11 a.m. at Marlow

Schmitt will join a panel to discuss how EirGrid, the state-owned electric power transmission operator in Ireland, is pioneering solutions as the country works toward 80 percent renewable integration by 2030.

Saki Sasagawa, director of business development for JETRO Houston

Now is Japan's Time: Leading the Future with Deep Tech from 10-11 a.m. at the J.W. Marriott

Sasagawa joins a panel that will share real-time insights from diverse perspectives on the forefront of Japan’s deep tech and IP businesses.

March 15

Bosco Lai, CEO and co-founder of Little Place Labs

SXSW Pitch Alumni: Where Are They Now? from 10-11 a.m. at the J.W. Marriott

Lai joins a panel of four former SXSW Pitch winners to share how they leveraged the platform to take their startups to the next level.

Tara Karimi, cofounder and chief science and sustainability officer at Cemvita

South by South America: The Rise of Southern Brazil Tech from 2:30-3:30. p.m. at The Line

Karimi will participate in a panel to discuss how Rio Grande do Sul, Brazil's southernmost state, is attracting elite talent and AI infrastructure and share insights on navigating the next wave of South American tech growth.

March 16

Dr. Pavitra P. Krishnamani, emergency medicine physician at The University of Texas MD Anderson Cancer Center

Viva La Revolution: How the Digital Age is Transforming Wellness from 11:30 a.m.-12:30 p.m. at Hilton Austin Downtown

Krishnamani will discuss the latest advancements and policies that can accelerate the digital age of health care, such as wearables, telehealth and artificial intelligence.

March 18

Charlie Childs, co-founder and CEO of Intero Biosystems

Spinning Out: What It Takes to Build a University Startup from 2:30-3:30 p.m. at The Line

Childs will join founders who spun their companies out of the University of Michigan to share the real story of navigating IP, early capital, team building, market validation and the “valley of death.”

Dr. James Allison, regental chair of immunology and director of The Allison Institute at The University of Texas MD Anderson Cancer Center

Dr. Padmanee Sharma, professor in the Department of Genitourinary Medical Oncology, Division of Cancer Medicine at The University of Texas MD Anderson Cancer Center

Beyond Checkpoints: Immunotherapy’s Next Act from 2:30-3:30 p.m. at the J.W. Marriott

Allison and Sharma will sit down with 21-year-old, Stage 4 cancer survivor Sharon Belvin and Time Magazine journalist Alice Park will discuss the future of immunotherapy and what challenges remain.

Last year, Houston startups Little Places Labs and Helix Earth won top prizes in their respective categories at the prestigious SXSW Pitch event, held this year from March 13-14. No Houston startups were named finalists to compete in this year's event.

NASA revamps Artemis moon landing program by modeling it after Apollo

To the moon

NASA is revamping its Artemis moon exploration program to make it more like the fast-paced Apollo program half a century ago, adding an extra practice flight before attempting a high-risk lunar landing with a crew in two years.

The overhaul in the flight lineup came just days after NASA’s new moon rocket returned to its hangar for more repairs, and a safety panel warned the space agency to scale back its overly ambitious goals for humanity’s first lunar landing since 1972.

Artemis II, a lunar fly-around by four astronauts, is off until at least April because of rocket problems.

The follow-up mission, Artemis III, had been targeting a landing near the moon’s south pole by another pair of astronauts in about three years. But with long gaps between flights and concern growing over the readiness of a lunar lander and moonwalking suits, NASA’s new administrator Jared Isaacman announced that mission would instead focus on launching a lunar lander into orbit around Earth in 2027 for docking practice by astronauts flying in an Orion capsule.

The new plan calls for a moon landing — potentially even two moon landings — by astronauts in 2028.

“Everybody agrees. This is the only way forward,” Isaacman said.

The hydrogen fuel leaks and helium flow problems that struck the Space Launch System rocket on the pad at NASA's Kennedy Space Center in February also plagued the first Artemis test flight without a crew in 2022.

Another three-year gap was looming between Artemis II and the moon landing by astronauts as originally envisioned, Isaacman said.

Isaacman stressed that “it should be incredibly obvious” that three years between flights is unacceptable. He'd like to get it down to one year or even less.

Isaacman, a tech billionaire who bought his own trips to orbit and performed the world’s first private spacewalk, took the helm at NASA in December.

During NASA’s storied Apollo program, he said, astronauts’ first flight to the moon was followed by two more missions before Neil Armstrong and Buzz Aldrin landed on the moon. What's more, he added, the Apollo moonshots followed one another in quick succession, just as the earlier Projects Mercury and Gemini had rapid flight rates, sometimes coming just a few months apart.

Twenty-four Apollo astronauts flew to the moon from 1968 through 1972, with 12 of them landing.

“No one at NASA forgot their history books. They knew how to do this," Isaacman said. “Now we're putting it in action.”

To pick up the pace and reduce risk, NASA will standardize its Space Launch System rockets moving forward, Isaacman said. These are the massive rockets that will launch astronauts to the moon aboard Orion capsules. At the same time, Elon Musk's SpaceX and Jeff Bezos' Blue Origin are speeding up their work on the landers needed to get the astronauts from lunar orbit down to the surface.

Isaacman said next year will see an Orion crew rendezvousing in orbit around Earth with SpaceX's Starship, Blue Origin's Blue Moon or both landers. It's similar to the methodical approach that worked so well during Apollo in the late 1960s, he noted. Apollo 8, astronauts' first flight to the moon, was followed by two more missions before Armstrong and Aldrin aimed for the lunar surface.

“We should be getting back to basics and doing what we know works,” he said.

The Aerospace Safety Advisory Panel recommended that NASA revise its objectives for Artemis III “given the demanding mission goals.” It’s urgent the space agency do that, the panel said, if the United States hopes to safely return astronauts to the moon. Isaacman said the revised Artemis flight plan addresses the panel's concerns and is supported by industry and the Trump administration.

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