Social media is changing.
When social media first started, the platform chose what content you saw primarily based on who you followed.
That’s not how it works today.
Instead of curating the timeline by creator, algorithms are now curating by interest.
Here’s a quick experiment for you. Think of a few topics you’d like to see more about on the social media feed of your choice. Search for posts that cover those topics and favorite five of them. You will see a tangible change in your feed … REGARDLESS of whether or not you’re following any of those creators.
We’re evolving from a brand-first approach to social media to an interest-first approach. That comes with new opportunities … and new challenges.
Here’s how you can succeed in this new social media landscape.
First, embrace the changes. Three things to keep in mind:
- Your goal is no longer a “follow”. Your goal is building brand recognition in an area of interest or expertise.
- Your guaranteed audience is now smaller than the number of your followers.
- Your potential audience is now vastly greater than the number of your followers.
These three points give us a framework for action.
Our goal used to be getting someone to follow. That’s no longer the case. Instead, we need to build brand recognition so people take action and we can engage with them off-platform.
Social media platforms now reward brands that are most capable of serving their audience’s interests. To capitalize on this, follow these three steps:
- Find a niche and stick to it. KYA — know your audience. Keep it specific. Know who you’re talking to and what they’re interested in, and don’t dilute your brand.
- Serve content that matches those interests. Each piece now matters more. Your audience is looking for something specific — give it to them. Branding helps; create something that immediately makes it clear this is YOU, even in the middle of a thumbscroll.
- When you get a piece of content that resonates, put resources, money and time behind it. Too many businesses still approach this backwards. The new timeline allows you to get a better picture of what works and what doesn’t than ever. You’re essentially running constant testing against your competition — if your message is clearer and more topical, you win. Virality isn’t the end … it’s the starting point.
One HUGE caution: cheap attention-seeking tricks are counterproductive.
One of the most popular accounts on X (Twitter) is viral video reposter Internet Hall of Fame. But it has no real identity or brand … it exists solely to extract money from the platform. Contrast that with Mover and Shaker on Instagram, which is a similarly meme-based account, but has a clear identity, a clear audience and, as a result, can monetize that audience directly. If X (Twitter) got rid of its incentive structure tomorrow, the Internet Hall of Fame account would likely cease to exist. Mover and Shaker, on the other hand, has staying power because of its audience connection and differentiation.
Too many brands are still thinking of social media in terms of “How many followers do I have?”
Don’t be one of them.
Build around the interests of your audience and focus on brand recognition. Ask, “What is my reach?” That’s how to succeed in the new social media age. Need a hand? We can help. Just drop us a line, anytime.
Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services