Social media has evolved into 'interest media.' The algorithm is so effective that the content itself—the words you use, your background, your appearance—is the primary targeting mechanism. Instead of chasing broad appeal, create content specifically for your ideal avatar, and the platform will find them for you.

Viral growth isn't luck; it's an iterative process. When a piece of content shows even minor success, immediately abandon your content plan and create a variation on the winning theme. This business-like A/B testing approach magnifies momentum and systematically builds towards parabolic growth.

Gary Vaynerchuk argues that platforms have evolved beyond a follower-based model ("social media"). Now, algorithms dominate, creating an "interest media" landscape where content is surfaced based on a user's demonstrated interests, regardless of whom they follow. This makes the content itself paramount over follower counts.

The value of a large, pre-existing audience is decreasing. Powerful platform algorithms are becoming so effective at identifying and distributing high-quality content that a new creator with great material can get significant reach without an established following. This levels the playing field and reduces the incumbent advantage.

Due to the "TikTokification" of platforms, algorithms now favor a single piece of content's potential to engage anyone, regardless of who created it. This means sticking to a strict niche is no longer required for high views and reach, though it remains important for gaining followers.

Don't waste money testing ad creative from scratch. First, post content organically across platforms. When a piece performs exceptionally well, use that as a clear signal to put paid advertising spend behind it. The algorithm and audience have already validated its appeal, de-risking your ad budget.

Platforms like TikTok and Instagram no longer primarily show content from accounts you follow. Their algorithms serve content based on demonstrated interests. This means content quality and relevance now trump follower count, leveling the playing field for new creators.

Since algorithms no longer show every post to every follower, the risk of "overposting" has vanished. This creates a free opportunity for marketers to test large volumes of organic content at scale to identify potential viral hits before committing ad spend.

Algorithms increasingly serve content to non-followers based on their interests, not just social connections. To succeed, marketers must shift from engaging existing followers to creating "recommendable" content that appeals to a broader, topic-focused audience.