Algorithms struggle with accounts that have changed topics over time. Starting a new, niche-focused account allows the algorithm to quickly identify your audience, leading to faster discovery than an old account with a confused history.

Instead of one central handle, create multiple accounts focused on specific topics (e.g., "@LizInBaskingRidge" or "@GaryVeeTheJetsFan"). This allows for hyper-targeted content that can capture niche audiences within the "interest media" landscape, dramatically increasing potential reach.

Instead of centralizing all content on one brand account, ClickUp creates an ecosystem of pages like "ClickUp Comedy" and "ClickUp Memes." These niche accounts build their own dedicated audiences and can grow faster than the main brand page, creating multiple entry points into the ClickUp universe.

Social media has shifted from 'social' to 'interest' media, where the algorithm targets users based on the content they consume. Making hyper-specific content for your target audience is the most effective form of targeting. Resist making broad content for vanity metrics, as it won't reach qualified buyers.

Modern buyers want to hear directly from human experts, not a faceless brand. Instead of focusing all social media efforts on the corporate account, identify and elevate the voices of knowledgeable individuals within the company. The brand page can then serve as a secondary 'news ticker' for official updates.

Focus less on your main social handle and more on distributing content across numerous niche accounts. Modern algorithms prioritize user interests over follower graphs, meaning a clip on a new account with zero followers can go viral and build a business from scratch.

When announcing a new niche account, explicitly ask friends and family *not* to follow unless they're genuinely interested in the topic. Well-meaning but unengaged followers harm your account by signaling to the algorithm that your content isn't relevant, reducing its overall reach. A smaller, highly-engaged audience is more valuable than a larger, passive one.

Instead of one general brand account, create multiple hyper-niche accounts focused on specific topics. In an 'interest media' world, a brand new, topic-specific account with zero followers can achieve massive organic reach on a relevant post, often outperforming a large, generalist account.

Instead of trying to serve all audiences on one brand account, create dedicated accounts for specific value propositions (e.g., an "iPhone Hacks" account for Apple). This satisfies algorithms and audiences who favor consistency.