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.

Instead of spending big on trendy mega-influencers, Gamma found success by scaling relationships with thousands of micro-influencers in niche, high-trust "echo chambers" like education. These smaller, authentic voices spread like wildfire within their communities, driving more effective growth.

The strategy scales from individual sponsored videos to having 100+ creators on retainer posting monthly. This creates an "astro turf" of content that dominates the niche's ecosystem. A successful video can then go viral, prompting other creators to organically make videos about your product to capture views.

According to LinkedIn, personal profiles get significantly more reach than company pages. Businesses should shift focus from solely posting on their brand page to empowering and encouraging employees to build their personal brands and share content, amplifying overall visibility.

Covering multiple unrelated topics on a single YouTube channel—a "carnival channel"—fragments your audience and confuses the algorithm. Focusing on a single, clear niche is essential for building a loyal, engaged community around a core value proposition.

Instead of relying solely on paid ads, a niche e-commerce brand can partner with micro-creators in its vertical. This creates an ambassador network that provides both a powerful sales channel and predictive data on which products will perform best.

Instead of traditional corporate social media, video software company TLDV hired TikTok creators known for their satirical content aimed at product managers. These creators became the brand's personality on social media, proving that B2B company pages can be engaging when they stop acting like a logo and start acting like a person.

When launching creative campaigns, Wiz uses unique domains (e.g., Cisotopia.com) rather than company subdomains. This makes the project feel like an independent, fun creation, not a direct marketing play. The intentional disconnect from the corporate brand piques interest and makes people more willing to engage and share.

Stop creating broad content to chase views. Algorithms are so effective that creating hyper-specific content for your ideal customer is the most efficient way to reach them. The content itself is now the targeting mechanism.