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.
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A text-only LinkedIn post with low engagement but a strong problem-solution focus can generate significant sales pipeline. This is because it targets a niche audience with a specific pain point, making vanity metrics like likes and views misleading indicators of business impact.
In an era of information saturation, general advice leads to inaction. By providing highly specific content for a narrow niche, you make your audience feel seen and understood. This drives them to act, allowing you to achieve greater impact with a smaller audience by focusing on depth over width.
Acknowledging that "relevance" is subjective shouldn't lead to creating generic, one-size-fits-all campaigns. Instead, it demands a high-volume creative strategy that produces dozens of distinct assets, each tailored to be hyper-relevant to a specific consumer segment or "demand state."
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 guessing your content niche, find the overlap between topics your inner circle seeks your advice on and the content your ideal clients already consume. This data-driven approach combines perceived personal expertise with proven market demand, ensuring relevance and authority.
Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.
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.
Unlike Facebook's algorithm, which thrives on broad audiences, LinkedIn's requires precision. Success comes from using small, hyper-targeted audiences, often built from custom-uploaded company lists, to ensure every dollar reaches the exact target profile.
To attract a new audience, create content that explicitly calls out your target demographic's specific situations and identifiers. This is more effective than broad content because it makes the audience feel seen and understood, prompting the algorithm to find more people like them.