Platforms like TikTok have shifted the paradigm where success is tied to each post's individual merit, not the creator's follower base. A single viral video can generate massive reach and sales, even if other posts have low engagement, a trend now adopted by LinkedIn, YouTube, and others.

Treat social platforms as distinct tools. Use TikTok's wide-reaching algorithm for top-of-funnel discovery and lead generation. In contrast, use LinkedIn for daily, consistent posting to build deep trust and nurture a loyal "crew" of followers.

Gaining millions of views is a vanity metric if the audience isn't engaged or aligned with business goals. Instead of pursuing fleeting viral moments, focus on consistent content that cultivates a real community. That engaged community, not a passive audience, can eventually be converted into customers.

A community is not a collection of followers. In a true community, every member both contributes and receives value. This contrasts with an audience model, where a central figure broadcasts to a passive group, fostering a one-way relationship based on capturing attention.

True community building is a relentless tactical execution of engagement. Gary Vaynerchuk dismisses abstract strategies, citing his four-year practice of replying to every single tweet. The failure of most brands is ignoring the small-scale, consistent engagement that actually builds a loyal fan base.

For new creators, follower count is less relevant. The algorithm now benchmarks your content's performance within a "designated cohort" of similar users and topics. This means a creator with 50 followers can achieve the reach of one with 50,000 if they effectively engage their specific niche audience.

The era of building a follower list like an email list is over. Platforms now use an "interest graph," meaning a post from an account with few followers can go viral if the content is compelling. This shift democratizes reach and prioritizes content quality above all else.

Stop debating followers versus community. Treat followers as the first step in a conversion process where the goal is to nurture them from passive observers into active community members, brand advocates, and ultimately, customers. The real relationship-building begins post-follow.

With predictions that 90% of online content will be AI-generated by 2027, authentic human connection becomes the ultimate differentiator. Building a strong community through live streams, groups, and direct interaction is the only sustainable strategy to maintain trust.