Stop creating separate social media accounts for different content types. Modern algorithms prioritize serving individual pieces of content to the right audience, regardless of your account's history or niche. A single high-quality post will find its viewers, making account-level siloing obsolete.

To create "insanely valuable" content, optimize for actions that signal deep engagement, such as replies, DMs, shares, and saves. Social platforms prioritize this content over items that only receive passive likes or views, as it indicates a stronger connection with the audience.

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.

In the current "interest media" era, social platforms act as a free testing ground. Post content organically, identify what performs best with the algorithm, and only then invest media dollars to amplify those proven winners, eliminating expensive guesswork.

As feeds become saturated, relying on shares for discovery is insufficient. Your ideal followers are actively searching for solutions. Optimizing profiles and posts with keywords to answer their questions is a more reliable and underrated path to being discovered.

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.

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.

Platforms like Instagram and LinkedIn no longer prioritize a user's social graph. Their algorithms serve content based on current interests, meaning brands can achieve massive reach without a large follower base if their content is highly relevant.

Contrary to popular belief, Instagram's algorithm does not reward accounts for direct engagement activities like replying to comments or DMs. While these actions foster community goodwill, they are not a factor in content reach. For time-strapped creators, posting new content provides a far greater growth ROI.