Marketers chasing trends on 'cool' platforms like TikTok create an imbalance where massive, older platforms have huge audiences consuming features like Facebook Reels but few creators serving them. This supply/demand gap for attention creates a significant, underpriced marketing opportunity.
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Businesses named 'ABC Cleaners' once dominated the Yellow Pages by appearing first alphabetically. Today's version is exploiting platform algorithms. Winning is less about having the best service and more about understanding the distribution mechanics of dominant platforms like TikTok to get seen first.
Instead of treating all channels equally, identify which customer segments (e.g., brand advertisers) are best served by which channels (e.g., TV screens). Shifting demand accordingly can unlock massive growth by optimizing the entire portfolio and increasing customer ROI.
The value of a large, pre-existing audience is decreasing. Powerful platform algorithms are becoming so effective at identifying and distributing high-quality content that a new creator with great material can get significant reach without an established following. This levels the playing field and reduces the incumbent advantage.
Social platforms want to acquire new advertisers. By boosting your best-performing organic posts with micro-budgets (even just $5), you can achieve disproportionately large reach as platforms "make it rip" to encourage future spending. Don't boost underperforming content.
Frame marketing strategy not as managing channels, but as "day-trading attention." Identify platforms where user attention is high but advertising costs are low due to a lack of saturation from major brands. This arbitrage opportunity allows smaller players to achieve outsized results before the market corrects.
Facebook's main 'Blue' app is an underpriced attention channel. Contrary to popular belief, usage among 22-32 year olds is surprisingly high due to features like Marketplace and Groups, but it's often unacknowledged. This creates a significant arbitrage opportunity for marketers who can reach this demographic at a lower cost than on more saturated platforms.
Instead of large ad spends, marketers can achieve disproportionately high reach by applying very small budgets—as little as $5 on YouTube—to boost organic posts that are already showing traction. This tactic is effective across multiple platforms.
To break through the noise of modern influencer marketing, target less-obvious platforms. Instead of competing for attention on Instagram and TikTok, pitch YouTubers and Substack writers who receive fewer inquiries. This approach increases your chances of getting noticed and securing features without a budget.
Don't blame 'shadow banning' for declining reach. It's a function of supply and demand. As platforms mature, content supply explodes and ad spend increases, all competing for finite user attention. Your reach isn't being punished; it's being outbid in an increasingly crowded attention marketplace.
Counterintuitively, dedicating budget to campaigns optimized for engagements, follows, and shares can be a powerful brand-building tool. This approach reaches more people less expensively than conversion campaigns, building an audience and 'searing memories' that lead to future demand, complementing direct response efforts.
