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.

Instead of a one-size-fits-all message, brands should create hyper-relevant content for different demographics (e.g., high school football teams, working moms) on the platforms they use (e.g., TikTok, LinkedIn). This decentralized approach builds a stronger, more resilient brand than a single campaign.

Instead of one central handle, create multiple accounts focused on specific topics (e.g., "@LizInBaskingRidge" or "@GaryVeeTheJetsFan"). This allows for hyper-targeted content that can capture niche audiences within the "interest media" landscape, dramatically increasing potential reach.

The old strategy of maintaining a presence on every social platform is impractical due to team consolidation and content saturation. A focused approach on 2-3 core channels allows for higher quality creative, better engagement, and stronger community building.

Instead of centralizing all content on one brand account, ClickUp creates an ecosystem of pages like "ClickUp Comedy" and "ClickUp Memes." These niche accounts build their own dedicated audiences and can grow faster than the main brand page, creating multiple entry points into the ClickUp universe.

Companies with multiple product lines targeting similar demographics should consolidate them under a single social media presence. This approach broadens content variety, prevents audiences from being siloed, and makes it easier for customers to discover and purchase from the entire product catalog.

Traditional strategy forces "either/or" choices due to resource constraints. On social media, where distribution is cheap, the best strategy is "and." Don't choose between two brand names or content pillars; create content for both. This allows you to test what resonates with different audience segments without artificial limitation.

Instead of one general brand account, create multiple hyper-niche accounts focused on specific topics. In an 'interest media' world, a brand new, topic-specific account with zero followers can achieve massive organic reach on a relevant post, often outperforming a large, generalist account.

The old strategy of a single brand account across multiple platforms is obsolete. A more effective modern approach is to supplement the main account with numerous persona-driven accounts (human or AI-generated). This distributed model creates a more authentic presence and multiplies the chances of content going viral.