Modern algorithms can surface any single piece of content to a massive audience of non-followers, regardless of past performance. This means marketers are always just one breakout post away from significant reach, making consistent experimentation more important than ever.

Social media has evolved into 'interest media.' The algorithm is so effective that the content itself—the words you use, your background, your appearance—is the primary targeting mechanism. Instead of chasing broad appeal, create content specifically for your ideal avatar, and the platform will find them for you.

Gary Vaynerchuk argues that platforms have evolved beyond a follower-based model ("social media"). Now, algorithms dominate, creating an "interest media" landscape where content is surfaced based on a user's demonstrated interests, regardless of whom they follow. This makes the content itself paramount over follower counts.

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.

Instagram now lets users explicitly select topics for their Reels feed. This shift means creators with a tight, consistent content focus are more likely to be surfaced repeatedly. Accounts covering multiple disparate topics risk being filtered out as users narrow their preferences, making niche expertise more critical than ever for discovery.

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.

Due to the "TikTokification" of platforms, algorithms now favor a single piece of content's potential to engage anyone, regardless of who created it. This means sticking to a strict niche is no longer required for high views and reach, though it remains important for gaining followers.

Platforms like TikTok and Instagram no longer primarily show content from accounts you follow. Their algorithms serve content based on demonstrated interests. This means content quality and relevance now trump follower count, leveling the playing field for new creators.

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.