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.

Algorithms struggle with accounts that have changed topics over time. Starting a new, niche-focused account allows the algorithm to quickly identify your audience, leading to faster discovery than an old account with a confused history.

Your Instagram profile has two primary searchable fields: your unique @username and your non-unique 'Name'. Since your username must be original, the 'Name' field is the ideal place to load relevant keywords describing your niche (e.g., "Weight Loss Coach for Moms"). This makes your profile discoverable to a broader audience searching for those terms.

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.

Users can now manually add or remove interest categories to customize their feed algorithm. This allows creators with a well-defined niche to be directly recommended to users who have explicitly expressed interest in that topic, leveling the playing field for smaller accounts to get discovered.

Social media algorithms are so sophisticated they identify your ideal customer based on the content's subject, language, and visuals. Instead of chasing generic views, create hyper-specific content for your target avatar. The platform will find the right audience for you, making the content the ultimate targeting tool.

Stop creating broad content to chase views. Algorithms are so effective that creating hyper-specific content for your ideal customer is the most efficient way to reach them. The content itself is now the targeting mechanism.

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.