Platforms like TikTok and Instagram no longer prioritize followers. Their algorithms, in a trend called 'TikTokification,' now serve content based on user interests. To succeed, brands must create content that taps into specific niches to get discovered, rather than relying on their follower count for reach.

Instead of a "spray and pray" approach, The News Movement creates distinct content for each social platform. Instagram gets human-centric stories, TikTok receives raw news footage, and YouTube Shorts is more flexible, respecting different user engagement patterns.

Instagram is testing a default home feed composed entirely of Reels, reflecting that video now drives over 50% of time spent on the platform. This move solidifies its shift to a short-form video app, forcing brands still focused on static images to adapt or lose significant organic reach.

Facebook search results are shifting from a text list to an "immersive grid layout." This change transforms search into a visual discovery engine, meaning text-only posts will lose visibility. Marketers must now prioritize visually compelling content to rank in Facebook search, treating it more like Pinterest or Instagram Explore.

While tailoring content for each platform is ideal, it shouldn't be a barrier to entry. Vaynerchuk advises that simply posting the same video to all major social platforms is an effective starting point to maximize reach with minimal effort. The volume outweighs the initial lack of nuance.

View platforms like Facebook and YouTube as modern equivalents of TV networks (ABC, NBC), not just channels to blast a single piece of content. Each platform requires its own native "show"—content formatted and styled specifically for that audience and algorithm—to succeed.

Simply clipping a podcast for YouTube or sharing a video on LinkedIn rarely works. Each platform's culture and algorithm demand content created specifically for its format, rhythm, and audience norms to be effective.

Meta's ad algorithm now functions like TikTok's feed. What you say and show in your creative directly dictates who sees the ad. Generic, broad creative is ineffective; you must speak directly to a specific avatar's problems and position your product as the unique solution.

The algorithmic shift on platforms like Instagram, YouTube, and Facebook towards short-form video has leveled the playing field. New creators can gain massive reach with a single viral video, an opportunity not seen in over a decade, akin to the early days of Facebook.