To attract a male audience without alienating its core female community, Poppy invested in partnerships with the Lakers and Fortnite streamers. Crucially, they kept this content off their primary social media feeds, allowing them to expand their audience in a segmented, non-disruptive way.
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Relying solely on a chronological feed of followed accounts limits growth. The "For You" page, despite its pitfalls, is a powerful discovery tool. The ideal strategy involves using both: a curated feed for engagement and a discovery algorithm for finding new, compelling voices.
True Religion strategically defines the objective of each partnership before launch. A collaboration with Ford aimed for mass scale and broad awareness. In contrast, a partnership with fashion brand Bella Donna was specifically designed to attract a new, targeted audience (the Hispanic consumer), showcasing a dual-pronged approach to growth.
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.
Instead of spending big on trendy mega-influencers, Gamma found success by scaling relationships with thousands of micro-influencers in niche, high-trust "echo chambers" like education. These smaller, authentic voices spread like wildfire within their communities, driving more effective growth.
Instead of reactively trying to please algorithms, proactively identify the best 'doorways'—specific platforms and content formats—to reach your ideal audience. This shifts the focus from chasing reach to strategically choosing where you appear and how you present your brand.
When creating branded social media content, BroBible allocates a portion of the client's budget to an ad buy that boosts the post. This not only increases the campaign's reach for the brand but also drives new, engaged followers to BroBible's own channels, making advertisers subsidize their audience growth.
Instead of treating social media as a long-term home, use it as a strategic tool to get your audience onto platforms you own, like an email list. The primary goal is to capture attention and immediately guide followers into your ecosystem, building a more resilient business off-platform.
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.
To attract a new audience, create content that explicitly calls out your target demographic's specific situations and identifiers. This is more effective than broad content because it makes the audience feel seen and understood, prompting the algorithm to find more people like them.
