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.

Platforms like TikTok have shifted the paradigm where success is tied to each post's individual merit, not the creator's follower base. A single viral video can generate massive reach and sales, even if other posts have low engagement, a trend now adopted by LinkedIn, YouTube, and others.

Social platforms are declining as places for genuine connection, shifting to AI-generated 'slop' and content from strangers. Their business model remains viable not by improving the user's social experience, but by using AI to become so effective at ad targeting that even mindless engagement is highly monetizable.

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 now prioritize content based on user interest, not just who you follow. This means a new account with zero followers can achieve viral reach on its first post if the content is compelling, a fundamental shift from the old follower-based 'social graph' model.

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.

Algorithms increasingly serve content to non-followers based on their interests, not just social connections. To succeed, marketers must shift from engaging existing followers to creating "recommendable" content that appeals to a broader, topic-focused audience.

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.

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.