Instead of a one-size-fits-all message, brands should create hyper-relevant content for different demographics (e.g., high school football teams, working moms) on the platforms they use (e.g., TikTok, LinkedIn). This decentralized approach builds a stronger, more resilient brand than a single campaign.

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.

Instead of one central handle, create multiple accounts focused on specific topics (e.g., "@LizInBaskingRidge" or "@GaryVeeTheJetsFan"). This allows for hyper-targeted content that can capture niche audiences within the "interest media" landscape, dramatically increasing potential reach.

Instead of centralizing all content on one brand account, ClickUp creates an ecosystem of pages like "ClickUp Comedy" and "ClickUp Memes." These niche accounts build their own dedicated audiences and can grow faster than the main brand page, creating multiple entry points into the ClickUp universe.

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.

Focus less on your main social handle and more on distributing content across numerous niche accounts. Modern algorithms prioritize user interests over follower graphs, meaning a clip on a new account with zero followers can go viral and build a business from scratch.

Instead of fighting over limited slots on a main brand channel, create numerous niche social media handles for specific products or audiences. This 'P&H' model decentralizes content, reduces internal debate, and enables hyper-relevant messaging.

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.