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.

TikTok Live's algorithm functions in reverse compared to platforms like Instagram. Instead of primarily notifying your existing followers, it constantly feeds your live stream to new users who don't know you. This makes it an exceptionally powerful top-of-funnel tool for audience discovery and growth.

Categorize platforms into two types: 'discovery' (social media algorithms) and 'relationship' (email, podcasts). The strategy is to use discovery platforms for audience acquisition and then migrate those followers to relationship platforms to build long-term, owned assets.

Social media platforms heavily promote new features to drive adoption. By being an early user of TikTok's 'Bulletin Boards'—a feature similar to Instagram's broadcast channels—brands can gain a significant, temporary advantage in reach and visibility before the feature becomes saturated and algorithmic priority fades.

Treat social platforms as distinct tools. Use TikTok's wide-reaching algorithm for top-of-funnel discovery and lead generation. In contrast, use LinkedIn for daily, consistent posting to build deep trust and nurture a loyal "crew" of followers.

The potential for a new, unknown account to achieve massive organic reach on TikTok is greater than it has ever been on any other major social platform, including the early days of Facebook, Instagram, or YouTube. This creates a unique, time-sensitive opportunity for brand building.

Algorithms on platforms like TikTok and Instagram no longer primarily show content from who you follow. They prioritize content based on a user's current interests. This means the individual merit of a post is more important for reach than your existing follower count, creating opportunity for new creators.

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 now function as "interest media," not "social media." Their algorithms prioritize content based on user interests, allowing new accounts with zero followers to achieve massive reach if the content is compelling and relevant.