Algorithms on platforms like TikTok and Instagram now prioritize content based on user interests, not their social connections. This decouples reach from follower count, allowing new accounts to achieve massive organic views if their content is highly relevant.
The current media landscape is so meritocratic that one highly relevant post can generate more impact than years of previous effort. This creates a massive opportunity for newcomers to close the gap on established players almost instantly.
Before spending money to boost social media creative, publish it organically first. If it performs well compared to your baseline, it has proven its relevance. This is the content you should amplify with paid spend to maximize ROI and avoid wasted budget.
As technology automates transactions, the most defensible strategies will exist at the extremes. Businesses must either lean into advanced tech for scale or double down on deep, personal, '1950s-style' human relationships. The middle ground will be commoditized.