Let me ask you a real question…
Have you ever opened Instagram or Facebook and thought, “Wait… I don’t even follow this person… why am I seeing this?”
Guess what? That’s not random, and it points to a major shift that every business owner, coach, and expert needs to understand right now.
Industry leaders (like folks at TikTok, Meta, and YouTube) have openly talked about this evolution:
We are no longer operating in social media as we once knew it. We are now operating in interest media.
What Changed?
Let’s go back for a second. I remember my first taste of social media was MySpace, but we don’t need to go back that far (LOL)…
In the “old” social media world:
- You saw content from people you followed
- Your reach depended on your follower count
- Growth strategy = get more followers
Simple, right?
But today?
In the “interest media” world:
- You are shown content based on what you watch, click, engage with, or even pause on
- Your reach is based on how interesting and engaging your content is
- Growth strategy = create content that speaks directly to specific interests
Here’s the shift in one sentence:
Your content is no longer distributed based on who knows you… but based on what people are interested in.
Here’s the GOOD news.
It means:
- You do NOT need a massive following to get visibility
- You do NOT need to “go viral” to get results
- You DO need to create content that clearly speaks to your audience
In other words… Your content is now your targeting strategy.
If your content is clear, relevant, and engaging… the platforms will do the work of finding your people.
Let’s Talk About Reels (Because We Can’t Ignore This)
Now listen…this is where I see so many business owners hesitate or exit stage left!
Short-form video content, such as Facebook & Instagram Reels, YouTube Shorts, and TikToks, is where “interest media” is working the hardest.
Why?
Because these platforms are watching:
- What people stop scrolling for
- What they watch all the way through
- What they replay, save, and share
And when your content checks any of those boxes, it gets pushed to people who don’t even know you yet.
So What Should You Do Next?
Here are three simple shifts I want you to start making immediately:
1. Stop focusing only on your followers
Start focusing on who your content is for.
2. Be crystal clear in your messaging
Your ideal client should know within seconds: “This is for me.”
3. Lean into short-form video
You don’t have to be perfect. You just have to be clear and consistent.
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Now, if you’re reading this and thinking: “I know I need to show up more… I just need a clear plan and support to execute it…”
I’ve got you.
I’m currently opening up Meet & Greet calls where we can:
- Look at your current marketing approach
- Identify what’s working (and what’s not)
- Map out how you can use content to increase your visibility and attract more clients
Go ahead and schedule your Meet & Greet here:
