I’ve been watching brands obsess over follower counts while their reach collapses.
The correlation broke. Completely.
Platforms now serve 50% of content to people who don’t follow you. The algorithm doesn’t care about your follower number. It cares about interest.
This is the shift from social media to interest media.
The Viewing Economy
I’ve noticed something most people miss. Engagement is dying, but views are exploding.
People aren’t sharing anymore. They aren’t commenting as much. They’re just viewing.
Content overload killed active participation. Instagram’s engagement rate dropped from 2.94% to 0.61% in one year. That’s an 80% collapse.
But views? Views tell you everything. They reveal whether the algorithm thinks your content deserves attention.
That’s the only metric that matters now.
What Algorithms Actually Want
Algorithms act as matchmakers between content and interested audiences. They prioritize quality over popularity.
I’ve seen doctors with small followings reach millions because they provide real information. Authentic. Educational. Valuable.
That’s what works across every industry. Not polished production. Not professional video. Personalized content that teaches something worth knowing.
The stranger test proves this. Would someone unfamiliar with your brand stop scrolling? If not, the algorithm won’t distribute it.
People are 131% more likely to buy after consuming educational content. The algorithm knows this. It rewards value.
The Contribution Mindset
Brands still chase follower counts. They shouldn’t.
The winning strategy is simpler. Focus on what you can give. Educational content. Authentic insights. Real value.
Don’t worry about whether people follow you or share your content. Just give of yourself.
This is the fundamental shift. Content succeeds based on interest, not social obligation. The algorithm distributes based on engagement quality, not follower quantity.
Stop counting followers. Start creating content compelling enough that strangers stop scrolling.
That’s interest media. That’s where we are now.
The brands that adapt will win. The ones clinging to follower counts will keep wondering why their reach disappeared.
The choice is obvious. Give value or become irrelevant.
