Social media has changed more in the last two years than it did in the previous ten. The way platforms distribute content, the type of content people consume, and how brands succeed have all shifted. If your social strategy still looks like it did in 2019, you’re missing major opportunities.
From Network-Based to Interest-Based Discovery
In the “old” social media era, success was about building followers and getting them to like, comment, and share. Your audience saw content from accounts they followed, and high-production static posts dominated.
Today, platforms prioritize interest-based discovery — serving content based on what people watch and engage with, not just who they follow. This shift means:
Watch time and discovery are the new success metrics.
Authentic, vertical video is more powerful than polished, static posts.
Content can reach far beyond your followers if it’s valuable and engaging.
Then vs. Now: The Social Shift
Then: Post a polished photo of your product, write a clever caption, and wait for your followers to like and share. If you wanted more reach, you boosted the post.
Now: Post a quick, vertical video showing the product in action, layer in trending audio, and focus on keeping viewers watching to the end. The algorithm will push it to people interested in that topic — even if they’ve never heard of your brand.
The New Formula: Educate, Entertain, Inspire
Winning on social now means providing value. People stop scrolling when content:
Educates — shares useful tips or insights
Entertains — makes them smile, laugh, or feel something
Inspires emotion — connects with them on a deeper level
Use Organic as Your Testing Ground
Organic social is the perfect low-risk place to test creative ideas, messaging, and content formats. Post consistently, track performance, and use what works to:
Inform your future organic content
Turn top-performing posts into paid ads
Guide messaging for larger campaigns
This “test, learn, iterate” loop ensures your paid efforts are backed by proven winners.
Why Content Series Are the Future
One of the most effective ways to win on social right now is to think in series, not one-off posts. When you create a recurring format—whether it’s a weekly behind-the-scenes, quick product tips, or customer spotlights—your audience knows what to expect and starts looking forward to the next installment.
The best part? Content series can be incredibly efficient to produce.
Spend a day or two with a well-planned shot list and you could capture enough footage to fuel months of posts. Each piece of content becomes part of a bigger story, building both anticipation and loyalty over time.
Match Content to How People Actually Engage
According to Instagram’s own leadership, users spend the most time in:
DMs — where relationships deepen
Stories — best for selling and driving traffic
Reels — ideal for awareness and growth
Feed posts — lowest priority for engagement
Brands can lean into this by entertaining in the feed and Reels, then using Stories for direct calls-to-action.
Video Is Non-Negotiable
Video should make up the majority of your content — aim for 80% video, 20% static. Even when you don’t have video, post a static image as a Reel with trending audio to take advantage of algorithm reach.
The Bottom Line
If your social strategy hasn’t evolved to meet today’s algorithms and user behavior, you’re working harder for less impact. Focus on:
Short-form, vertical video that’s authentic and interest-driven
Testing and refining ideas organically before investing in paid
Creating content series that your audience looks forward to
Prioritizing platforms and formats where your audience actually spends time
Providing value in every post — educate, entertain, and inspire
Social media is no longer about shouting the loudest to your followers — it’s about consistently showing up with content people want to watch, share, and act on.
Ready to rethink your social strategy? Let’s build a plan that meets today’s algorithms, connects with your audience, and actually drives results. Contact us to get started!