The Old Social Media Can't Come to the Phone right now. Why? ‘Cause She’s Dead.

When social media first hit the market, it was largely a place to catch up with your closest friends and family. The apps were exactly what was laid out for the user: a place to stay connected. Instagram and Facebook would show you content primarily based on who you followed, and brands built their audience by accumulating followers and pushing advertising through these networks. Fast forward 10 years, and gone are the days of liking your cousin’s-best friend’s-brother’s post. While all of the social media platforms may have the same name, their algorithms are entirely different. We’re now shifting into the age of interest media, where content is shown to the user based on relevance and merit.

What is Interest Media? 

When the concept of social media first started in the late 2000s and early 2010s, the platforms were based purely around staying connected with people. The content users would see was entirely based on who they followed and interacted the most with. There was no “For You” page or targeted posts towards a user’s specific interests.

Algorithms now predict the content users are likely to enjoy and deliver it accordingly. Platforms such as Instagram, Facebook, and Tiktok are now showing users content based on what they are interested in, hence the term interest media. Users may be fed content from creators they have never even interacted with before. The algorithm tracks your moves, and curates your feed based on predicted interest. The TikTok “For You” feed is the clearest example: it curates content from across the internet based purely on what it “thinks” the user is interested in. 

This algorithmic shift has dramatically changed how users discover and interact with brand content, thus impacting the world of marketing by demanding both strategic and operational changes. 

The fight for the scroll-stop 

This new era of social media opens up a lot more merit for your own social media posts. The algorithm on most platforms rewards your content when it is being interacted with. Under this new model, building a dedicated audience has become vastly more accessible. If your material genuinely connects with viewers (through pure entertainment, immersive escapism, or educational pillars) you can build momentum at a rapid pace. It creates an enormous opportunity whether you’re looking to build a personal brand or promote your business. 

For instance, Instagram Reels can be a catalyst when wanting to grow your engagement rates on the platform. The algorithm prioritizes videos with high watch time and interactions such as shares, likes, and comments. 

The trade off, however, is now you’re in a battlefield for scroll-stopping attention of the viewer. Billions of posts per day go out across Instagram, Tiktok, and Facebook. You’re now battling for the attention of the viewer across the internet void, which is why a key component to social media strategy is to build trust with the audience. 

The audience has to trust you and your brand

A “hit” post can create a first impression, but it cannot replace accurate claims, visible expertise, customer proof, and a clear next action. Community and familiarity still matter when buyers return later to compare options.

In order to build trust with an audience, you have to understand who your target customer is. What resonates for Gen Z might totally miss the mark with Gen X, and vice versa. Jokes that land on TikTok might fall flat on Facebook or LinkedIn. You have to understand who your audience is. Once you niche down your target demographics, you can post content that feels authentic to them.  

Building trust with your audience is the key to having social media success translate to business results. In a world where the algorithm can reward any post, those one-hit wonders likely aren’t going to drive customers in the door. 

You can leverage those standout posts with ones that actually highlight your brand. Knowing what makes your audience tick, and creating content that directly targets those interests is how you can use the algorithm in your favor, while also building trust with the audience. 

How has interest media impacted social media marketing? 

For social media marketers, the ever-changing algorithms are not a new concept, they are just simply something we have to keep up with. The rise of interest media means achieving massive reach no longer requires a massive following. Success now hinges on a compelling concept, strategic positioning, and the right signals to help the platforms understand your content. 

Elements like captions, targeted keywords, hashtags, and a strong opening hook in the first few seconds of a video all serve as vital signals to help algorithms determine who to show your content to. This shift rewards marketers who really understand people, rather than those who simply know how to game the platforms.

If keeping up with algorithmic shifts, or coming up with concepts for your business’ social media seems overwhelming or complicated, that’s where Honeypot Social comes in. Get in touch here to explore your options for social media marketing!