08/06/2026
One of our Social Media Managers, Katie, came across this sign and had some thoughts on how social media has changed over the years.
Starting as a social network, these platforms utilized a SOCIAL GRAPH that focused on connecting users to who they follow. Your feed was your aunt sharing motivational quotes, your friend from high school posting a selfie to make her ex jealous, or an estranged coworker from two jobs ago.
Thanks to TikTok’s “For You” page, social media algorithms shifted towards an INTEREST GRAPH. Your explore page is tailored to what you like (literally). The content you engage with lets the platform know what content you enjoy and will keep you on the platform longer. Mine knows that I love cat videos, sustainable living, and clips from comedy sets.
The main takeaway is that not every post is for every person.
Engagement is driving your content to more people, and followers are not guaranteed to see your content. Consider your followers as real people with real interests that could differ drastically from one another. Maybe not everyone will get your Love Island reference; that’s okay! The group that gets it will engage, then the algorithm will push it to more people it thinks will understand, and then those people will engage, so the cycle continues! How do we know this? Each post’s insights include a percentage of non-followers and a breakdown of where viewers saw the post. Social media users love an IYKYK moment. If you don’t know that acronym, ask a social media manager.
So, does social media suck? It’s all in how you use it! Let’s consider the ability to discover, learn, laugh, and get inspired in a few–minute scroll. These are the areas that brands can participate in. Your content can encourage users to find community through shared interest, showcase creativity, document memories, and discover new ideas. Social media is one of the only advertising outlets that allows you to interact with your audience and get instant feedback. Joining in on the conversation through content and comment sections showcases your brand’s understanding of its audience by meeting them where they are.
