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Every major platform has TikTok-ifyed.
aka… they’ve fundamentally altered how they decide what content to show users.
They've moved from showing content from accounts you follow to an "interest graph" (showing content based on what you actually engage with, regardless of who posted it).
This isn't just a minor tweak. It's a complete philosophical shift that changes everything about how we approach social media strategy.
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Here’s what this actually means:
A post from someone with 50 followers can now outperform a post from someone with 50,000 followers
Your follower count matters less than your engagement quality
Content from accounts users don't follow can dominate their feeds
Small brands can compete directly with enterprise-level competitors
The data backs this up. According to recent platform analysis, over 50% of posts in a user's Instagram feed are now recommendations based on interests, not just follows.
TikTok's "For You" page has been so successful with this model that every other platform is scrambling to copy it.
Why This Happened
The shift was driven by user behavior and competitive pressure.
TikTok proved that interest-based algorithms keep users engaged longer and create more addictive experiences.
When your users are spending more time on TikTok than your platform, you adapt or die.
But here's what most managers miss… this change actually levels the playing field.
For the first time in years, you don't need a massive following or huge budget to get significant reach.
You just need to understand how the new system works.
What to do about it:
Create content that sparks conversations, not just consumption
The data: Instagram's algorithm now weighs "sends per reach" (shares via DMs) as heavily as likes, and posts with high share rates see 30-50% better reach in testing.
Leverage Interest-Based Content Creation
Stop creating content for JUST your followers. Start creating content for your ideal audience's interests.
Use platform analytics to identify which topics drive the most engagement.
Create content around trending topics in your industry, even if they're not directly about your product.
Adapt Content Formats to Platform Preferences
We’re living in an age of short-form video. Tomorrow, it might be something else.
It’s our job as marketers to see what’s coming and adapt our brands accordingly.
Reduce Platform Dependence
Don't put all your eggs in one algorithmic basket. Build owned media channels that you control.
Build an email list from your social media followers
Develop direct relationships with your audience through communities or newsletters
Hope that helps!