Social media has evolved beyond mere social connections to become a primary source of media consumption. For creators and businesses looking to thrive, understanding the nuances of this shift is crucial. This article outlines five key insights to effectively grow and monetize your presence on social media.
1. Social Media is Now Just Media
The paradigm has shifted: social media platforms are no longer solely about social interactions but are primarily driven by media consumption. Algorithms now prioritize matching content with viewers, irrespective of whether they follow the creator. To succeed, creators must assist these algorithms by consistently focusing on a singular topic. This helps attract and retain the right audience, ensuring your content reaches those most likely to engage.
2. Virality Can Be a Trap: Aim for On-Target Virality
While the allure of going viral is strong, pure virality—achieving widespread reach with broad topics—can actually hinder monetization by confusing the algorithm. Instead, the goal should be “on-target virality.” This means reaching a significant percentage of your specific target audience. This approach fosters deeper trust and allows for the creation of more niche content, which is ultimately more valuable for building a sustainable presence.
3. Focus on each Platform Like Its only One
The temptation to be present the same content on every social media platform can be overwhelming, but it’s often counterproductive. The most effective strategy is to identify the single platform where your target audience spends the most time—”fish where your fish are.” Dedicate your efforts to this chosen platform, primarily through video content, for at least six months. This focused approach allows for mastery of one platform before considering expansion, and if you consider to be on more than one platform, then ensue that teh content is optimized for each platform. For example, if you are on Instgaram, post reels, stories, even add stickers and polls to ensure maximum reach and platform utilization.
4. Treat Platforms as Islands, Not Ecosystems
Resist the urge to force followers from one platform to another. Each social media platform operates as its own “island,” with unique user consumption patterns and algorithms that may penalize attempts to drive users off-platform. The optimal strategy is to create native content tailored for each “island,” allowing users to discover you organically across different platforms. The only “ramps” you should build are those that lead from “rented” platforms (like Instagram) to “owned” assets (such as email lists or private communities), where you have more control over your audience.
5. Focus on Building an Engaged Audience, first
Directly generating substantial income from content creation at the “media layer” (e.g., through AdSense or brand deals) is often challenging. The significant financial value is primarily captured by the social media platforms themselves and by businesses that offer products or services (the “offering layer”). Therefore, creators should leverage their media presence to build an engaged audience and then strategically direct that attention towards their own products, services, or affiliate partnerships.
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Writer: Abbey Bukenya, Tech lead and CEO
