Welcome to the Radical Content Newsletter, where every week we share stories, insights, and creative ideas to help your brand entertain, connect, and build raving fans.

 

One big reason is the TikTok "For You" page. Today, we are no longer scrolling through stuff we don’t care about; we are systematically fed content that aligns with our interests.

 

Looking at my feed today, I see content about Entrepreneur life, Dad life, Faith-based topics, and NBA trade rumors. Yours will be very different. These platforms have become hyper-focused on content relevance to keep you engaged.

In the past, social content strategies were crafted to appeal to a broad target audience to deliver value. However, the landscape has shifted. Platforms like TikTok, YouTube Shorts, and Instagram Reels prioritize content based on user interests, not just who you follow.

 

This shift suggests we need to evolve our content strategy. Instead of focusing solely on target customer profiles, brands should embrace a community interest-based approach.

 

Today's creators thrive by tapping into specific interests like #CorporateLife, #WorkLife, or #MomLife. People self-identify with these tags, showing what they care about and who they are. For brands to break through and capture attention, they must understand that platforms have changed and that content strategies might need to adapt as well.

 

I don't think this is going to change my overall opinion about how I create content strategies to build audiences yet, but I am wanting to give this a good think. One thing I know is social changes and consumers change, and we as brand storytellers must be ready to roll with it.

 

As the social media landscape continues to evolve, embracing a community interest-based approach will be key for brands looking to stand out and create meaningful connections.

 

 

Eric Gray & Davia Taylor