Why Social Media Isn't Social Anymore (Welcome to the Interest Media Era)
I believe we're entering what Gary Vaynerchuck calls the 'Interest Media Era'.
For years, businesses have been told the same thing.
"Build your followers."
"Grow your audience."
"Post consistently and your followers will see your content."
For a long time, that was largely true.
Social media platforms were built around relationships. Facebook connected you with friends and family. Instagram showed you content from the people you chose to follow. LinkedIn helped you keep in touch with your professional network.
If someone followed you, there was a good chance they'd regularly see what you posted.
Today, that's no longer how most platforms work.
Instead of asking:
"Who do you follow?"
Platforms now ask:
"What are you interested in?"
It's a subtle change, but I believe it's one of the biggest shifts in digital marketing over the past decade.
In fact, I don't think social media is really social anymore. That's why we're entering the Interest Media Era.
Understanding that shift changes how businesses should think about marketing.
The Moment I Realised Everything Had Changed
I noticed something a while ago while scrolling through Instagram. I was spending more time watching videos from people I'd never heard of than from people I actually followed. The same thing was happening on YouTube. TikTok. LinkedIn. Even Facebook.
Instead of showing me people I knew, the platforms were introducing me to creators I'd never searched for.
At first, I assumed the algorithm was simply getting better. Then I realised something much bigger had happened. The algorithm wasn't prioritising relationships anymore. It was prioritising relevance.
If it believed I'd find something interesting, it showed it to me.
Whether I'd followed that person or not became almost irrelevant.
That's a completely different way of thinking about social media.
Followers Matter Less Than They Used To
This surprises a lot of business owners.
For years, follower count was seen as the ultimate measure of success.
More followers meant more reach.
More reach meant more opportunities.
Today, the relationship isn't nearly as straightforward. You've probably experienced it yourself.
A business with 500 followers can generate more engagement than one with 50,000. A creator you've never heard of suddenly appears on your feed. A video from someone you've never followed gets millions of views overnight.
Why?
Because platforms are no longer rewarding the biggest audience. They're rewarding the most interesting content.
That should completely change how businesses think about marketing.
We're Competing for Attention, Not Followers
This is where I think many businesses are still using a 2018 strategy in a 2026 world.
They spend time asking questions like:
How do we grow our followers?
What time should we post?
Which hashtags should we use?
Those questions aren't irrelevant.
They're just no longer the most important ones.
The better questions are:
Would someone stop scrolling for this?
Does this genuinely help someone?
Is this interesting enough to earn attention from a complete stranger?
Because that's who the platforms are serving your content to.
Not just the people who already know you.
The Businesses That Will Win Are the Most Interesting Ones
Notice I didn't say the loudest. Or the funniest. Or the biggest.
I said the most interesting. Interesting businesses educate. They entertain. They tell stories. They answer questions. They challenge assumptions. They make people think.
That's why educational content has become so powerful.
When someone searches:
"How much should I spend on marketing?"
or
"Why isn't my marketing working?" they aren't looking for another advert.
They're looking for someone who understands their problem.
That's exactly why Marcus Sheridan's They Ask, You Answer philosophy became so influential.
Businesses that answer genuine customer questions build trust long before the first sales conversation.
I believe that philosophy matters even more today because interest-driven algorithms actively reward helpful content.
What This Means for Your Marketing
If we're entering the Interest Media Era, then your content strategy has to evolve.
I believe there are three principles every business should focus on.
1. Earn Attention
Don't create content because your marketing calendar says it's Tuesday.
Create something worth stopping for.
Ask yourself:
"Would I watch this if it wasn't my business?"
If the answer is no, it's worth rethinking.
2. Reduce Cognitive Load
Donald Miller often talks about clarity. I completely agree.
The businesses that communicate most clearly usually win.
People shouldn't have to work hard to understand:
what you do
who you help
why it matters
The best adverts do this brilliantly.
Jeremy Clarkson's recent Hawkstone campaign doesn't overwhelm you with product specifications. It tells one simple story. A year's graft in every pint.
Within seconds you understand the message.
No explanation required.
That's powerful marketing.
3. Build a System, Not Just Content
Attention is only the beginning.
This is where the Marketing Mix comes in.
Interest gets people through the front door.
What happens next determines whether your marketing actually grows the business.
That's why the Marketing Mix doesn't stop at visibility.
It moves from:
The Line-Up – clarity and positioning
Kick-Off – earning attention
Open Play – nurturing relationships
End Game – converting opportunities
Results – creating remarkable customer experiences
Social media sits within that wider system.
It isn't the whole strategy.
It's just one part of it.
Stop Trying to Beat the Algorithm
One of the biggest mistakes I see businesses make is obsessing over algorithms. Every update creates panic.
"Instagram has changed."
"LinkedIn reach is down."
"Facebook isn't what it used to be."
Instead of chasing every algorithm update, focus on becoming more valuable.
Algorithms change. Human curiosity doesn't.
People will always stop for content that teaches them something. Makes them laugh. Challenges their thinking. Or solves a problem they're already trying to solve.
That's what platforms are trying to surface.
Not because they're being generous, but because interesting content keeps people using their products.
My Prediction for the Next Five Years
I don't think we'll be talking about "social media marketing" in the same way much longer. I think we'll increasingly be talking about earning attention.
Businesses that consistently create content people genuinely want to consume will continue to grow.
Those relying solely on their existing followers will find it harder and harder to reach new audiences.
That's why I believe we're entering the Interest Media Era. It's not about abandoning social media. It's about understanding what social media has become. And once you understand that shift, your marketing starts to change too.
You stop chasing followers.
You start earning attention.
And in today's world, attention is where every customer journey begins.
