Table of Contents
Do not index
Do not index
We all agree on 1 thing:
Growing on socials is becoming harder and harder by the day.
Gone are the days when you could post “Best websites you don’t know about“ and get 30k+ likes. Yep. Likes.
Right now, growth on Twitter and LinkedIn is slow af.
Low impressions. Less engagement. No motivation for growth.
So I dived in…
And understood how the algorithm actually works.
Here are my learnings (I tweeted about this too):
In short: every platform is becoming TikTok. And your followers don’t matter.
Even an account with 150 followers can go viral. And even an account with 100k followers can remain pretty much dead (I have SO MANY examples).
So how does this work?
1 - People on social platforms are categorized into circles
The social media platform will sort EVERY profile that has ever viewed/interacted with your content into different groups or circles.
The people most likely to engage with you are in circle A.
Then people who engage less in circle B.
Then C, D and so on…
2 - Your content/profile is graded
Depending on how your content performs, your profile is graded.
The higher the grade - the bigger the circles.
3 - Your content is distributed circle by circle
When you post, your content is shown to circle A. If that group interacts with the content, then it’s shown to circle B. If they interact too — it’s shown to circle C and so on.
As soon as the engagement drops below a certain threshold, Twitter and LinkedIn stop showing your stuff to new people.
What does this mean for you?
Let’s talk about it —
Lessons and action points:
1 - Content is king
No more posting into the void.
No one is at a disadvantage when it comes to content. If you have good and engaging content, it will get the eyeballs it deserves.
Smaller accounts have a chance to reach more people
This encourages a lot more people to join in the conversation and have an equal chance to stand out.
2 - Engagement is queen
Earlier, as a big account, people used to read your stuff because you were you. No matter how boring your content is. They did this for the insights.
Now, if your content is not engaging enough - it will never reach your audience in the first place.
The best strategy is to create content that keeps people hooked.
This may mean creating content that is:
- More surface level
- Covers a wider audience
You can then funnel those people into your newsletter for a deeper conversation.
3 - Video content will always perform better
Video retains users better and all platforms will try and use this to increase the average time spent on the platform.
This is the best time to start making short-form videos.
1 short form vid =
1 Instagram reel +
1 YouTube short +
1 LinkedIn video +
1 Twitter video +
1 TikTok
Win-win.
4 - The best way to grow on social media… is by being social
You can’t win in isolation anymore. Engage with people around you and you will feel a boost in your metrics too.
Plus you get to make new friends, business partners, and clients! Those people will become your “Circle A” and if they love you, they will engage with your content, making it easier for you to reach Circle B, meaning MORE reach.
See how that works?
Because the algo is now positioned this way, CONTENT is more important than ever.
This is why I am building SuperX.so because it’s one of the best tools to find gem content.
One of the most exciting features we’re building is the study of the accounts that interact with you and give you the most accurate guess for your circle. So excited about this feature!
Also, we made a fun tool last week to check your Twitter archetype, check out yours here: https://superx.so/creators
Let me know if you have any questions by replying to this email!
Tweet of the week
One of the indie OGs, Peter went on Lex Fridman’s podcast. One of the best podcasts I’ve heard in a long time.
So happy that Twitter folks are now becoming mainstream popular!
That’s it for this week!
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See you next Thursday!
Keep building
Tibo 💻
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