You post more and reach drops. The algorithm shows your work to strangers instead of your own followers. Your worst post outperforms your best. None of it makes sense under the old rules, because the old rules are gone.
Here is what changed. The feed stopped asking "does this person follow you" and started asking "is this interesting to this person". Reach stopped following follower count and started following interest.
Why that is good news if you are small
A 500-follower account can now out-reach a 50,000-follower one on the same topic. I see it every week. That is terrifying if you are big and coasting on size. It is the biggest opening in years if you are small and sharp.
The lever is no longer audience. It is relevance. The more specific the work, the harder the algorithm finds it to ignore, because specificity is exactly the signal it now optimises for.
The move
Stop protecting your follower count and start earning the match. Make something so specific to one person's exact problem that the algorithm cannot help but put it in front of them.
What would you post this week if your follower count genuinely did not matter?
Alex Muresan hosts Sell That S*it!, where VC partners take apart how one company got from one stage to the next. Season one is filming now. Get episode one →
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