Shifting Focus from Followers to Social Media Discoverability

The traditional approach to social media marketing has been to prioritize follower count, but a new perspective emphasizes the importance of discoverability. This shift in focus means that small marketing teams and solo marketers should adapt their strategies to optimize for discoverability, rather than solely focusing on accumulating followers. By doing so, they can increase their online presence and reach a wider audience.

Driver 1: Algorithmic Feeds

Today's social networks run on algorithmic feeds, not follower counts, and a post can rack up thousands of views from non-followers, which often outnumber followers that see the post in modern feeds. Relevance is now the key, not audience size. According to Sprout Social, more than 70% of views come from non-followers 60% of the time.

Driver 2: Content Discoverability

Content discoverability is crucial in today's social media landscape. With the rise of algorithmic feeds, content that is discoverable can drive awareness and traffic long after it disappears from the feed. According to Sprout Social, the importance of discoverability even extends past the network itself, since social content is increasingly feeding into search engine results and used in AEO answers.

What to Do: Adapt Your Strategy

To adapt your strategy, focus on creating content that is discoverable, rather than solely focusing on accumulating followers. Use tools like Dathent to help you create and publish content that resonates with your audience, and to track your performance and adjust your strategy accordingly. You can set up a content calendar and auto-publish posts across multiple platforms with Dathent, making it easy to manage your social media presence.