Social media growth: stop chasing followers, start providing value

Executive overview

Follower counts are a dying metric. Platforms now surface content by quality, not by who you follow — meaning reach depends on content value, not audience size.

The path to growth is providing value first, then selling. For businesses new to social, direct outreach on LinkedIn and Instagram beats content creation as a starting point. For stagnant creators, going live builds deeper audience connection than any post can.

The algorithm is not something that happens to you — it reflects exactly what you engage with.

Following culture is dead

• Follower counts no longer drive reach; the feed algorithm does
• A new TikTok account with 384 followers can outperform a 15M-follower account on individual posts
• Gary predicts follower counts will stop being shown publicly
• Obsessing over follower numbers is the same as worrying about popularity in high school

The content mistake most brands make

• Most brands post "buy my product" content — this is selfish and ineffective
• Value-first content (e.g. a gym clothing brand showing how to stretch) builds trust and audience
• The framework: jab, jab, jab, right hook — give value repeatedly before asking for the sale
• Giveaways, discount codes, and live demos are tools for pulling people into your ecosystem

Outreach before content for new businesses

• New businesses should start with direct outreach, not content creation
• LinkedIn: find HR leads or CEOs of nearby companies and message them directly
• Instagram: search your town, find relevant creators, and propose collaborations
• After outreach is working, then focus on making content about what you sell

Going live is underused and underrated

• Going live on TikTok pushes you into the For You page — organic discovery with no followers needed
• For creators with disengaged audiences: go live for hours and talk to viewers like a focus group
• Even 10–15 people on a live is valuable — depth of connection matters more than viewer count
• The longer you stay on live, the more people show up
• Whatnot is highlighted as a platform for live selling, especially for physical products and collectibles

Why boosting content is usually wrong

• Boosting a post that underperformed organically amplifies a signal that nobody wanted
• Boosting is driven by insecurity, not strategy
• If content is stuck, the fix is creative experimentation: new formats, new topics, new collaborators
• One of the most viral posts was about liking blueberries — unpredictability is the point

You are the algorithm

• The algorithm surfaces what you engage with — it does not push an agenda
• If your feed is making you anxious or angry, you trained it that way
• To reset: search creators or topics you want more of, like five to ten posts — the feed shifts within 24 hours
• Blaming the algorithm for your mood or beliefs is a refusal of personal accountability

Consistency beats talent

• A consistent C-player outperforms a random A-player every time
• Most people want results without the work — there is no shortcut equivalent in business
• Fortitude gets you through the days you don't want to show up
• Risk is only too much when failure harms people who depend on you; otherwise, go after it