Why Social Media Doesn’t Work Like It Used To (And What Writers Should Do About It)
3 min read
There was a time when posting regularly, using the right hashtags, and building your follower count was enough. You could shout into the void of the internet, and if you stayed consistent, clever, and a little lucky, your audience would grow.
That time is over.
Social media, as we knew it, has flatlined. We’re now living in the age of interest media. It’s a digital landscape where your content isn’t pushed to your followers, it’s pushed to strangers who are obsessed with the topic you’re talking about. Algorithms don’t care who you know anymore. They care about what you’re creating and who’s engaging with it based on shared interest, not social proximity.
If you’re a writer, here’s what that means for you—and how to adapt.
1. Your Topics Matter More Than Your Followers
In the interest media model, your follower count is just a number. You could have 500 followers and get 50,000 views on a reel if it’s relevant to what the algorithm believes people are searching for or engaging with.
That means every piece of content you create should be:
- Tied to a niche (booktok, poetry, thriller authors, etc.)
- Sharable and searchable
- Optimized for the viewer, not your ego
Write your post, then ask: Would a stranger who loves my genre stop scrolling to watch/read this?
2. Think Like a Librarian, Not a Performer
You have to be relevant and entertaining…
Most writers think their job on TikTok or Instagram is to “show personality” or “sell the book.” But on interest-based platforms, your job is to curate content around a core obsession. That might be:
- Tropes you write (Enemies to Lovers, Coming of Age)
- Themes in your work (grief, magic, mental health)
- Behind-the-scenes of writing/publishing/self-doubt/plotting
- Micro-stories, mini essays, quote cards, or POV skits
You’re not the star—your subject is.
3. Keywords > Hashtags
TikTok and YouTube are now search engines. If your video, reel, or caption doesn’t include the exact terms your audience is typing into the search bar, it doesn’t get found.
Writers should focus on:
- Titles and hooks that contain searchable phrases:
e.g., “How I wrote a chapter a day with ADHD” - Captions that echo those phrases
- Audio/video descriptions that use genre and topic keywords
Treat every post like the title of a blog or YouTube video. That’s how the algorithm decides who to show it to.
4. Show Up in Multiple Formats
In the interest era, variety increases visibility.
If you’re writing:
- One post per week? Make it three.
- Only text graphics? Try a voiceover reel.
- Only static images? Mix in a “talking head” video or a carousel tutorial.
Think of your posts like windows into your world. The more windows you have, the more chances people have to find their way in.
5. Stop Posting to Be Seen. Start Posting to Be Found.
Social media used to be a party. You posted to get attention. But interest media is a library, and your job is to shelve your work where the right people will find it.
That means you have to:
- Know what your ideal reader/viewer wants
- Speak their language
- Offer value in every post—whether it’s emotional, educational, or entertaining
If you’re just posting “Buy my book!” you’re a dusty flier on a corkboard no one checks. But if you’re posting “Here’s how I wrote a villain readers actually root for,” you’re a resource. And resources get found.
You’re Not Behind. You’re Just Being Too Social on a Platform That’s Not
If you’ve been discouraged by low engagement, don’t assume you’re doing it wrong. You’re just playing by old rules.
Interest media rewards consistency, clarity, and niche obsession. You don’t need to go viral—you need to go specific.
So, narrow your focus. Create for the reader you know is out there. And stop worrying about followers. The right audience will find you if you speak their language long enough, and loud enough for the algorithm to hear.
