"Most marketers would say, 'Of course, look at our followers, our reach.' The problem is, those numbers only measure exposure. Whether anyone actually cares is a different question."
"On modern platforms, quality isn't a nice-to-have; it's an advantage in the auction. The systems reward whatever keeps people watching longer."
"Creators know their audiences better than most research decks ever will. They have to."
"When your content holds attention, the algorithm leans in: lower CPMs, more reach per dollar. Today, reach is an output of quality."
Brands often focus on follower counts and reach, but true engagement and connection with audiences are crucial. The shift in social media platforms emphasizes quality content that retains viewer attention. Creators excel in understanding their audiences, leading to better product-market fit. Unlike traditional marketing, where larger audiences were prioritized, modern platforms reward content that keeps viewers engaged. This requires brands to know their audience deeply, beyond demographics, to create meaningful connections and effective marketing strategies.
Read at Forbes
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