Read Time: 1 min 45 secs

Hey — Ryan To here.

In today’s edition:

Most brands are optimizing for the wrong thing with organic socials.

More views. More followers. More likes.

And the platforms encourage it: the dopamine hit from a viral video is real.

But time and time again I’m seeing the ‘riches are in the niches’

After interviewing the brightest marketers in consumer like Superbonsai, Jenni AI, and Fenty Beauty I want to share a 2026 Trend Report on Brand Social Media.

It used to be so simple: follow accounts → receive every post they make

We’re now living in constant discovery of fresh content tailored to our needs…

Followers are dead. Interest media is in.

The algorithm doesn't show your content to your followers. It shows it to viewers who have a history of caring about your exact topic.

What this means for you:

Make content precisely for your ideal person and the algorithm will find them for you.

Want to see prime examples of this?

TBPN for Tech

Sirio for AI Video Generation

Meshtimes for Design

OMGAdrian for Cinematic Filming

Brands are diversifying their risk by building a portfolio of media brands

Across different niches, interests, and demographics to broaden their reach

The multi-page strategy in action:

→ Wootak at SuperBonsai explicitly separates his authority page @Bar Chemistry with his sales page @SuperBonsai

→ Sirio at Enhancor AI separates his personal page @sirio to his niche page @heysirio

→ Turbo AI launches UGC accounts like @allegralearns or @nicole.studywithme

→ Zara posted their Zara Kids campaign on filmmaker @javajacobs page

Stop trying to go viral. Go for deeply engaged followers instead.

Find the most specific, repeatable problem in the market and continue serving them!

Have a great day ❤️