We are now in the “Interest Media” era (no longer the Social Media era)

(Fig: Photo by Josh Rose)

For nearly two decades, we’ve lived in the age of social media — a time defined by connection, sharing, and the networks we built online. But the tide has shifted.

We are now firmly entering what Gary Vaynerchuk (in this video) and others have called the “Interest Media” era — an age where algorithms, not friendships, determine what people see.

This shift has profound implications for brands. To thrive, businesses need to understand the difference, why this change is happening, and what they should be doing differently.

From social media to interest media

Social media was about people first.

Platforms like Facebook, Instagram, and Twitter (now X) prioritized who you followed — your friends, family, and chosen communities. Content discovery was network-driven.

Interest media is about topics first. Platforms like TikTok, YouTube, and even evolving versions of Instagram no longer care as much about your social graph.

Instead, they serve content based on what you’re interested in, inferred from your behavior, engagement, and time spent.

“The algorithm is the curator now.”

In Gary Vaynerchuk’s words, “The algorithm is the curator now.” Your feed is no longer a reflection of who you know — it’s a reflection of what you like, engage with, and signal interest in.

Why this shift has emerged

So why exactly have we moved from the social media era into the age of interest media? The shift comes down to a few key factors.

Content overload Billions of people post daily, and it’s simply impossible for your network alone to surface the most relevant or entertaining material. Algorithms solve this by curating around interests.

Algorithmic discovery wins TikTok’s meteoric rise showed that discovery, surfacing videos based on interest rather than relationships, creates stickier engagement. Other platforms quickly adapted.

Users want personalization People are less loyal to networks and more loyal to content. They want feeds that feel tailored to them, not just a mirror of their friend group.

Brands fuel the shift Advertisers and creators alike have adapted to reach audiences through targeted interest-based strategies, reinforcing the cycle.

What this means for brands

In the era of interest media, brand strategy must evolve.

Content is the gateway If your brand wants attention, you must create content that matches user interests and entertains, educates, or inspires. Purely self-promotional posts will be ignored.

Think like a creator, not a broadcaster Brands must adopt creator-style storytelling: short-form video, authentic voices, and niche cultural hooks that align with audience passions.

Niche is powerful Interest media rewards specificity. Instead of trying to appeal to everyone, brands should lean into micro-communities and subcultures.

Data-driven creativity Algorithms reward engagement. Brands must constantly experiment, analyze what works, and iterate quickly to stay relevant.

Shift in distribution power The gatekeepers are no longer followers or influencers, they’re the algorithms themselves. That means every post has a chance to go viral if it resonates, regardless of brand size.

The importance of authentic content

In the interest media era, authenticity is currency. Users can spot fake, over-produced, or sales-driven content instantly, and they’ll scroll right past it. What cuts through is content that feels real, human, and aligned with your values.

That means:

• Showing behind-the-scenes glimpses of your business.
• Using real people, not just polished models or stock photos.
• Speaking in a natural voice, not corporate jargon.
• Sharing stories that matter, not just promotions.

When brands build trust through authentic content, they’re not just chasing clicks, they’re building long-term loyalty.

The takeaway

The interest media era represents both a challenge and an opportunity.

Brands that cling to social-first thinking, posting only for followers or relying solely on networks, will lose visibility.

Brands that embrace interest-driven content, however, can tap into vast new audiences they could never reach before.

This interest media isn’t just a trend. It’s a fundamental reshaping of how culture, commerce, and conversation flow online. The question for every brand is no longer “How do we grow our followers?” but rather “How do we create content that earns attention in an interest-driven world?”

Happy branding :)