IT'S TIME TO RETHINK WHAT THE FEED IS FOR

Summary from the TLDR Marketing newsletter

Under Old Social, reach was linked to follower size. Now, unless a post appeals to non-followers, it rarely gains traction. Brands must adapt to a recommendation-based environment where consistency alone no longer works. Some have embraced a high-volume approach, flooding feeds with clips or creator-led content to increase their chances of being picked up. Others focus on episodic storytelling to build momentum and retain viewer interest, much like programming a TV show. Large brands like Netflix and Amazon are leading this shift by developing recurring series, while smaller brands like Little Joy or Craighill are seeing real sales lift from serialized posts.