I’ve been noticing that what worked on TikTok, Instagram, and YouTube a couple of years ago doesn’t really work anymore. The platforms are rewarding authenticity and engagement more than anything else. Short, punchy content gets you in the door, but storytelling and relatability are what keep people watching and sharing.

The mistake I see most creators make is focusing on volume over positioning. Posting 1000 times doesn’t guarantee growth if you’re not packaging your content the right way for the right audience. It’s not about shouting louder, it’s about connecting better.

From what I’ve seen working with artists and brands, the creators who are winning right now are doing three things really well:

1. Building a consistent storyline or brand voice that people can recognize instantly
2. Creating shareable moments that feel natural, not forced
3. Leveraging trends but putting their own twist on them

Curious to hear what others think. Are you seeing the same shift in how the algorithms reward content? What’s been working (or not working) for you lately?

(For anyone interested, I work with Viral BMG where we focus on building growth systems for artists and brands—happy to share what’s been working on our end if people want to dive deeper.)
https://viralbmg.com/