For years, we’ve chased follower counts like a badge of honour, a visible symbol of success. But the social media landscape has changed. Dramatically.
We’re now in an era where views > followers, and if your strategy still revolves around growing your following as the primary metric of success, it’s time for a rethink.
What’s Changed on TikTok and Instagram?
Platforms like Instagram and TikTok are shifting away from showing users content only from accounts they follow. Instead, the algorithm is designed to surface videos and posts based on interests, not relationships.
That means:
- Instagram Reels are programmed to be shown primarily to non-followers
- Algorithms prioritise relevance, not loyalty
- Organic reach to your existing followers is dropping, often below 10%
This can feel frustrating if you’ve spent time and energy building a loyal audience. But it’s not all doom and gloom. In fact…This is a Massive Opportunity for Growth
If you’re a business, creator, or marketer trying to increase your visibility on Instagram or TikTok, here’s the key shift to make:
Stop focusing on who’s following you.
Start focusing on what your ideal customer wants to see and create content that speaks directly to them.
When your content resonates, it travels far. It finds people you’ve never reached before. It builds brand recognition without you paying a penny. And here’s the magic of it: it can scale faster than followers ever could.
Real-Life Example – A Garden Centre Winning at Content Creation
A garden centre we work with has nailed this shift by creating Reels that show, not sell.
Instead of promoting discounts or new stock, they film quick walkthroughs based on customers’ garden questions, showing shady spots, dry borders, and plants that come back every year. Then they shared plant recommendations for each area: ferns and hostas for shade, lavender and sedum for dry areas, and hydrangeas for containers.
They are short, simple, and helpful.
The reels gain thousands of views, most of them from people who didn’t even follow the account — but were actively looking for those answers.
That’s the power of relevant, helpful content. And that’s what today’s platforms reward.
Social Media Strategy for 2025 and Beyond
If you want to increase followers, ironically, you need to stop thinking about followers and start thinking about views, engagement and shareability.
Here’s how to approach it:
- Create for the algorithm: Hook them in the first 2 seconds. Use trending sounds. Keep it punchy.
- Talk to your ideal customer: Not everyone — the right ones.
- Post consistently: Give the algorithm more opportunities to distribute your content.
- Optimise for watch time: Shorter, valuable, high-retention content wins.
- Track performance: Look at reach, saves, shares — not just likes.
The Social Media Platforms are Changing
The platforms are changing. Attention is the new currency. The goal is no longer just to “build a following” — it’s to be seen. By the right people. At the right time. Over and over again.
So ask yourself: are you still chasing followers… or are you building content that earns attention?
Are you ready to take your businesses social media to the next level?
At Piece of Cake, we pride ourselves on helping business owners gain greater visibility to sell more stuff. Whether you are brand new to social media or are looking to optimise and expand your existing content, our team of expert creatives can partner with you to achieve visibility and sustained growth.
Get in touch with us today!