If your social media strategy still revolves around “post something and hope my followers see it,” the results have probably been disappointing. That’s not a you problem. It’s a platform problem. The feed isn’t really a social feed anymore. It’s an interest feed. The algorithm decides what shows up based on what people pay attention to, not who they follow. And for local businesses, that changes the whole approach.
The good news? You don’t need a big following to get results. You need to be relevant to the right people.
Welcome to Interest Media
Gary Vaynerchuk calls this shift “interest media,” and it explains why a smaller account can outperform a bigger one. The algorithm is matching content to interests, not followers to feeds. If you post something that speaks directly to a specific concern, the algorithm has something to work with. If you post something generic, it doesn’t know who to show it to.
That’s why so many businesses with decent followings feel invisible. It’s not that the algorithm is broken. It’s that the content isn’t giving it a clear signal.
Clarity Wins Over Volume
This is where a lot of businesses get stuck. They assume the fix is posting more often. But more content doesn’t fix unclear messaging. If you’re trying to talk to everyone, homeowners, businesses, renters, first-time buyers, all in the same feed, the algorithm can’t figure out who you’re for.
The businesses that get traction are the ones that make a simple decision: “Who are we trying to attract?” Not just “anyone nearby.” A specific type of customer with a specific type of problem. Then every post reinforces that clarity.
Post Answers, Not Updates
Nobody is waiting for your updates. They’re looking for solutions. And the algorithm rewards content that people stop for, read, watch, or save.
Three content categories that work well for local businesses:
Questions You Get All the Time
If customers ask it before they buy, it’s worth a post. “How much does it cost?” “What should I do first?” “How long does it take?” These are the topics people are already searching for.
Mistakes You See People Make
Framing common issues as mistakes to avoid makes the content feel personal and relevant. “The biggest mistake homeowners make before calling a roofer” stops the scroll because it feels like it’s for them.
What to Expect
How your process works, what results look like, what to do before they call. This builds trust before anyone picks up the phone. People don’t need polished production. They need to feel like you understand their situation.
Attract More of the Customers You Want
When someone sees a post that speaks directly to their concern, two things happen. First, the algorithm learns to show your content to more people with that same interest. Second, when that person eventually needs the service, you’re the name they remember. You’re building trust in the feed before you ever have a conversation.
And here’s the real upside: you don’t need to be “popular” to make this work. You need to be relevant. A post that reaches 200 of the right people is worth more than one that reaches 2,000 of the wrong ones.
Try This
Three things you can do this week:
- Write down the characteristics of the customer you want more of. That’s your target.
- List the top 10 questions that person asks before they buy, and turn the easiest one into a post this week.
- For the next month, keep your content aimed at that same person. Don’t bounce between audiences. Consistency is what teaches the algorithm (and your market) what you’re about.
Bottom Line
The algorithm isn’t working against you. It’s looking for a reason to work for you. Give it one. Get clear on who you serve, speak directly to what they care about, and stop posting updates nobody asked for. Start posting answers they’re already looking for.
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Links in this episode: Gary Vaynerchuk: Is Social Media Gone?
