Clayton McLaughlin,
EVP, Business Lead from Dobbino (a BBDO company) writes “This shift from social to interest-driven media represents a big change in user behavior. Today’s platform users aren’t necessarily
seeking likes, comments, or even conversation – they’re hunting for content that speaks to their interests.”We’re currently in the midst of a fundamental
transformation in how people use social media platforms. What was once primarily a space for connection, sharing dog pictures & funny videos, has evolved into what I call "Interest Media" –
platforms where users primarily seek out content aligned with their passions, hobbies, and needs. According to GWI’s 2024 “Social Media Trends in 2024” report, every major demographic
segment is using social to find their interests. Funny memes, watching videos, finding news, shopping inspiration, these reasons for using social media are all interest driven.This shift from social to interest-driven media represents a big change in user behavior. Today’s platform users aren’t necessarily seeking likes, comments, or even conversation –
they’re hunting for content that speaks to their personal interests and passions. Whether it’s home improvement enthusiasts looking for renovation tips, tech professionals seeking industry insights
(here’s looking at you kid), or hobby photographers exploring new techniques, these users are treating social platforms as specialized search engines for their interests. More and more, these
platforms have built powerful interest discovery tools, with sophisticated algorithms suggesting relevant content that users might not have explicitly searched for but aligns with their demonstrated
interests. The social engagement has become secondary to the content itself, with users primarily seeking knowledge, inspiration, and solutions within their specific interest areas.Why is this important for marketers? As the Oracle of Omaha Warren Buffett famously said, "Compound interest is the eighth wonder of the world." This principle perfectly describes the
value proposition of organic social media today. Each piece of content, each conversation, and each community interaction builds upon previous efforts, creating a compound effect that increases brand
equity over time. If you’ve been in the industry for a few years like myself, this conversation should sound familiar. SEO has the same value proposition. It’s about sustained presence
& a value exchange of contributions over time. A single post isn’t just a one-time marketing play – it’s an investment in your brand’s long-term digital equity, contributing to a growing body of
work that increases in value over time. The compounding effect becomes evident as your content library grows – older posts continue to drive discovery, newer content benefits from your established
authority, and your overall brand presence becomes increasingly valuable to your target audience.Today, organic social demands the same strategic consideration that has
become the accepted norm with SEO. Organic social is not a mere distribution channel for marketing messages or a dumping ground for promotional content. Instead, it’s a primary entry point for
consumers discovering and engaging with brands. Just as we’ve carefully crafted our SEO & owned website strategies to build lasting digital equity, we must now approach organic social with
the same long-term, strategic mindset. The platforms may be different, but the fundamental principle remains the same: consistently delivering value to your audience builds lasting brand equity in the
spaces where your customers spend their time.If you’re interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero
at Barbie@MediaPost.com.