Social media as we know it today has undergone a significant transformation from its early days of organic sharing. Initially, platforms like Facebook, Twitter, and Instagram allowed users to freely share their ideas, content, and opinions with the world. The content was often authentic, community-driven, and engaged directly with the audience—a "democratic" model where users' followers, often referred to as their tribe or "peeps," would see their posts as they were shared.

From Democratized Sharing to Ad-Centered Algorithms

Over time, the very platforms that thrived on this organic, peer-driven sharing noticed an immense potential for monetization. As advertising revenue became a focal point, the algorithmic shift began, favoring paid content and ads over organic reach. This shift disrupted the original content-sharing model, sidelining creators and curbing the visibility of posts. Today, content creators, businesses, and everyday users alike are grappling with these algorithmic challenges, which make it difficult for their organic posts to reach the audiences they once engaged with so freely.

But is there an alternative to this model? Is it time for content creators to explore new frontiers outside of traditional social media platforms? I argue that a return to ownership of one's content—through websites, blogs, mailing lists, and membership models—offers a better and more sustainable pathway for creators to reach their audiences. This could well be the new paradigm for content delivery in the future, breaking free from the limitations imposed by social media algorithms and shifting back to a model where content creators, not advertisers, are in control.

Social Media’s Organic Beginnings

When social media platforms first emerged, they were celebrated for their ability to connect people. Individuals could share their personal stories, expertise, and ideas with a network of followers who had chosen to engage with them. These platforms operated on a simple principle: if someone followed you, they saw your content when you shared it. This democratic sharing model empowered individuals and small businesses alike to build a community around their content.

Whether it was a blogger, an artist, or a small business owner, content creators were able to speak directly to their audiences without intermediaries. Followers received notifications of new posts, content appeared in chronological order, and engagement was high because the audience that had chosen to follow someone was actively seeing the content they were interested in.

The Shift to Algorithm-Driven Platforms

Somewhere along the way, social media companies realized that they could harness the immense power of their user base to sell advertising space. This ushered in the era of algorithms, where social media feeds became curated not by the user's choice of who to follow but by machine-driven predictions about what users might engage with. The logic behind this was simple—if platforms could keep users engaged longer, they could serve more ads and generate more revenue.

Algorithms soon became a dominant feature of social media platforms. The organic reach of content began to dwindle as platforms prioritized posts they could attach ads to or those that would keep users on their platforms for longer periods. As a result, the people who followed a content creator because they were genuinely interested in their work were no longer guaranteed to see that creator’s posts. In fact, research suggests that as little as 5% or less of a creator’s followers actually see their content without paid promotion.

This shift represented a fundamental change in the nature of social media. No longer was it a tool for individuals to share freely with those who had chosen to engage with them. It became, instead, a tool for companies to sell advertising and for platforms to profit off of their users. This ad-centered model has resulted in frustration for content creators who find that despite building a large following, their reach has become increasingly limited unless they are willing to pay for ads or promotions.

The Problems with the Algorithmic Model

The shift from democratic, organic reach to algorithm-driven, ad-focused social media has created several challenges for content creators and followers alike.

Decreased Organic Reach: One of the most obvious impacts of the algorithmic model is the drastic reduction in the organic reach of posts. Content creators who once enjoyed high levels of engagement from their followers now find that only a small fraction of those followers ever see their posts.

Pay-to-Play Model: As organic reach has declined, social media platforms have increasingly pushed content creators to pay for visibility. Whether through sponsored posts or paid ads, creators must now invest financially to reach an audience that they’ve already built.

Loss of Control: Content creators are no longer in control of their own reach. Instead, the algorithms determine what content gets shown to which users, often based on engagement metrics or what the platform perceives as most relevant. This means that even high-quality content can go unseen if it doesn't meet the algorithm's criteria.

Dilution of Authenticity: As the algorithmic focus shifts toward content that keeps users on the platform longer, we’ve seen a rise in clickbait, sensationalism, and content designed to manipulate emotions, all of which reduce the authenticity that originally characterized social media.

User Frustration: From the audience perspective, the algorithmic model means that users are no longer seeing the content they followed creators for. Instead, their feeds are cluttered with ads, suggested posts, and content the platform believes will maximize engagement. For many, this has resulted in a decline in satisfaction and trust in social media platforms.

Reclaiming Control: A New Model for Content Delivery
Given these challenges, it’s clear that content creators need to find alternatives to the algorithm-driven, ad-centric model of social media. Websites, blogs, mailing lists, and membership models offer a promising path forward—a new paradigm that allows creators to take control of their content, their audience, and their revenue streams.

Ownership of Content: One of the biggest advantages of having your own website or blog is ownership. On social media platforms, the platform owns your content and can change the rules at any time. When you create content on your own website, you retain full control over it. This means that algorithms, changing terms of service, and platform shutdowns will never impact your ability to share and distribute your work.

Direct Audience Access: With a mailing list, creators can bypass algorithms altogether and speak directly to their audience. Email remains one of the most powerful tools for content delivery, with much higher engagement rates than social media. A carefully curated mailing list ensures that your audience sees your content when you send it out—no more hoping that an algorithm will prioritize your post.

Monetization and Membership Models: One of the most promising shifts in content creation is the rise of membership models. Platforms like Patreon and Substack, as well as independent membership solutions, allow creators to monetize their content directly by offering exclusive content, courses, and experiences to their most engaged followers. This creates a recurring revenue stream that isn’t dependent on the whims of advertisers or platform changes.

SEO and Organic Traffic: While social media platforms restrict your reach with algorithms, a well-optimized website or blog can attract traffic through search engine optimization (SEO). By creating valuable, search-optimized content, creators can reach new audiences without relying on social media. SEO offers a longer-lasting and more stable form of organic growth compared to the fleeting nature of social media engagement.

Building a True Community: Websites, blogs, and membership platforms also offer the opportunity to build a more engaged, authentic community. Without the distractions of ads and algorithm-driven suggestions, followers can focus on the content they care about and engage in meaningful conversations. This fosters a deeper sense of connection and loyalty between creators and their audiences.

The Future of Content Delivery

The current social media landscape may seem discouraging for content creators, but it also presents a unique opportunity to reclaim control over how content is distributed. Websites, blogs, mailing lists, and membership models provide a more stable, reliable, and authentic way to engage with audiences. These tools not only allow creators to own their content and reach their followers directly, but they also offer better opportunities for monetization and community building.

In the future, we may see a shift away from the ad-centered, algorithm-driven platforms that currently dominate social media. As more creators realize the value of owning their platforms and fostering direct relationships with their audiences, we could witness the rise of a new breed of followers—those who are more engaged, more loyal, and more invested in the content they consume. This shift represents a return to the original promise of the Internet: a place where individuals can share their ideas, connect with others, and build meaningful communities on their own terms.

In this new paradigm, the power lies not in the hands of advertisers or platform algorithms, but in the creators themselves.

Contact Steve to chat more about this.

 

back to top

Looking for your own membership subscription website?
Visit Ultimate Virtual Solutions