The article highlights the shift from "Old Social" to "New Social," emphasizing how content visibility depends more on engagement algorithms than follower counts. In the past, brands could predict engagement based on their follower numbers. Now, posts either reach a broad audience or get buried if they don’t resonate with non-followers. This change means that brands must adjust their strategies to ensure their content is shareable and appealing beyond their existing audience. Brands are now encouraged to split their social media strategies. They need to create content that serves different purposes: reaching new audiences through features like Reels, while also engaging existing followers with Stories and photos. Three main strategies emerge: the “more shots on goal” approach, where brands flood feeds with content to maximize visibility; the “focused approach,” which emphasizes serialized content to maintain viewer interest; and the “wave approach,” where brands balance evergreen content with big campaigns. Each strategy caters to the new algorithm-driven environment, with some brands already seeing significant engagement and revenue boosts. The article underscores the importance of adapting to these shifts. For example, companies like Little Joy have seen a 40% revenue increase by implementing serialized content. The dynamics of social media are changing fast, and brands need to rethink how they use their feeds to connect with audiences, reflecting a more competitive landscape where traditional follower-based metrics no longer guarantee visibility.