Ghanaian digital strategist, music producer and tech entrepreneur, Kobby Nkrumah, also known as Spiky, says traditional social media no longer exists, arguing that digital platforms have moved away from follower-based distribution to interest-driven content discovery.
In a Facebook post, Spiky noted that declining reach or engagement is not caused by shadow-banning, but by creators operating with outdated strategies. “There was a time when social media was straightforward… That era is over,” he stated.
He explained that platforms now prioritise what users watch, replay and engage with, rather than who they follow, adding that consistency today is about identity, not posting frequency. According to him, unclear content positioning confuses algorithms and limits visibility.
Kobby Nrkumah further stressed that audiences connect more with people than brands, urging creators to build clear formats and predictable content structures, rather than chasing trends, if they want to remain relevant.
Below is the full post:
Social Media is dead!
It’s Monday… No story… This isn’t a sensational piece intended to scare you.
But if you want to take social media seriously, as a creator, entrepreneur, professional, brand, or thinker, understanding what I’m about to tell you is the entry fee.
There was a time when social media was straightforward.
Post something…
Share it with your followers…
Hope it blows up…
Watch opportunities appear.
That era is over.
If your reach feels capped, your engagement feels random, or growth feels accidental, relax…
You’re not cursed.
You’ve not been “shadowbanned”.
You’re just playing a game that no longer exists.
“Social Media” has ended.
But what replaced it is something very different…
Let’s call it “Interest” Media.
- We’ve transitioned from Social Graphs to Interest Graphs
A lot has changed and and most people missed this change…
Notice how your For You Page doesn’t look like your friends?
Notice how Instagram and Facebook now show you reels from pages you don’t follow… yet somehow they feel tailored to you?
It’s no coincidence.
It’s the algorithm mapping your interests, not your social circle.
The old social media cared about who you knew.
The new social media cares about:
What you watch till the end.
What you replay.
What you linger on.
What you scroll past instantly.
Between 2020 and 2023, social media platforms were in discovery mode.
They needed creators, so they rewarded volume, trends, and noise.
By 2024, they had enough content.
Now their priority is attention depth, not content supply.
The algorithm is no longer the delivery guy taking posts to followers.
It’s become a “tinder for content” that pairs content with strangers based on what they’re interested in right now.
That’s why Social Media is dying.
It’s no longer about who you follow…
It’s about what follows you mentally.
- Being consistent is in your Identity, not just Posting
I usually say during my trainings, “just be consistent”.
And by that, I usually mean posting frequency.
That’s not enough anymore.
Consistency now is about identity.
Think about your favourite pages, channels, or creators.
You don’t follow them randomly.
You follow them for a reason.
Education.
Entertainment.
Perspective.
Inspiration.
Relatability.
You know exactly why they exist in your feed.
When someone posts motivation today, business tomorrow, lifestyle next, then a random rant…
To a human, that’s personality.
To the algorithm, that’s confusion.
The machine needs to categorise you.
If it can’t answer clearly:
“This page is for people interested in XYZ”
…it won’t push you aggressively.
In the Interest Media era, you have to be clear who you are. Clarity beats versatility.
Consistency of identity matters more than creativity alone.
- Stop Posting… Start Programming
The people winning right now don’t think like content creators.
They think like networks.
They don’t post randomly.
They produce shows.
Ask yourself. Why do people keep watching a certain TV show/series?
They know the vibe.
They trust the format.
They anticipate the next episode.
That’s how strong pages operate.
Every successful digital presence has:
Predictability – you know what you’re about to get
Format – similar framing, pacing, structure
Niche pull – it speaks deeply to someone, not vaguely to everyone
If your page doesn’t feel like a channel…
You’re just filling space.
- The Studio Owner Mindset
Early filmmakers realised something crucial…
Storytelling wasn’t enough.
Distribution was power.
That’s how studios were born.
Today, you are the studio!
Social platforms are free cable networks.
Each one can carry a different “show”.
Like me, if you have multiple interests, skills, or personalities, don’t dump everything into one feed and hope it works.
Segment intelligently.
Let each page train the algorithm cleanly.
It rewards clarity.
Chaos disappears quietly.
- Your content Is the Movie… You Are the Product
Your content is the movie.
You are the product people are buying into.
Your thinking.
Your process.
Your worldview.
Your discipline.
Your flaws.
That’s what people subscribe to emotionally.
If the “movie” is inconsistent, boring, or unclear…
No one stays long enough to care about what you offer professionally or commercially.
If you want to be strong digital brand:
Choose a clear archetype (teacher, builder, rebel, realist)
Define repeatable content pillars (your “shows”)
Think in seasons, not random posts
Intentional storytelling in this era beats spontaneous posting.
- Why Human Content Wins (and Influencers Beat Brands)
I recall very accurately my discussion with Santokh Singh, why the on-site personalities were getting more engagements than the brands they worked for, and our discussion thereafter, uncovered an obvious but hidden fact:
And that fact is why influencer marketing keeps growing.
People don’t trust logos.
They trust people.
They resonate more with humans than institutions.
That’s why Cristiano Ronaldo has more followers than Real Madrid…
Even though the club existed long before him.
Humans connect with:
Faces
Stories
Emotion
Struggle
Consistency
Brands feel distant.
People feel relatable.
The more human your content feels, the easier trust forms.
And trust is what converts attention into action.
The bar for entry is at an all-time low.
The gatekeepers are gone.
But the noise has never been louder.
So to stand out now, you can’t just exist online.
You have to mean something specific.
Stop chasing trends!
Be consistent (not just in posting, but in identity).
Treat your digital presence like a network, not a diary, unless that’s what it’s intended for.
The people who understand this aren’t fighting the algorithm…
They’re calmly letting it work for them.
…and that quiet leverage?
That’s where the real advantage lives.
