64% of your audience is looking for this

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

• How to make the right content for your pipeline (and the algos)

• What content 64% of potential buyers are actively searching for

• Content you can build today for better reach and longevity

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DEEP DIVE

Social platforms like X, LinkedIn, Instagram, YouTube, and TikTok are leaning into interest-based feeds, completely shifting content distribution. Is your content strategy keeping up?

Many social platform algorithms once focused primarily on distributing content from accounts users followed. 

Now platforms are distributing content based on user interest and engagement history (yep — even LinkedIn is shifting towards interest-based promotion). 

This might be bad news… if most of your content is created for solution-aware audiences and MOFU. 

If you want reach today, it’s time to reconsider where the bulk of your content (organic and ads alike) needs to live. Interest-based content means more problem-aware content.

Key stats: 

• 65% of consumers prefer brands targeting their specific interests and needs

• 74% of B2B buyers research significantly before reaching out 

• 61% of decision-makers of decision-makers find thought leadership more valuable than traditional product marketing 

• 64% of professionals actively look for educational content addressing their pain points

Interest-based algorithms reward high-engagement content, meaning marketers can extend reach beyond followers by zeroing in on industry pain points 

If you’re optimizing your content for those looking for a solution, algorithms will only distribute your content to the 3% currently in market. 

If you shift to focus content creation for distribution to those who are problem-aware, you break into the feeds of the 97% who will be in market (and build the brand awareness needed to land on Day 1 lists). 

Not sure where to start? We got you—

Focus on challenges: Frame content around solving real pain points. Lean into search intent and use video + smart captions for relatability. The problem you solve is hard (otherwise you wouldn’t have a business). Lean into it. 

Lean into personality-led content: We’ve all heard it before: People follow people, not brands. Humanize your brand with real voices and storytelling. Use humor, bold opinions, and a friendly tone to position your brand as a trusted ally.

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Warm up those social listening skills: Interest-based algorithms reward content that resonates with trending conversations. Use social listening tools to find what your audience is engaging with in real time.

Consider series or franchises: Consistent series drive repeat engagement, which is gold for interest-based algorithms, and keeps you top-of-mind for audiences.

Reframe your testimonials: Move beyond traditional testimonials by presenting them as problem/solution narratives. This approach connects with audiences facing similar issues.

Most often, the foundation for creating content for interest-based algorithms already exists in your content. 

By tweaking your strategy to focus more on problem-aware audiences (while retaining a crystal-clear content map for solution-aware audiences to convert) you build a better, more robust following with higher engagement and distribution.

The takeaway: Shift your content to focus on solving real problems, and you’ll unlock greater reach, engagement, and pipeline potential in today’s interest-driven social feeds.