Social Media Is Dead?

Why is the term interest media gaining so much momentum?

Lately I keep hearing this phrase floating around in marketing circles: “interest media.”

At first, I shrugged it off as another buzzword. But the more I thought about it, the more it made me pause and rethink how I personally use traditional social media and how it’s shifted under our feet without most of us realizing it.

When I open up Instagram, TikTok, Facebook, or YouTube today, I’m not really seeing updates from family or friends. I’m seeing content that the algorithm believes I’ll engage with; christian based content, sports, cooking videos, insurance or whatever I’ve lingered on lately. My “social” feed isn’t really social at all anymore. It’s interest driven.

That made me wonder: if the game has changed this much, what does it mean for us as professionals, business owners, or leaders trying to show up for our audience?

So I was listening to a podcast called “Mick Unplugged” and podcast hosted by a personal friend of mine, Mick Hunt. He was interviewing he one and only Gary Veynerchuk. Gary told a story about how a random video he posted about eating blueberries outperformed nearly all of his polished business content. Millions of views on blueberries. Why? Because it was authentic, passionate, and it hit an interest the algorithm knew people cared about.

That story stuck with me. It made me stop and think differently about how we, as an industry, approach social media. Because let’s be real: Maybe it’s not “social media” anymore. Maybe it is interest media.

Platforms like TikTok, Instagram, and even Facebook aren’t feeding us our cousin’s vacation photos. They’re feeding us content that lines up with our behavior and interests. And if that’s how consumer discovery works now, insurance professionals need to start playing by those rules, or be at risk of becoming invisible.

We’re Living in the “Interest Graph” World

These days we’re not living in the “friends and followers” world anymore, we’re living in the “interest graph” world. TikTok, Instagram, YouTube, even X (yep, still weird calling it that)… they don’t just show you what your buddies are posting. They show you what you’re into.

The algorithm is like that friend who knows your order at the BBQ joint it pays attention to what you watch, what you like, and how long you stick around, then it feeds you more of it. Whether it’s backyard gardening, new tech toys, or crazy insurance memes (yes, those exist), it’s built around your interests.

What’s cool is, discovery is wide open now. You don’t have to know a creator personally for their stuff to pop up. If it fits your vibe, it’ll find you.

Why the shift?

• Smarter systems: The old “latest post first” is gone. Now it’s what keeps you hooked.
• How we use apps: Less random life updates, more learning, inspiration, and fun.
• Creators everywhere: Platforms love rewarding content that connects, not just the big names.

That means content spreads because people actually like it, not because you’ve got the biggest follower count.

And about those followers… remember when follower count was like the scoreboard? If you had a big number, you “won.” Not anymore.

• Anybody can go viral: Even a brand-new creator with 10 followers can hit a million views if the content’s good.
• Big names can still flop: Doesn’t matter if you’ve got a huge audience—if the post stinks, the algorithm benches it.
• Engagement is king: Shares, watch-throughs, and real value beat gimmicks every time.

Bottom line? It’s not about how many people are in your “stadium.” It’s about whether the folks watching actually care about the game you’re playing.

Discovery Starts on Interest Media

More than ever, discovery is happening on platforms like TikTok, Snap, and Pinterest. That’s where consumers are finding the things they didn’t even know they wanted insurance solutions included.

Think about niches:

• A contractor scrolling late at night sees a reel about common liability gaps in construction projects.
• A trucking company owner watches a short clip breaking down why cargo coverage matters.
• A homeowner in a high-value neighborhood finds a video on how umbrella policies actually work.

If you’re not producing content like that, those discovery moments belong to somebody else.

Measuring Top-of-Funnel Matters

Here’s where we fall behind in insurance. We love bottom-line numbers: quotes, binds, retention. But measuring ROI on top-of-funnel engagement? That’s new ground for a lot of us.

The reality is, those who adopt full-funnel measurement will hold the advantage. Imagine a restaurant owner saw your reel about liquor liability, clicked through to your website, and two weeks later requested a quote. That’s not luck, that’s interest media at work.

The same goes for personal lines. If a post about insuring a vacation home grabs attention, it may not turn into a policy tomorrow, but it starts the journey. And in our business, being top-of-mind at the right moment often wins the sale.

Content Meets Commerce

And here’s the big one: commerce is no longer separate from content. TikTok Shop, Instagram Checkout social platforms are becoming the mall, the billboard, and the checkout counter all in one. I can’t tell you how many things I’ve bought on TikTok shop durring my mindless doom scrolling.

Now imagine the possibilities for insurance.

• A contractor watching a reel about workers comp can click right into a lead form.
• A trucking company scrolling through dispatch videos gets served content about fleet insurance and requests a call.
• A luxury homeowner sees a polished video on protecting art collections and taps a link to connect with an agent.

Shoppable content isn’t just for sneakers and makeup it’s a blueprint for how we can meet clients at the exact moment interest turns into action.

The Bigger Picture

Social media platforms generated over $225 billion in combined revenue in 2024, up 9.5% from around $205 billion in 2023. That growth wasn’t fueled by random posts it came from AI-driven ad targeting, video content monetization, and the rise of premium features.

And while most of that revenue was driven by e-commerce and entertainment, the takeaway for insurance is clear: consumers are already trained to shop where they scroll. They expect seamless, interest-driven experiences and they’re comfortable making decisions (and purchases) inside these platforms.

5 Content Strategies for Restaurants

If restaurants are your niche, here’s how to create content that aligns with real pain points owners face while also giving the algorithm different formats to work with:

1. Quick Reel: “What happens when the walk-in goes out?”

30-second video about food spoilage coverage.

2. Carousel Post: “3 Common Kitchen Accidents That Lead to Big Claims”

Each slide highlights an accident and ties it to workers comp.

3. Blog Post: “Top 3 Risk Management Strategies to Prevent Workers Comp Claims in Restaurants”

Actionable safety tips that position you as a trusted advisor.

4. Article: “Why Fire Insurance Is About More Than Rebuilding”

Emphasize business interruption coverage and protecting revenue.

5. Customer Story Post: “How One Grease Fire Nearly Closed a Local Diner”

Real or anonymized story showing how insurance kept a business alive.