THE SATURATION GAME ISN’T THE ONLY GAME

This is one of the many ways you can play the game on social media, from Nikita Walia’s Thinking Out Loud:

“Algorithmic feeds reward velocity, recency, and conversational density. Under these conditions, singular excellence is insufficient. Cultural dominance requires saturation. As dakota rae lowe, Director of Brand Social and Influencer at Nordstrom noted, “By my observation, users scroll past so much that it’s a frequency game. You’re only going to drive lift if you can get in front of someone 7-8 times minimum, so it’s a numbers game.“

People make descions everyday, every moment. When they pick up their phone, they make a choice of which app they open. If it’s social media, it’s usually to be on social media.

Your message is one of hundreds they’ll see over the next 15 minutes, so capturing anyone’s attention is a miracle. And as you’ve read above, “singular excellence is insufficient,” says Director of Brand Social and Influencer at Nordstrom.

So “saturation” is one way to play the game – “velocity, recency, and conversational density.” Post often, and keep posting, engaging the audience right there on the app, and crossing your fingers that you might impress anyone enough to find the link in your bio and leave the platform.

As Dakota writes in “the answer to “social media is dead,” there are other ways to play the game:

show up in ways that are additive, participatory, and aware.

it’s not about reaching the most people. it’s about reaching the right ones.

This was true everywhere, in real life, before social media came along, and it will endure.