The "For You" feed - It's not for you

Stop battling algorithms - focus on creating lasting value for the people who matter.​

Read time: 3 mins

Hi Reader,

Today’s email addresses a question I’ve heard repeatedly over the past six months: "Why have I lost so much reach on social media?" It’s followed closely by, "Why did my posts used to perform so much better?"

Here’s the simple truth: The game has changed.

The rise of the "For You" feed across social platforms like TikTok, Instagram, and YouTube has changed how we consume content. Platforms for a long time now dictate what we see, not based on who we follow, but on what they think will keep us hooked.

This matters because most creators and professionals are being pushed to play a short-term game of chasing engagement. You might get more views, but are you truly building anything lasting?

Most people fail because they try to outwit an algorithm, forgetting something very important:

The trap

As Jack Conte, Patreon CEO, puts it in his speech, creators are now competing with the most engaging content across an entire platform, not just with others in their niche.

Platforms are designed to favor shock value, viral trends, and quick hits of dopamine. “Social is a game of shock. Relationship is a game of service.”

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Yes, social media can be great for discovery. But creators can’t rely on it for deep, ongoing communication. Algorithms change, trends die, and audiences move on. This is the nature of the “For You” feed—it’s a fast-moving river of content that rewards novelty, not depth.

The solution: invest in true fans

Conte talks about focusing on depth instead of breadth. “It’s about finding the small portion of your fans that are your core, and serving them deeply.” These True Fans will stick with you regardless of what the algorithm promotes.

The platforms you own, like your own website, email lists, podcasts, and communities, are where you can build real, lasting relationships. These platforms are harder to grow, but they offer stability. You won’t be at the mercy of algorithm tweaks or viral trends. Think of them as your “For Me” feeds.

Final thoughts:

If you got this far, you're part of 74% of subscribers, so thank you, Reader.

Exploring a shift in focus in these three steps is what is serving me.

1. Invest in True Fans: Focus on the quality of interaction.
2. Make things you care about: Avoid the temptation to create what you think will "perform well".
3. Know what you want: Nobody cared about "total watch time" and total shares or retweets until it became a metric the platform shared with you. Don't let someone else tell you what you want. Don't chase external validation. Define your own metrics.

If you've got something to say about the topic, reply, and let's talk. We can also have the conversation in public here.

If a section has particularly interested you, click the link of the corresponding section. It helps me prepare future newsletters.

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See you in two weeks.

​Peace,

Has

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