How to Unlock Social Media for Your Business

Social media often overwhelms small business owners with its demands, but Ramsey Solutions CMO Jen Siegton explains to host John that it can be a low-cost tool for growth when used strategically. The key is focusing on interest-based algorithms that prioritize niche content over broad broadcasting, allowing businesses to connect directly with customers by providing value.

The Interest-Based Evolution of Platforms

Social media has shifted from friend-focused feeds to interest-based ones, driven by TikTok's algorithm and adopted by Instagram and Facebook. These systems push content matching users' demonstrated interests—like dog videos or niche hobbies—rather than connections. For businesses, this means success comes from serving specific audience curiosities, not chasing virality. Platforms reward content that aligns with these interests, amplifying reach to engaged viewers. Siegton notes this favors niche expertise: a plumber sharing pipe-clog tips reaches homeowners searching for fixes, building relevance without massive followings.