2025 Will Be The Year Of The Interest Graph
Social media has evolved from Facebook’s friend-based News Feed to TikTok’s interest-driven algorithms, reshaping how we define success on these platforms. Today, reaching audiences isn’t just about direct connections; it’s about engaging with users based on their interests and behaviors. Brands must understand two frameworks that drive content distribution: the social graph and the interest graph (for more, The Shelf has an excellent write-up on this topic).
The Social Graph: Rooted in Connections
The social graph underpins traditional social media, focusing on updates from a user’s direct network: friends, family, and acquaintances. This model, originally championed by platforms like Facebook, was based on the idea that people care most about updates from those they know. By prioritizing demographic and location-based data, the social graph has fostered strong connections within networks.
However, the social graph has limitations today. While users value updates from close connections, many are increasingly interested in content outside their immediate network if it aligns with their interests. Social media has matured, revealing an opportunity for broader discovery based on relevance rather than direct ties.
The Interest Graph: Driven by Relevance
The interest graph, popularized by TikTok, curates content based on user behavior, preferences, and signals, not personal connections. TikTok’s algorithm surfaces posts that align with users' interests, allowing content to reach wide audiences without relying on pre-established social networks. This approach represents a shift from demographics to behavior-based recommendations.
In the interest graph, content discovery is democratized: posts reach audiences because they’re engaging, not because they were shared by someone familiar. TikTok’s success has demonstrated how engaging this model is, keeping users online longer (according to Wallaroo, TikTok users spend an average of 95 minutes per day on platform) and exposing them to diverse content. This approach emphasizes attention and engagement moving away from follower acquisition, reshaping how platforms measure success.
Balancing Both Models for Brand Success
For brands, understanding both graphs is essential. Many still prioritize their social following, yet interest-based distribution is reshaping engagement patterns. Today, a significant percentage of content views come from non-followers, highlighting that resonant content can spread widely even without a dedicated following.
Brands should balance these models by creating content for core followers as well as a broader, interest-driven audience. For instance, an endurance fitness app might share updates tailored for loyal users (“New Feature Update”) and general tips relevant to all endurance athletes (“Tips for Keeping Your Body Fueled During a Marathon”).
A Dual Strategy for the Future
As social media continues to evolve, brands must think beyond the social graph and tap into the interest graph’s potential. By developing content for both dedicated followers and broader interest-based audiences, brands can maximize reach, build loyalty, and stay relevant. Tracking metrics from both frameworks enables brands to assess their impact across immediate and extended audiences, adjusting strategy as needed.
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