Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

The Entire Purpose of Social Media Content

14 Apr 2026 · 1 min

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In this monologue, Nicolas Cole explains that creators have limited control over social media reach because algorithms determine targeting. The only controllable factors are consistency and improving content quality over time. Whether creating personal content or ghostwriting for others, the primary objective is to achieve reach—not virality for its own sake—but to attract a specific audience. The algorithm can be nudged, but ultimate reach remains outside the creator's direct control.

Chapters

With social content, you don't have that much control. Really, the only thing you have control over is consistency and quality over time, getting better and better at the game. You don't really have that much control over how many people you reach. It's not like running an ad. Content, the algorithm is sort of deciding what the targeting is. You can nudge it in the right direction, but like ultimately it's out of your control. The reason I point that out is whether you're using content for yourself or you are ghostwriting content for other people, the game is reach. But it's not just like virality for the sake of virality. You're trying to attract a certain type of person, but ultimately social Football is just a game of reach.