Most people see social media from one side. Either they build the platforms, or they post on them. I have spent the last several years doing both.
As a co-founder of Sovren Technologies, the parent company of Parler Social, I help build the infrastructure creators publish on. At the same time, I run my own channels and personally manage and oversee pages that average more than 60 million views a month. I do my own posting. That dual view has changed how I think about growth.
Platforms reward what keeps people on the platform
Every platform, big or small, is trying to do the same thing: keep people engaged and coming back. When you understand that, the algorithm stops feeling mysterious. Content that holds attention, starts conversations, and brings people back gets shown to more people. Content that sends people away or gets scrolled past does not.
Consistency is a signal, not just a habit
From the builder's side, a creator who posts regularly is predictable and valuable. From the creator's side, consistency is how you learn what works. I post across several channels every day. Most posts are average. A few take off. You only find the winners by showing up often enough to create them.
Separate your audiences
One lesson I learned the hard way: people follow you for a reason. If they came for comedy, a sudden business lecture confuses them. That is why I run separate channels for comedy, business, crypto, and politics. Each audience gets exactly what it signed up for, and each channel grows faster because of it.
Own your audience where you can
Having helped build a platform, I know how quickly rules and reach can change. Followers on any single app are rented, not owned. Use social media to grow, but always give people a way to connect with you directly, like an email list or a website. That is your insurance policy.
What this means for your business
- Create content that holds attention in the first few seconds.
- Post consistently so you have enough data to see what works.
- Give each audience its own home instead of mixing everything together.
- Move your best followers somewhere you control.
Social media is not luck. It is a system, and once you see it from both sides, it gets a lot easier to work.