IF IT BLEEDS IT LEADS.

I still remember the early days of social media—Facebook in 2006, then Twitter and Instagram lighting up our screens in 2010. Like everyone else, I jumped on board, sharing my thoughts, moments, and snapshots of life. Back then, it felt fun, innocent even. A way to connect, to be seen.

And then, one morning, coffee in hand, I felt bad. Not because something terrible had happened but because my friend had more followers than me. It was such a ridiculous realisation, yet there it was. That quiet, nagging voice: Should I boost my posts? Should I pay to be seen more?

It took me a while to understand what was really happening. The game had changed. Social media wasn’t just about sharing anymore—it was about selling. And we weren’t the customers; we were the product. As Seth Godin puts it, these platforms are designed to package us up and sell our attention to the highest bidder.

That’s when I saw it—the old media rule of “If it bleeds, it leads” was alive and kicking in the digital world. Algorithms thrive on strong emotions—anxiety, anger, insecurity—anything that keeps us scrolling, comparing, and craving validation. They don’t care if we feel inadequate or if we spend money boosting posts. All that matters is that we stay engaged.

But here’s the question: Does any of it actually matter? Does having more followers make us better, more valuable, and more fulfilled?

Seth Godin offers a different perspective, one that I now swear by: Forget chasing numbers. Focus on your smallest viable audience—the people who truly care. Serve them. Create something meaningful that actually helps someone, even if it’s just one person.

That is far more powerful than any algorithm. And it’s a game I actually want to play.