As platforms increasingly recommend content to people who don’t yet follow a brand, the way we view social content is also changing. A post is increasingly becoming a person’s first introduction to a brand. That doesn’t necessarily mean that every video has to go viral or that all content suddenly has to be entirely focused on reach. However, it’s becoming more important for a post to be interesting and clear enough—even outside your existing community—to draw someone in. So when creating content, we don’t just think about people who already follow or know you, but also about people who happen to be encountering your brand for the first time. With video content, for example, it’s smart to use a hook or text to make it immediately clear what the video is about.