How I’m Rethinking Social Media for 2025

A few weeks ago, something unexpected happened: my Instagram followers surged. For a moment, I felt that rush of validation that social media often dangles in front of us. But almost as quickly, questions began to bubble up. How do people even find me? Why is one post seen by thousands and another buried?

This moment sparked a decision to take my online presence seriously—not just as scattered pieces on different platforms, but as a unified whole. That’s when the idea of "robhoeij" as a personal brand came to life.

But before I could move forward, I needed to understand how social media platforms really work—and how I can work them.

How Platforms Decide What We See

Social media feels personal, but behind the scenes, it’s not. What you see in your feed isn’t determined by who you follow but by what the platform thinks will keep you scrolling. This isn’t just speculation—it’s the very design of modern social media.

Here’s how it works, in simple terms:

• Algorithms analyze user behavior.
• They rank every post based on how likely it is to engage you.
• Posts that keep people hooked get amplified.

It’s like walking into a crowded room where everyone is shouting. The algorithm listens for the loudest, most engaging voices and makes them even louder. That’s why my posts don’t always reach my followers, even though they chose to follow me.

On TikTok, this idea is taken to the extreme. Your followers barely matter; the platform’s entire focus is on showing the most engaging content possible. Instagram and Facebook have followed suit.

That’s the game now: engagement, not followers.

My Strategy for Gaming the System

Once I realized how platforms work, I stopped worrying about my follower count. Instead, I started thinking about how to create a web of interconnected platforms that amplify each other.

Here’s the plan:

1. Unify Under “robhoeij”
   Instead of treating blogging, posting, and photography as separate projects, I’m bringing everything under one personal brand. Whether you’re reading my blog, scrolling through Instagram, or checking out my Facebook page, it should all feel like part of the same story.
2. Leverage Each Platform’s Strengths
   Each platform I use serves a unique purpose, allowing me to tailor my content and engagement style to its strengths while building a cohesive presence across my digital ecosystem. Here's how I approach each one:

• Instagram for visual storytelling.
• Facebook for a different demographic, giving me an opportunity to write longer stories to accompany my photos, and a place to showcase landscape-oriented photos.
• WhatsApp for communities, groups, and channels. I’ve launched an AI chatbot here and see enormous potential in its unique mix of intimacy, functionality, and scalability.
• LinkedIn for professional insights.
• Blogging for deep dives and reflections like this, where I also use my photos as the default image and plan to blog more about photography alongside my insights on digital life and AI.
• Threads/X for quick thoughts, banter and behind-the-scenes insights. I also like to do polls.
• Website to serve as the central hub of everything—explaining who I am, showcasing my photos, and offering prints for sale. I'll make sure to create consistency around my brand in color, style, and imagery.
• YouTube: I will split the current hosting of video's and stand alone video's. I will make more stand alone items on digital life and photography.

1. Cross-Promote Content
   Each platform will feed the others. For example, I might tease a blog post on Instagram Stories or link my Facebook updates back to my blog. This way, my content works together, not in isolation.
2. Repurpose with AI
   Using LLMs, I can adapt my content for each platform. A long blog post can become a punchy Instagram caption, a tweet, or even a short video script. This saves time and ensures my voice stays consistent.

Balancing Algorithms with Authenticity

Of course, there’s a risk in playing this game: it’s easy to lose yourself in the race for engagement. Platforms reward catchy hooks and viral trends, but they don’t care about authenticity. That’s why my goal is to balance the two.

I’m not here to chase trends blindly. Instead, I’ll focus on sharing stories that resonate with me, while also being smart about how I package them. After all, algorithms reward engagement, but humans reward authenticity.

Looking Ahead

Social media is constantly evolving, and as platforms crumble or pivot, so must we. But one thing stays true: at the heart of any strategy is the simple act of connecting with others. That’s what drew me to social media in the first place, and it’s what will keep me here.

With “robhoeij,” I’m ready to create something cohesive, meaningful, and maybe even a little rebellious. A personal brand that doesn’t just follow the algorithm but works with it—and around it.