Are you a reliable entertainer?

Have you ever noticed how one day you watch a video and the next your entire feed is full of that same content?

It almost seems creepy 👀 but it’s by design.

It’s triggered by one of the most influential algorithms on major platforms like Instagram and TikTok:

Exploration-based ranking.

Simply put, it does two things:

One, it understands our interests and adapts to them rapidly.

And two, it makes content with the potential to succeed spread extremely fast.

Exploration-based ranking basically favors the underdogs of social media.

It gives small creators a chance to break out.

But it doesn’t stop there.

If someone enjoys watching one video of yours, they will be more likely to stick around for the next one.

Because now they know you—and they will want more of what you have to offer.

So then what stops most creators from getting scooped up by the algorithm?

Mostly a misconception spread by well-meaning marketing gurus: To tailor your content to your niche.

Now, I know what you’re thinking. This is literally THE biggest rule in storytelling.

And yeah, it has its place. But not in virality.

After analyzing thousands of content pieces, my team and I have noticed a pattern amongst the best-performing ones.

We call it the generalist principle.

The idea is that if your audience requires prior knowledge to understand your content, you’ll alienate a large chunk of them.

But if you can take your niche topic and frame it in a way that speaks to a general audience, you’ll pull more people into your world.

At its core, the generalist principle makes your content universally accessible—and more likely to capture widespread attention.

Here’s how creators in business leverage it.

Mark Tilbury regularly uses role-play videos to demonstrate financial advice in layman’s terms—instead of bombarding viewers with jargon.

Tat Londono proves that (almost) anyone can become a real estate agent.

Chris Cobb uses visual metaphors to explain complex topics like taxes as if they were child’s play.

So if you want to leverage exploration-based ranking, make sure you don’t narrow your audience just yet.

You’ll have plenty of opportunities to do that once they land in your funnel.

I’ll be back next week to clear up the biggest virality dilemmas our clients face with their business.