È iniziata la nuova era dei social (e quasi nessuno lo ha capito)

Summary

MiK Cosentino describes a social-content strategy built around the shift from follower-based distribution to interest-based discovery. He says he gained over 430,000 Instagram followers in five months by broadening beyond business topics to cover current affairs, politics, technology, and AI—while keeping a consistent personal point of view.

His central argument is that a recognizable creator brand comes from how someone thinks, not only from the subjects they cover. Each post should be designed for people who may be encountering the creator for the first time, rather than relying on existing followers to understand it.

Frameworks and playbooks

Choose topics by audience relevance and emotional pull

• Start with topics that genuinely affect people.
• Select an angle likely to provoke at least one response: surprise or revelation, indignation, or a sense that the issue personally matters.
• Make the creator’s point of view clear and verify the facts.
• Avoid forcing every news item back to business. The content should deliver on the topic it introduces.

Assign every piece of content one primary role

1. Attention: Reach new people.
2. Authority: Demonstrate expertise.
3. Education: Explain the creator’s thinking and provide value.
4. Conversion: Encourage people ready to take a next step.

A post does not need to achieve all four goals. Before publishing, decide which role it serves; if that is unclear, the content is not ready.

Use a repeatable production process

Select topics, research sources, write, revise, and analyze results as part of a daily process. AI can help with speed and consistency, but the creator remains responsible for choosing the message and approving the final output.

Connect short- and long-form content

Instagram Reels serve as the discovery “entrance,” while YouTube provides room for deeper reasoning, case studies, experience, and trust-building.

Give viewers a concrete reason to move from Instagram to YouTube, such as a full case study, guide, or explanation that could not fit in a Reel. One example flow is:

1. A Reel introduces a subject and includes a keyword.
2. The viewer messages the keyword.
3. ManyChat automatically sends a link to the relevant YouTube video.

The resulting journey is attention → deeper engagement and trust → an opportunity to work together. Not every viewer needs to become a customer.

Business model and examples

• Brand partnerships monetize attention. Cosentino says companies contact him regularly and that he receives dozens of collaboration inquiries per week, which he selectively accepts.
• He reports being paid €5,000 per Reel at the time of recording, with the possibility of charging more as his audience grows.
• He cites partnerships with Billo, Emergent, and XField. For XField, he says he made two videos in one afternoon and that thousands of people signed up from an ad-labeled Reel that also spread organically.
• He frames brand deals and training products as separate monetization channels: brand deals monetize audience attention, while courses monetize deeper engagement and expertise.

Metrics and targets mentioned

• Instagram growth: More than 430,000 new followers in five months.
• Brand deal rate: €5,000 per Reel at the time of recording.
• Partnership demand: Dozens of company inquiries per week.
• Illustrative content outcomes: A discovery post reaching 100,000 people, an authority post reaching 3,000 relevant people, or a conversion post bringing in 20 coaching-program participants can each count as success, depending on the post’s intended role. These are examples, not stated targets.

Actionable recommendations

• Create for interested non-followers, since any post may be someone’s first encounter with the brand.
• Broaden subject matter without abandoning a consistent perspective.
• Verify claims and avoid inserting a business lesson where it does not naturally belong.
• Match success measures to the content’s purpose instead of expecting every post to generate reach, credibility, value, and sales simultaneously.
• Make cross-platform calls to action specific and useful.
• Build more than one monetization path so the business is not dependent on a single revenue stream.
• Cosentino also describes a business-diagnosis offer: prospects answer three questions about their situation, obstacle, and business type, then receive an AI-generated starting point, priority areas, a downloadable report, and a tailored video.

Presenter/source: MiK Cosentino, in the video “È iniziata la nuova era dei social (e quasi nessuno lo ha capito).”