Social media just changed — again. But this time, AI flipped the script. In this episode of Likely Marketing, we unpack “The Sora Effect” — how OpenAI’s Sora is shifting social media from viral reach to real relationships. Discover why engagement metrics are collapsing, how platforms like Meta, YouTube, and LinkedIn are returning to social graphs, and what this means for brands built on virality.

We’ll explore:

• Why Sora prioritizes creativity over compulsive engagement
• The rise of micro-communities and “permission-first” marketing
• How to survive (and thrive) in the era of limited reach

If you’re a marketer, creator, or brand strategist — this is your blueprint for the post-viral era.

(00:00) Intro

(02:05) Sora is based on social graphs… but why?

(06:10) ‘The Sora Effect’ will flip marketing strategies upside-down

(13:52) It is creating the engagement paradox that has significant potential

(17:37) How can brands survive (and thrive in) the ‘The Sora Effect’?