Every minute, over 500 hours of video are uploaded to YouTube, 350,000 tweets are sent, and 5 million posts go live on Facebook. Try to keep up and you’ll be scrolling forever.

In this episode, I’m joined by Dan Preston from Neighbourhood to explore why likes, shares and comments — what we used to call engagement — don’t matter anymore. We unpack social media’s three big shifts: the death of the feed, the fall of the follower, and now, the fading relevance of engagement itself.

Dan argues we’ve entered the era of entertainment, where creativity isn’t a nice to have, it’s the whole game. If your organic reach is shrinking and you’re wondering what to do about it, this is for you.