The shift
Why does nobody see your posts any more?
Because the platforms changed eras and most businesses didn't notice. Until about 2021, your posts went to your followers, growing followers WAS the strategy. Then the interest graph arrived: platforms started showing people what they're interested in, not who they follow. And since 2025 we're in the third era, sharing media. Instagram's own framing for 2026 is "see something, say something, to each other." Content isn't posted at an audience any more; it's ammunition for private conversations. A Facebook page now reaches 2-6% of its followers. Follower count is not a ranking factor. Every single post starts again from zero.
The new rules
The new rules (yes, we're giving them away)
This is how we run every account. We publish it because value-not-sales isn't a slogan, and because knowing the rules and executing them daily are different things.
The audition
Every post is tested on a small mixed audience in its first 30-60 minutes. Viewers decide in about 1.7 seconds whether to stay. Win the audition and the platform pushes you to a bigger, colder audience. Lose and it's over. Reach is earned per post, never owned.
The send is everything
A DM share carries roughly 3-5× the ranking weight of a like. The unit of growth isn't the follow or the like, it's one person sending your post to another.
The send test
Before we approve any post, we answer one sentence: who specifically sends this, to whom, and what do they say when they send it? Can't answer it? The post doesn't go out.
The five reasons people share
Every post maps to at least one: the Gift (this helps you), the Mirror (this is so us), the Idea (look at this thinking), the Gossip (have you seen this?), the Mood (this is how I feel). No motivation, no send, no reach.
Two engines, always
Acquisition content that reaches strangers, and retention content (Stories, DMs, broadcast channels) that deepens the relationship with people who already know you. Accounts running only one engine stall.
Raw beats produced
Designed-graphic grids are the weakest performer on every platform. Real people, real footage, real opinions. The algorithms can tell. So can humans.
Where we play
Four platforms, four jobs.
Meta, the sharing engine
Instagram, Facebook, Threads, run on our own Meta Blueprint: audition mechanics, send-first content, boost-the-winner paid support. This is where Като Едно Време did over 1M organic views.
TikTok, the discovery engine
Still the most meritocratic platform: a zero-follower account can reach 100,000 people if the first three seconds earn it. Completion and rewatch decide everything.
LinkedIn, the founder engine
LinkedIn now rewards people, not logos, founder profiles massively out-reach company pages, and generic AI-written posts get suppressed. Specific lessons and real opinions from a real person win. That's you; we make it easy.
Google Business Profile, the local trust engine
For local searches your profile shows up before your website does, and AI reads its freshness, photos and review activity to decide who to recommend. Profiles left untouched for 30 days lose visibility. We keep yours alive.
Straight talk
Do I have to be on camera?
We'll push you, honestly, faces beat logos everywhere, LinkedIn rewards humans, and the businesses winning right now are founder-led and raw. We coach you until it feels normal (most clients need two sessions). But if you genuinely won't, we build around it: your team, your hands, your process, your voice. There's always an angle. What we won't do is pretend a logo posting stock graphics is a strategy.
Featured case study · Feb-Jul 2026
A bakery Sofia had never heard of. One million organic views later.
Пекарна „Като Едно Време" didn't exist online in February. Brand, socials and launch built from zero, run by these exact rules: raw founder video, nostalgia people wanted to send each other, moments engineered to be news. Over 1M organic views in five and a half months, 90% organic, and 275 views per follower, proof that content quality beats follower counts.
Read the full story →
What's dead
What we stopped doing years ago
If an agency pitches you any of these, run.
- Chasing follower counts
- "Post at 7pm on Tuesdays"
- 30-hashtag blocks
- Engagement pods
- Clickbait hooks
- Static graphic grids
- Vanity-metric reports
Every one of these is dead, platform-confirmed. We report on sends, saves, enquiries and revenue signals instead.
Straight answers
The things people ask us first.
Why is our reach down even though we post every day?
Because reach is earned per post now, not owned. Frequency without send-worthy content is just noise. One post people send beats seven posts people scroll past.
Do followers still matter?
As an audience for your retention engine, yes. As distribution, no, follower count is not a ranking factor, and our best result came from a page with 3,372 followers doing over a million organic views.
How often will you post for us?
Typically 3-5 feed posts a week plus daily Stories, tuned to your business. Volume never comes before the send test, if a post has no reason to be sent, it doesn't go out.
Do you create content in Bulgarian?
Natively, yes, written by a Bulgarian, not translated. English and Bulgarian are both first languages at Wonder Works.
What does social media management cost?
It's scoped to your business, platforms, volume, and whether it stands alone or sits inside the Marketing Partnership (from €1,500/month all-in). You'll know the exact price before we start, and it stays what we agreed.
Make something people want to send.