Shawn knight

Posted on Mar 30 • Originally published at Medium on Mar 29

2025 ChatGPT Case Study: Social Media TV Networks

#chatgpt #socialmedia #contentcreation #artificialintelligen

The ChatGPT Insight That Changed My Approach

I’ve always believed that social media is more than just a platform for creators — it’s an ecosystem shaped by its audience.

One day, while discussing strategy with ChatGPT, I realized a core truth: social media today operates just like television did in the past.

Different platforms attract different viewing demographics, just like TV channels cater to specific audiences.

Once I saw this parallel, I knew exactly how to approach content strategy for The Master Plan.

This article breaks down why social media is the new TV, how viewership works, and how understanding this shift gives you an advantage over creators still chasing outdated engagement metrics.

The Reality of Social Media Viewership

People assume that only young users are “on social media” because they see them posting, commenting, and engaging. But the truth is: the biggest audience isn’t always the loudest.

Most People on Social Media Are Viewers, Not Creators:

The 80/20 rule applies: 80% of people consume, while only 20% actively create or engage.
Many older professionals, business owners, and decision-makers are passive viewers but take action when they see value.

Silent Consumers Are Often the Most Valuable Audience:

Just because someone doesn’t like, comment, or share doesn’t mean they aren’t watching.
Many high-net-worth individuals, executives, and investors lurk in the background but engage when the time is right.

Different Platforms Attract Different Viewing Audiences:

Facebook & LinkedIn: More professionals, business owners, and decision-makers.
YouTube: A mix of entertainment, education, and business-focused viewers.
TikTok & Instagram: Younger, more active engagement, but with growing older user bases.
Twitter/X: Still used by industry leaders, journalists, and high-level thinkers.

Creators Who Cater to Viewers (Not Just Active Users) Win Big:

Most people focus on likes and comments, but the real game is reaching silent but powerful viewers who make major decisions.
The most valuable audience isn’t always the loudest — it’s the one that acts when the time is right

Social Media = The New Television

Social media today functions like TV networks used to, with different platforms acting as different TV channels. Each attracts a specific audience, and knowing where your content fits makes all the difference.

How Social Media Mirrors TV Viewing Demographics

TikTok & Instagram Reels = Reality TV & MTV/VH1:

Fast, addictive, short-form content designed for quick dopamine hits.
Younger viewers dominate, but older audiences are passive viewers (like parents watching MTV back in the day).
Focus on entertainment, trends, and quick engagement.

YouTube = Network TV & Premium Cable (HBO, Discovery, NatGeo):

Longer-form content = documentaries, deep dives, and serious content.
People of all ages watch, but engagement habits vary ( younger audiences comment more, older audiences just watch ).
Educational, business, and niche content thrive here.

Facebook = Traditional Network TV (CBS, ABC, NBC):

Older demographics dominate, like how network TV caters to an older audience.
Content skews toward family, news, and general interest.
Many people watch but don’t engage much (just like how millions watch CBS but don’t tweet about it).

LinkedIn = Bloomberg & CNBC:

Business-minded, professional content, similar to financial and corporate news networks.
Viewers are decision-makers, entrepreneurs, and industry experts who may not engage much but watch everything.

Twitter/X = Talk Shows & News Networks (CNN, Fox News, ESPN, Late Night Shows):

Short bursts of information, debates, and reactions — just like how people watch talk shows for hot takes.
Fast-moving news cycle, highly engaged audience.
Great for trendsetters, politicians, and industry insiders.

Why This Matters for Creators & Businesses

People Don’t Need to Engage to Be Valuable Viewers

Just like TV ratings don’t depend on tweets, silent viewers on social media can still be your most valuable audience.
The person who never comments might be the one who buys your product, invests in your company, or offers you a major opportunity.

Understanding Social Media Like TV Helps You Pick the Right Platform

If you’re trying to build a business audience, focus on “CNBC” (LinkedIn) and “HBO” (YouTube).
If you want mainstream attention, go for “CBS” (Facebook) and “MTV” (TikTok).

Social Media Metrics Need to Be Measured Like TV Ratings

Engagement (likes, shares) = Live tweets & fan chatter.
Watch time & retention = Actual TV viewership numbers (people who sit through content).
Conversion & impact = Subscription numbers & ad revenue (the real money-making metric).

The Master Plan: Leveraging This TV-Like Viewership Model

By treating social media like TV, you can design content that fits the right audience on the right platform.

Instead of chasing engagement, focus on long-term viewership impact.
Recognize that silent viewers may be your most valuable audience.
Make platform choices strategically — go where your ideal audience consumes content, not just where the most likes happen.

Social media IS the new TV, and understanding it this way puts you ahead of everyone still treating it like a random collection of apps.

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🔹 Twitter (X): @shawnknigh865

🔹 LinkedIn: Shawn Knight

🔹 Substack: Master Planner 25

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