Demand led growth in social media

One part of this intriguing interview with the creator of the Medieval Reactions Twitter account really caught my eye:

I saw a couple and I googled medieval pictures and there were already pictures flying around on the internet, but the real hard part was writing the captions. That took about a week because there were no captions there, and that changed in a short while as I was running the account. I noticed that the most engagement came from tweets dedicated to nights out, so I changed my angle halfway through and made them related to drinking. And then it sort of took off.

Demand led content growth is a scary new world for content creators, one that really makes the old guard feel uneasy.