The 22 in the framework refers to the 22 distinct types of social media content that drive career metrics (job offers, speaking gigs, consulting leads). You do not need to use all 22 daily, but your quarterly strategy should cycle through them.
Audiences—including recruiters—now prioritize unpolished, human content, such as "behind-the-scenes" clips or "talking head" videos, over highly corporate, polished advertisements.
TikTok is increasingly used for "#DayInTheLife" career exploration and first-hand professional insights.
The most powerful format since 22 10 04 is the educational carousel (LinkedIn/SlideShare).