In every great smallcap run, you feel like a genius capturing momentum by just reading stock exchange filings for news that will create interest, and it works too when liquidity is good.
However, at some point, other market participants (i.e. not retail) will also start gaming the 'signals' that you're relying on (i.e. filings). Printing money (i.e. issuing shares) is a popular way to go about it - start investor relations, put out lots of info, have a few evangelists (misguided or otherwise), keep printing money (i.e. issuing shares) at every few quarters.
How the sequence goes:
Investor presentation (very few notice) -> conference call (some people notice)-> frequent order book updates (a few more people notice) -> capex plans get made (a few more people notice)-> fund-raise filings follow (even more people notice) -> known names in pref allotment list (almost everyone notices)-> narratives get built -> rinse and repeat.
It's important to recognize where your stand in the sequence above, if you want to play news-based momentum. The other participants know this game much better than you do, and know that each step brings attention from different people looking for different signals, and towards the end ALL signals are present, hence maximum retail interest too. This is not a scam - this is capitalism and behavioural psychology at work - the buyer should beware.
Some easy rules of thumb to avoid being trapped are:
(a) only be early in the sequence and plan an exit with a predefined multiple; or
(b) have a different time-frame than the rest of the market (measured in years, not usually months).
It's a lot easier to do (a) than (b), as the latter requires experience. So doing (a) boils down to self-awareness of the game you're playing - most social media stuff is some variation of momentum, be early and don't fall for narratives that sound best near peaks. Often, the true test of being early into a pattern is just whether anyone has noticed it in public.
Most investors can do almost everything right but still struggle with selling without emotion - this is usually the hardest part - the primary reason people feel reluctance to sell is because they do not believe they have a repeatable process - those who can find signals again and again have fewer issues with selling, they know they'll find more.
As smallcap-focused handles and services have proliferated significantly in the last 1-2 years, it is important to remember that the more curated information you demand, the more stale the information is and the more likely that these curated signals are being manipulated to catch your attention (with or without the knowledge of the curator).
Stay smart, stay alert :)