The best news for brand storytellers we've had in years...

Every poor marketer and communicator’s favourite scapegoat just bolted. It’s time to stop blaming the algorithm.

I am not a huge social media fan, so this may be an unusual thing to write, but something pretty exciting has been happening on the social platforms this summer. It started with TikTok and has now been picked up by the other major players.

They are finally suggesting content specifically because they know the viewer will want to watch it. Novel, I know, but this is a significant change. So, what does this mean?

Historically, it has been far too easy to blame the algorithms for not recognising how excellent your company’s work (obviously) is. You’ve all probably seen or heard people complaining about being passed over because the algos somehow have it in for them, or that they made some minor error in posting, and now that piece of content is sinking without a trace.

Now, with the latest updates, platforms will share the very best, most relevant content to any given audience. They want to keep people on their service, and the best way to do that is to recommend the type of thing that they really want to see. The best type of work for that specific audience member at that moment.

That means that the very best work will rise to the top. Super-niche, high-quality content will find an audience even faster than before. This is amazing news for all those who toil and take the risk in producing exceptional work but have historically lacked the resources, time, or foresight to build a following. It doesn’t matter how many followers you have; it matters how good a job you have done on tailoring that piece of work for the specific audience.

That’s great news for those producing quality, and terrible news for poorly considered or slapdash communications. Finally, it seems these platforms are growing up.

Why the Rules Flipped

• Personalisation is ruthless. TikTok, Instagram, YouTube - they’re all weighing saves, shares, comments, and watch time above cheap likes. If your content sparks action, it spreads. It’s as simple as that. This means that we finally have an empirical way of judging the way a piece of creative delivers against a goal.

• The data flood. In 2010, the world produced about 2 zettabytes of data a year. This year it’s 181 ZB. That’s 90× more signals to sort what matters and what doesn’t, which is why it’s essential that mediocrity gets filtered out.

• Niche > virality. TikTok’s “What’s Next” report highlights micro-communities. YouTube recently mothballed its ‘Trending Tab’ in favour of personalised feeds. The game isn’t about mass anymore - it’s about highly specialised depth.

• Authenticity filters are real. AI-slop is everywhere. Platforms know it. Users see it everywhere and hate it. And the systems are now tuned to spot and suppress it. That is good news for quality producers and audiences.
  
  

This is Really Bad News for Average Content

For years, you could churn out bland posts and still get reach. I remember going to an early social media conference where a speaker on stage told us that the only game in town was presence. So he suggested posting a minimum of 3-5 times per day, no matter whether you have something to say or not. That seemed like rubbish even back then, now that era is well and truly over.

Algorithms can now tell the difference between generic, mass-produced filler content and something that actually connects with the audience. They have built a powerful filter. A global, always-on BS detector if you like. We should all rejoice.

How to Win While Everyone Else Loses

This is your opening. Brands that lean into real stories - told with craft, clarity, and purpose - will win this next phase. Now is the time for bold, brave creativity. Do it well, and your competition will collapse under the weight of their own bad content. Keep churning out generic fluff, and the algorithm will bury you.

Iteration lets you test multiple approaches. When certain treatments earn organic reach, double down with paid media to amplify success. Find the bigger narratives around your business, then use video and supporting collateral to bring them to life.

Smart communicators will also use AI to accelerate creativity. That compounds the gap between the best and the rest. Great storytellers will only get stronger - now with the platforms themselves backing them up. That’s something to be stoked about.

The smartest strategies build communities - audiences who become evangelists. They fuel word of mouth and earn reach beyond your channels, two of the most powerful amplifiers you can get.

The Global BS Detector

So no, the algorithm isn’t out to get you. It’s just finally doing its job. It rewards originality, emotional resonance, and human storytelling… and will bury the rest.

Many of us in the production industry have remained true to our focus on creating quality, narrative-driven content, rather than just generating more noise. Now, finally, it seems the platforms are catching up.

What do you think about this? Is it good news? Or is it just a cynical ploy to keep people engaged, sucked away from the real world and into the 'social' abyss? Let us know.

See you next week.