Our very own Natalia Chrnowiat, Retail Business Director at Push, was among the panelists. With her extensive experience in retail marketing, Natalia provided valuable insights into aligning content strategies with algorithmic trends to boost organic reach.
If you missed the session, the full webinar playback is available above. However, over the coming weeks, we will be sharing a series of blog posts to break down each key topic covered in the session.
Today, we’re starting with the foundational question: What are the biggest challenges brands face when cracking social media algorithms?
Social media algorithms are constantly changing, making it difficult for brands to maintain visibility and engagement. From platform-specific rules to balancing paid and organic strategies, navigating these challenges is essential for success.
Keeping Up with Constant Changes
Social media algorithms are in a state of constant flux, making it difficult for brands to keep up. Barnaby St Anton, Digital Marketing Manager at Optix Solutions, explained, “Algorithms are designed to optimise user experience, but for marketers, this means constant adaptation. A strategy that worked last month might not deliver the same results today.”
The panelists emphasised the importance of staying agile, regularly reviewing updates, and proactively testing new formats. For instance, brands that quickly pivoted to using Instagram Reels saw significant boosts in organic reach by aligning with the platform’s growing preference for short-form video.
However, as Natalia Chronowiat pointed out, agility must be balanced with brand consistency: “If you adjust your brand too much to fit the algorithm, you risk losing consistency.”
The Challenge of Platform Diversity
Tailoring strategies to suit the nuances of different platforms remains a pressing issue for marketers. Callum Joynes, Head of Content at saintnicks, noted that “each platform has its own rules, and what works on TikTok might flop on LinkedIn.”
For example, while short, snappy videos thrive on Instagram, LinkedIn favours professional, thought-provoking content.
To illustrate this point, Callum shared how a B2B campaign used case study snippets on LinkedIn to drive professional conversations, while behind-the-scenes content on TikTok humanised the brand. This strategic adaptation enabled the campaign to resonate across diverse audiences.
Overcoming Content Saturation
With a constant flood of content competing for attention, brands must find ways to stand out. Natalia highlighted the importance of authenticity and value-driven content, particularly through user-generated content (UGC). “UGC builds trust and resonates with audiences because it feels real and relatable,” she explained.
A compelling example shared during the webinar involved a retail brand encouraging customers to use a branded hashtag to showcase their favourite looks. The campaign’s authenticity led to a 35% increase in organic reach and helped foster a loyal community around the brand.
Striking the Right Balance Between Paid and Organic
While paid strategies can amplify reach, a strong organic foundation is essential for long-term success. Luke Jekyll, Head of Marketing at Paradise, stressed that over-reliance on paid advertising could lead to diminishing returns. “Paid strategies can boost visibility, but without a strong organic base, it’s hard to build genuine engagement. Algorithms reward content that sparks conversation, not just clicks.”
Luke suggested leveraging LinkedIn’s recent algorithmic shift to prioritise content that keeps users on the platform, such as newsletters and short-form videos. This approach not only improves visibility but also aligns with platform goals.
Embracing Creativity and Community
Gem Leslie, Digital Marketing Manager at Bottle, offered an insightful take on cracking algorithms through creativity: “If you make brands weird—embrace the quirks and idiosyncrasies—you stand out. That creates a sense of brand magnetism.” By taking risks and setting trends rather than following them, brands can captivate their audiences and drive engagement.
The panel also highlighted the growing importance of community-driven platforms like Discord and WhatsApp. These channels allow brands to bypass algorithmic constraints, fostering direct and meaningful connections with their audiences.
Insights from Natalia
Natalia reiterated the importance of understanding audience behaviour to align with algorithmic priorities: “By analysing audience preferences, brands can tailor their strategies to meet expectations. Algorithms are complex, but at their core, they reward meaningful connections.”
She also emphasised the role of AI tools in evaluating data and identifying trends, enabling brands to stay ahead of the curve.
Conclusion
Mastering social media algorithms is important for brands aiming to enhance their online presence. By focusing on authentic engagement, optimising content for specific platforms, and embracing creativity and community, brands can effectively navigate the complexities of social media algorithms.
For a deeper dive into these insights, watch the full webinar playback above.
Stay tuned for the next instalment in our series, where we will explore proven strategies for increasing organic reach on social media platforms.
