Social Media Marketing: Reaching the Right People Through Algorithm Shifts

Social media algorithms shape how content is distributed and consumed, influencing a brand’s ability to communicate its values effectively. Recent algorithm updates prioritise authentic interactions and engagement, meaning brands must shift from overt promotion to fostering meaningful connections and beware of how they use AI.

This impacts brand culture by requiring businesses to:

• Align their messaging with audience interests.
• Use storytelling to convey values authentically.
• Maintain consistency across platforms while adapting to algorithmic changes.

Brands that focus on building genuine relationships instead of chasing virality can reinforce their identity and resonate with followers despite ever-changing algorithms.

1. Post people as well as products

Whether your business is B2B or B2C, they have something in common — the selling aspect. There’s no escaping it; your business needs to make money. 

However, it’s essential to balance your promotional posting — products, services, and special offers — with the human side of your business. The people behind your products, the why behind your business, and the who behind your brand.

These human touchpoints enable your audience to build up a sense of trust in your brand and what it stands for.

How to achieve this:

• Highlight employees, founders, and customers who align with your values.
• Use real people in your visuals rather than overly edited stock images.
• Host live Q&As, AMAs (Ask Me Anything), or behind-the-scenes streams.

2. Stick to your brand values and voice

What do you want your brand to be known for? 

Social media has the power to get your message out there to a broad audience. While that can be great for boosting your visibility, it’s important to consider what values you want to portray.

How to achieve this:

• Ensure your messaging aligns with your mission and values.
• Avoid trend-chasing if it doesn’t fit your brand identity.
• Stand up for causes you truly believe in, but avoid performative activism.
• Don’t speak on a matter simply because you feel like you ‘should’.

3. Share your brand story

Storytelling in social media marketing presents a unique opportunity to both inspire action and build emotional connection.

When you tell a story that resonates with your audience, you create a sense of urgency and motivation to encourage them to take action. Whether it’s making a purchase, sharing your story on social media, or simply signing up for your newsletter, storytelling can be a powerful tool to drive engagement and conversions.

But that doesn’t mean you should only share your highlight reel; people want to know about people. How did the brand start? How has it developed and grown? What difficulties have you faced that your consumers can resonate with?

How to achieve this:

• Be transparent about your journey, including challenges and successes.
• Show behind-the-scenes content of your team, production process, or daily operations.
• Use storytelling to humanise your brand and connect on an emotional level.

4. Provide additional value

You establish yourself as a trusted brand by providing your audience with value beyond the product or service you sell.

From top tips and industry insights to blog posts and free templates, offering your audience a taste of your business value not only generates interest and fosters community but also cements your brand in the minds of your audience.

How to achieve this:

• Provide valuable content (tips, how-tos, thought leadership).
• Create engaging storytelling rather than just promotional posts.
• Entertain with humour, relatable memes, or behind-the-scenes moments.

By staying true to your brand’s identity and engaging with your audience in a genuine way, you’ll build lasting trust and a strong, authentic community.