Should we be chasing the algorithms and trends?

The changing landscape of social media marketing

If you've ever wondered, "Why are my social media posts not getting engagement?", you're certainly not alone.

Many businesses invest significant time and effort into creating content for LinkedIn, Instagram, TikTok, Facebook and YouTube, only to find their posts receiving fewer views, comments and shares than expected.

Social media has become one of the most powerful ways to build brand awareness, reach potential customers and create meaningful relationships with audiences. Yet for many organisations, achieving consistent engagement can feel increasingly difficult.

One reason is the growing influence of social media algorithms.

These recommendation systems determine which content appears in users' feeds, what gets prioritised and ultimately how much visibility a post receives. For businesses investing in social media marketing, understanding these systems can feel like trying to hit a moving target.

The challenge of understanding social media algorithms

Social media platforms use sophisticated recommendation systems designed to predict what users will find most valuable and engaging.

The problem is that these systems are constantly evolving and largely hidden from the businesses and creators who rely on them.

Research suggests this lack of understanding is not simply due to a lack of effort from users. A 2024 study published in AI and Ethics highlighted that social media recommendation systems continue to operate as largely opaque systems, despite increasing demands for greater transparency and accountability.

Similarly, research published in New Media & Society in 2025 found that many users remain dissatisfied with the explanations platforms provide about why certain content appears in their feeds. Even with increased transparency features, people often struggle to understand how recommendations are made.

For businesses, this creates a significant challenge. The rules that influence social media engagement today may not be the same rules influencing visibility tomorrow.

Is the algorithm really the reason your posts aren't performing?

When engagement drops, it's easy to blame the algorithm.

Many businesses respond by constantly adjusting posting times, chasing trends, experimenting with hashtags or trying to recreate viral content in the hope of increasing reach.

While these tactics can occasionally help, they often distract from a more important question:

Is the content giving people a reason to engage?

Algorithms influence visibility, but they don't create trust, interest or emotional connection.

That's where many businesses unintentionally lose focus.

People connect with people, not algorithms

The most effective social media content isn't necessarily the content that follows every trend.

It's the content that communicates something meaningful.

Audiences are increasingly looking for content that feels authentic, relevant and human. They want to understand the people behind a business, the values that drive it and the expertise that makes it different.

Content that tends to generate stronger engagement often includes:

• A clear purpose
• Genuine stories
• Useful expertise
• Authentic personality
• A reason for people to care

These are the qualities that encourage people to stop scrolling, pay attention and interact.

Why storytelling increases social media engagement

Storytelling has become one of the most effective ways for businesses to connect with their audiences online.

Rather than simply promoting products or services, storytelling helps businesses communicate who they are, what they stand for and why their work matters.

This is particularly powerful through video content.

A well-crafted brand film, promotional video or social media campaign allows audiences to see and hear the people behind a business. It creates familiarity, builds trust and helps organisations become more memorable.

At RD Music & Media, we believe successful video content starts with understanding the story behind the business.

Our approach is built around Storytelling with Strategy combining creative video production with a clear understanding of what a business wants to communicate and who it wants to reach.

Whether we're producing brand films, promotional videos, corporate content or social media campaigns, our goal is always the same: create authentic content that connects with real people.

Creating content that lasts beyond the algorithm

Social media platforms will continue to evolve. Algorithms will continue to change. New features and trends will influence how content is distributed.

But one thing remains consistent:

Authentic human connection creates lasting impact.

Businesses that focus exclusively on reach, engagement metrics or algorithm updates risk losing sight of the people they are trying to reach.

The organisations that consistently build engagement are those that communicate clearly, tell meaningful stories and create content with purpose.

Because while algorithms may influence who sees your content, it's your story that gives people a reason to remember you.

References

Gausen, A., Guo, C., & Luk, W. (2024). An approach to sociotechnical transparency of social media algorithms using agent-based modelling. AI and Ethics.

Oeldorf-Hirsch, A., Romann, L. R., Witkowich, I., & Chen, J. (2025). Exploring social media users' experiences with algorithmic transparency cues. New Media & Society.