Should marketers and agencies rage against the algorithm?  

 I don’t know about your social media feed but mine feels like I constantly see the same couple of video formats. Whether it’s the emotional hook video, the multitask video or the five things you need to know (note to reader: the last one will shock you!) there is a growing sea of social sameness. 

And often it’s a similar picture when it comes to social advertising. Amid a short form video revolution Tiktok has redefined the vertical video format ad in a way that is increasingly being adopted across multiple platforms, be it Instagram Reels, Youtube Shorts, or even now Linkedin videos. No platform is immune.  

A flattening of how we absorb culture  

Growing up I remember the internet as a place we expected to be surprised, inspired or find a new topic/obsession to learn about – instead, it’s become a place where algorithms serve us comfort, in the form of familiarity and, dare I say, mediocrity. 

Firstly, we should talk about how we got here and how the algorithms are flattening what, who and how we consume culture.  

As Kyle Chayka has pointed out in his book Filterword, social media algorithms are rapidly “flattening culture” and increasingly making decisions for us. In an attempt to give us more “for you” personalised content the algorithms risk putting us in a bubble which removes all serendipity and surprise in our lives.  

Music provides another clear example. The “TikTok sound” has emerged – typically 15-30 second clips optimised for maximum virality. This has led many artists to create songs specifically formatted for the platform, often following similar patterns and structures. Traditional musical forms that don’t fit this template receive less promotion and less visibility.  

On the internet from “Instagram face” to “TikTok voice”, algorithms have created growing advertising video monoculture around us and by pushing “best practice” policies which forces all advertisers into a cookie cutter approach.  

We need to recognise what this risks doing: it is giving us the baby food version of our lives. Nothing tough to chew on or hard to swallow. And if you do come across something you don’t like, it’s easy to opt out and simply tell the algorithm, ‘Don’t show me this.’ 

Marketing 101: Brands need to be distinctive to cut through 

However, all is not lost. As marketers, we know—thanks to Byron Sharp—that brands need to be distinctive to cut through and differentiate themselves. 

Therefore, if the algorithm is serving up comfort in the form of content, brands have an opportunity to be distinctive and stand out—rather than shrinking their presence to three-second ‘Oh my god, you’ll never believe what just happened’ reels. 

I’d challenge the media industry to examine their clients’ approach, not only to content but also how we consider a channel’s impact on the creative and how the two are now going hand in hand like never before.  

Smart brands are recognising the flattening of culture and are moving to break the box that the algorithms put us into. A great example of this was Bunnings jumping on the calls for them to host a rave at one of their offices.  

Another brand which has fought the constraints of the algorithm is KFC who have everything from fine dining to fashion to break through the noise of a cluttered social video landscape. Indeed, in the past few months, due to the social goodwill and equity they have built, online users called for them to host the next rave. (Note to KFC management: they should.) 

My point here is that no one is online calling for Subway to host a rave (sorry Subway!) Nor is anyone wanting to buy tickets to a Subway rave. Bunnings and KFC have both found ways to fight the algorithm through their clever and brave marketing.  

But not all attempts to challenge the social constraints of the platforms need to be on the Bunnings Rave level. For example, luxury brands like Loewe and Jacquemus are redefining fashion marketing by prioritizing artistic innovation and creative storytelling, proving that imaginative vision can resonate more powerfully with audiences than lavish production values, while low cost carrier RyanAir leans in to their budget reputation, and dial up with sense of humour to own their low fi approach. 

What are the takeouts for marketers  

We all know that content creation has been democratised – to everyone with a smartphone – over the past decade. This creates challenges, a lot of noise but also opportunity.  

In the years to come smart marketers will focus on content that is innately distinctive to humans rather than innately pleasing to a machine. If they don’t, they risk being deprioritised in a sea of social sameness.  

It’s a cutthroat environment where the audience knows the currency is their attention. So being unexpected will get you more attention and hopefully talkability. Certainly it’s better than blindly following the “best practice” that everyone else is too.  

It’s essential to know your brand and how they fit into culture. Are they leading it or participating? How do you show up?   

The best brands who create the most compelling content are the ones who have a good idea of their brand personality and create a whole world around their very clear POV on the niche they own. 

It’s about a return to the first principles of marketing – differentiation in a crowded landscape is only going to become more and more important. “We’ve often been told to follow best practices, adhere to the rules, and stick to a formula set by the algorithm or platform. Differentiation and success won’t come from that (we already know that as marketers).  

As marketers, we need to rage against the algorithm. The real challenge—and opportunity—for brands lies in creative thinking that taps into broader cultural conversations. It won’t come from playing within the algorithm’s boundaries.  

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