Every time a social platform updates its algorithm, marketers everywhere seem to hold their collective breath.
LinkedIn starts favouring conversations over links. Instagram prioritises video…again. Facebook announces it’s “improving the user experience,” which we all know is code for “your reach is about to vanish”.
Algorithm updates have become a regular part of life for digital marketers. But the issue is not that they happen. It’s how we react to them. And too often, we treat them like unexpected storms, rather than what they actually are, which are predictable patterns we can learn from and plan for.
Not a personal attack. Just a change in direction.
Let’s clear something up early: algorithm changes are not a punishment. They’re not an attack on your brand or your well-planned content calendar. They are business decisions platforms make to increase user engagement, keep people on the app for longer and ultimately drive advertising revenue.
In that context, it becomes easier to take a step back. If your organic reach has dipped following an update, it might not be the platform working against you. It might simply be a signal that your content needs to evolve to become more relevant, more engaging or better aligned with what users want right now.
This is not always comfortable. But it is necessary. The social media environment is not static. It’s dynamic, often unpredictable and always evolving. Our job is not to control the algorithm. It’s to understand it well enough to move with it.
Adaptation is a strength, not a scramble.
Too often, algorithm updates trigger knee-jerk reactions. Content strategies are thrown out. Panic sets in. And while some urgency is warranted, successful brands don’t chase trends. They analyse, test and adjust with intention.
The brands that weather algorithm changes best are the ones that remain flexible. They treat social strategy as a living document, not a fixed checklist. When Instagram prioritised Reels, they explored short-form video. When LinkedIn boosted personal storytelling, they found thoughtful ways to humanise their brand voice. Not because they were chasing the algorithm, but because they were listening to their users and the platform.
That said, not every change is a masterstroke. Some updates complicate the user experience or fail to deliver what they promise. It’s okay to question them, but the answer is rarely to reject the platform outright. It's to test, gather data and adapt where it makes strategic sense. Algorithm updates should challenge us to be better marketers, not just louder ones.
What hasn’t changed? People.
The good news - and there is some - is that while algorithms change, people don’t shift as quickly. They still respond to valuable content. They still engage with ideas that resonate. They still scroll past posts that feel irrelevant or self-serving.
Which means that rather than trying to ‘beat’ the algorithm, it’s far more effective to build a strategy rooted in audience understanding. When content is crafted with purpose: when it speaks directly to the needs or interests of your community, the algorithm becomes less of a gatekeeper and more of a guide.
The smartest brands don’t rely on hacks or quick wins. They rely on consistency, clarity and creativity. They balance performance data with real audience insight. And yes, they stay informed about how the platforms are evolving, but they don’t let the updates dictate their value.
In conclusion?
Algorithm changes are not going away. If anything, they’ll become more frequent as platforms refine their tools and respond to user behaviour. But the goal is not to fear these updates. It’s to stay agile, strategic and focused on what matters most: serving your audience well.
Because, while the algorithm may shift, the foundation of good marketing remains the same. Listen to your audience. Adapt with intention. Measure what matters. And above all, don’t confuse visibility with value.
The brands that thrive are not the loudest, but the most relevant.