Communities that opt in

09.09.26 | By Jess Hatzis | blogs

Why brands shouldn’t panic about proposed algorithm changes and instead, do what they should have always been doing, creating communities on purpose.

2 years ago, I quit Instagram. Everything looked the same, sounded the same and felt mind-numbingly repetitive. In my recent 2 week dalliance with the app - in an attempt to stay “connected to culture” for the purposes of my work - I realised not a whole lot had changed and that “culture” as it appeared on this app, was in fact just hundreds of microcosms regurgitating other people’s ideas in one large group practice of digital self flagellation. I promptly deleted it again. But, there is hope and much to learn for marketing. Stay with me.

I don’t do social media in the way that most people do. I download it periodically, engage with it briefly and then delete it. I still discover brands on a daily basis through other means of exploration: Substack, conversations, credible sources like WGSN or, you know, going outside and wandering down the street when time allows. I seek out things that are different. Things that make me feel something. I like trends, but don’t worship at the altar.

For consumer brands, the proposed algorithm changes feel scary. Natural questions are raised about what the discovery process looks like for people who opt out of algorithms. My first piece of advice is this: we have been here before and we know what to do.

Let’s go back in time

Post-Snake on your Nokia 3210 and pre-Tik Tok. In 2021, Apple’s iOS 14.5 update caused global chaos for consumer brands. The update required apps to ask for people’s permission before tracking their activity across the web and the impact was felt most sharply across Meta. The result was that it limited Meta’s ability to use a person’s browsing history to inform what ads to serve them. Almost overnight, consumer acquisition costs soared and brands that were wholly dependent on paid marketing suffered greatly. Does it mean we don’t do performance marketing anymore? Absolutely not.

It does mean, as it always has, that we should have creative and diversified marketing strategies that span a variety of channels, with a strong focus on building owned micro-communities that are less susceptible to policy and technological changes.

So what should you do?

So, what should you do? Right now, you should be conducting reconnaissance missions on your own marketing strategy. Ask yourself, how susceptible is your business to change in any one area, channel, retailer, or product? The proposed algorithm changes are no different to being entirely reliant on one wholesale account or one raw material. The risk is inherent and your job in business is to always hedge your bets. A brand built on any one thing is a house of cards ready to come down at the tiniest breeze.

What channels are you reliant on? Do you own your community or does someone else?

Where can you build a community that is 100% opt in? For example, email or Substack.

What can you build a community around? What do you have to say that can connect with people deeply and purposefully, beyond a trending sound or colour?

In every challenge there is an opportunity, for the people willing to seize it.

In the din of social media, maybe this change of algorithm presents an opportunity to do something truly unique? Something ownable? Something interesting that will drive brand awareness and consideration up and to the right?

Social media is inherently accidental. Sure we can tinker and tailor, hoping the algorithm will deliver our package to the right person. But it’s akin to popping something in the postbox with no address and hoping it arrives in the right hands. You can never truly control it, despite its sophistication. Channels that you own in perpetuity guarantee that so long as you put the time, energy and thought into content creation, driving engagement and shareability, you can almost guarantee that strong commercial results will follow.

Want inspiration?

Hinge: No Ordinary Love: a substack and audio book that details love stories and couples that took risks.

Mecca: Chit Chat: An almost 300,000 person strong army of beauty lovers in a closed facebook group.

Rose: High Ones: Arguably this is social, but youtube doesn’t really count does it?

KIC: Run Club + KICStudio: Offline run clubs. Yes, like running with your legs in real life. Plus a new studio you can take classes in and build real world connections.

The RealReal: A substack community built for fashion addicts who are united by a common desire to not look like everyone else.

Also one final closing note: typing algorithm 12 times in this blog was extremely annoying. A.L.G.O.R.I.T.H.M. Personally, I would love to never have to type it or think about it again.

I, for one, am embracing the opportunities this change presents for brands to think creatively and differently about building a community on purpose. Join me?