Brands have lost the point of social media. It's time for a renaissance.

"The playground of social media has turned into a battlefield where brands evolve with the constant pressure to post, rather than focusing on why they're there. There's no sugar-coating it: the relentless pursuit of mass content has forced brands to fight for visibility, making it increasingly challenging to maintain a genuine connection with followers. Organic reach and engagement scores have plummeted, pushing brands to rely on paid boost strategies to meet objectives."

"Managing social media channels often feels like struggling against waves instead of riding them. The annual Ragnarök of algorithm changes is a stark reminder of how brands are at the mercy of the platforms, challenging the true significance of a brand's presence. Still, no brand can afford to ignore social media. Nine out of ten people say they buy from companies they follow on social networks. Only rare specimens, like Lush, have forgone social media and embraced the unknown."

Social media has shifted from a playful space to a relentless battleground where brands prioritize posting frequency over purpose. Organic reach and engagement have declined, driving dependence on paid boosts and platform-specific 'best practices' that intensify workload. Platforms like TikTok recommend multiple daily posts, and maintaining presence across several networks multiplies the operational demands. Frequent algorithm changes leave brands vulnerable and questioning the value of their presence. Despite the strain, most consumers still purchase from companies they follow, making social media indispensable. Automation and standardization emerged as responses, but they collide with the fast-cheap-quality trilemma and constrain strategic nuance.

Read at The Drum