The Algorithm’s Not Your Friend, So Start Acting Like It

If TikTok disappearing tomorrow would tank your marketing, you’ve got a problem.

2025 has been a wake-up call for brands still building on rented land. Substack is booming, creators are cashing in, and marketers are finally asking the right question: what do I actually own?

Rachel Sterling nailed it—platforms are fickle. One algorithm tweak and your “perfectly timed” campaign goes straight to digital purgatory. You might think you’re in control, but the reality is you’re playing by someone else’s rules.

The smart move isn’t to ditch platforms, it’s to stop being dependent on them. Build your audience in places you own. Use your domain. Collect your own data. Shape your message without asking a robot if it’ll make the feed.

And while you’re at it, stop trying to be everywhere. Too many brands are chasing visibility when they should be chasing resonance. Know your audience. Post with purpose. Release with intention.

The future doesn’t belong to the loudest—it belongs to the most strategic. Start owning your content. And your outcomes.

If you are interested in taking your business to the next level, schedule a free 30-minute info session with us. By the end of this video call, you will have a clear understanding of the next steps you can take to start generating consistent and reliable results online with Organic & Paid Advertising: Schedule your session.