Written by Michael Szudarek

The social media environment has changed—drastically. Once a relatively level playing field where clever creative and consistent effort could organically grow a brand, it’s now a fragmented, pay-to-play space. Between evolving algorithms, platform fatigue, and ad saturation, even well-known brands are struggling to maintain visibility without writing bigger checks. But here’s the reality: brands still have more control than it may seem. The key lies in understanding the new rules of engagement and building a smarter, more intentional mix of paid, earned, and organic content. You don’t have to chase every trend or overspend on social advertising. You just have to be strategic. Here's how.

Play the Algorithm at Its Own Game

Social media algorithms are designed to reward content that people engage with—comment on, share, save, and react to in meaningful ways. But when every platform is trying to keep users in-app and prioritize pay-to-play models, many brands find their organic reach shrinking. That’s no accident.

Still, there are ways to work within the system. The most effective way to regain visibility is to double down on content that connects. That means getting closer to your audience—understanding what they care about, what they’re talking about, and where your brand naturally fits into that conversation. Start with your analytics. What are people responding to? What’s driving actual conversation versus passive scrolling? Repurpose your strongest themes and adapt them to fit each platform’s strengths. Authenticity and utility win attention—even when algorithms don’t.

Use Paid to Amplify What’s Already Working

Rather than leaning heavily on paid media to generate interest from scratch, smart brands are using it to extend the reach of what’s already resonating. When a post performs well organically, putting ad dollars behind it isn’t just efficient—it’s strategic. It ensures you're amplifying messages that have already proven their relevance.

This kind of agile approach to paid social also saves budget in the long run. Instead of running large-scale ad campaigns with untested creative, you’re investing in content with a proven track record. And by limiting your initial investment to small test boosts, you can quickly assess which messages are worth a broader push. Paid social doesn’t need to dominate your budget. It just needs to be smart, responsive, and closely aligned with your organic storytelling.

Make PR and Social Work Together

Earned media isn’t just for traditional channels anymore. A good story or endorsement can gain a second life—and often a larger audience—on social media. When your brand is featured in a media outlet, podcast, or by an influencer, that content should be woven into your social strategy in compelling, shareable ways.

Think beyond just reposting a link. Slice up a quote for a graphic. Turn a feature into a short-form video. Tag and thank journalists. These touchpoints make earned media go further and help position your brand as a credible, active participant in your space—not just a content machine. And don't forget about user-generated content. Reposting content from real users and customers is one of the most effective ways to build trust while also extending your brand reach in an authentic, low-cost way.

Choose Your Channels with Purpose

With every new platform comes new pressure: Should we be on Threads? Are we late to TikTok? What about Discord, YouTube Shorts, or whatever comes next?

Trying to be everywhere at once only leads to watered-down content. Instead, focus on being exceptional where it matters most—where your audience is engaged and where your message can actually break through. Each platform has its own language, pace, and community norms. A one-size-fits-all strategy doesn’t work. Think of your channels like tools in a toolbox. You don’t need every tool for every job. You just need to pick the right ones—and use them with skill and consistency.

Build Communities You Actually Own

One of the smartest long-term plays in this increasingly unpredictable environment is to build direct relationships with your audience. That means investing in owned platforms like email lists, newsletters, SMS campaigns, and even branded communities where algorithms don’t control your reach. Social media is still essential for discovery—but it shouldn’t be the only place you engage. Use it to drive people toward channels you own and control. Once they’re there, you can create deeper experiences and conversations that aren’t dependent on someone else’s algorithmic whims. 

The Bottom Line

The social media world may be more complex—and more costly—than ever before, but that doesn’t mean brands are at the mercy of the algorithm. By thoughtfully blending paid reach, earned trust, and organic engagement, brands can regain control, build authentic relationships, and grow communities that last beyond the next platform pivot.

At Marx Layne, we help brands navigate this ever-shifting terrain with tailored strategies that don’t just chase visibility—they build value. If your brand is ready to rethink how it shows up online, we’re ready to help you do it smarter.