Meta just changed how their algorithm works, and it’s got 30% of marketers calling it the most difficult to navigate, citing major visibility and engagement issues. Most of them are doing the same thing, which is posting more content, thinking that’ll fix their reach problems but unfortunately it won’t.
A participant, whom we’ll call Czy, a fitness influencer, shared that she lost 8 million views in a span of a month, “From 12 million views to 4 million quickly in a month, which leads me to want to post more. This hasn’t drastically affected partnerships yet, but I’ve noticed fewer messages daily and slightly slower growth.”
Meanwhile another participant, Samantha, a small business owner, reveals that when Meta suddenly shifts the algorithm, they are clueless what to post for their marketing, “The algorithm changes have definitely made me more anxious about my marketing strategy. We’re constantly second-guessing what content to post because what worked in June didn’t work in August. We keep on reposting our content to get engagements.”
So what’s the actual solution?
Miruna Dragomir, CMO at Planable, a social media marketing platform, has a take that’s different from what most people are doing. “This happens every time an algorithm changes. There’s always two types of brands – the ones that panic and start posting like crazy, and the ones that take a step back and plan things out
properly. Guess which ones actually win?”
Dragomir shares some tips for avoiding marketing fatigue following an algorithm change:
1. Stop trend chasing, it’s not helping
“We’ve seen brands and creators waste thousands on campaigns after they jumped on every viral trend. The algorithm is not buying trend-chasing anymore – it wants authentic content that actually fits your brand. When you chase trends that don’t match your voice, you’re just confusing your audience.”
2. Fix your team’s strategy first
“Every time the algorithm changes, teams go crazy trying to figure out what to do next. The smart brands? They have systems in place so when changes happen, it’s just a small adjustment not a complete meltdown.”
3. Build systems that work no matter what happens
“The brands that aren’t stressed about algorithm changes have a good planning process. They’re not scrambling every month because they have workflows that can handle whatever Meta throws at them.”
4. Test small things, not everything at once
“Instead of changing their whole strategy every time something shifts, successful brands test little things within what already works. By consistently evaluating the effectiveness of campaigns and making data-driven adjustments, you can ensure sustained growth and adaptability. You don’t need to reinvent the wheel every time Meta updates something.”
Miruna concludes: “The difference between brands and creators that struggle with every algorithm change and
ones that barely notice them is not about luck or having a huge budget. It’s about having the right approach, the brands doing well have planning systems and team processes that make algorithm changes feel like minor tweaks instead of major problems.
For brands and creators watching their reach tank even though they are posting more…stop. Take a break. The brands worth paying attention to are the ones that use proper planning to stay consistent, no matter what algorithm is doing in the next few months, weeks or days.”