Social media moves fast. Trends shift overnight.
One minute you’re riding high with a viral post, the next, the algorithm changes, and it feels like you’re back at square one.
So how do you grow in a system that never stops evolving, without losing your spark along the way?
In this podcast, we discuss with Michaela Brewer about how creators can work with the algorithm, not against it, without losing their creative spark.
What Does “Basic” Marketing Really Mean?
Basic marketing is safe, predictable, and often forgettable.
It’s the kind of content that fills up feeds but adds little value. Michaela believes that “basic” is more than a style; it’s a mindset. When a brand chooses to play it safe, it’s choosing to blend in.
Bold marketing, however, means standing for something. It’s not always about bright colors or loud messages, but it’s about clarity and courage. Boldness might look like:
- Challenging industry norms.
- Speaking with authenticity, even when it’s not trendy.
- Bringing humor, creativity, or emotion into strategy.
Being bold doesn’t mean being noisy; it means being intentional. Every niche, every industry, has its own version of “bold.”
The key is knowing what it means for your brand and creating content that either informs, inspires, or entertains.
Can You Perform for the Algorithm Without Losing Your Edge?
There’s no escaping the algorithm; it governs how content is seen, shared, and amplified.
But trying to beat it is a losing game. Michaela suggests a shift in perspective: work with it, not against it.
She emphasizes that every creator, knowingly or not, performs for the algorithm.
The trick is balance. Content should function with purpose, not desperation. That means creating for people first, and platforms second.
The goal isn’t to trick the algorithm; it’s to build a system that supports consistency, creativity, and growth.
Practical steps include:
- Defining what success looks like beyond metrics.
- Observing patterns in engagement and refining based on insight.
- Treating every piece of content as part of a larger story, not a one-time performance.
Is Virality a Strategy or Just a Lucky Bonus?
Virality is every marketer’s dream, but it shouldn’t be the north star. Viral content brings visibility, but it doesn’t guarantee longevity.
As Michaela puts it, virality is “the icing on the cake,” a bonus, not the foundation.
True growth comes from consistency. When brands focus on voice, tone, and purpose, they build trust.
Virality may bring temporary attention, but consistency brings loyalty. A creator who shows up regularly, even on slow days, builds a relationship that no algorithm update can undo.
How Do Creators Keep Their Sanity While Chasing Engagement?
Every creator has been there, checking analytics obsessively, comparing numbers, or overanalyzing reach.
It’s exhausting. Michaela admits that keeping sanity while chasing metrics is one of the most complex parts of content creation.
The reality is, not every post will perform well. Some will flop. And that’s okay. What matters is maintaining creative energy and perspective. Here’s what helps:
- Take intentional breaks. Creativity burns out without rest.
- Build a system that fits energy, not pressure. The process should serve the creator, not the other way around.
- Focus on content function. Every post should have a purpose, whether it’s to educate, entertain, or engage.
Creativity thrives in rhythm, not chaos. A sustainable creative flow is more powerful than sporadic bursts of brilliance.
What’s the Biggest Myth About Social Media Algorithms?
The myth that follower count equals influence is slowly dying. Brands no longer chase numbers, they chase engagement. Michaela highlights that engagement is the real currency in 2025.
Having 8,000 followers who genuinely care is far more valuable than 100,000 who scroll past.
That’s why micro-influencers are becoming more relevant than ever.
Brands want measurable results and meaningful interaction, not inflated impressions. In an era of tight budgets and growing skepticism, connection outweighs clout.
Why Are Micro-Influencers Becoming the Go-To for Brands?
Micro-influencers offer something that large influencers can’t trust. They’re closer to their communities and often speak with genuine enthusiasm about what they promote.
For brands, that translates into:
- Higher engagement rates. Their audiences respond, comment, and share.
- Lower financial risk. Smaller partnerships can yield greater ROI.
- Authentic storytelling. Their content feels human, not transactional.
Authenticity is now the most valuable marketing metric. When audiences sense sincerity, they respond, and that’s something no algorithm can fabricate.
How to Balance Trends with Long-Term Brand Storytelling
Jumping on every trend can make a brand feel inconsistent. But ignoring them entirely can make it seem outdated. The balance lies in alignment.
Before participating in a trend, it helps to ask:
- Does this trend align with the brand’s tone and values?
- Can it be adapted to reinforce the long-term story?
- Will it make sense to the target audience?
If a trend fits naturally, it can enhance brand relevance. If it feels forced, it’s better to skip it. A strong trend strategy connects back to brand storytelling; it doesn’t replace it.
How Can Brands Stay Consistent When the Algorithm Keeps Changing?
Consistency in this digital world comes from flexibility.
Experimentation is the key. Brands that remain curious adapt faster.
According to Michaela, that means continuously researching what works in the niche, studying audience behavior, and refining based on feedback.
For personal brands and agencies alike, the core remains the same: understand the audience deeply. Once that understanding is in place, every new algorithm tweak becomes an opportunity, not a threat.
How Can Creativity Survive Without Burning Out?
Marketing is a creative industry that rarely stops moving. That’s why burnout is common and dangerous. Michaela stresses that creativity must be protected intentionally.
A few ways to keep the spark alive:
- Take breaks before exhaustion sets in.
- Work in environments that inspire, not drain.
- Create when the energy is right, not just when the clock demands it.
Creativity isn’t about constant output; it’s about consistent inspiration. Protecting it ensures that every idea that makes it out into the world still carries passion and purpose.
Do Marketers Really Need to Be “Always Online”?
The “always online” culture glorifies hustle, but it also erases balance. Michaela acknowledges that being present online is part of the job, but it shouldn’t consume life.
She draws a simple analogy: an accountant doesn’t scroll through spreadsheets for fun after work. Yet marketers often stay connected for both work and entertainment, blurring boundaries and accelerating burnout.
Healthy boundaries look like:
- Managing screen time intentionally.
- Setting digital curfews.
- Finding offline inspiration, because the best creativity often starts away from the screen.
Should Humor Have a Place in Serious Marketing?
Humor is often underestimated in marketing. Yet, it’s one of the most powerful tools for connection.
Michaela’s brand uses humor as a storytelling tool, not as a gimmick. It builds relatability and makes brands feel human.
When humor reflects a brand’s personality, it strengthens engagement. The challenge is using it authentically; forcing humor for attention can harm credibility, but using it naturally can make a brand unforgettable.
How to Balance Data and Instinct in Marketing
Marketing decisions live at the intersection of numbers and intuition. Data tells what’s working; instinct explains why. The two should work together.
For new creators, data offers structure. For experienced ones, instinct often takes the lead.
The best strategies combine both, analyzing performance metrics while trusting creative gut feelings to guide tone and direction.
What to Do When Engagement Suddenly Drops
Every creator faces slow months. Engagement drops are frustrating, but they’re also normal. When it happens, the answer isn’t to panic, it’s to reassess.
Start by revisiting the brand’s core:
- Has the audience’s interest shifted?
- Is the message still authentic and relevant?
- Does the content still reflect the original voice?
Adjusting strategy doesn’t mean abandoning identity. Staying rooted in authenticity keeps long-term credibility intact, even when short-term numbers fluctuate.
What Does a Healthy Relationship with Social Media Look Like?
Social media is an amazing tool, but it’s not the whole marketing world. Treating it as the only focus limits growth.
The healthiest approach sees social as one part of a bigger system that includes brand strategy, storytelling, and offline touchpoints.
Separating personal and professional time online also helps. When boundaries are clear, creators can recharge properly and return with fresh ideas.
What’s the Best Way to Escape the Algorithm Game?
The best way to “beat” the algorithm is to stop trying to.
Create content that serves a purpose, not a platform. Focus on originality, emotional connection, and consistent storytelling.
At the end of the day, authenticity always wins. Algorithms change, trends fade, and platforms evolve, but genuine, value-driven content never stops resonating.