“It’s basically algorithm versus brand at this point.”
That was one of the standout lines from Chris Green, Founder of Pretty Decent, in Episode 5 of Feeling Content.
It is a simple line, but it opens up a much bigger conversation.
As businesses, founders and marketing teams, we all know content matters. We know we need to show up. We know our audience expects to see us online. We know social media can help build awareness, trust and enquiries.
But there is also a pressure that comes with it.
The pressure to post more.
The pressure to stay visible.
The pressure to jump on trends.
The pressure to make content that performs.
And sometimes, without really noticing, the algorithm starts to shape the creative decisions more than the brand does.
When content starts to look the same
Most of us have seen it happen.
A certain style of reel starts performing well, so everyone uses the same structure.
A trending audio takes off, so every other post uses it.
A hook works for one person, so it gets copied again and again.
Then AI tools enter the mix and make it even easier to create captions, graphics, scripts and ideas based on what already exists.
None of this is automatically a bad thing.
Trends can be useful.
AI can be useful.
Templates can be useful.
Short form video formats can be useful.
But when every decision is based on what appears to be working for someone else, content can quickly lose the thing that made the brand recognisable in the first place.
It might get quicker to produce.
It might feel more current.
It might even perform better in the short term.
But does it still feel like you?
The difference between visibility and identity
Visibility is important.
If people never see your business, they are unlikely to remember you, trust you or enquire with you. So yes, showing up matters.
But visibility on its own is not the full goal.
The real question is:
What are people seeing when you show up?
Are they getting a clearer sense of who you are, what you do and why they should trust you?
Or are they just seeing another version of a trend they have already scrolled past ten times that day?
This is where content and brand need to work together.
Your content should not just exist to fill the feed. It should help people understand the business.
It should show the problems you solve.
It should reflect the way you work.
It should communicate your values.
It should give people a feel for your personality.
It should build confidence in what you offer.
The algorithm might help people find you, but the brand is what gives them a reason to remember you.
The pressure to chase what is working
In the same episode, Chris also talked about the pressure that comes with running a business and how, when money is tight, it can be tempting to say yes to the wrong clients.
That pressure is real.
Most founders and business owners will understand it. Bills need paying. Teams need supporting. Work needs to come in.
But there is a similar pressure in content.
When engagement drops, reach feels low or enquiries slow down, it is tempting to look at what everyone else is doing and copy it.
Not because you have no ideas.
Not because you do not care about your brand.
But because you want something to work.
The problem is that constantly chasing what is working for other people can slowly move your content away from what is right for your own business.
You can end up creating for attention, rather than connection.
And while attention can be useful, it only becomes valuable when it is connected to the right message, the right audience and the right brand.
Where AI fits into the conversation
AI is now part of the content conversation, whether we like it or not.
It can help with ideas, structure, captions, planning, repurposing and speeding up parts of the process. Used well, it can support creativity and make content more manageable.
But if it is only being used to produce quick content based on what is already popular, it can also flatten the personality of a brand.
The danger is not that AI exists.
The danger is using AI without a clear understanding of your own voice, values and direction.
Because if the input is generic, the output will be generic too.
For AI to be genuinely useful, the brand still has to lead.
You need to know what you stand for.
You need to know who you are talking to.
You need to know what you want people to feel.
You need to know what you would and would not say.
You need to know what makes your content yours.
Without that, AI can simply help you create more content that looks and sounds like everything else.
So how do you create content that still feels like your brand?
This does not mean ignoring trends completely.
It does not mean refusing to use AI.
It does not mean every post has to be completely original.
It does not mean you should stop caring about reach.
It means the brand needs to come first.
Before using a trend, ask whether it actually fits the way your business communicates.
Before copying a format, ask whether it helps you say something meaningful.
Before using AI, give it clear direction based on your brand voice, audience and goals.
Before posting, ask whether the content helps people understand the business better.
A good content strategy gives you room to be visible without losing your identity.
It gives you themes to return to.
It gives you a tone of voice to protect.
It gives you a reason for each post.
It gives your audience a consistent experience.
That consistency is what helps people build trust over time.
The content should serve the brand
At LOFT ONE12, we talk a lot about creating content with purpose.
That does not mean every post needs to sell.
Some content should educate.
Some should entertain.
Some should build trust.
Some should show the people behind the business.
Some should give a clearer understanding of the work you do.
But all of it should connect back to the bigger picture.
Because content is not just there to satisfy the platform. It is there to support the business.
So yes, think about the algorithm.
Think about formats.
Think about hooks.
Think about how people are consuming content.
But do not let those things completely dictate the way your brand shows up.
The goal is not just to be seen.
The goal is to be remembered for the right reasons.
Episode 5 of Feeling Content with Chris Green, Founder of Pretty Decent, is available now.
Watch or listen wherever you get your podcasts.
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