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Staying Relevant on Social Media: Play the Game or Get Played

Updated: Jul 31

Let’s be honest…social media isn’t just about great content anymore. It’s about strategy, adaptability, and understanding that the algorithm isn’t your enemy, it’s your opponent. If you want to stay relevant, you better learn the rules of the game.


The Algorithm Isn’t Personal, But It’s Strategic


Too many brands post beautifully designed content and wonder why it doesn’t take off. The truth? The algorithm doesn’t care how much time you spent on your Canva file. It rewards behavior, consistency, engagement, and trend participation… not perfection. If you’re posting once a week, ignoring DMs, and skipping out on reels or trending formats, you’re leaving reach and relevance on the table.


What to do:

  • Post at least 3-4 times per week on your main platform.

  • Use a mix of formats: carousel, reels, stories, polls, lives.

  • Be consistent, even if it’s not polished. The algorithm notices effort.


Engagement is the Currency


Likes are easy. Conversations are everything. If people aren’t saving your post, sending it to a friend, or dropping a comment, the algorithm assumes it’s irrelevant. Ask yourself: does your content make someone feel something? That’s what creates shareability and traction.


What to do:

  • Ask real questions in your captions.

  • Reply to every comment like a human… not a bot.

  • Start using features that drive interaction (polls, question boxes, link stickers).

  • Turn a popular post into a conversation, go live or post a “Part 2” to extend the life of that content.


Relevancy = Speed + Boldness


The internet moves fast, and audiences move even faster. If you're not hopping on trends, adapting formats, or testing new content types, you're already behind. What worked a month ago might be outdated next week. Relevance requires action over hesitation.


What to do:

  • Keep a weekly trend report. What sounds are trending? What topics are people talking about?

  • Create “quick-win” content: reactions, POVs, or raw BTS clips.

  • Let go of perfect. Post the iPhone clip. Share the half-baked idea. Sometimes, those hit the hardest.


You Don’t Beat the Algorithm, You Partner With It


Fighting the algorithm is a losing game. Instead, think of it as your uneasy collaborator. It wants what you want: attention, engagement, time spent. So give it what it wants in your own way. Study your analytics. Adjust your post times. Double down on what’s working.


What to do:

  • Review insights weekly. What content got saves? What flopped?

  • Repurpose high-performing posts across platforms.

  • Test: try the same message in a reel, then a carousel, then a story.


Final Thought: Being Good Isn’t Enough, Staying Relevant on Social Media is


In 2025, good content is the bare minimum. If you want to be staying relevant on social media, you have to be strategic, fast, real, and brave. Play the algorithm’s game, but play to win. The brands (and creators) that grow are the ones who adapt with intention and create with purpose.


Lexie Becker

Director of Marketing and PR; Fifth & Cor

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