Cracking Social Media Algorithms: Jessica M on What Really Drives Engagement Today

What we see online has long been dictated by social media algorithms, but in 2025, marketers are discovering that algorithms are no longer the only factor. Platforms are becoming entertainment hubs, niche communities are going mainstream, and authenticity outweighs virality. As brands try to stay relevant in this shifting digital culture, understanding how to navigate social media’s evolution is more vital than ever.   

These days, social media is about stopping, interacting, and taking part, not just scrolling. With the rise of creator-led formats, algorithmic trends are now taking a backseat to storytelling, real-time interaction, and cultural fluency. As platforms blur the boundaries between entertainment and commerce, marketers now face the problem of relevancy in critical moments, rather than just visibility.  

Jessica M, is currently working as a Marketing and Communication Consultant at Gapblue Software Labs Pvt Ltd, she’s been working in the field of Content Writing and Development for 7+ years. She also conducts 1:1 as well as group sessions on personal branding at colleges.  

An avid reader, she’s recently written and launched her first comic booklet Go To Your Room on the theme of children’s mental health. In her free time, she also dons the hats of a public speaker, slam poet and quizzer. 

 In this interview, Jessica M helps us decode where social media is headed, what brands are getting wrong, and how marketers can find meaning—and success—beyond the algorithm.

Are social platforms turning into entertainment ecosystems—and where does that leave traditional marketing?

Jessica: Social media platforms are definitely evolving into entertainment ecosystems. With creators, livestreams, and interactive content leading the way, traditional marketing feels less effective. Brands now need to mix authenticity with short-form videos and traditional marketing to stay relevant.  
 
Take India’s 2011 World Cup buzz or how Amul grabs eyeballs by connecting with cultural moments—these examples show that a blend of authenticity and entertainment sets the tone. Simply putting out polished ads won’t cut it anymore. Brands need to actively participate in what’s happening in real-time to engage their audience.

What does ‘going viral’ even mean in 2025—when niche is the new mainstream?

Jessica: ‘Going viral’ has shifted from mass visibility to meaningful niche engagement. Community-driven content has become more powerful than just chasing large numbers.  
 
For instance, Zomato faced backlash after announcing a ‘Pure Veg Mode’ that included green uniforms for delivery partners. Social media users slammed the move as discriminatory and potentially harmful to the dignity of workers. But instead of doubling down, Zomato quickly acknowledged the criticism and rolled back the plan, with CEO Deepinder Goyal issuing a public apology. This quick, community-sensitive response helped the brand regain control of the narrative and reinforced its commitment to inclusivity.

Brands must focus on creating sensible messages, brand awareness, and connecting with their communities rather than just pushing for wide but shallow visibility.

Is the creator economy still booming—or are we seeing signs of burnout and digital fatigue?

Jessica: The creator economy is still active, but burnout and digital fatigue are real challenges. Creators and brands are under pressure to always be “on.”  
 
Interestingly, influencer marketing is taking a backseat in some industries. For example, skincare brands are moving away from influencer endorsements, preferring honesty and direct communication instead.  
 
AI is also changing storytelling. With tools that generate content or even deepfake influencers, marketing is becoming more automated. While this can increase relatability, audiences might not always realize when they are being marketed to, which raises questions about trust.

Has the algorithm become too predictable, and is unpredictability the new growth hack?

Jessica: Yes, marketers are realizing that algorithms are becoming too predictable. The new strategy is embracing randomness and unpredictability.  
 
Brands now experiment with video formats, content structures, and keyword use without trying to force their way to the top artificially. For example, putting content on Google won’t necessarily rank anymore just because it fits keywords exactly.  
 

Variety and spontaneity keep audiences interested and can lead to better organic growth.

Is social media still ‘social’—or has it become mostly transactional?

Jessica: It’s honestly a mix of both. We’re seeing a clear divide—some brands are caught up in the race for reach, pushing out five reels a day just to stay visible. But visibility without purpose can make the content feel empty. This kind of transactional approach—where engagement is measured only in likes and shares—can dilute a brand’s identity.  
 
On the other hand, there are brands that approach content more mindfully. Apple is a great example. With minimalist captions, carefully curated print campaigns, or even a three-word post, they build strong emotional recall. They’re not posting to stay in the feed—they’re posting to stay in the consumer’s mind.  
 
The original promise of social media was to connect people and foster community. That core is still there—but only if brands shift their focus from chasing algorithms to creating content that actually resonates. We’re not just here to convert users; we’re here to engage, listen, and build trust over time.

What happens when every brand has a personality—are we marketing to people or personas?

Jessica: Today, almost every brand wants to be ‘relatable.’ However, it gets more difficult to distinguish between what is real and what is performative when everyone is speaking in the same way, following the same trends, and leaving comments on the same memes.  
 
Take Swiggy, Zomato, or Zepto—they’ve all found ways to become part of everyday internet culture. They are always attempting to stay in the spotlight, whether it is through their commentary on cricket, Valentine’s Day partnerships with Durex, or sly remarks on each other’s postings However, there is a thin line separating being current from becoming obsolete.  
 
Consumers, especially Gen Z, are quick to notice when relatability becomes a tactic rather than a truth. Marketing should focus less on constructing personas and more on connecting with people—real people, with real stories, emotions, and cultural touchpoints. That’s where long-term brand loyalty is built.

In your view, what should brands take away from social media marketing in 2025?

Jessica: Adapting beyond simply chasing algorithms is the key takeaway. It is imperative for brands to encourage community involvement, honesty, and unpredictability. Even though algorithms are always evolving, human connection endures. 
 
Successful social media marketing in 2025 will involve combining empathy and amusement, allowing chance to pique interest, and genuinely connecting with people.