Social media acumen requires awareness of each platform’s recommendation algorithm as much as anything else. Walsh observed that some companies may have great stories to tell, but they “are not attempting to keep up with these algorithmic patterns that will allow them to be visible to a larger audience.” Maybe they don’t post often enough, or they don’t keep up with shifts like Instagram promoting videos more than still images, a particularly stark change that occurred around 2022 as the platform attempted to mimic TikTok.
