Beyond the algorithm: Harnessing the power of authenticity and word of mouth
Clare Morton, head of commercial products and strategy at Are Media, explains how one can never truly beat the algorithm, but you can go beyond it.
There was a time when the algorithm felt like a little insider secret, an abstract tech term that only those in the know knew. But, like any good thing, it didn’t take long for the casual social media user to learn what kind of content was preferred by the algorithm – the stuff designed to keep people on a platform for longer and keep them coming back, regardless of how accurate, meaningful, or relevant the content actually is – and figure out how to play right into it.
One can never truly beat the algorithm, but you can go beyond it. Are Media’s recent research study Heart of Influence found that word of mouth marketing is the most effective way people are influenced to buy new products (57%), and they are more likely to follow through and purchase something if it feels like an organic discovery. It’s also one of the reasons magazine brands are having such a resurgence; impervious to the algorithm, these environments offer a sense of pleasing discovery and come with a very established sense of style and a strong connection to their readers. People seek out a magazine because they have bought into the brand and what it stands for. Chances are they even paid for the content.
Rather than “hacking” the algorithm, the study found that marketers should focus on creating the kind of content that genuinely connects with the audience and allows their brand to shape its own place in culture.
The days of only polished, picture-perfect social media content are behind us. Instead, people yearning for authentic and genuine recommendations. In fact, the majority of people (77%) share about the things they buy immediately after buying them – either posting, reviewing or telling someone about it – meaning that the content has to be genuine, or it will fall short.
We’ve never been lazier shoppers than we are now, knowing full well that if we’re looking for a new black dress all we need to do is click on a few ads and then sit back for the next few days and let more ads come to us. And it sure does serve our need to consume every single bit of niche background information on the actor starring in our latest Netflix obsession.
But what is overwhelmingly missing in this equation is the way in which this kind of digital landscape dilutes the art of discovery. When everything is moulded to our previously expressed preferences, do we lose the opportunity to carve out new tastes, styles, opinions… and brand connections? How do we discover the beautiful and surprising things we didn’t even know we wanted to know about? For brands that are trying to form deeper connections with new audiences, create momentum against competitors and build enduring brand salience, this is important.
“I knew about it before it was cool” is a well-worn statement. What it is saying is that we are prouder to own or exist in the fandom of something when it feels like an organic discovery. We more confidently recommend these things to other people because they speak to our standing as active purveyors of culture.
Clare Morton
This is also why magazine brands drive such strong brand awareness and purchase intent. Magazines and their platforms are curated to enable their audiences to slow down and engage in the content in more meaningful ways. No double screening, no pop ups, just quality content produced by editors, photographers, stylists and other experts. There is an inherent belief that the content can be trusted. In fact, one of the Heart of Influence study participants explained it best when they said: “When it’s in print, I know it comes from an editorial team, it’s been curated, sub-edited and put on the page with intention.”
This trust and faith extends to seeing print, digital and social ads as well. They’re often treated as a welcome experience, a part of the overall curation of the product.
With the vast majority of shoppers today relying on authentic word of mouth, gaining traction in this conversation loop can significantly boost a brand’s visibility and credibility. For brands aiming to create genuine connections with their audience that last longer than a swipe, magazine brands offer a powerful alternative to the fleeting nature of the algorithm.
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