Content Strategy? The One Thing You're NOT Doing

Let’s cut to it.

Your content strategy? Probably too focused on updates and not enough on why they happen.

Every time a new feature rolls out, the industry panics. Feeds flood with “What does this mean?” and “Should we pivot?” But by the time you’re reacting to an update, the real shift already happened—months ago, probably buried in a news cycle you weren’t paying attention to.

The Biggest Mistake in Digital Strategy

For the past seven years, I’ve seen the same pattern:

🔴 Too much focus on platform updates.

🟢 Not enough focus on the bigger picture.

Algorithm tweaks aren’t random. They’re the result of political, legal, and social pressures—factors that don’t come from inside the app, but outside of it. Changes are made to protect their bottom line from lawmakers, media scrutiny, and cultural shifts.

Think about it:

Privacy laws tighten? Expect organic reach to drop as platforms hoard first-party data.

Election misinformation spikes? Your discoverability is about to take a hit.

A whistleblower calls out engagement-driven harm? That high-performing strategy of yours might not be viable anymore.

This is why so many brands are always playing catch-up. They focus on what’s trending now instead of what’s shaping the industry next.

So, When Should You Pay Attention to Algorithm Updates?

Here’s the real play:

Algorithm updates should be used to tweak a pre-existing, long-term content strategy—not to define it.

A solid strategy isn’t just about reacting to what’s hot this month. It balances:

✅ Long-term direction – A clear, adaptable content plan that isn’t thrown off by every update.

✅ Trend-led agility – The ability to use short-term shifts without losing the bigger picture.

But the problem? Most brands put ALL their energy into the second part.

Just look at the Threads bonus structure.

Brands and creators rushed in, money was thrown around, engagement spiked… and now? Crickets. A repeat of every Meta bonus structure before it. Now, it’s carousels again. Surprise, surprise.

If your entire content approach is dictated by short-term shifts, you’re not running a strategy—you’re running on fumes.

The Game Has Changed—It’s Not Just About Sales Anymore

Social platforms used to optimize for purchase potential. Now? It’s about ego and control.

Yes, monetization still matters. But keeping users inside the app matters more. That’s why they push new features hard, dangle incentives, then pull the rug.

If your entire strategy is built on rented land (aka social platforms), you need an ejector seat plan.

Email capture? Good start.

Owning your audience outside of social? Even better.

Thinking Substack is your safety net? Careful—you don’t own that either.

The Smartest Move You Can Make Right Now

So, what’s the takeaway?

1️⃣ Yes, track platform updates—but don’t build your strategy around them.

2️⃣ Yes, stay agile—but don’t chase trends at the expense of long-term sustainability.

3️⃣ Yes, adapt to changes—but make sure you know why they’re happening in the first place.

Because the next big shift? It won’t be in a product update. It’ll be in a headline. And if you’re not paying attention, you’ll be playing catch-up forever.