05-18-2026IMPACT COUNCIL

The new competitive edge brand leaders need to know

Algorithmic literacy is changing how brands are appearing to audiences.

[Photo: Getty Images]

The Fast Company Impact Council is an invitation-only membership community of top leaders and experts who pay dues for access to peer learning, thought leadership, and more.

The most challenging conversation to have with brands is one that defies a commonly held belief: great content is enough. For decades, the marketing industry has abided by the same foundational belief that if they create something worthy of attention, their target audience will naturally engage with it. But this approach is a liability for both their reach and revenue.

Today, brands are rapidly losing ground to content creators and bot farms, which each exhibit stronger algorithmic intelligence. Recommendation engines are governed by engagement velocity rather than resonance. Regardless of quality, the content that ultimately keeps users on the platform longest–watching, liking, sharing, and saving videos—wins.

Social media platforms are not in the business of rewarding creativity; they amplify what keeps users coming back. According to TikTok’s internal data, scrolling habits can form in as little as 35 minutes, and within a week, casual users grow to watch 40% more videos than when they first started. Understanding how an........

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