In the race to ride the algorithm, are brands sacrificing their souls? Our founder, Chris Edwards, explores this tension in a new piece for The Drum, sounding the alarm on what we call disposable creativity – and why it might be your brand’s biggest threat.
We get it. The social content machine never sleeps. But just because TikTok favours speed doesn’t mean your strategy should. Chris makes a compelling case for slowing down just enough to make work that actually means something. Because when content is made just to keep up, not to stand out, you risk more than low engagement. You risk becoming forgettable.
Breaking Down Disposable Creative
The piece unpacks how the pressure to constantly post, react, and remix can leave brands with work that’s high in frequency but low in identity. The result? Content that might hit the For You Page but doesn’t hit home.
Chris isn’t anti-reactive or anti-trend. He’s anti-empty. He argues that the brands cutting through today aren’t the loudest, but the most consistent – the ones translating their identity across formats without losing themselves in the scroll. Think Duolingo, LEGO, Ryanair. Distinctive, coherent, and unmistakably them.
And that’s the point. In a world where everyone’s a creator, the brands that win are the ones who know who they are and refuse to trade that in for a quick dopamine hit.
Key Takeaways:
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Fast doesn’t have to mean forgettable. Reactive content can work, but only when it’s rooted in a clear brand idea.
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The algorithm is not your creative director. Chasing trends blindly leads to brand fragmentation and audience fatigue.
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Consistency is the new creativity. The smartest brands build memory, not just momentum.
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Distinctiveness trumps reach. If no one remembers who made it, was it ever worth posting
Feeling seen? You can read the full piece from Chris in The Drum here: Think you’re hacking the algorithm? You might be erasing your brand instead
