We’re living in a world where social media doesn’t really exist anymore. At least, not in the way it used to.
What we see every day isn’t based on who we follow, but what interests us. What we stop to read. What we watch all the way through. What we actually care about.
Our feeds are now run by algorithms, fine-tuned to show us exactly what we want and none of what we don’t. It’s a frenzy of content, and every post is fighting for the same split-second of attention.
And yet, brands still think they can just drop something onto the timeline and it’ll stick. Spoiler: it won’t.
The death of guaranteed space
A reliance on “owning” digital real estate doesn’t cut it anymore.
If you’re not what your audience wants to see, you’ll be skipped, swiped, or scrolled past.
Attention is earned, not served.
In a world overflowing with good content, audiences are in control. They curate their own feed. They choose what’s worth their time.
So how do you make them choose you?
Don’t follow the algorithm. Beat it.
You could follow the social playbook; keep up with trends, sounds, and formats. But if you’re just chasing what everyone else is doing, you’ll blend right in.
Familiar, yes.
Forgettable, definitely.
The trick isn’t to copy what works. It’s to understand why it works, then make it yours.
Or as Dolly Parton once said: “Find out who you are and do it on purpose.”
How we do it at Tommy.
At Tommy, we help brands uncover what makes them genuinely remarkable, then turn that truth into social ideas that stand out.
We work with the algorithm, not against it.
We create for curiosity, not vanity metrics.
And we make content people choose, not content they scroll past.
Our work is rooted in distinctiveness, designed to feel unmistakably like you, no matter where it lands.
What that looks like.
Social-first campaigns that feel native.
Influencer and creator work that gives authentic, not forced.
Interactive experiences that invite play, not passivity.
UGC and stunts that spark real participation.
Integrated production for ideas move at the speed of the feed.
Because when social isn’t social anymore, the only thing that matters is being distinctive.
What next?
The brands that win will be the ones that feel alive. The ones that know who they are and show up with purpose.
That’s how you stay interesting in a world that scrolls faster than ever. Talk to Tommy about how we can make that happen.
