Social: people want friends, not ghost marketers
Let's be honest, who among you has never scrolled through Instagram thinking: "But where did my friends go?". It seems that lately the feed is a giant meme dump or an endless catalog of random pages that push you stuff you never asked for. The point is this: people want to see what really the people they know are doing, not the umpteenth Reel of a guy teaching you how to make "viral" coffee. The problem? Few people feel comfortable dropping their private life in video or image format. And we who do marketing, where do we fit in?
The algorithm that plays nasty tricks on you (and Meta that screws you)
Let's talk clearly, Meta's algorithm is a labyrinth. A discussion on Reddit talked about how Instagram's algorithm distributes content in a continuous and adaptive way. It's not an "all or nothing" as soon as you press "publish". It means that initial engagement is fundamental, but a post can explode hours or days later, especially if it's a Reel. And here's the problem: if people don't see your content because the algorithm prefers memes or "casual" content, how do you create engagement?
And while you're trying to decipher this enigma, there's someone who finds themselves fighting another battle: Meta's customer care. A user on Reddit complained of having paid $500 a month for a "live agent" support that, in the end, didn't solve the problem of a disabled account. It's almost like thinking of starting a petition, right? The feeling is that, between one algorithm change and another, there's also a certain carelessness towards users who invest (and not a little) on the platform. The game becomes more and more complex, and the platforms, instead of simplifying, seem to create more obstacles.
Content for those who have no time: the dilemma of the small business
If you think the problem is just understanding the algorithm, get ready. Many entrepreneurs find themselves managing a business and, in their free time (which usually doesn't exist), doing social media marketing. A testimony on Reddit talked about a cleaning business that, after 5 months of activity, managed to post only twice a month. The idea of "content batching" on Sundays sounds good, but let's be honest, who really has the head for it after a week of work? The temptation to hire a freelancer or an agency is strong, but is it really worth the expense?
This leads us to reflect on what really works. If people don't want to see overly "produced" content or that looks like blatant advertising, and if your friends don't post interesting things anymore, then the focus must change. Maybe it's time to focus on more "authentic" content, that shows the behind the scenes, the people, the values. But how to do it when time is tyrannical? The answer might not be a perfect post every day, but maybe a strategic and well-thought-out one a week, that really resonates with your community.
The Reels that bore: the "skip rate" that rises
And talking about content, Reels. Everyone does them, everyone loves them. Or so it seems. A user noticed that the "skip" rate (i.e., when people skip your Reel) increases after the first 30-60 minutes. At the beginning, maybe, with a good hook, people stop. But then, if the content is not engaging enough, via, they move on to the next one. This is a clear signal: quality is not just an option, it's a must. It's not enough to just "make a Reel", you have to make a Reel that captures attention from the first second and keeps it.
Think about it: if the algorithm rewards retention and engagement, a Reel that gets skipped right away is a huge negative signal. And if we add the fact that, according to some analyses, Instagram's algorithm continues to re-evaluate your posts over time, this data becomes even more critical. A good start is fundamental, but the story you tell must be compelling until the end. It's no coincidence that TikTok has pushed so much on brevity and immediate impact, but even there, boredom is just around the corner.
X: the new frontier of arbitrary suspension
And then there's X. Ah, X. It seems that the platform is becoming a minefield for anyone who tries to use it. According to what you read, suspensions have become so random that people get banned for basic actions, those for which the platform was born. No warnings, no explanations, just an "account suspended" and via. The result? A wave of one-star reviews that, let's be honest, doesn't do anyone any good. If the game is this, how do you build a community or do marketing on a platform that, from one moment to the next, can decide to silence you without reason? Trust is a precious commodity, and when it's lacking, the damage is huge.
The future is a community, not a showcase
So, putting the pieces together: people want to see their friends, not generic content. Algorithms are complex and platforms sometimes seem more interested in making money than supporting users. Creating content constantly is a challenge for those who have a business to run. And platforms like X put you at risk of being banned without a real reason.
Where's the sense? Maybe the real game of the future on social media is no longer just about virality or invasive advertising. It's about building a community. A group of people who recognize themselves in your values, who feel part of something. This means focusing on authenticity, transparency, dialogue. It means being present, yes, but with intelligence. It means offering real value, not just "pushing" products.
If people want to see friends, let's make content that looks like a chat between friends. If content needs to be engaging to not be skipped, let's make it really interesting. If platforms put you in trouble, diversify. And above all, never forget that behind every profile there's a person, with their needs and frustrations. The marketing that works in 2026 (and beyond) will be the one that puts people at the center, not the algorithm.
Sources
* See friends on Instagram instead of random pages
* Meta accused of consumer fraud on Instagram
* Create social content when you're too busy