I came across several articles recently declaring 2026 to be "the year when followers don't matter." While technically accurate, this has been true for years on TikTok, and mostly true on Instagram ever since its CEO admitted that "Content engagement now matters more than followers" in spring 2024.
But if algorithms don't allocate exposures based on followership anymore, what determines which posts get more organic reach and which don't?
The most obvious and important factor remains content quality, putting a premium on mastering core creative parameters (tone of voice, storytelling, hooks, sounds etc). Another well-known factor has been searchability, especially on TikTok where up to 50% of exposures are search-led for top posts in categories like fragrances.
A third, less well understood factor is what I call "Algorithmic Memory," which you can think of as a matchmaking engine that allocates posts to those most likely to engage, based on their recent interactions.
Yesterday’s brand interactions help algorithms locate consumers more likely to be receptive to your future content
Think of it this way:
⚡️ When a consumer interacts with a brand (be it through post engagement, searches, a UGC they post etc), they send a signal to the algorithm that they are a receptive viewer of content with that brand.
⚡️ Not all signals are equal -- expect searches, shares or comment interactions to send stronger signals than mere likes or views. Duration and intensity of interaction matter.
Algorithmic memory (AM) is less a standalone driver of performance and more a multiplier that amplifies—or constrains—organic reach: the same post can perform very differently depending on the strength of a brand’s AM.
Let’s close with a few considerations that should shape your on- and off-social investment decisions:
All signals reinforce each other. Brands with a narrow activity mix (e.g., relying only on earned, or failing to generate searches and UGC with news, samples, merch) face steeper odds of content success.
Social content potential is heavily shaped by offline activity. Brand news, events, samples and merchandise trigger social signals (searches, UGC, comments), which in turn strengthen algorithmic memory.
Memory takes time to build: accelerate the ramp-up with a multi-pronged strategy (owned, earned, community management, news, etc.). When entering a new market, invest in tactics that build memory with local consumers before launch. (e.g. comment on relevant local content, post speechless/silent content from your global account, but filmed in their market with local partners, local symbols etc.)
Beware negative memory: boosting unengaging posts means over 99% of viewers ignore them, effectively telling the algorithm they don’t want to see future content from that brand.
Adopt a diversified content approach to build memory across a broader set of consumers: vary topics, needs, emotions and formats (short/long video, slideshows, images). Brands that stay in their content comfort zone (e.g. only short-form humour) risk a doom loop if the narrow audience they’ve built memory with moves on.
Algorithmic memory is why we’ve been recommending to clients to take a diversified approach to content: tap more emotions, use more formats, discuss different topics etc.
