Three Ways New Brands Can Break the Social Media Echo Chamber

By Emma Luckman

Account Executive 

For the majority of rising small businesses, breaking through to customers can be increasingly difficult. You aren’t just competing with other small businesses but also the big giants of your industry that entirely monopolize social media algorithms. 

The biases of different social media platform algorithms can cause significant struggles for small brands attempting to boost their content. These platforms are designed to show users what they already like and engage with. For example, if a new local coffee shop attempts to reach audiences who like to get coffee every morning, they are competing against corporations such as Starbucks and Dunkin' Donuts for an algorithmic push. For new or smaller companies, amplifying their content can be incredibly frustrating.

However, it doesn’t have to be impossible. There are impactful ways that rising brands can disrupt the algorithmic bias and gain viewership. Here are three strategies brands can use to make their content stand out among the masses. 

1. Niches make a difference

Photo courtesy of Amici Pizza

One of the biggest struggles for companies is getting themselves noticed by major audiences. The best question a business can ask itself is, “What makes us different from other brands?” For example, Amici Pizza in Mesa, Arizona, started trending after they marketed their Shirley Temples as the “Perfect Shirley.” Before they knew it, there were lines of customers waiting for their “special drink” of Sprite and grenadine before the pizza parlour even opened.

Photo courtesy of REVLY SPORT

2.  Collaborations can enhance your success

Collaborating with brands that already have a major following can be one of the fastest ways to gain credibility and visibility. For example, a gym may want to collaborate with brands like REVLY Sport, which specifically targets small fitness studios for collaborative opportunities. For REVLY sport, this includes creating limited-edition custom designs for the gym to sell with the goal of bringing in new customers. Realistically, this is just a new way to introduce your brand to new audiences in an authentic and creative way. 

Photo courtesy of The Inkey List

3. Think of what you have to offer

Most big companies market their content to get sales; however, content for small businesses needs to offer something of value beyond their products. This difference involves focusing on content utility or helpful marketing. Companies should ask themselves what problems their brand can solve for audiences unrelated to making a purchase. For example, a skincare brand known as “The Inkey List” posted simple "cheat sheets" that explain complex products to help people build better routines, rather than standard informational ads. This prompted followers to save their posts for later reference, which signals to the algorithm that the content is valuable and should be shown to more people. Essentially, brands need to distinguish themselves as helpful so people follow the brand for its advice, appearing trustworthy when consumers are finally ready to buy.

Breaking through the noise of social media can be a hard process, but it's all about working smarter, not harder. While at times it can feel helpless, remember that if small businesses are authentic, audiences feel connected. Big corporations can buy ads, but they can’t replicate the genuine connection that small businesses can bring to the table. 

By focusing on what makes your company unique and leaning into providing value to your followers, you can start to chip away at your marketing barriers. It’s all about building community and giving individuals a reason to view your content rather than trying to monopolize a feed. Companies should be looking at their current strategy to add helpfulness to their list of marketing techniques. And then some might just find the echo chamber isn’t as airtight as it may seem.