The New Gatekeepers: How Algorithms Decide What We See and Why This Matters for Brands
What people see or don’t see in media today hasn’t been decided by editors alone for quite some time. Over the past decade, algorithms quietly working in the background have become the true gatekeepers, determining what captures attention and what fades away. This shift is reshaping how content spreads and fundamentally changing the way brands engage with audiences online.
In this blog post, we explore how algorithms became today’s gatekeepers and what brands can do to adapt and remain visible in this evolving landscape.
From Editors to Algorithms
Gatekeeping has always been about deciding which content reaches the public. Traditionally, this power belonged to editors, publishers and major media platforms. The decisions were made based on editorial judgement, limited space or airtime.
Today, that role has largely shifted to algorithms: unseen systems on platforms like TikTok, Instagram and Google Discover that sort, prioritize and recommend content based on data signals such as engagement, watch time and relevance. For brands, this means traditional media coverage alone is no longer enough. Remaining visible now requires creating content designed not just to be published but to travel organically across feeds and platforms.
What This Shift Means for Brands
1. Authenticity outperforms polish
Large budgets and highly produced content don’t automatically guarantee reach. Duolingo, for example, has built a massive following by sharing informal, humorous TikTok videos featuring its mascot, showing how relatable and timely content often resonates more than scripted campaigns.
2. Engagement drives visibility
Algorithms reward content that keeps people watching, sharing and commenting. Even smaller brands can outperform well-known names if their content sparks real interaction. This puts the focus on creating content that invites conversation rather than just broadcasting a message.
3. Trends are unpredictable, but quick response matters
Earlier this year, Jet2’s catchy holiday ad unexpectedly went viral on TikTok, generating over a million user-created videos. By quickly joining the conversation with branded challenges and giveaways, the airline turned a spontaneous trend into positive brand engagement.
4. Media coverage needs amplification
A placement in respected outlets like Forbes or The Guardian still builds credibility, but its impact is limited if it remains static. When these stories are repurposed on social media, featured in newsletters or shared by audiences, they gain far more reach.
5. Search remains critical
Google Search and Discover still drive significant traffic. Brands that create content aligned with what audiences search for can maintain visibility long after a campaign ends, making SEO an important part of any strategy.
6. Paid and organic must work together
Organic reach alone often stays within current audiences. By pairing authentic, shareable content with targeted paid media, brands can break through algorithmic filter bubbles. Spotify Wrapped’s success, for instance, combines viral organic stories with paid campaigns to amplify reach each year.
How Brands Can Adapt
Focus on creating authentic, timely content that fits naturally into social feeds.
Monitor engagement data to learn what sparks conversation and refine content accordingly.
Plan both organic and paid strategies to extend reach beyond existing audiences.
Optimize content for search so it remains discoverable beyond initial launch.
Consider distribution from the start: think about where and how content will spread, and why people who don’t already follow your brand might care.
Conclusion: Same Game, Different Rules
Gatekeeping hasn’t disappeared; it has transformed. Algorithms now decide what audiences see first, challenging brands to move beyond traditional PR and once‑off campaigns. By understanding how stories spread in a feed‑driven world and designing content built for both people and platforms, brands can ensure their messages aren’t just published, they get noticed.
At Coral Communications, we help your brand break through the noise and stay top of mind where it matters most.
Let’s create something together.
