The Tyranny Of The Algorithm: Let’s Rewire and Be Makers Of Our Own Culture.
Our brand team often think about algorithms, the monotonous trend-driven sameness cycle. Algorithms are closely related to the language of information and communication and are now a huge part of our culture. These algorithms have given brands, businesses, and social media platforms an unprecedented level of influence and insight. But in layman’s what are they and how do they drive our choices?
There has been a shift "from an era where brands are designed to sell products to an era where brands are designed to be culture, to transform lives, to instil beliefs." Consider the rise of 'wellness' as both a culture and a market, propelled by social media. Recommendation algorithms only entrench these trends further. We interact constantly with recommendation algorithms: what we watch, listen to, and even what we eat. They help us discover new things similar to what we already love. But there's a catch. We shape ourselves around the cultural reality of the code.
As users become familiar with this call-and-response format, we navigate our feeds more efficiently, linger on the best content, and strategically engage. Like a cultural therapist, the algorithm's advice becomes more precise as it learns more about us. Our digital dance is generative, creating a feedback loop where recommendations become eerily valuable. The more we invest ourselves in these cultural machines, the further we proceed down a path of collaboration. More than a collaboration: a kind of co-identity.
Our cultural preferences, shaped by algorithms, reflect a co-identity based on beliefs, preferences, and behaviours moulded by the algorithm. At its worst, this collaboration leads to commercial exploitation. At its best, it prompts meaningful self-reflection. However, relying on algorithmic suggestions can make the future more predictable and less creative. We’re now seeing a want and need to have thriving communities providing inspiration and advice from both creators and their audiences, who are even willing to pay a monthly fee for better recommendations, access to a like-minded community and a unique POV.
It seems both brands and audiences alike are feeling fatigued after a decade of visual content ruling online, and negative sentiment towards short-form trend-led content.
At Knot, our strategic approach often begins with a unique point of view. This must be the soul of any business, and beauty and joy should be at the heart of any brand. The best brands are not mirrors of culture; they are makers of it.
When a brand expresses something honest, genuine, and undeniable, the work finds its audience. We believe a deep commitment to looking inward to create is what makes a brand into a platform - a maker of culture.
Today's brands are incentivised to rely on proven past strategies to succeed within the algorithmic context. But this can stifle creativity and diversity. While data is crucial in modern business, stepping away from the algorithm can be just as beneficial. Brands lag behind when they merely follow the dataset.
The most meaningful brands have a well-earned perspective formed through soul-searching, not just reaction. With the ability to influence culture through unique, nuanced, and unapologetically different expressions, brands have a potential and responsibility beyond algorithms.
The answer for any brand lies in subjective influences, personal preferences, and judgments - a true brand therapy process that leads to a unique, enduring perspective.
At Knot, we advocate for introspection, seeking the unknown, and embracing experimentation. Only then can we avoid the monotony and forge new, authentic ways of thinking.
Knot’s three focus pillars:
Know your narrative
Encourage and invest in innovation
Be social and sustainability-savvy